Kelon A Chinas Corporate Dragon Online Case Study Analysis

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Kelon A Chinas Corporate Dragon Case Study Solution and Analysis


Kelon A Chinas Corporate Dragon Case Study Analysis (National Association for Stock Car Auto Racing) is a company carrying out series of Stock Car racing in United States and serving as a sanctioning body for driving the guidelines for Stock Automobile Racing. The company was established in 1947, by "Big Costs" France. NASCAR arrange Stock Car Racing occasions in United States with the existence of about 130000 viewers on average in 2005. It also broadcast its events in about 150 nations. Stock Vehicle Racing by NASCAR is the 2nd largest spectator sport, with highest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its earnings. The other sources of profits for Kelon A Chinas Corporate Dragon Case Study Help consists of; 10% of the total income from television rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed corporate culture with the non-interventionist technique. The structure of Cars and truck of Tomorrow by NASCAR, with an intent of safety for the motorists, brought numerous tensions amongst the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, revealed that regardless of the truth that business highly count on the interactions in between its stakeholders, there was no identifiable organisation interaction method. The market's target customers, direction and objectives were all unknown.

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

Kelon A Chinas Corporate Dragon Case Study Analysis audiences was highly devoted to the sport and the brands related to the NASCAR, making it appealing for sponsors and corporate online marketers.

Issue Declaration.

The business is presently facing the issue of declining rates of participation at racing tracks and rates of television audiences. This can put a considerable effect on its earnings from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

The company was quite effective till 2005 with its conventional marketing techniques, but soon after 2005 the business begins facing numerous issues consisting of decline of its fan base. Numerous external in addition to internal aspects are accountable for the decrease. Internal aspects consist of; inadequate investment in social media and other digital medias of.

Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their youngsters and produce generational loyalty. But the family system in America was changing resulting in reduction of influence of married male fan base over their youngsters. In addition to it perceptions about vehicle was also changing with viewing vehicle a vehicle to reach at point B from point A, instead of as a fun task. Other challenges for Kelon A Chinas Corporate Dragon Case Study Solution consists of the shift of its fans to other sports as they were improving their fan's experience allowing access to their broadcasts out of the houses through jumbo turns, Wi-Fi gain access to, etc. These all challenges were tending the company to modify its marketing methods.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of determining guidelines as sanctioning body. Rules and guidelines relating to expert stock automobile racing are dictated by NASCAR like if any group with needed skills and resources can enter into races by following rules and regulations determined by NASCAR. All the occasions of NASCAR are sponsored by corporates due to the fact that of biggest brand loyalty of fans towards brand names marketed by Kelon A Chinas Corporate Dragon Case Study Solution.

Weak points.

Weaknesses in SWOT Analysis are considered as external elements. Weak points consists of the factors that stops business to carry out at required level of effectiveness. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist technique. They typically used to form rules and other needed procedures without intervention of others which results in poor partnership. For example NASCAR establishes Automobile of Tomorrow without partnership so result is that motorists did not like that principle. As this is racing sport so covering of sports by media is likewise challenging. It was likewise found that NASCAR had no reliable method for organisation interaction. They do not understand how to manage issue if it occurred off track. Inefficient company communication 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

Opportunities in SWOT analysis are external aspects which can be favourable to company or the external factors on which business is having competitive advantage. NASCAR generally utilized to rely on standard media sources like local newspaper for promotion of its sports. Usually these standard media sources attempt to cover their home team and specific sort of events. NASCAR also came to know from these conventional media outlets that sport was difficult to cover. Media landscape likewise changed from standard to digital landscape. Newspapers went out of business. NASCAR can work on its abilities to get optimal possible take advantage of this new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in social and digital media to get its advantages. Digital rights of NASCAR were likewise sold to Turner Sports. NASCAR utilized to make money check of around $15 million yearly from Turner Sports. There are number of cons behind this offer. For example Kelon A Chinas Corporate Dragon Case Study Analysis had to get approval from Turner Sport if it wish to create its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every single video which is shoot during race at track. Then they are needed to pay licensing fees to Turner Sport, if media sources like papers, magazines and cable television channels want to publish videos of races on their respective pages. So NASCAR can work on terms and conditions and attempt to negotiate with Turner Sports to get optimal benefits of it. Star power plays really crucial function in generating profits from every sport. It was kept in mind that NASCAR is lagging in this area i.e. star power. When sports fans were asked regarding popular stars and stars then NASCAR chauffeur was not discovered even in top twenty reactions. So NASCAR can put efforts in this location too for income generation. They must direct their chauffeurs that how they can become sport stars. 4 strategic focuses which are generated by research group can likewise be acted as chance for NESCAR. These 4 strategic focuses compares and analysis Kelon A Chinas Corporate Dragon Case Study Analysis strategies.


Economic down turn was experienced in late 2000 which can be threat for NASCAR since if there is financial down turn then individuals would be having less return on financial investment. Economic down turn likewise results in boost fuel rates which also impacted NASCAR. Now if NASCAR make considerable investments in brand-new sectors which are based on new clients then it may deal with unfavorable remarks from its core fan base.

