Kelon A Chinas Corporate Dragon Online Case Study Analysis

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Kelon A Chinas Corporate Dragon Case Study Solution & Analysis


NASCAR (National Association for Stock Vehicle Vehicle Racing) is an organization carrying out series of Stock Car racing in United States and acting as a sanctioning body for driving the rules for Stock Vehicle Racing. 2) Stock Car Racing by NASCAR is the 2nd largest viewer sport, with highest number of sponsors. 1) The other sources of revenue for Kelon A Chinas Corporate Dragon Case Study Analysis includes; 10% of the total profits from tv rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed corporate culture with the non-interventionist approach. This non collaborative approach brings stress in the sport. The building of Cars and truck of Tomorrow by Kelon A Chinas Corporate Dragon Case Study Analysis, with an intent of safety for the chauffeurs, brought numerous tensions amongst the stakeholders of the sport.

The interaction audit, carried out in 2010, revealed that in spite of the fact that the business highly rely on the communications in between its stakeholders, there was no recognizable company communication method. The industry's target clients, direction and goals were all unidentified.

The audit explained various doing not have of NASCAR in regards to lack of internal combination, absence of fan management technique and absence of social and digital media of marketing. The company has intricate community with independent tracks, groups and chauffeurs. This structure with closed business culture bring different difficulties in speeding up a modification. Other partners in environment includes the media networks i.e. tv and radio, and business online marketers.

Kelon A Chinas Corporate Dragon Case Study Help audiences was extremely faithful to the sport and the brand names connected with the NASCAR, making it appealing for sponsors and corporate online marketers.

Issue Declaration.

The company is currently dealing with the issue of declining rates of presence 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 rather effective till 2005 with its traditional marketing methods, but quickly after 2005 the business starts dealing with various issues including decline of its fan base. Numerous external along with internal factors are accountable for the decline. Internal aspects include; inadequate 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 youngsters and create generational loyalty. The household system in America was changing resulting in decrease of influence of married male fan base over their children. In addition to it understandings about car was likewise altering with perceiving car a car to reach at point B from point A, instead of as a fun job. Other obstacles for Kelon A Chinas Corporate Dragon Case Study Help includes the shift of its fans to other sports as they were improving their fan's experience permitting access to their broadcasts out of the homes through jumbo turns, Wi-Fi access, and so on. These all difficulties were tending the company to revise its marketing strategies.

SWOT Analysis.


In SWOT analysis, strengths defined as business's qualities which are different from its rivals. These are company's core competencies on which company performance or business success based upon. Kelon A Chinas Corporate Dragon Case Study Help core proficiencies includes it has rights of dictating guidelines as approving body. Guidelines and rules relating to expert stock automobile racing are dictated by NASCAR like if any team with required abilities and resources can enter into races by following guidelines and regulations determined by NASCAR. NASCAR has monopoly it this aspect. 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 US. Its races were utilized to transmit in more than 150 nations around the world with more than $56 million incomes. The main sources of their earnings originate from tv rights, sanctioning charges, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 nationwide series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise large resource of fans and corporate sponsors. Due to the fact that of biggest brand commitment of fans towards brand names marketed by NASCAR, all the occasions of NASCAR are sponsored by corporates. (See Appendix A).


Weaknesses in SWOT Analysis are thought about as external factors. Weaknesses includes the aspects that stops business to carry out at required level of efficiency. Weaknesses of NASCAR includes its close culture which is non collaborative. They have non-interventionist method. They generally used to form rules and other needed processes without intervention of others which leads to poor partnership. NASCAR develops Cars and truck of Tomorrow without partnership so result is that chauffeurs did not like that concept. As this is racing sport so covering of sports by media is also tough. It was also found that NASCAR had no reliable technique for service communication. If it occurred off track, they don't know how to manage problem. Inadequate business interaction leads to that they do not have clear instructions for their long term objectives. They don't understand that where they want to see this sport in future.


NASCAR generally utilized to rely on traditional media sources like regional paper for promotion of its sports. NASCAR also came to know from these conventional media outlets that sport was tough to cover. When sports fans were asked concerning popular celebrities and stars then NASCAR driver was not found even in top twenty reactions.


