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Iturf Case Study Solution and Analysis


Iturf Case Study Solution (National Association for Stock Car Car Racing) is a company carrying out series of Stock Cars and truck racing in United States and functioning as a sanctioning body for driving the guidelines for Stock Cars and truck Racing. The organization was founded in 1947, by "Huge Bill" France. NASCAR set up Stock Car Racing occasions in United States with the presence of about 130000 viewers usually in 2005. It also broadcast its occasions in about 150 countries. Stock Car Racing by NASCAR is the second largest viewer sport, with highest number of sponsors. It has about 500 sponsors contributing billions of dollars in its revenue. The other sources of earnings for Iturf Case Study Analysis consists of; 10% of the total revenue from tv rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand name to business.

NASCAR has a closed corporate culture with the non-interventionist technique. The structure of Car of Tomorrow by NASCAR, with an objective of security for the motorists, brought different tensions among the stakeholders of the sport.
Executive Summary
The communication audit, carried out in 2010, revealed that in spite of the truth that business highly depend on the interactions between its stakeholders, there was no identifiable organisation interaction technique. The industry's target clients, direction and objectives were all unidentified.

The audit pointed out numerous doing not have of NASCAR in terms of lack of internal integration, lack of fan management method and absence of digital and social media of marketing.

Iturf Case Study Solution viewers was highly loyal to the sport and the brands associated with the NASCAR, making it appealing for sponsors and corporate online marketers.

Issue Statement.

The company is presently dealing with the problem of decreasing rates of participation at racing tracks and rates of tv audiences. This can put a substantial influence on its profits from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the business was rather effective till 2005 with its traditional marketing strategies, but soon after 2005 the company starts facing various issues including decline of its fan base. Several external along with internal elements are accountable for the decrease. Internal aspects consist of; inadequate investment in social networks and other digital medias of.

Fan base of NASCAR made up of married males with a typical age of 47, which passes their fandom to their children and create generational commitment. Other difficulties for NASCAR consists of the shift of its fans to other sports as they were enhancing their fan's experience enabling access to their broadcasts out of the homes through jumbo turns, Wi-Fi access, and so on.

SWOT Analysis.


In SWOT analysis, strengths defined as company's qualities which are various from its rivals. These are business's core competencies on which company efficiency or company success based upon. Iturf Case Study Help core proficiencies includes it has rights of dictating rules as approving body. Guidelines and regulations regarding professional stock cars and truck racing are determined by NASCAR like if any team with needed skills and resources can enter into races by following rules and policies dictated by NASCAR. NASCAR has monopoly it this element. Its strengths also consists of that it has title of second biggest spectator 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 nations worldwide with more than $56 million incomes. The main sources of their earnings come from tv rights, sanctioning costs, 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 likewise large resource of fans and business sponsors. Due to the fact that of most significant brand name commitment of fans towards brand names promoted by NASCAR, all the occasions of NASCAR are sponsored by corporates. (See Appendix A).


Weak points of NASCAR includes its close culture which is non collective. Iturf Case Study Solution develops Car of Tomorrow without cooperation so result is that drivers did not like that concept. It was likewise discovered that NASCAR had no efficient technique for business communication.
Porter's 5 Forces Analysis

NASCAR usually utilized to rely on conventional media sources like regional paper for promotion of its sports. NASCAR likewise came to understand from these conventional media outlets that sport was tough to cover. When sports fans were asked relating to popular celebrities and stars then NASCAR chauffeur was not found even in top twenty actions.


Economic down turn was experienced in late 2000 which can be hazard 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 boost fuel prices which likewise impacted NASCAR. Now if NASCAR make substantial investments in new segments which are based on new consumers then it may face unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

It is important to comprehend industry in which business is working because NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are used to determine profitability, intensity and appearance of NASCAR service.

Competitive Rivalry

These motorists can go versus NASCAR if they got much better opportunity in terms of rewards and tv exposure. If viewers take pleasure in other race vehicles and drivers more than NASCAR then viewers can move to those other fascinating automobiles and drivers. NASCAR could be having threat from its two direct competitors that is Formula 1 and Moto GP.
Swot Analysis
Supplier Power

The supplier power indicates the variety of providers are available in market and what is the cost connected with provider if company 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 regarding to consumers that is it simple for consumers to move to other items. If there is more changing cost is associated then customers are less most likely to change. When it comes to NASCAR consumers are its audiences. Audiences can switch to other competitors easily since audiences will having low switching cost.

Hazard of Replacement

Alternatives are referred as options. The alternatives in this case can be other entertainment implies like viewers 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.

Hazard of New Entry

It is defined as how it is easy for any company to enter in that particular market. When it comes to Iturf Case Study Help danger of brand-new entry is low. Due to the fact that if any company needs to enter in this company than they have to make heavy financial investments. They need to develop vehicles and racing tracks and likewise needs to pay large amount to chauffeurs for switching.

