Identifying And Realizing Investments In Eastern Europe A Case Study Solution & Analysis
Intro
NASCAR (National Association for Stock Automobile Auto Racing) is a company conducting series of Stock Cars and truck racing in United States and acting as a sanctioning body for driving the rules for Stock Cars and truck Racing. 2) Stock Cars And Truck Racing by NASCAR is the 2nd biggest viewer sport, with greatest number of sponsors. 1) The other sources of profits for Identifying And Realizing Investments In Eastern Europe A Case Study Solution consists of; 10% of the total revenue from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand name to business.
NASCAR has a closed corporate culture with the non-interventionist method. The structure of Automobile of Tomorrow by NASCAR, with an intention of security for the motorists, brought different stress among the stakeholders of the sport.
The interaction audit, carried out in 2010, revealed that regardless of the truth that business extremely rely on the interactions between its stakeholders, there was no recognizable service communication method. The industry's target customers, instructions and goals were all unknown.
The audit mentioned numerous doing not have of NASCAR in terms of lack of internal integration, absence of fan management technique and absence of digital and social media of marketing. The company has intricate ecosystem with independent tracks, teams and drivers. This structure with closed business culture bring numerous obstacles in speeding up a change. Other partners in ecosystem consists of the media networks i.e. tv and radio, and business marketers.
Identifying And Realizing Investments In Eastern Europe A Case Study Help audiences was extremely loyal to the sport and the brand names related to the NASCAR, making it appealing for sponsors and corporate online marketers.
Issue Declaration.
The company is currently facing the problem of declining rates of attendance at racing tracks and rates of tv audiences. This can put a considerable influence on its profits from sponsors, media rights, and from other sources of earnings.
Situational Analysis.
The company was quite effective till 2005 with its traditional marketing methods, but quickly after 2005 the company begins dealing with different problems consisting of decrease of its fan base. A number of external along with internal factors are accountable for the decline. Internal elements consist of; insufficient investment in social networks and other digital medias of.
Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their youngsters and produce generational loyalty. The household system in America was changing resulting in reduction of impact of married male fan base over their children. Along with it perceptions about vehicle was also changing with perceiving cars and truck a lorry to reach at point B from point A, instead of as an enjoyable job. Other obstacles for Identifying And Realizing Investments In Eastern Europe A Case Study Help consists of the shift of its fans to other sports as they were enhancing their fan's experience allowing access to their broadcasts out of the houses through jumbo turns, Wi-Fi gain access to, etc. These all challenges were tending the company to modify its marketing strategies.
SWOT Analysis.
Strengths.
In SWOT analysis, strengths defined as company's qualities which are different from its rivals. These are company's core competencies on which company performance or company success based on. Identifying And Realizing Investments In Eastern Europe A Case Study Analysis core competencies includes it has rights of determining rules as sanctioning body. Guidelines and rules concerning expert stock car racing are determined by NASCAR like if any team with required abilities and resources can enter into races by following rules and guidelines determined by NASCAR. So NASCAR has monopoly it this aspect. Its strengths also consists of that it has title of second biggest viewer sport in the United States with having more fortune 500 sponsors based in United States. Its races were used to transmit in more than 150 countries around the globe with more than $56 million revenues. The primary sources of their revenues come from tv rights, approving costs, sponsorship and licensing. It has longest season of 10 months and having ownership of three national series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise big resource of fans and business sponsors. Due to the fact that of most significant brand name loyalty of fans toward brands marketed by NASCAR, all the occasions of NASCAR are sponsored by corporates. (See Appendix A).
Weak points.
Weaknesses of NASCAR includes its close culture which is non collective. Identifying And Realizing Investments In Eastern Europe A Case Study Help establishes Cars and truck of Tomorrow without collaboration so result is that motorists did not like that principle. It was likewise found that NASCAR had no effective method for organisation communication.
Opportunities.
NASCAR generally used to rely on conventional media sources like local newspaper for publicity of its sports. NASCAR also came to understand from these standard media outlets that sport was tough to cover. When sports fans were asked relating to popular celebrities and stars then NASCAR driver was not found even in leading twenty reactions.
Hazards
Economic down turn was experienced in late 2000 which can be threat for NASCAR since if there is financial down turn then people would be having less return on financial investment. Economic down turn also results in increase fuel rates which also impacted NASCAR. Now if NASCAR make considerable investments in brand-new segments which are based on brand-new customers then it might face unfavorable remarks from its core fan base.
Porter's 5 Forces Analysis
Porter's 5 forces is a design that is used to evaluate market in which company is working. It helps in determining what are strengths and weakness of any specific market. It recommend that every market is different from one another. Because NASCAR's bottom line i.e. net revenue is heavily depends on this, it is important to comprehend industry in which company is working. There are 5 forces that are used to identify success, intensity and beauty of Identifying And Realizing Investments In Eastern Europe A Case Study Help business.
