International Speedway Corporation Online Case Study Analysis

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International Speedway Corporation Case Study Solution & Analysis


International Speedway Corporation Case Study Solution (National Association for Stock Automobile Auto Racing) is a company carrying out series of Stock Automobile racing in United States and acting as a sanctioning body for driving the rules for Stock Vehicle Racing. The company was founded in 1947, by "Big Expense" France. NASCAR arrange Stock Vehicle Racing occasions in United States with the presence of about 130000 viewers on average in 2005. It likewise broadcast its events in about 150 nations. Stock Car Racing by NASCAR is the second largest spectator sport, with greatest number of sponsors. It has about 500 sponsors contributing billions of dollars in its income. The other sources of earnings for International Speedway Corporation Case Study Help includes; 10% of the overall profits from tv rights, sanctioning charges i.e. $1-2 million per race, and licencing NASCAR brand name to business.

NASCAR has a closed business culture with the non-interventionist technique. However this non collective approach brings stress in the sport. The structure of Vehicle of Tomorrow by International Speedway Corporation Case Study Solution, with an objective of safety for the chauffeurs, brought different stress amongst the stakeholders of the sport.
Executive Summary
The communication audit, carried out in 2010, exposed that despite the fact that the business highly count on the interactions between its stakeholders, there was no recognizable company interaction technique. The industry's target clients, instructions and objectives were all unknown.

The audit mentioned various lacking of NASCAR in regards to absence of internal integration, absence of fan management strategy and absence of digital and social media of marketing. The company has complicated ecosystem with independent tracks, chauffeurs and groups. This structure with closed business culture bring various challenges in speeding up a modification. Other partners in community includes the media networks i.e. tv and radio, and corporate online marketers.

International Speedway Corporation Case Study Help audiences was extremely devoted to the sport and the brand names connected with the NASCAR, making it appealing for sponsors and corporate online marketers.

Problem Declaration.

The business is currently facing the problem of decreasing rates of attendance at racing tracks and rates of tv viewers. This can put a significant influence on its incomes from sponsors, media rights, and from other sources of profits.

Situational Analysis.

The business was quite effective till 2005 with its conventional marketing strategies, but quickly after 2005 the company begins facing various issues including decrease of its fan base. A number of external in addition to internal elements are responsible for the decrease. Internal factors include; inadequate financial investment in social media 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 children and produce generational commitment. Other obstacles for NASCAR includes 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, and so on.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of dictating rules as approving body. Guidelines and rules regarding professional stock cars and truck racing are dictated by NASCAR like if any team with required abilities and resources can get in into races by following guidelines and policies determined by NASCAR. All the events of NASCAR are sponsored by corporates since of most significant brand loyalty of fans toward brand names marketed by International Speedway Corporation Case Study Help.


Weaknesses in SWOT Analysis are thought about as external elements. Weak points includes the elements that stops business to carry out at required level of effectiveness. Weaknesses of NASCAR includes its close culture which is non collective. They have non-interventionist method. They generally used to form guidelines and other needed procedures without intervention of others which results in poor partnership. For example NASCAR develops Cars and truck 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 also difficult. It was also discovered that NASCAR had no reliable technique for company communication. They don't know how to manage issue if it took place off track. Inefficient business interaction results in that they don't have clear direction for their long term objectives. They don't understand that where they wish to see this sport in future.
Porter's 5 Forces Analysis

NASCAR normally utilized to rely on traditional media sources like local paper for publicity of its sports. NASCAR likewise came to know from these standard media outlets that sport was hard to cover. When sports fans were asked concerning popular stars and stars then NASCAR chauffeur was not discovered even in top twenty responses.


