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Identifying And Realizing Investments In Eastern Europe A Case Study Solution and Analysis


Introduction

NASCAR (National Association for Stock Cars And Truck Auto Racing) is a company performing series of Stock Cars and truck racing in United States and acting as a sanctioning body for driving the guidelines for Stock Vehicle Racing. 2) Stock Cars And Truck Racing by NASCAR is the second biggest viewer sport, with highest number of sponsors. 1) The other sources of revenue for Identifying And Realizing Investments In Eastern Europe A Case Study Help includes; 10% of the overall profits from television rights, sanctioning charges i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed corporate culture with the non-interventionist method. The building of Automobile of Tomorrow by NASCAR, with an intent of security for the drivers, brought numerous stress amongst the stakeholders of the sport.
Executive Summary
The interaction audit, carried out in 2010, revealed that regardless of the truth that the service extremely rely on the communications in between its stakeholders, there was no recognizable company communication strategy. (

The audit mentioned different doing not have of NASCAR in terms of lack of internal combination, absence of fan management method and lack of digital and social media of marketing. The company has complicated community with independent tracks, teams and drivers. This structure with closed corporate culture bring numerous obstacles in accelerating a modification. Other partners in community consists of the media networks i.e. tv and radio, and corporate online marketers.

Identifying And Realizing Investments In Eastern Europe A Case Study Analysis viewers was highly faithful to the sport and the brands connected with the NASCAR, making it appealing for sponsors and business online marketers.

Issue Statement.

The company is presently facing the issue of decreasing rates of presence at racing tracks and rates of tv viewers. This can put a substantial influence on its incomes from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

Although the business was rather successful till 2005 with its traditional marketing techniques, however not long after 2005 the business starts dealing with different issues including decline of its fan base. A number of external as well as internal elements are accountable for the decline. Internal aspects consist of; insufficient financial investment in social media and other digital medias of.

Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their youngsters and produce generational commitment. But the family system in America was changing resulting in decrease of impact of married male fan base over their children. Along with it perceptions about car was likewise altering with viewing cars and truck a vehicle to reach at point B from point A, instead of as a fun job. Other difficulties 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 improving their fan's experience enabling access to their broadcasts out of the houses through jumbo turns, Wi-Fi gain access to, etc. These all obstacles were tending the business to revise its marketing techniques.

SWOT Analysis.

Strengths.


In SWOT analysis, strengths specified as business's qualities which are various from its competitors. These are business's core proficiencies on which business performance or company success based on. Identifying And Realizing Investments In Eastern Europe A Case Study Solution core proficiencies includes it has rights of determining rules as sanctioning body. Regulations and guidelines regarding professional stock automobile racing are dictated by NASCAR like if any group with required skills and resources can participate in races by following rules and guidelines determined by NASCAR. So NASCAR has monopoly it this element. Its strengths likewise 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 broadcast in more than 150 nations worldwide with more than $56 million revenues. The primary sources of their profits come from television rights, approving charges, sponsorship and licensing. It has longest season of 10 months and having ownership of three nationwide series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has also large resource of fans and corporate sponsors. All the occasions of NASCAR are sponsored by corporates because of greatest brand commitment of fans toward brand names marketed by Identifying And Realizing Investments In Eastern Europe A Case Study Help. (See Appendix A).

Weak points.

Weaknesses in SWOT Analysis are thought about as external factors. Weaknesses consists of the elements that stops company to perform at required level of effectiveness. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist method. They generally used to form rules and other required procedures without intervention of others which leads to poor cooperation. For example NASCAR develops Car of Tomorrow without collaboration so result is that chauffeurs did not like that concept. As this is racing sport so covering of sports by media is likewise tough. It was likewise discovered that NASCAR had no reliable technique for organisation communication. They do not understand how to manage concern if it happened off track. Ineffective business interaction results in that they don't have clear instructions for their long term goals. They do not understand that where they wish to see this sport in future.
Porter's 5 Forces Analysis
Opportunities.