Competitive Competition
This force shows ability of rivals. Teams usually represents sponsors in NASCAR and the medium of advertising is chauffeurs. Therefore it can be stated that drivers and race cars and trucks are rivals. If they got much better opportunity in terms of prizes and tv exposure, these motorists can go versus Identifying And Realizing Investments In Eastern Europe A Case Study Solution. If viewers delight in other race vehicles and motorists more than NASCAR then viewers can move to those other fascinating vehicles and chauffeurs. NASCAR could be having hazard from its 2 direct competitors that is Solution 1 and Moto GP. They require to develop competitive benefits for chauffeurs so they do not shift to other rivals.
Supplier Power
The provider power indicates the number of suppliers are readily available in market and what is the cost associated with supplier if business shifts from one supplier to another. In this market there is supply monopoly since chauffeurs with required abilities and resources are restricted.
Purchaser Power
This force is concerning to customers that is it easy for clients to move to other products. If there is more switching cost is associated then customers are less likely to switch. In the case of NASCAR clients are its viewers. Audiences can switch to other rivals easily due to the fact that viewers will having low changing cost.
Risk of Replacement
Substitutes are referred as options. The substitutes in this case can be other home entertainment suggests like audiences can move to other sports. So there are wide variety of alternatives are available in this circumstance which suggests that threat of substitute is high.
Risk of New Entry
In the case of NASCAR hazard of new entry is low. They need to develop automobiles and racing tracks and likewise needs to pay significant amount to motorists for changing.
PESTEL Analysis
Political
As NASCAR is working in numerous markets so it requires to face different regulations. It is likewise noted that NASCAR has dealt with increased analysis relating to regulative. Every federal government has different concern so NASCAR has actually to be prepared for it as top priority can be shifted to other sector.
Affordable
Economic elements includes tax rate, currency exchange rate, economic efficiency of that specific business, conditions of labour market, inflation rate etc. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its rivals can be impacted. NASCAR can take advantage of abilities of employees to create brand-new opportunities and enhance existing opportunities.
Social
Every society is different from each other. Each has various social values and norms. It assists in understanding relating to society and choice of consumers. Social aspects consists of customs, culture, mindsets towards particular services and products, demographics, standards, interests and so on. It can be concluded that marketing through other ways rather than traditional (i.e. newspaper) can be chosen in this society.
Technical
Innovation has impact on practically every business. It consists of innovation in company technique. In this case of Identifying And Realizing Investments In Eastern Europe A Case Study Analysis it can be noted that business are heavily investing for research study and development. NASCAR ought to also work on its media rights policy with Turner Broadcasting System.
Legal
Because every nation has different legal terms and conditions, Legal plays an important role in every country. Identifying And Realizing Investments In Eastern Europe A Case Study Solution requires to be make certain that they safeguard their legal rights in every county so any business does not harm to its legal rights.
Environmental
Environmental aspects are also crucial for every organisation. Because typically governments don't permit those company which can harm to environment. These ecological factors includes laws regarding pollution, environment modification, safe waste disposal, policies regarding insurance coverage etc. NASCAR needs to make certain that its cars are not generating pollution more than appropriate level.
7 P's of Marketing
Item
The items of Identifying And Realizing Investments In Eastern Europe A Case Study Analysis in its item portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning rules for races and ad-space to corporate marketers during broadcast of NASCAR races. (Hanlon, 2018).
Rate.
Prices strategy of NASCAR for its race events tickets is based upon the place and importance of the racing occasions. Along with race events tickets, NASCAR likewise charge various service fees to its stakeholders and earns earnings. It charged sanctioning costs of $1-2 million per race on average in 2005.
Promo.
Promotional method of Identifying And Realizing Investments In Eastern Europe A Case Study Solution is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of audiences for NASCAR races. Nevertheless, the business is not totally trusted its fan base for its promo and promote through local radio stations too. The company has actually also embraced the merchandising media of promo, in which the business sells products with its logo design.
Place.
NASCAR have its racing tracks in numerous cities in United States. The most essential tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It attempts to conduct its races in most of the cities in United States to grasp across the country appeal.
Individuals.
Nestle individuals method is consisted of providing much better experience to its viewers, its fan base and to all of its stakeholders. People are an important element of Identifying And Realizing Investments In Eastern Europe A Case Study Analysis A marketing technique as its events are the source of entertainment for crowd. Its individuals method includes efforts to offer better experience to its Fans, Race Drivers, Team, Event Organizers and so on, all of which come under individuals technique of NASCAR.
Procedures.