Economic down turn was experienced in late 2000 which can be hazard for NASCAR because if there is economic down turn then people would be having less return on investment. Economic down turn also results in increase fuel rates which likewise impacted NASCAR. Now if NASCAR make significant investments in new segments which are based on new clients then it may face unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

Porter's 5 forces is a model that is used to analyse industry in which business is working. It assists in identifying what are strengths and weakness of any particular industry. It suggest that every market is various from one another. It is necessary to comprehend market in which business is working since NASCAR's bottom line i.e. net revenue is greatly depends on this. There are 5 forces that are used to identify success, intensity and attractiveness of International Speedway Corporation Case Study Help business.

Competitive Competition

This force indicates ability of rivals. Groups usually represents sponsors in NASCAR and the medium of advertising is chauffeurs. Therefore it can be stated that chauffeurs and race cars and trucks are rivals. These motorists can go against NASCAR if they got better opportunity in regards to rewards and television direct exposure. Then audiences can shift to those other interesting vehicles and motorists, if viewers delight in other race cars and chauffeurs more than NASCAR. NASCAR could be having hazard from its 2 direct rivals that is Solution 1 and Moto GP. They require to create competitive advantages for chauffeurs so they do not move to other competitors.
Swot Analysis
Supplier Power

If company shifts from one supplier to another, the provider power indicates the number of providers are available in market and what is the expense associated with supplier. Due to the fact that chauffeurs with required abilities and resources are restricted, in this market there is supply monopoly.

Purchaser Power

This force is concerning to clients that is it simple for clients to shift to other products. If there is more switching cost is associated then clients are less likely to switch. In the case of NASCAR clients are its audiences. Since audiences will having low switching expense, viewers can change to other rivals easily.

Risk of Substitution

Replacements are referred as options. The alternatives in this case can be other entertainment suggests like audiences can shift to other sports. There are broad range of replacements are offered in this circumstance which recommends that danger of alternative is high.

Risk of New Entry

It is defined as how it is simple for any company to go into in that particular market. In the case of International Speedway Corporation Case Study Help hazard of new entry is low. If any business needs to go into in this company than they have to make heavy financial investments, because. They need to build automobiles and racing tracks and likewise requires to pay hefty amount to motorists for switching.

PESTEL Analysis


As NASCAR is working in different markets so it needs to face various guidelines. It is likewise noted that NASCAR has actually dealt with increased scrutiny concerning regulative. Every federal government has different concern so NASCAR has actually to be prepared for it as concern can be moved to other sector.


Economic factors includes tax rate, currency exchange rate, financial performance of that particular business, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its rivals can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can leverage abilities of workers to develop new chances and enhance existing chances.


Each has different social worths and norms. It assists in understanding concerning society and preference of consumers.


Innovation has impact on almost every organisation. It includes development in organisation method. In this case of International Speedway Corporation Case Study Help it can be noted that companies are greatly investing for research study and advancement. NASCAR needs to also deal with its media rights policy with Turner Broadcasting System.

Vrio Analysis
Legal plays a crucial role in every nation since every nation has different legal terms. International Speedway Corporation Case Study Analysis requires to be make sure that they safeguard their legal rights in every county so any business does not harm to its legal rights.


Environmental aspects are likewise essential for every single company. Because generally federal governments do not enable those organisation which can harm to environment. These environmental elements consists of laws regarding pollution, climate modification, safe waste disposal, policies relating to insurance and so on. NASCAR requires to make sure that its cars are not generating contamination more than appropriate level.

7 P's of Marketing


The products of International Speedway Corporation Case Study Solution in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning rules for races and ad-space to business online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Rates method of NASCAR for its race occasions tickets is based upon the venue and importance of the racing occasions. Along with race occasions tickets, NASCAR also charge various service charge to its stakeholders and earns earnings. It charged approving charges of $1-2 million per race on average in 2005.


Marketing strategy of NASCAR is extremely based upon its fan base. A strong fan base share its fandom with others and increase the number of audiences for NASCAR races.


NASCAR have its racing tracks in numerous cities in United States. The most important 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 most of the cities in United States to comprehend nationwide appeal.


Nestle individuals technique is comprised of supplying much better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an important aspect of International Speedway Corporation Case Study Help A marketing method as its events are the source of entertainment for crowd. Its people method includes efforts to offer better experience to its Fans, Race Drivers, Team, Event Organizers and so on, all of which come under individuals method of NASCAR.