Opportunities in SWOT analysis are external aspects which can be beneficial to company or the external elements on which business is having competitive benefit. NASCAR normally utilized to depend on standard media sources like regional newspaper for promotion of its sports. Normally these traditional media sources attempt to cover their home team and particular kind of events. NASCAR likewise came to know from these conventional media outlets that sport was tough to cover. Media landscape likewise altered from conventional to digital landscape. Papers failed. NASCAR can deal with its capabilities to get maximum possible take advantage of this brand-new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in social and digital media to get its benefits. Digital rights of NASCAR were also offered to Turner Sports. NASCAR used to get pay check of around $15 million yearly from Turner Sports. There are variety of cons behind this deal. For instance Identifying And Realizing Investments In Eastern Europe A Case Study Analysis had to get approval from Turner Sport if it want to create its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every video which is shoot throughout race at track. Then they are needed to pay licensing costs to Turner Sport, if media sources like newspapers, magazines and cable channels desire to post videos of races on their particular pages. NASCAR can work on terms and conditions and try to negotiate with Turner Sports to get maximum advantages of it. Star power plays extremely essential role in producing revenues from every sport. Nevertheless it was kept in mind that Identifying And Realizing Investments In Eastern Europe A Case Study Solution is lagging in this location i.e. star power. When sports fans were asked regarding popular celebrities and stars then NASCAR motorist was not discovered even in leading twenty actions. So NASCAR can put efforts in this location too for profits generation. They need to direct their drivers that how they can become sport stars. Four tactical focuses which are produced by research group can also be served as opportunity for NESCAR. These 4 strategic focuses compares and analysis Identifying And Realizing Investments In Eastern Europe A Case Study Help techniques.

Risks

Risks in SWOT analysis are defined as external factors that can risk to business's success. Economic down turn was experienced in late 2000 which can be danger for NASCAR since if there is financial down turn then people would be having less roi. Earning of individuals would be effected and they would be more conscious in investing their loan. Economic down turn likewise leads to boost fuel rates which also affected NASCAR. Since fans of NASCAR used to attend its occasion from fars away. NESCAR had a rule of 65/25/10 for income distribution. 65 percent incomes from media rights would be dispersed to race course, 25 percent profits would be distributed to contending group and staying 10 percent would be maintained by NESCAR which is approving body. Contending group wished to increase their part of profits from 25 percent since of increase in operating cost of a race team and likewise there is decline in the number of full-season sponsorship. NESCAR likewise deals with risks from other sponsors since they are making enormous financial investments to improve experience of fans. For instance that includes upgrading existing avenues, building new opportunities, providing Wi-Fi center and also supplying other interactive mediums to interact sports on smart devices. Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their children and create generational loyalty. So the obstacle is that the household system in America was changing resulting in reduction of influence of married male fan base over their youngsters. Along with it understandings about vehicle was also altering with viewing cars and truck a car to reach at point B from point A, instead of as a fun task. If NASCAR make considerable financial investments in new sections which are based on brand-new customers then it may deal with negative remarks from its core fan base, now.

Porter's 5 Forces Analysis

It is important to comprehend industry in which business is working since NASCAR's bottom line i.e. net profit is greatly depends on this. There are 5 forces that are used to identify success, strength and attractiveness of NASCAR organisation.

Competitive Competition

These chauffeurs can go against NASCAR if they got much better opportunity in terms of rewards and tv direct exposure. If viewers delight in other race vehicles and chauffeurs more than NASCAR then audiences can shift to those other interesting cars and trucks and motorists. NASCAR might be having threat from its two direct competitors that is Solution 1 and Moto GP.
Swot Analysis
Supplier Power

If business shifts from one supplier to another, the provider power shows the number of providers are offered in market and what is the expense associated with supplier. In this market there is supply monopoly because motorists with needed abilities and resources are limited.

Buyer Power

This force is concerning to consumers that is it easy for customers to shift to other items. If there is more changing cost is associated then consumers are less likely to switch. In the case of NASCAR consumers are its audiences. Due to the fact that viewers will having low changing cost, viewers can change to other competitors quickly.