PESTEL Analysis


It can not be concluded from case study that there would be change in resource allocations. NASCAR had actually got benefit from lower taxation policies which leads to increasing in revenues. So they made heavy investments in the research study and advancement. As NASCAR is working in various markets so it requires to face various guidelines. It is likewise noted that Iturf Case Study Help has actually dealt with increased scrutiny concerning regulatory. Every federal government has various top priority so NASCAR needs to be prepared for it as concern can be shifted to other sector.


Financial aspects consists of tax rate, currency exchange rate, economic efficiency of that particular company, conditions of labour market, inflation rate and so on. If there is federal government intervention in the marketing and sales sector, fortunes of the NASCAR and its competitors can be impacted. NASCAR can take advantage of capabilities of employees to produce brand-new opportunities and enhance existing opportunities.


Every society is various from each other. Each has various social values and norms. It assists in understanding concerning society and choice of customers. Social factors includes customs, culture, mindsets towards particular services and products, demographics, norms, interests and so on. It can be concluded that advertising through other means instead of conventional (i.e. newspaper) can be preferred in this society.


In this case of NASCAR it can be kept in mind that business are heavily investing for research and development. NASCAR ought to also work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Since every nation has various legal terms and conditions, Legal plays an essential function in every nation. Iturf Case Study Help requires to be ensure that they safeguard their legal rights in every county so any company does not damage to its legal rights.


Ecological aspects are also crucial for every organisation. Due to the fact that usually governments do not permit those service which can damage to environment. These environmental factors consists of laws regarding contamination, climate change, safe waste disposal, policies regarding insurance coverage and so on. NASCAR needs to ensure that its vehicles are not creating contamination more than appropriate level.

7 P's of Marketing


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


Pricing strategy of NASCAR for its race occasions tickets is based upon the location and significance of the racing events. Along with race occasions tickets, NASCAR likewise charge numerous service charge to its stakeholders and earns income. It charged approving costs of $1-2 million per race on average in 2005.


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


NASCAR have its racing tracks in various cities in United States. The most essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Vehicle Club Speedway in California and Darlington Raceway in South Carolina. It tries to perform its races in most of the cities in United States to grasp nationwide popularity.


Nestle people technique is consisted of supplying much better experience to its viewers, its fan base and to all of its stakeholders. People are an important element of Iturf Case Study Solution A marketing strategy as its events are the source of entertainment for crowd. Its people technique consists of efforts to offer better experience to its Fans, Race Drivers, Crew, Occasion Organizers and so on, all of which come under people method of NASCAR.


Numerous company procedures are needed to carry out racing events in an efficient method. These processes consist of; proper schedule of time, arrangement for spectators, offering tickets, plan of area for sponsors, managing logistics etc. These all procedures contribute I constructing NASCAR image, improving spectators experience and increasing fan base.

Physical Proof.

Most important physical evidences for the NASCAR includes the presence of its racing tracks, stock automobiles and racing occasions. Together with it, its merchandising brand names including t-shirts, caps, goodies and so on, also act as a physical proof for NASCAR.

Item Life Cycle Evaluation.

The racing occasions by NASCAR was introduced on June 19, 1949. At the first phase competitors for NASCAR was low, as the competitors drove the vehicles comparable to the cars and trucks driven by ordinary people.


The very 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 television in 1979.

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he transformed NASCAR from a local Sport popular organization into one with global fan base. He initiated a new era of profitable sponsorships and tv contracts for NASCAR.


The maturity period for NASCAR began with the efforts of William France Jr., with the company having large range of earnings sources. The business has about 500 sponsors with transmitting its events in about 150 countries. The business has large number of tracks in the majority of the cities of United States.


The significant causes of decline include the monetary crisis of 2008, which increased the expense of showing up at tracks for audiences due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Segmentation.

The marketplace segmentation of Iturf Case Study Help can be divided into 4 sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Iturf Case Help is based upon the geographical existence of its tracks in different states and cities in United States, and the tv broadcasting of its events in numerous countries. 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 provides the business local in addition to global fan base.


The market division of Iturf Case Study Analysis is also highlydiverse based upon the gender, earnings and age of the customer. To increase the group section of its market NASCAR need to modify its marketing techniques to draw in more age groups and lower its costs to go into in the market sector with a low typical income.


The psychological attributes of the majority of the fans are quite comparable. NASCAR has a fan base with a commitment. When in a week, NASCAR fans view it compulsive to buy tickets and see the races. 71% of them prefer to purchase products with a NASCAR trademark name. They are quite extrovert and are willing to join other fans while racing. They desire quality racing with low cost at convenient area. NASCAR has tried to increase the quality of its racing by presenting phase racing, they also have attempted to lower costs and make the event more hassle-free by presenting live racing.


Behavioural division of Iturf Case Study Solution is based upon the behaviour of fans in terms of seeing the race reside on the television or by going in the occasions. Currently, the fans preference is towards viewing the race at home on tv instead of going, as the client experience at NASCAR tracks is not favourable in addition to pricey. This preference makes the rates for attendance lower than the rates for tv viewers. NASCAR needs to change the behaviour of its fan base by presenting qualitative services at its tracks.

Target Market.