Several business procedures are needed to carry out racing occasions in an efficient method. These processes include; appropriate schedule of time, plan for spectators, selling tickets, plan of space for sponsors, managing logistics and so on. These all procedures contribute I developing NASCAR image, improving viewers experience and increasing fan base.

Physical Proof.

Most important physical proofs for the NASCAR consists of the presence of its racing tracks, stock cars and racing events. Together with it, its retailing brands including t-shirts, caps, goodies and so on, likewise act as a physical evidence for NASCAR.

Product Life Cycle Assessment.

The racing events by International Speedway Corporation Case Study Analysis was presented 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 first phase competition for NASCAR was low, as the competitors drove the vehicles similar to the automobiles driven by ordinary people.


The first NASCAR based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. After the development of racing tracks the business moved towards broadcasting 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 regional Sport popular organization into one with global fan base. He initiated a new era of profitable sponsorships and television agreements for NASCAR.


The maturity period for NASCAR started with the efforts of William France Jr., with the company having wide variety of revenue sources. The business has about 500 sponsors with relaying its occasions in about 150 nations. The business has a great deal of tracks in the majority of the cities of United States.


The decrease in the business's offerings began after 2005 with typical attendance rate per race declined by 22% from 2005 to 2010 and television viewership rate decreased by 30% from 2005 to 2010. The major causes of decrease include the monetary crisis of 2008, which increased the cost of reaching tracks for audiences due to increasing fuel costs, and the moving of its fan base towards other sports.

Market Division.

The marketplace division of International Speedway Corporation Case Study Solution can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of International Speedway Corporation 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 occasions in various countries. The business has 23 tracks in about 20 states of America and has tv broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical division provides the business local in addition to worldwide fan base.


The demographic division of International Speedway Corporation Case Study Help is likewise highlydiverse based upon the gender, earnings and age of the consumer. To increase the market segment of its market NASCAR must revise its marketing techniques to bring in more age groups and lower its prices to enter in the market sector with a low average earnings.


NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to acquire tickets and see the races when in a week. NASCAR has actually attempted to increase the quality of its racing by presenting phase racing, they likewise have attempted to lower rates and make the event more hassle-free by presenting live racing.


Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of seeing the race live on the tv or by going in the occasions. Currently, the fans choice is towards enjoying the race at house on tv rather than going, as the client experience at NASCAR tracks is not beneficial as well as pricey.

Target audience.


Among the potential target market of International Speedway Corporation Case Study Help was Hispanics; the young and growing population of United States. The market section has excellent potential for NASCAR as the population was growing at a greater rate and it was anticipated to become thrice after forty years and the section has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the segment reveals affinity with cars and truck culture, however need a more concentrated marketing towards inviting the sector towards racing.


Kids are likewise one of the possible target market section for NASCAR, as they are more connected socially than other groups. Vehicle racing games developed by International Speedway Corporation Case Study Analysis can be a prospective source of gaining attention of kids towards NASCAR track racing. NASCAR needs more attention towards tailoring and improving its digital features to bring in the kids target market.

Generation Y.
Generation Y target market consists of those who invested 5 times more resources on discretionary expenditures i.e. acquiring tickets for racing occasions, than others. This substantial expenditure makes the sector potential for NASCAR marketing strategy of increasing its fan base. The marketplace sector is likewise simple to approach as 81% of the Y Generation consumer utilizes Facebook every day and the use is two times of utilizing tv and radio. The marketplace sector views sports as a social occasion, instead of adherence to sport. The marketplace sector thinks about NASCAR as an organization doing not have in creating a multiculturalism environment. International Speedway Corporation Case Study Analysis needs to take numerous actions to improve the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing helps in taking decisions relating to marketing.


It requires to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE stands for political, financial, social, technical, environmental and legal and is mentioned above.