Threats in SWOT analysis are defined as external aspects that can risk to company's success. Due to the fact that if there is economic down turn then people would be having less return on financial investment, Economic down turn was experienced in late 2000 which can be hazard for NASCAR. Earning of people would be effected and they would be more conscious in investing their money. Economic down turn also leads to increase fuel prices which likewise affected NASCAR. Because fans of NASCAR utilized to attend its event from cross countries. NESCAR had a rule of 65/25/10 for profits circulation. 65 percent profits from media rights would be dispersed to race tracks, 25 percent profits would be dispersed to completing team and remaining 10 percent would be kept by NESCAR which is approving body. Competing team wished to increase their part of revenue from 25 percent because of increase in running cost of a race group and likewise there is decline in the variety of full-season sponsorship. NESCAR also deals with threats from other sponsors due to the fact that they are making enormous investments to improve experience of fans. For example that includes upgrading existing avenues, developing brand-new avenues, providing Wi-Fi facility and also supplying other interactive mediums to interact sports on mobile phones. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their children and produce generational commitment. The obstacle is that the household system in America was changing resulting in reduction of influence of married male fan base over their children. Together with it perceptions about automobile was likewise altering with viewing car a vehicle to reach at point B from point A, instead of as an enjoyable project. Now if Kelon A Chinas Corporate Dragon Case Study Analysis make significant financial investments in brand-new segments which are based upon brand-new customers then it might face unfavorable remarks from its core fan base.

Porter's 5 Forces Analysis

Porter's 5 forces is a model that is utilized to evaluate industry in which company is working. It assists in determining what are strengths and weak point of any particular market. It recommend that every market is various from one another. It is essential to comprehend market in which business is working due to the fact that NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are utilized to determine success, strength and beauty of Kelon A Chinas Corporate Dragon Case Study Analysis service.

Competitive Rivalry

These drivers can go versus NASCAR if they got much better chance in terms of prizes and television direct exposure. If audiences take pleasure in other race cars and motorists more than NASCAR then viewers can move to those other fascinating automobiles and motorists. NASCAR might be having hazard from its 2 direct rivals that is Solution 1 and Moto GP.

Supplier Power

The provider power suggests the number of providers are offered in market and what is the cost associated with provider if business shifts from one provider to another. In this industry there is supply monopoly due to the fact that drivers with needed skills and resources are limited.

Buyer Power

This force is regarding to clients that is it simple for customers 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 clients are its audiences. Since viewers will having low changing cost, audiences can switch to other rivals quickly.

Threat of Replacement

Substitutes are referred as alternatives. The replacements in this case can be other entertainment indicates like viewers can shift to other sports. So there are wide range of substitutes are offered in this circumstance which suggests that threat of substitute is high.

Hazard of New Entry

In the case of NASCAR hazard of brand-new entry is low. They need to construct cars and racing tracks and likewise requires to pay large amount to chauffeurs for changing.

PESTEL Analysis


As NASCAR is working in numerous markets so it needs to deal with different policies. It is likewise kept in mind that NASCAR has dealt with increased analysis concerning regulative. Every federal government has different priority so NASCAR has actually to be prepared for it as concern can be shifted to other sector.


Financial aspects consists of tax rate, exchange rate, economic efficiency of that particular company, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its rivals can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can utilize abilities of employees to produce new chances and enhance existing chances.


Every society is various from each other. Each has various social worths and standards. It helps in comprehending relating to society and preference of clients. Social factors includes customs, culture, attitudes towards particular product and services, demographics, standards, interests etc. It can be concluded that marketing through other means rather than standard (i.e. paper) can be chosen in this society.


Innovation has effect on almost every organisation. It consists of development in service strategy. In this case of Kelon A Chinas Corporate Dragon Case Study Solution it can be noted that companies are greatly investing for research study and development. NASCAR needs to likewise deal with its media rights policy with Turner Broadcasting System.


Legal plays an important function in every nation because every country has various legal terms. Kelon A Chinas Corporate Dragon 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.


Ecological factors are likewise important for every single service. Because usually federal governments do not permit those service which can harm to environment. These ecological factors includes laws concerning contamination, environment change, safe waste disposal, policies relating to insurance coverage etc. NASCAR requires to ensure that its automobiles are not creating pollution more than appropriate level.

7 P's of Marketing


The products of Kelon A Chinas Corporate Dragon Case Study Analysis 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 marketers during broadcast of NASCAR races. (Hanlon, 2018).


Prices strategy of NASCAR for its race occasions tickets is based upon the location and importance of the racing events. Together with race events tickets, NASCAR likewise charge different service fees to its stakeholders and earns revenue. For example it charged sanctioning charges of $1-2 million per race usually in 2005.


Promotional strategy of Kelon A Chinas Corporate Dragon Case Study Solution is extremely based upon its fan base. A strong fan base share its fandom with others and increase the variety of audiences for NASCAR races. The business is not entirely relied upon its fan base for its promo and promote through local radio stations too. The company has likewise adopted the merchandising media of promo, in which the company sells products with its logo design.


NASCAR have its racing tracks in various cities in United States. The most crucial tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Automobile 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 understand nationwide appeal.