A number of organisation processes are needed to conduct racing occasions in an efficient method. These processes include; proper schedule of time, plan for spectators, offering tickets, arrangement of space for sponsors, handling logistics etc. These all procedures contribute I developing NASCAR image, improving spectators experience and increasing fan base.
Physical Evidence.
Essential physical evidences for the NASCAR includes the existence of its racing tracks, stock cars and racing events. Together with it, its retailing brand names consisting of tee shirts, caps, goodies etc., likewise serve as a physical proof for NASCAR.
Item Life Process Assessment.
The racing events by NASCAR was presented on June 19, 1949. At the very first stage competitors for NASCAR was low, as the rivals drove the automobiles comparable to the cars and trucks driven by common individuals.
Development.
The first NASCAR based track, specifically the Darlington Raceway track, was started in 1950 in South Carolina. After the development of racing tracks the business moved towards transmitting its races on tv in 1979.
In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he changed NASCAR from a local Sport popular organization into one with global fan base. He started a new period of rewarding sponsorships and television agreements for NASCAR.
Maturity.
The maturity period for NASCAR began with the efforts of William France Jr., with the business having large range of revenue sources. The business has about 500 sponsors with transmitting its events in about 150 countries. The business has a great deal of tracks in most of the cities of United States.
Decrease.
The decrease in the business's offerings began after 2005 with typical participation rate per race declined by 22% from 2005 to 2010 and tv viewership rate declined by 30% from 2005 to 2010. The major reasons for decrease include the monetary crisis of 2008, which increased the expense of arriving at tracks for viewers due to increasing fuel costs, and the moving of its fan base towards other sports.
Market Segmentation.
The marketplace division of Identifying And Realizing Investments In Eastern Europe A Case Study Solution can be divided into four sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).
Geographical.
The geographical division of Identifying And Realizing Investments In Eastern Europe A Case Help is based upon the geographical presence of its tracks in numerous states and cities in United States, and the tv broadcasting of its events in different nations. The business has 23 tracks in about 20 states of America and has tv broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical segmentation supplies the company local along with worldwide fan base.
Demographic.
The group segmentation of NASCAR is also highlydiverse based upon the gender, earnings and age of the consumer. Its present fan base is majorly comprised of male married fans with a typical age of 47 years and an earnings around $30-50 thousands. Nevertheless currently NASCAR is attempting to increase its target audience to the young growing population and kinds also. To increase the market segment of its market NASCAR should modify its marketing techniques to attract more age groups and lower its costs to go into in the marketplace section with a low average earnings.( htt1).
Psychographic.
The psychological characteristics of the majority of the fans are quite similar. NASCAR has a fan base with a loyalty. Once in a week, NASCAR fans view it compulsive to acquire tickets and see the races. 71% of them prefer to buy items with a NASCAR brand. They are rather extrovert and want to mingle with other fans while racing. They want quality racing with low cost at practical place. Although Identifying And Realizing Investments In Eastern Europe A Case Study Analysis has actually attempted to increase the quality of its racing by introducing stage racing, they likewise have tried to lower costs and make the occasion more convenient by presenting live racing.
Behavioural.
Behavioural segmentation of Identifying And Realizing Investments In Eastern Europe A Case Study Help is based upon the behaviour of fans in regards to viewing the race live on the tv or by going in the occasions. Presently, the fans preference is towards enjoying the race at home on television rather than going, as the client experience at NASCAR tracks is not favourable as well as expensive. This choice makes the rates for attendance lower than the rates for television audiences. NASCAR has to alter the behaviour of its fan base by presenting qualitative services at its tracks.
Target audience.
Hispanics.
One of the potential target market of Identifying And Realizing Investments In Eastern Europe A Case Study Help was Hispanics; the young and growing population of United States. The marketplace sector has great prospective for NASCAR as the population was growing at a higher rate and it was expected to end up being thrice after forty years and the sector has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the sector shows affinity with automobile culture, but need a more focused marketing towards welcoming the sector towards racing.
Kids.
Kids are also among the prospective target market segment for NASCAR, as they are more connected socially than other groups. Creating fan base among kids can offer a possible boost in the variety of fans for racing due to their connection. Kids spend the majority of their times in using smart devices and playing video games. Car racing video games established by Identifying And Realizing Investments In Eastern Europe A Case Study Solution can be a possible source of acquiring attention of kids towards NASCAR track racing. NASCAR's digital functions related to kids are not capable of gaining the attention. NASCAR requires more attention towards tailoring and improving its digital functions to draw in the kids target audience.
Generation Y.
Generation Y target audience includes those who spent 5 times more resources on discretionary costs i.e. acquiring tickets for racing events, than others. This substantial expense makes the sector capacity for NASCAR marketing strategy of increasing its fan base. The market section is likewise simple to technique as 81% of the Y Generation customer uses Facebook every day and the usage is two times of using tv and radio. The marketplace segment views sports as an affair, instead of adherence to sport. The market segment thinks about NASCAR as an organization lacking in creating a multiculturalism environment. Identifying And Realizing Investments In Eastern Europe A Case Study Help ought to take various actions to enhance the experience of Generation Y customers in its events.