Threat of Substitution

Alternatives are referred as options. The alternatives in this case can be other entertainment implies like audiences can shift to other sports. There are broad variety of substitutes are offered in this situation which recommends that threat of replacement is high.

Danger of New Entry

In the case of NASCAR threat of new entry is low. They require to develop vehicles and racing tracks and likewise requires to pay significant quantity to motorists for changing.

PESTEL Analysis

Political


It can not be concluded from case research study that there would be modification in resource allowances. NASCAR had actually got gain from lower taxation policies which results in increasing in revenues. They made heavy investments in the research study and advancement. As NASCAR is operating in various markets so it requires to face various regulations. It is likewise noted that Identifying And Realizing Investments In Eastern Europe A Case Study Solution has actually dealt with increased examination concerning regulatory. Every government has various concern so NASCAR has to be prepared for it as priority can be moved to other sector.

Affordable

Financial elements includes taxation rate, exchange rate, economic efficiency of that specific business, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its rivals can be affected if there is government intervention in the marketing and sales sector. NASCAR can take advantage of abilities of staff members to produce brand-new opportunities and enhance existing opportunities.

Social

Each has various social worths and norms. It helps in comprehending concerning society and preference of customers.

Technical

Technology has influence on practically every company. It consists of development in company strategy. In this case of Identifying And Realizing Investments In Eastern Europe A Case Study Analysis it can be kept in mind that business are greatly investing for research study and development. NASCAR needs to also deal with its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Legal plays a crucial function in every nation because every country has different legal terms and conditions. Identifying And Realizing Investments In Eastern Europe A Case Study Analysis needs to be make certain that they secure their legal rights in every county so any company does not damage to its legal rights.

Environmental

Ecological elements are also crucial for each organisation. Since usually federal governments do not enable those business which can hurt to environment. These environmental factors includes laws concerning contamination, environment change, safe garbage disposal, policies regarding insurance coverage etc. NASCAR needs to make certain that its automobiles are not creating pollution more than acceptable level.

7 P's of Marketing

Product

The products of Identifying And Realizing Investments In Eastern Europe A Case Study Solution in its product portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, approving guidelines for races and ad-space to corporate online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).

Rate.

Pricing method of NASCAR for its race occasions tickets is based upon the place and value of the racing events. Together with race occasions tickets, NASCAR likewise charge various service fees to its stakeholders and earns profits. It charged sanctioning charges of $1-2 million per race on average in 2005.

Promotion.

Promotional technique of Identifying And Realizing Investments In Eastern Europe A Case Study Analysis 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 company is not entirely relied upon its fan base for its promotion and promote through local radio stations too. The company has actually likewise adopted the retailing media of promotion, in which the company sells products with its logo.

Place.

NASCAR have its racing tracks in different cities in United States. The most essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Auto Club Speedway in California and Darlington Raceway in South Carolina. It tries to conduct its races in the majority of the cities in United States to understand across the country appeal.

Individuals.

Nestle people technique is comprised of offering better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an essential 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 people strategy consists of efforts to offer better experience to its Fans, Race Drivers, Crew, Occasion Organizers and so on, all of which come under people strategy of NASCAR.

Procedures.

Numerous company processes are needed to conduct racing events in an efficient way. These procedures include; proper schedule of time, plan for spectators, selling tickets, plan of space for sponsors, handling logistics and so on. These all procedures contribute I constructing NASCAR image, improving viewers experience and increasing fan base.

Physical Evidence.

Essential physical evidences for the NASCAR consists of the existence of its racing tracks, stock cars and trucks and racing events. In addition to it, its retailing brand names consisting of tee shirts, caps, goodies and so on, also function as a physical evidence for NASCAR.

Product Life Cycle Evaluation.

The racing events by Identifying And Realizing Investments In Eastern Europe A Case Study Help was introduced on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the very first stage competition for NASCAR was low, as the rivals drove the vehicles comparable to the cars and trucks driven by normal people.