Nestle individuals technique is consisted of offering better experience to its viewers, its fan base and to all of its stakeholders. People are an important element of Kelon A Chinas Corporate Dragon Case Study Solution A marketing technique as its occasions are the source of home entertainment for crowd. Its people method consists of efforts to offer much better experience to its Fans, Race Drivers, Team, Occasion Organizers etc., all of which come under people strategy of NASCAR.


Numerous company processes are needed to perform racing occasions in an effective method. These procedures consist of; correct schedule of time, arrangement for viewers, offering tickets, arrangement of space for sponsors, managing logistics and so on. These all procedures contribute I building NASCAR image, enhancing spectators experience and increasing fan base.

Physical Evidence.

Most important physical evidences for the NASCAR includes the existence of its racing tracks, stock cars and trucks and racing events. Along with it, its retailing brands including tee shirts, caps, goodies etc., also act as a physical proof for NASCAR.

Product Life Cycle Evaluation.

The racing occasions by NASCAR was presented on June 19, 1949. At the first stage competition for NASCAR was low, as the competitors drove the cars comparable to the automobiles driven by regular people.


After conducting its first race successfully the business moved towards developing its own tracks. The first Kelon A Chinas Corporate Dragon Case Study Help based track, namely the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by facility of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the company moved towards broadcasting its races on tv in 1979. The first occasion transmitted on tv was flag-to-flag protection of Daytona.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 years, he changed NASCAR from a local Sport popular organization into one with global fan base. He started a new period of profitable sponsorships and television contracts for NASCAR.


The maturity period for NASCAR started with the efforts of William France Jr., with the company having wide range of earnings sources. The business has about 500 sponsors with relaying its occasions in about 150 countries. The company 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 average participation rate per race declined by 22% from 2005 to 2010 and television viewership rate decreased by 30% from 2005 to 2010. The significant causes of decline consist of the financial crisis of 2008, which increased the expense of reaching tracks for viewers due to increasing fuel prices, and the shifting of its fan base towards other sports.

Market Segmentation.

The marketplace division of Kelon A Chinas Corporate Dragon Case Study Solution can be divided into 4 sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Kelon A Chinas Corporate Dragon Case Solution is based upon the geographical presence of its tracks in various states and cities in United States, and the television broadcasting of its events in different nations. The company has 23 tracks in about 20 states of America and has television broadcast through numerous Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical segmentation offers the business local along with international fan base.


The group segmentation of NASCAR is likewise highlydiverse based upon the gender, earnings and age of the consumer. Its present fan base is majorly comprised of male married fans with an average age of 47 years and an income around $30-50 thousands. However currently NASCAR is attempting to increase its target audience to the young growing population and kinds also. To increase the group section of its market NASCAR must modify its marketing techniques to bring in more age groups and lower its costs to enter in the market section with a low typical income.( htt1).


NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to purchase tickets and see the races once in a week. NASCAR has attempted to increase the quality of its racing by introducing stage racing, they likewise have tried to lower rates and make the event more practical by presenting live racing.


Behavioural segmentation of Kelon A Chinas Corporate Dragon Case Study Help is based upon the behaviour of fans in terms of viewing the race live on the tv or by going in the occasions. Currently, the fans choice is towards seeing the race in the house on television rather than going, as the customer experience at NASCAR tracks is not beneficial along with pricey. This choice makes the rates for participation lower than the rates for tv viewers. NASCAR needs to alter the behaviour of its fan base by presenting qualitative services at its tracks.

Target Market.


Among the potential target market of Kelon A Chinas Corporate Dragon Case Study Help was Hispanics; the young and growing population of United States. The marketplace sector has fantastic prospective 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. Although, the segment shows affinity with cars and truck culture, but require a more focused marketing towards welcoming the segment towards racing.


Kids are likewise among the potential target market sector for NASCAR, as they are more connected socially than other groups. Creating fan base amongst kids can supply a prospective boost in the number of fans for racing due to their connection. Kids invest most of their times in using smart devices and playing computer game. Automobile racing video games established by Kelon A Chinas Corporate Dragon Case Study Help can be a possible source of getting attention of kids towards NASCAR track racing. However, NASCAR's digital features associated with kids are not efficient in acquiring the attention. NASCAR needs more attention towards personalizing and improving its digital features to bring in the kids target audience.

Generation Y.
Generation Y target audience includes those who invested five times more resources on discretionary costs i.e. purchasing tickets for racing occasions, than others. This substantial expenditure makes the segment capacity for NASCAR marketing method of increasing its fan base. The marketplace section is also simple to method as 81% of the Y Generation consumer uses Facebook the usage and every day is two times of utilizing television and radio. The marketplace sector views sports as a social occasion, instead of adherence to sport. The market sector thinks about NASCAR as an organization lacking in developing a multiculturalism environment. Kelon A Chinas Corporate Dragon Case Study Analysis needs to take numerous steps to improve the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing helps in taking choices regarding marketing.