5 C's of Marketing
5 C's of marketing helps in taking decisions regarding marketing.
Climate/Context.
It needs to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE represents political, financial, social, technical, legal and ecological and is mentioned above.
Company.
NASCAR is a car racing business with having USP of high quality auto racing with an international structure. Its sector is sports group and occasions. Its target market is males in the age of 15-60 years. Company has closed business culture and having non-interventionist method.
Cooperations.
Collaborations includes suppliers, suppliers and alliances of Identifying And Realizing Investments In Eastern Europe A Case Study Analysis. It is worked together with various racing groups which are participating in racing. It also teamed up with Turners Sport for digital rights. NASCAR utilized to make money check of around $15 million each year from Turner Sports. There are number of cons behind this offer. For instance NASCAR needed to get approval from Turner Sport if it wish to produce its Facebook page, twitter account or perhaps mobile application. Turner Sport also had rights of each and every single video which is shoot throughout race at track.
Consumers.
The consumer of Identifying And Realizing Investments In Eastern Europe A Case Study Analysis are its viewers. They target consumers with having age of 15-60 years. Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their children and develop generational commitment.
Competitors.
Teams normally represents sponsors in NASCAR and the medium of marketing is chauffeurs. These motorists can go against NASCAR if they got better chance in terms of prizes and tv direct exposure.
Marketing Strategies.
1. Maintaining and establishing Facebook Page.
One of the potential target markets sections for NASCAR is Hispanics which is the growing population section of U.S.A. however sadly NASCAR had been unable to bring in the this targeted segment. It should establish a Facebook page consisting of the details concerning the races and the locations of tracks to make the customer useful about the core operations of NASCAR.
2. Developing and Updating Accounts of Key Drivers.
Identifying And Realizing Investments In Eastern Europe A Case Study Solution motorists has a low star power as compare to gamers of other sports. The bad contacts with fans result in less tourist attraction of audiences towards the racers and a low star power. Star power is an essential aspect for drawing in audiences towards tracks and towards television.
3. Developing New Games and enhancing present games for kids.
In order to draw in these kids, NASCARA should improve its present racing games by presenting modification in the cars i.e. changing colours, selection of speed, introducing group racing in the video game, using much better graphics related to the racing tracks and introducing different levels in the game. All these modifications in the present game would provide better experience to kids.
Together with it, NASCAR ought to also construct new video games associated with racing like kids racing with kids characters as motorists, animation racing with racing in between various animation characters with an option of picking the favourite cartoon character for the kids. These strategies would allow the business to draw in one of its potential target segments.
4. Presenting multiculturalism at occasions.
Identifying And Realizing Investments In Eastern Europe A Case Study Solution occasions are consisted of fans with very few multiculturalism, due to cost of arrival in events, making it unsightly for the clients viewing sport events as get-togethers i.e. Generation Y consumers. As the Generation Y customers are a possible target market for NASCAR, therefore the business needs to take certain steps to attract this potential target market. It should embrace strategies to attract the customers far from the tracks place with various culture. The strategy to do so could be supplying special discount rates on tickets or totally free tickets to audiences coming from a specific range or from another state. It would increase cultural diversity of the fans and would make Generation Y consumers more satisfied.
5. Improving Customer Experience at Tracks.
NASCAR needs to work on infrastructure and amenities at tracks since on the race day viewers got disappointed. Audiences have numerous expectations from Identifying And Realizing Investments In Eastern Europe A Case Study Help because in very same industry other business are providing better services than NASCAR. IF NASCAR don't work on this concern then its fans might moved to its rivals.
Marketing Budget
Marketing spending plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, reveals the expense related information for the marketing methods. It can be seen that strategy 5 of improving client experience at tracks would need highest initial investment and cost and method 4 of presenting multiculturalism will need most affordable initial financial investment with lowest further per year cost.
NOTE: The worths about expense are assumed on reasonable basis due the absence of facts and figures associated with cost in the event research study. Inflation rate of United States is presumed to be 10%.
Recommendations.
On the basis of deep analysis of the internal and external factors of Identifying And Realizing Investments In Eastern Europe A Case Study Analysis triggering the decrease of tv viewership rate and attendance rate at tracks, the above marketing strategies are advised to NASCAR to increase its fan base in long term. These techniques would cope with internal elements like bad client experience at tracks, insufficient social networks marketing, incapable digital medias like video games, absence of culturalisms at tracks etc., in addition to with external factors like shifting of fans towards other sports, demographical modifications in America and altering family life designs.