One of the prospective target audience of Iturf Case Study Solution was Hispanics; the young and growing population of United States. The market segment has excellent 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 section has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the sector reveals affinity with car culture, however require a more concentrated marketing towards welcoming the section towards racing.


Kids are also among the potential target audience section for NASCAR, as they are more linked socially than other groups. Producing fan base among kids can supply a prospective boost in the variety of fans for racing due to their connectivity. Kids invest most of their times in using smart devices and playing video games. Automobile racing games developed by Iturf Case Study Solution can be a possible source of gaining attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital functions connected to kids are not capable of getting the attention. NASCAR requires more attention towards personalizing and enhancing its digital functions to draw in the kids target market.

This substantial expense makes the section capacity for NASCAR marketing technique of increasing its fan base. The market segment considers NASCAR as an organization doing not have in developing a multiculturalism environment. NASCAR should take different actions to enhance the experience of Generation Y consumers in its events.

5 C's of Marketing

5 C's of marketing assists in taking decisions regarding marketing.


It needs to make PESTLE analysis in order to understand climate or context in which NASCAR is working. PESTLE means political, financial, social, technical, legal and ecological and is specified above.


Iturf Case Study Help is an automobile racing business with having USP of high quality automobile racing with an international structure. Its sector is sports team and events.


Collaborations consists of suppliers, suppliers and alliances of Iturf Case Study Help. It is teamed up with various racing teams which are participating in racing. It likewise collaborated with Turners Sport for digital rights. NASCAR used to earn money check of around $15 million yearly from Turner Sports. There are variety of cons behind this offer. For example NASCAR needed to get approval from Turner Sport if it want to produce its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of each and every single video which is shoot during race at track.


The client of Iturf Case Study Help are its audiences. 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 produce generational loyalty.


The direct rivals of NASCAR are Formula 1 and Moto GP. Teams generally represents sponsors in NASCAR and the medium of advertising is chauffeurs. Therefore it can be said that chauffeurs and race vehicles are competitors. If they got better opportunity in terms of rewards and tv direct exposure, these chauffeurs can go versus NASCAR.

Marketing Methods.

1. Developing and Keeping Facebook Page.
Among the potential target markets sections for NASCAR is Hispanics which is the growing population section of U.S.A. but sadly NASCAR had actually been unable to bring in the this targeted segment. In order to bring in the young growing generation the NASCAR should market by using social networks like Facebook. It must establish a Facebook page containing the info relating to the races and the locations of tracks to make the consumer helpful about the core operations of Iturf Case Study Help. It should likewise update its Facebook page on day-to-day basis to provide details about its upcoming occasions. This would make the target audience section more useful about the business and would lead to drawing in big fans base.
2. Establishing and Upgrading Accounts of Secret Drivers.
Iturf 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 essential element for bring in viewers towards tracks and towards tv.
3. Developing New Games and enhancing present video games for kids.
In order to bring in these kids, NASCARA ought to enhance its existing racing video games by introducing personalization in the automobiles i.e. altering colours, choice of speed, presenting group racing in the video game, utilizing better graphics related to the racing tracks and introducing various levels in the video game. All these modifications in the existing video game would offer much better experience to kids.
Together with it, NASCAR must likewise build brand-new games connected to racing like kids racing with kids characters as chauffeurs, animation racing with racing in between different animation characters with a choice of choosing the favourite cartoon character for the kids. These strategies would enable the business to attract among its prospective target segments.
4. Presenting multiculturalism at occasions.
NASCAR occasions are comprised of fans with very couple of cultural diversity, due to expense of arrival in occasions, making it unsightly for the consumers viewing sport events as social occasions i.e. Generation Y customers. As the Generation Y customers are a potential target market for NASCAR, therefore the business should take specific steps to attract this possible target market.
5. Improving Client Experience at Tracks.
NASCAR must work on infrastructure and amenities at tracks due to the fact that on the race day viewers got dissatisfied. Viewers have lots of expectations from Iturf Case Study Solution due to the fact that in exact same market other business are supplying better services than NASCAR. IF NASCAR do not work on this problem then its fans might moved to its competitors.

Marketing Budget plan

Marketing budget made on the basis of the above strategies for the period of 5 years from 2011 to 2015, reveals the expense related information for the marketing strategies. (See Appendix B). It can be seen that technique 5 of improving client experience at tracks would need greatest preliminary investment and expense and strategy 4 of introducing multiculturalism will require least expensive preliminary financial investment with least expensive further annually cost. The company ought to prioritize the resource allowance on these methods on the basis of its offered resources and the prospective benefits which the strategy would offer.
NOTE: The values about cost are assumed on rational basis due the lack of facts and figures associated with cost in the event study. Inflation rate of United States is assumed to be 10%.

On the basis of deep analysis of the internal and external factors of Iturf Case Study Solution causing the decline of tv viewership rate and attendance rate at tracks, the above marketing methods are recommended to NASCAR to increase its fan base in long term. These strategies would cope with internal factors like bad customer experience at tracks, inadequate social networks marketing, incapable digital medias like games, absence of culturalisms at tracks and so on, in addition to with external aspects like moving of fans towards other sports, demographical modifications in America and altering family life designs.