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Katharine Graham Case Study Solution & Analysis


Introduction

NASCAR (National Association for Stock Car Automobile Racing) is a company carrying out series of Stock Automobile racing in United States and acting as an approving body for driving the guidelines for Stock Cars and truck Racing. 2) Stock Car Racing by NASCAR is the second largest viewer sport, with highest number of sponsors. 1) The other sources of revenue for Katharine Graham Case Study Help includes; 10% of the overall profits from television rights, approving charges i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed corporate culture with the non-interventionist technique. This non collective approach brings stress in the sport. The building of Cars and truck of Tomorrow by Katharine Graham Case Study Help, with an intent of safety for the chauffeurs, brought different tensions amongst the stakeholders of the sport.

The communication audit, carried out in 2010, revealed that regardless of the truth that business highly depend on the interactions in between its stakeholders, there was no identifiable service interaction technique. The market's target clients, instructions and objectives were all unknown.

The audit explained various lacking of NASCAR in terms of lack of internal integration, lack of fan management technique and absence of digital and social media of marketing. The business has intricate environment with independent tracks, drivers and groups. This structure with closed business culture bring various challenges in speeding up a modification. Other partners in ecosystem includes the media networks i.e. tv and radio, and business online marketers.

Katharine Graham Case Study Solution audiences was extremely devoted to the sport and the brands related to the NASCAR, making it appealing for sponsors and business online marketers.

Issue Statement.

The company is presently facing the issue of declining rates of presence at racing tracks and rates of television audiences. This can put a significant impact on its earnings from sponsors, media rights, and from other sources of profits.

Situational Analysis.

The company was rather effective till 2005 with its conventional marketing methods, however soon after 2005 the business starts dealing with different issues consisting of decline of its fan base. Numerous external along with internal aspects are accountable for the decrease. Internal aspects consist of; inadequate financial investment in social media and other digital medias of.

Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their children and create generational commitment. Other challenges 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 homes through jumbo turns, Wi-Fi gain access to, etc.

SWOT Analysis.

Strengths.


NASCAR core competencies includes it has rights of dictating rules as sanctioning body. Policies and rules regarding professional stock cars and truck racing are determined by NASCAR like if any group with required skills and resources can get in into races by following guidelines and regulations dictated by NASCAR. All the events of NASCAR are sponsored by corporates because of biggest brand name loyalty of fans toward brand names advertised by Katharine Graham Case Study Solution.

Weak points.

Weak Points in SWOT Analysis are thought about as external factors. Weak points consists of the elements that stops company to perform at needed level of efficiency. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist technique. They usually used to form guidelines and other needed processes without intervention of others which leads to bad partnership. For instance NASCAR develops Vehicle of Tomorrow without partnership so result is that drivers did not like that idea. As this is racing sport so covering of sports by media is likewise challenging. It was likewise discovered that NASCAR had no effective strategy for business communication. If it occurred off track, they do not know how to handle problem. Ineffective organisation interaction results in that they do not have clear direction for their long term objectives. They do not know that where they want to see this sport in future.

Opportunities.

NASCAR usually utilized to rely on conventional media sources like local paper for publicity of its sports. NASCAR also came to know from these traditional media outlets that sport was hard to cover. When sports fans were asked regarding popular stars and stars then NASCAR driver was not discovered even in top twenty reactions.

Risks

Economic down turn was experienced in late 2000 which can be risk for NASCAR due to the fact that if there is economic down turn then individuals would be having less return on investment. Economic down turn likewise results in boost fuel prices which likewise impacted NASCAR. Now if NASCAR make significant financial investments in brand-new segments which are based on brand-new customers then it may deal with negative remarks from its core fan base.

Porter's Five Forces Analysis

It is important to comprehend industry in which business is working since NASCAR's bottom line i.e. net earnings is heavily depends on this. There are 5 forces that are used to determine profitability, strength and beauty of NASCAR company.