NASCAR is an auto racing company with having USP of high quality vehicle racing with an international structure. Its sector is sports team and occasions. Its target market is males in the age of 15-60 years. Company has actually closed business culture and having non-interventionist technique.


Collaborations consists of suppliers, suppliers and alliances of NASCAR. NASCAR utilized to get pay check of around $15 million yearly from Turner Sports. NASCAR had to get approval from Turner Sport if it want to produce its Facebook page, twitter account or even mobile application.


The consumer of International Speedway Corporation Case Study Solution are its audiences. They target consumers with having age of 15-60 years. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their youngsters and create generational loyalty.


Teams normally represents sponsors in NASCAR and the medium of marketing is chauffeurs. These motorists can go versus NASCAR if they got better opportunity in terms of prizes and television direct exposure.

Marketing Methods.

1. Keeping and developing Facebook Page.
One of the prospective target markets segments for NASCAR is Hispanics which is the growing population segment of U.S.A. but regrettably NASCAR had actually been unable to draw in the this targeted section. In order to bring in the young growing generation the NASCAR must market by using social media like Facebook. It must develop a Facebook page containing the details regarding the races and the locations of tracks to make the customer informative about the core operations of International Speedway Corporation Case Study Help. It should also upgrade its Facebook page on everyday basis to provide details about its approaching occasions. This would make the target market section more helpful about business and would lead to bring in big fans base.
2. Establishing and Upgrading Accounts of Key Drivers.
International Speedway Corporation Case Study Solution chauffeurs has a low star power as compare to gamers of other sports. The bad contacts with fans result in less attraction of audiences towards the racers and a low star power. Star power is an essential aspect for bring in audiences towards tracks and towards tv.
3. Developing New Games and improving existing games for kids.
Kids invested most of their time on playing video games and using smartphones. But unfortunately, kids playing NASCARA have a worst experience of playing its games. As an outcome, they are less brought in towards the sport. In order to bring in these kids, NASCARA needs to enhance its current racing video games by introducing customization in the automobiles i.e. changing colours, choice of speed, presenting group racing in the game, using much better graphics associated with the racing tracks and presenting different levels in the game. All these modifications in the existing video game would supply better experience to kids.
Along with it, NASCAR ought to likewise build brand-new games connected to racing like kids racing with kids characters as chauffeurs, cartoon racing with racing in between numerous cartoon characters with a choice of choosing the favourite cartoon character for the kids. These methods would allow the company to bring in among its possible target segments.
4. Introducing multiculturalism at events.
NASCAR events are comprised of fans with extremely few cultural diversity, due to cost of arrival in events, making it unappealing for the clients perceiving sport events as social events i.e. Generation Y consumers. As the Generation Y customers are a prospective target market for NASCAR, for that reason the business needs to take certain procedures to attract this prospective target market.
5. Improving Customer Experience at Tracks.
NASCAR needs to work on infrastructure and amenities at tracks since on the race day viewers got dissatisfied. Viewers have many expectations from International Speedway Corporation Case Study Solution since in same industry other companies are supplying better services than NASCAR. IF NASCAR don't work on this concern then its fans might shifted to its competitors.

Marketing Budget

Marketing budget 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 methods. It can be seen that technique 5 of enhancing client experience at tracks would need highest initial financial investment and expense and technique 4 of presenting multiculturalism will require lowest initial investment with least expensive even more per year expense.
KEEP IN MIND: The worths about cost are presumed on rational basis due the absence of figures and truths associated with cost in the event research study. Inflation rate of United States is presumed to be 10%.

On the basis of deep analysis of the external and internal factors of International Speedway Corporation Case Study Help triggering the decline of tv viewership rate and participation rate at tracks, the above marketing strategies are advised to NASCAR to increase its fan base in long term. These methods would cope with internal aspects like bad client experience at tracks, insufficient social media marketing, incapable digital medias like games, lack of culturalisms at tracks etc., along with with external factors like moving of fans towards other sports, demographical changes in America and altering family life designs.