Growth.

After conducting its first race successfully the company moved towards building its own tracks. The very first Identifying And Realizing Investments In Eastern Europe A Case Study Help based track, particularly the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by facility of more raceways consisting of Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the business moved towards relaying its races on television in 1979. The very first event transmitted on television was flag-to-flag protection of Daytona.

In 1972, William France Jr., became the president of NASCAR and n about 3 years, he transformed NASCAR from a local Sport popular organization into one with international fan base. He started a new age of lucrative sponsorships and television contracts for NASCAR.

Maturity.

The maturity duration 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 occasions in about 150 nations. The company has large number of tracks in most of the cities of United States.

Decline.

The significant causes of decrease include the financial crisis of 2008, which increased the cost of getting here at tracks for audiences due to increasing fuel costs, and the moving of its fan base towards other sports.

Market Segmentation.

The market division of Identifying And Realizing Investments In Eastern Europe A Case Study Solution can be divided into four sectors; 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 different states and cities in United States, and the tv broadcasting of its events in various nations. The company has 23 tracks in about 20 states of America and has television broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical segmentation provides the company regional in addition to international fan base.

Group.

The group division of Identifying And Realizing Investments In Eastern Europe A Case Study Analysis is likewise highlydiverse based upon the gender, earnings and age of the consumer. To increase the market sector of its market NASCAR must revise its marketing strategies to bring in more age groups and lower its prices to go into in the market segment with a low average earnings.

Psychographic.

The psychological qualities of the majority of the fans are quite comparable. NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to purchase tickets and see the races when in a week. 71% of them prefer to acquire items with a NASCAR brand. They are rather extrovert and are willing to join other fans while racing. They want quality racing with low rate at practical place. Although Identifying And Realizing Investments In Eastern Europe A Case Study Analysis has attempted to increase the quality of its racing by introducing stage racing, they also have tried to lower costs and make the occasion easier by presenting live racing.

Behavioural.

Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of seeing the race live on the television or by going in the occasions. Currently, the fans preference is towards seeing the race at home on television rather than going, as the customer experience at NASCAR tracks is not beneficial as well as expensive.

Target Market.

Hispanics.

One of the prospective target market of NASCAR was Hispanics; the young and growing population of United States. The market segment has terrific potential for NASCAR as the population was growing at a greater rate and it was expected to become thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014.

Kids.

Kids are also among the prospective target audience section for NASCAR, as they are more linked socially than other groups. Creating fan base among kids can supply a prospective increase in the variety of fans for racing due to their connection. Kids invest most of their times in playing and using smart devices video games. Car racing video games established by Identifying And Realizing Investments In Eastern Europe A Case Study Analysis can be a potential source of acquiring attention of kids towards NASCAR track racing. However, NASCAR's digital features connected to kids are not capable of gaining the attention. NASCAR requires more attention towards personalizing and improving its digital features to draw in the kids target audience.

Generation Y.
Generation Y target market consists of those who spent 5 times more resources on discretionary expenditures i.e. buying tickets for racing occasions, than others. This big expenditure makes the segment potential for NASCAR marketing strategy of increasing its fan base. The marketplace sector is likewise simple to approach as 81% of the Y Generation customer utilizes Facebook every day and the use is twice of using tv and radio. The marketplace sector views sports as a social occasion, rather than adherence to sport. The market section considers NASCAR as a company doing not have in developing a multiculturalism atmosphere. Identifying And Realizing Investments In Eastern Europe A Case Study Solution should take numerous steps to enhance the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing assists in taking choices regarding marketing. These 5 C's requirements to be evaluated effectively for taking any marketing decision. These 5 C's mean Climate, Company, Collaborators, Clients and Competitors.

Climate/Context.

It requires to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE means political, economic, social, technical, legal and environmental and is stated above.

Business.