Porter's 5 Forces Analysis

Porter's 5 forces is a design that is utilized to evaluate industry in which business is working. It assists in identifying what are strengths and weakness of any particular industry. It suggest that every industry is different from one another. Because NASCAR's bottom line i.e. net earnings is heavily depends on this, it is important to comprehend market in which company is working. There are 5 forces that are utilized to identify success, intensity and attractiveness of Kelon A Chinas Corporate Dragon Case Study Help business.

Competitive Rivalry

This force shows ability of competitors. Teams normally represents sponsors in NASCAR and the medium of advertising is drivers. For that reason it can be stated that motorists and race cars and trucks are rivals. These chauffeurs can go against NASCAR if they improved opportunity in regards to prizes and tv exposure. Then audiences can move to those other fascinating cars and drivers, if viewers delight in other race cars and trucks and drivers more than NASCAR. NASCAR could be having danger from its 2 direct rivals that is Formula 1 and Moto GP. They require to produce competitive benefits for drivers so they don't shift to other rivals.
Swot Analysis
Supplier Power

If company shifts from one supplier to another, the supplier power suggests the number of suppliers are readily available in industry and what is the expense associated with provider. Since chauffeurs with required abilities and resources are restricted, in this industry there is supply monopoly.

Purchaser Power

In the case of NASCAR clients are its audiences. Viewers can switch to other rivals easily due to the fact that audiences will having low changing expense.

Threat of Replacement

Substitutes are referred as options. The substitutes in this case can be other entertainment suggests like viewers can shift to other sports. So there are large range of substitutes are offered in this situation which suggests that risk of alternative is high.

Threat of New Entry

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

PESTEL Analysis


It can not be concluded from case study that there would be modification in resource allowances. NASCAR had actually got gain from lower tax policies which results in increasing in profits. They made heavy financial investments in the research and development. As NASCAR is operating in various markets so it needs to face different regulations. It is also kept in mind that Kelon A Chinas Corporate Dragon Case Study Analysis has actually faced increased examination regarding regulative. Every federal government has different top priority so NASCAR has to be prepared for it as top priority can be moved to other sector.


Economic aspects consists of tax rate, currency exchange rate, economic efficiency of that particular business, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its competitors can be affected if there is government intervention in the marketing and sales sector. NASCAR can take advantage of abilities of staff members to create brand-new chances and improve existing chances.


Each has various social worths and standards. It assists in comprehending relating to society and preference of clients.


In this case of NASCAR it can be noted that business are greatly spending for research study and advancement. NASCAR must also work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Legal plays an essential role in every nation since every nation has different legal conditions. Kelon A Chinas Corporate Dragon Case Study Solution needs to be ensure that they safeguard their legal rights in every county so any company does not harm to its legal rights.


Ecological aspects are also crucial for every service. Due to the fact that normally federal governments don't allow those business which can harm to environment. These ecological factors includes laws relating to contamination, environment change, safe waste disposal, policies relating to insurance and so on. 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 item portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving guidelines for races and ad-space to business online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Prices technique of NASCAR for its race occasions tickets is based upon the location and value of the racing occasions. In addition to race occasions tickets, NASCAR likewise charge different service charge to its stakeholders and makes revenue. It charged sanctioning costs of $1-2 million per race on average in 2005.


Promotional strategy of Kelon A Chinas Corporate Dragon Case Study Help is highly based upon its fan base. A strong fan base share its fandom with others and increase the variety of viewers for NASCAR races. The business is not totally relied upon its fan base for its promotion and promote through local radio stations too. The business has actually likewise embraced the retailing media of promotion, in which the company sells products with its logo design.


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


Nestle people strategy is consisted of offering better experience to its viewers, its fan base and to all of its stakeholders. People are a crucial aspect of Kelon A Chinas Corporate Dragon Case Study Analysis A marketing strategy as its events are the source of entertainment for crowd. Its people method includes efforts to supply better experience to its Fans, Race Drivers, Team, Occasion Organizers etc., all of which come under individuals method of NASCAR.


A number of company processes are required to perform racing events in an effective way. These procedures consist of; proper schedule of time, plan for viewers, selling tickets, arrangement of area for sponsors, managing logistics etc. These all processes contribute I constructing NASCAR image, enhancing viewers experience and increasing fan base.

Physical Evidence.

Most important physical proofs for the NASCAR includes the presence of its racing tracks, stock cars and trucks and racing occasions. Along with it, its merchandising brands including t-shirts, caps, goodies etc., likewise function as a physical proof for NASCAR.

Item Life Process Evaluation.

The racing occasions by NASCAR was introduced on June 19, 1949. At the very first stage competitors for NASCAR was low, as the rivals drove the automobiles similar to the cars and trucks driven by ordinary individuals.


After conducting its first race effectively the company moved towards developing its own tracks. The very first Kelon A Chinas Corporate Dragon Case Study Solution based track, particularly the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by facility of more raceways consisting of Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the business moved towards broadcasting its races on television in 1979. The first occasion transmitted on television was flag-to-flag coverage of Daytona.