Competitive Rivalry

These drivers can go versus NASCAR if they got better opportunity in terms of rewards and tv exposure. If viewers take pleasure in other race cars and chauffeurs more than NASCAR then audiences can shift to those other interesting automobiles and drivers. NASCAR might be having risk from its 2 direct rivals that is Solution 1 and Moto GP.

Supplier Power

If company shifts from one supplier to another, the supplier power shows the number of providers are offered in industry and what is the expense associated with provider. In this market there is supply monopoly since chauffeurs with required skills and resources are restricted.

Buyer Power

In the case of NASCAR customers are its audiences. Viewers can change to other rivals easily because audiences will having low changing expense.

Threat of Alternative

Alternatives are referred as alternatives. The substitutes in this case can be other entertainment implies like viewers can shift to other sports. There are broad range of substitutes are offered in this scenario which recommends that risk of alternative is high.

Threat of New Entry

In the case of NASCAR threat of brand-new entry is low. They require to develop cars and trucks and racing tracks and likewise requires to pay significant quantity to drivers for switching.

PESTEL Analysis

Political


As NASCAR is working in various markets so it requires to deal with various policies. It is likewise kept in mind that NASCAR has actually faced increased scrutiny relating to regulatory. Every federal government has different top priority so NASCAR has to be prepared for it as priority can be shifted to other sector.

Economical

Financial aspects consists of taxation rate, exchange rate, financial efficiency of that specific company, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its competitors can be affected if there is government intervention in the marketing and sales sector. NASCAR can utilize capabilities of workers to produce new chances and enhance existing chances.

Social

Each has various social values and standards. It assists in comprehending regarding society and preference of consumers.

Technical

In this case of NASCAR it can be kept in mind that companies are heavily investing for research study and advancement. NASCAR should likewise work on its media rights policy with Turner Broadcasting System.

Legal

Since every nation has various legal terms and conditions, Legal plays an essential role in every nation. Katharine Graham Case Study Help requires to be ensure that they protect their legal rights in every county so any company does not hurt to its legal rights.

Environmental

Ecological factors are likewise important for every business. NASCAR needs to make sure that its cars are not creating pollution more than appropriate level.

7 P's of Marketing

Product

The items of Katharine Graham Case Study Analysis 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 online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).

Cost.

Rates technique of NASCAR for its race events tickets is based upon the venue and importance of the racing occasions. In addition to race events tickets, NASCAR also charge numerous service fees to its stakeholders and makes earnings. It charged sanctioning costs of $1-2 million per race on average in 2005.

Promotion.

Advertising technique of Katharine Graham Case Study Solution is extremely based upon its fan base. A strong fan base share its fandom with others and increase the variety of viewers for NASCAR races. Nevertheless, the business is not totally relied upon its fan base for its promo and promote through regional radio stations too. The business has likewise embraced the merchandising media of promotion, in which the company sells products with its logo design.

Location.

NASCAR have its racing tracks in different cities in United States. The most crucial tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Vehicle 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 nationwide appeal.

People.

Nestle people technique is comprised of offering much better experience to its viewers, its fan base and to all of its stakeholders. Individuals are an essential aspect of Katharine Graham Case Study Help A marketing technique as its occasions are the source of home entertainment for crowd. Its individuals strategy includes efforts to offer better experience to its Fans, Race Drivers, Crew, Occasion Organizers etc., all of which come under people strategy of NASCAR.

Procedures.

Several service procedures are needed to conduct racing occasions in an effective way. These processes include; correct schedule of time, arrangement for spectators, offering tickets, arrangement of space for sponsors, handling logistics and so on. These all procedures contribute I building NASCAR image, enhancing spectators experience and increasing fan base.

Physical Evidence.

Essential physical proofs for the NASCAR consists of the existence of its racing tracks, stock vehicles and racing occasions. Along with it, its retailing brand names including tee shirts, caps, goodies etc., also serve as a physical evidence for NASCAR.

Product Life Process Evaluation.

The racing events by NASCAR was presented on June 19, 1949. At the very first stage competition for NASCAR was low, as the competitors drove the automobiles similar to the vehicles driven by ordinary people.

Development.