NASCAR is a vehicle racing company with having USP of high quality auto racing with a worldwide structure. Its sector is sports group and occasions. Its target audience is males in the age group of 15-60 years. Business has actually closed business culture and having non-interventionist approach.

Partnerships.

Collaborations includes suppliers, providers and alliances of Identifying And Realizing Investments In Eastern Europe A Case Study Solution. It is collaborated with different racing teams which are taking part in racing. It likewise worked together with Turners Sport for digital rights. NASCAR used to earn money check of around $15 million annually from Turner Sports. There are variety of cons behind this deal. NASCAR had to get approval from Turner Sport if it desire to produce its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every single video which is shoot during race at track.

Clients.

The customer of Identifying And Realizing Investments In Eastern Europe A Case Study Solution are its audiences. They target consumers with having age of 15-60 years. Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their children and produce generational loyalty.

Competitors.

Teams normally represents sponsors in NASCAR and the medium of advertising is chauffeurs. These motorists can go against NASCAR if they got better opportunity in terms of rewards and tv direct exposure.

Marketing Techniques.

1. Developing and Keeping Facebook Page.
One of the potential target markets segments for NASCAR is Hispanics which is the growing population section of U.S.A. however sadly NASCAR had actually been unable to bring in the this targeted segment. It should establish a Facebook page containing the information concerning the races and the places of tracks to make the consumer helpful about the core operations of NASCAR.
2. Establishing and Updating Accounts of Key Drivers.
Identifying And Realizing Investments In Eastern Europe A Case Study Help motorists has a low star power as compare to players of other sports. The poor contacts with fans result in less attraction of audiences towards the racers and a low star power. Star power is an important element for attracting audiences towards tracks and towards tv.
3. Establishing New Games and improving existing games for kids.
In order to attract these kids, NASCARA should improve its existing racing games by presenting personalization in the cars and trucks i.e. changing colours, selection of speed, presenting group racing in the game, utilizing much better graphics related to the racing tracks and introducing various levels in the video game. All these adjustments in the existing game would offer much better experience to kids.
Together with it, NASCAR should likewise construct new video games associated with racing like kids racing with kids characters as motorists, cartoon racing with racing between numerous animation characters with an option of picking the preferred animation character for the kids. These methods would enable the business to bring in among its potential target sections.
4. Presenting multiculturalism at occasions.
NASCAR occasions are made up of fans with extremely couple of cultural variety, due to cost of arrival in occasions, making it unattractive for the customers viewing sport occasions as social celebrations i.e. Generation Y consumers. As the Generation Y consumers are a potential target market for NASCAR, therefore the company ought to take specific steps to attract this prospective target market.
5. Improving Consumer Experience at Tracks.
NASCAR should work on infrastructure and amenities at tracks because on the race day audiences got dissatisfied. Audiences have many expectations from Identifying And Realizing Investments In Eastern Europe A Case Study Analysis since in same market other business are offering better services than NASCAR. IF NASCAR don't work on this problem then its fans may shifted to its rivals.

Marketing Budget plan

Marketing budget plan made on the basis of the above methods for the period of 5 years from 2011 to 2015, shows the cost associated data for the marketing techniques. It can be seen that technique 5 of enhancing client experience at tracks would require greatest preliminary financial investment and expense and technique 4 of presenting multiculturalism will require least expensive initial investment with least expensive even more per year cost.
NOTE: The values about expense are assumed on rational basis due the absence of realities and figures connected to cost in the event research study. Inflation rate of United States is presumed to be 10%.

Suggestions.
Recommendations
On the basis of deep analysis of the external and internal factors of Identifying And Realizing Investments In Eastern Europe A Case Study Solution triggering the decrease of tv viewership rate and presence rate at tracks, the above marketing methods are advised to NASCAR to increase its fan base in long run. These strategies would handle internal factors like poor customer experience at tracks, insufficient social media marketing, incapable digital medias like video games, lack of culturalisms at tracks and so on, as well as with external elements like shifting of fans towards other sports, demographical changes in America and changing family life styles.