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


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


Collaborations includes suppliers, providers and alliances of Kelon A Chinas Corporate Dragon Case Study Solution. It is teamed up with various racing teams which are participating in racing. It likewise collaborated with Turners Sport for digital rights. NASCAR utilized to earn money check of around $15 million every year from Turner Sports. There are number of cons behind this offer. NASCAR had to get approval from Turner Sport if it want to develop its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of every single video which is shoot during race at track.


The client of Kelon A Chinas Corporate Dragon 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 an average age of 47, which passes their fandom to their youngsters and develop generational commitment.


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

Marketing Strategies.

1. Maintaining and developing Facebook Page.
One of the possible target markets sections for NASCAR is Hispanics which is the growing population segment of U.S.A. however sadly NASCAR had been not able to attract the this targeted segment. It ought to develop a Facebook page consisting of the details concerning the races and the areas of tracks to make the customer helpful about the core operations of NASCAR.
2. Developing and Upgrading Accounts of Key Drivers.
Kelon A Chinas Corporate Dragon Case Study Solution drivers has a low star power as compare to gamers of other sports. The poor contacts with fans result in less tourist attraction of audiences towards the racers and a low star power. Star power is an essential factor for drawing in viewers towards tracks and towards television.
3. Developing New Games and improving present video games for kids.
Kids invested the majority of their time on playing games and using smart devices. Unfortunately, kids playing NASCARA have a worst experience of playing its games. As a result, they are less brought in towards the sport. In order to attract these kids, NASCARA should improve its existing racing games by presenting personalization in the cars i.e. altering colours, choice of speed, introducing group racing in the video game, utilizing better graphics connected to the racing tracks and introducing different levels in the video game. All these modifications in the present game would supply better experience to kids.
Along with it, NASCAR should likewise build new games associated with racing like kids racing with kids characters as motorists, animation racing with racing between various cartoon characters with a choice of picking the favourite cartoon character for the kids. These methods would enable the business to draw in one of its potential target sectors.
4. Introducing multiculturalism at events.
Kelon A Chinas Corporate Dragon Case Study Solution occasions are comprised of fans with very few multiculturalism, due to cost of arrival in occasions, making it unappealing for the customers perceiving sport events as affairs i.e. Generation Y customers. As the Generation Y customers are a potential target audience for NASCAR, therefore the business should take particular steps to attract this possible target market. It should adopt methods to attract the consumers far from the tracks place with various culture. The technique to do so could be offering unique discounts on tickets or totally free tickets to viewers coming from a specific range or from another state. It would increase cultural diversity of the fans and would make Generation Y consumers more pleased.
5. Improving Customer Experience at Tracks.
Kelon A Chinas Corporate Dragon Case Study Solution ought to deal with facilities and amenities at tracks since on the race day viewers got dissatisfied. Because in exact same market other business are offering much better services than NASCAR, viewers have many expectations from Kelon A Chinas Corporate Dragon Case Study Analysis. Then its fans may shifted to its rivals, if NASCAR don't work on this issue. According to fans there were not appropriate facilities were offered as compare to other sports companies. NASCAR must make sure that it offer adequate centers that includes cleaned up restrooms, comfortable seating arrangement. They must likewise offer WIFI services and ease of access of charge card throughout that track. It needs to be likewise ensure that there suffice jumbo turns positioned at all required places. There need to be likewise food stalls that offer quality food to audiences. In this way audiences will be having enjoyable experience at the day of event. (See Appendix B).
Marketing Budget.
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 strategy 5 of improving consumer experience at tracks would need greatest initial financial investment and expense and strategy 4 of introducing multiculturalism will require most affordable initial investment with lowest further per year expense. The business needs to prioritize the resource allocation on these techniques on the basis of its offered resources and the potential benefits which the strategy would offer.
KEEP IN MIND: The worths about cost are assumed on logical basis due the lack of realities and figures related to cost in the event research study. Inflation rate of United States is assumed to be 10%.


On the basis of deep analysis of the internal and external elements of Kelon A Chinas Corporate Dragon Case Study Help triggering the decline of television viewership rate and participation rate at tracks, the above marketing methods are suggested to NASCAR to increase its fan base in long run. These methods would cope with internal factors like bad client experience at tracks, insufficient social media marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., as well as with external aspects like shifting of fans towards other sports, demographical modifications in America and altering domesticity designs.

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