The very first NASCAR based track, namely the Darlington Raceway track, was initiated in 1950 in South Carolina. After the growth of racing tracks the business moved towards relaying its races on tv in 1979.

In 1972, William France Jr., became the president of NASCAR and n about 3 years, he changed NASCAR from a regional Sport popular company into one with global fan base. He started a brand-new period of rewarding sponsorships and television contracts for NASCAR.

Maturity.

The maturity period for NASCAR began with the efforts of William France Jr., with the business having wide range of earnings sources. The business has about 500 sponsors with broadcasting its occasions in about 150 countries. The business has a great deal of tracks in the majority of the cities of United States.

Decline.

The major causes of decrease consist of the monetary crisis of 2008, which increased the expense of showing up at tracks for viewers due to increasing fuel rates, and the moving of its fan base towards other sports.

Market Segmentation.

The marketplace segmentation of Katharine Graham Case Study Analysis can be divided into four sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographic.

The geographical segmentation of Katharine Graham Case Analysis is based upon the geographical existence of its tracks in different states and cities in United States, and the television broadcasting of its events in different countries. The company has 23 tracks in about 20 states of America and has television broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical segmentation supplies the company regional along with worldwide fan base.

Market.

The group segmentation of NASCAR is likewise highlydiverse based upon the gender, income and age of the consumer. Its existing fan base is majorly comprised of male married fans with a typical age of 47 years and an earnings around $30-50 thousands. Currently NASCAR is attempting to increase its target market to the young growing population and kinds. To increase the demographic section of its market NASCAR must modify its marketing techniques to draw in more age and lower its prices to go into in the market segment with a low typical income.( htt1).

Psychographic.

NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to acquire tickets and see the races as soon as in a week. NASCAR has tried to increase the quality of its racing by presenting stage racing, they also have tried to lower costs and make the occasion more practical by presenting live racing.

Behavioural.

Behavioural division of Katharine Graham Case Study Help is based upon the behaviour of fans in terms of watching the race survive on the television or by entering the events. Currently, the fans preference is towards seeing the race in the house on television instead of going, as the consumer experience at NASCAR tracks is not favourable as well as pricey. This preference makes the rates for presence lower than the rates for television viewers. NASCAR needs to alter the behaviour of its fan base by introducing qualitative services at its tracks.

Target Market.

Hispanics.

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

Kids.

Kids are also one of the potential target market segment for NASCAR, as they are more connected socially than other groups. Cars and truck racing games developed by Katharine Graham Case Study Solution can be a potential source of getting attention of kids towards NASCAR track racing. NASCAR needs more attention towards customizing and enhancing its digital functions to attract the kids target market.

This big expense makes the section potential for NASCAR marketing strategy of increasing its fan base. The market segment thinks about NASCAR as an organization doing not have in producing a multiculturalism environment. NASCAR should take various actions to improve the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing helps in taking decisions concerning marketing. These 5 C's requirements to be analysed effectively for taking any marketing decision. These 5 C's mean Climate, Business, Collaborators, Rivals and consumers.

Climate/Context.

It needs to make PESTLE analysis in order to comprehend environment or context in which NASCAR is working. PESTLE stands for political, economic, social, technical, legal and ecological and is stated above.

Company.

Katharine Graham Case Study Analysis is a vehicle racing company with having USP of high quality vehicle racing with a worldwide structure. Its sector is sports group and occasions.

Collaborations.

Collaborations consists of distributors, suppliers and alliances of Katharine Graham Case Study Help. It is collaborated with various racing teams which are taking part in racing. It likewise collaborated with Turners Sport for digital rights. NASCAR utilized to make money check of around $15 million yearly from Turner Sports. There are number of cons behind this deal. For example NASCAR needed to get approval from Turner Sport if it wish to develop its Facebook page, twitter account or perhaps mobile application. Turner Sport likewise had rights of every single video which is shoot throughout race at track.

Consumers.

The customer of Katharine Graham Case Study Solution are its viewers. They target clients with having age of 15-60 years. Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their children and develop generational commitment.

Rivals.

Groups normally represents sponsors in NASCAR and the medium of marketing is motorists. These motorists can go versus NASCAR if they got much better chance in terms of rewards and television direct exposure.

Marketing Techniques.

1. Preserving and developing Facebook Page.
Among the possible target audience segments for NASCAR is Hispanics which is the growing population section of U.S.A. however unfortunately NASCAR had actually been unable to draw in the this targeted section. In order to bring in the young growing generation the NASCAR should market by utilizing social networks like Facebook. It ought to establish a Facebook page containing the information regarding the races and the areas of tracks to make the consumer useful about the core operations of Katharine Graham Case Study Help. It must also upgrade its Facebook page on daily basis to provide info about its upcoming events. This would make the target market sector more informative about the business and would lead to bring in big fans base.
2. Establishing and Updating Accounts of Secret Drivers.
Katharine Graham Case Study Solution drivers has a low star power as compare to gamers of other sports. The poor contacts with fans result in less destination of audiences towards the racers and a low star power. Star power is an essential factor for attracting audiences towards tracks and towards tv.
3. Developing New Games and enhancing existing video games for kids.
In order to bring in these kids, NASCARA ought to enhance its existing racing games by presenting personalization in the cars i.e. changing colours, selection of speed, presenting group racing in the game, utilizing better graphics related to the racing tracks and introducing various levels in the video game. All these modifications in the current video game would provide much better experience to kids.
Together with it, NASCAR must likewise build brand-new games associated with racing like kids racing with kids characters as motorists, animation racing with racing in between different animation characters with an option of choosing the favourite animation character for the kids. These techniques would allow the business to bring in one of its prospective target segments.
4. Introducing multiculturalism at events.
Katharine Graham Case Study Analysis events are consisted of fans with extremely few cultural diversity, due to cost of arrival in events, making it unattractive for the clients perceiving sport events as social occasions i.e. Generation Y customers. As the Generation Y clients are a prospective target audience for NASCAR, for that reason the company must take particular procedures to attract this possible target market. It should embrace techniques to draw in the clients far from the tracks location with various culture. The strategy to do so could be offering special discount rates on tickets or complimentary tickets to viewers originating from a particular distance or from another state. It would increase cultural diversity of the fans and would make Generation Y consumers more pleased.
5. Improving Client Experience at Tracks.
Because on the race day viewers got disappointed, NASCAR ought to work on infrastructure and features at tracks. Due to the fact that in very same market other business are offering better services than NASCAR, audiences have lots of expectations from Katharine Graham Case Study Help. Then its fans may moved to its rivals, if NASCAR do not work on this issue. According to fans there were not adequate facilities were available as compare to other sports suppliers. So NASCAR ought to ensure that it provide sufficient centers that consists of cleaned bathrooms, comfortable seating plan. They must likewise supply WIFI services and accessibility of charge card throughout that track. It must be also make sure that there suffice jumbo turns placed at all required places. There should be likewise food stalls that provide quality food to viewers. In this method viewers will be having enjoyable experience at the day of occasion. (See Appendix B).
Marketing Budget.
Marketing budget plan made on the basis of the above strategies for the duration of 5 years from 2011 to 2015, reveals the cost related information for the marketing methods. (See Appendix B). It can be seen that technique 5 of enhancing client experience at tracks would require highest initial financial investment and expense and technique 4 of presenting multiculturalism will require lowest preliminary investment with lowest even more each year cost. The company should focus on the resource allowance on these methods on the basis of its available resources and the potential benefits which the technique would provide.
NOTE: The worths about cost are assumed on rational basis due the absence of figures and realities connected to cost in the case 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 Katharine Graham Case Study Help causing the decline of television viewership rate and attendance rate at tracks, the above marketing techniques are advised to NASCAR to increase its fan base in long run. These strategies would deal with internal factors like poor customer experience at tracks, inadequate social networks marketing, incapable digital medias like video games, absence of culturalisms at tracks etc., in addition to with external elements like shifting of fans towards other sports, demographical changes in America and changing domesticity styles.

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