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 worldwide fan base. He initiated a new era of financially rewarding sponsorships and television agreements for NASCAR.


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


The decrease in the business's offerings started after 2005 with typical presence rate per race declined by 22% from 2005 to 2010 and television viewership rate declined by 30% from 2005 to 2010. The major reasons for decrease consist of the financial crisis of 2008, which increased the cost of getting to tracks for audiences due to increasing fuel prices, and the moving of its fan base towards other sports.

Market Division.

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


The geographical segmentation of Kelon A Chinas Corporate Dragon Case Analysis is based upon the geographical existence of its tracks in different states and cities in United States, and the tv broadcasting of its occasions in numerous countries. The company 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 huge geographical segmentation offers the business local in addition to worldwide fan base.


The group division of NASCAR is also 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 income around $30-50 thousands. However presently NASCAR is trying to increase its target market to the young growing population and kinds also. To increase the group segment of its market NASCAR must modify its marketing methods to draw in more age and lower its prices to enter in the market section with a low average income.( htt1).


The mental qualities of most of the fans are rather comparable. NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to buy tickets and see the races when in a week. 71% of them prefer to buy products with a NASCAR trademark name. They are quite extrovert and want to join other fans while racing. They want quality racing with low rate at practical place. Although Kelon A Chinas Corporate Dragon Case Study Solution has tried to increase the quality of its racing by presenting phase racing, they likewise have attempted to lower costs and make the occasion easier 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 events. Presently, the fans preference is towards enjoying the race at home on tv rather than going, as the client experience at NASCAR tracks is not favourable as well as pricey.

Target audience.


One of the potential target market of NASCAR was Hispanics; the young and growing population of United States. The market section has terrific 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.


Kids are also among the prospective target audience segment for NASCAR, as they are more linked socially than other groups. Producing fan base among kids can provide a potential increase in the variety of fans for racing due to their connection. Kids invest the majority of their times in playing and utilizing mobile phones video games. Car racing games developed by Kelon A Chinas Corporate Dragon Case Study Solution can be a possible source of gaining attention of kids towards NASCAR track racing. However, NASCAR's digital features related to kids are not efficient in acquiring the attention. NASCAR requires more attention towards personalizing and improving its digital functions to bring in the kids target market.

Generation Y.
Generation Y target market consists of those who invested 5 times more resources on discretionary costs i.e. acquiring tickets for racing occasions, than others. This huge expenditure makes the sector capacity for NASCAR marketing method of increasing its fan base. The market section is also easy to approach as 81% of the Y Generation customer utilizes Facebook every day and the usage is twice of using tv and radio. The market section views sports as a social occasion, rather than adherence to sport. The market section considers NASCAR as a company lacking in producing a multiculturalism atmosphere. Kelon A Chinas Corporate Dragon Case Study Solution ought 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 assists in taking choices concerning marketing.


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


Kelon A Chinas Corporate Dragon Case Study Analysis is a vehicle racing company with having USP of high quality car racing with a global structure. Its sector is sports team and events.


Collaborations includes suppliers, providers and alliances of Kelon A Chinas Corporate Dragon Case Study Help. It is teamed up with various racing groups which are participating in racing. It also teamed up with Turners Sport for digital rights. NASCAR used to make money check of around $15 million annually from Turner Sports. There are number of cons behind this deal. For example NASCAR had to get approval from Turner Sport if it wish to develop its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every single video which is shoot during race at track.


The consumer of Kelon A Chinas Corporate Dragon Case Study Help are its audiences. They target customers 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 commitment.


Groups generally represents sponsors in NASCAR and the medium of advertising is drivers. These chauffeurs can go versus NASCAR if they got much better chance in terms of rewards and television direct exposure.

Marketing Methods.

1. Keeping and establishing Facebook Page.
One of the potential target markets sectors for NASCAR is Hispanics which is the growing population segment of U.S.A. however unfortunately NASCAR had actually been unable to bring in the this targeted segment. It should establish a Facebook page consisting of the details relating to the races and the places of tracks to make the customer useful about the core operations of NASCAR.
2. Developing and Upgrading Accounts of Key Drivers.
Kelon A Chinas Corporate Dragon Case Study Analysis 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 factor for bring in viewers towards tracks and towards tv.
3. Establishing New Games and enhancing present video games for kids.
In order to attract these kids, NASCARA ought to enhance its present racing games by presenting customization in the cars and trucks i.e. altering colours, selection of speed, presenting group racing in the video game, using better graphics related to the racing tracks and presenting numerous levels in the video game. All these modifications in the current game would offer better experience to kids.
Together with it, NASCAR ought to likewise develop new video games associated with racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between different animation characters with a choice of choosing the favourite animation character for the kids. These strategies would enable the company to draw in one of its potential target sectors.
4. Presenting multiculturalism at events.
Kelon A Chinas Corporate Dragon Case Study Solution occasions are comprised of fans with really couple of multiculturalism, due to expense 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 customers are a prospective target audience for NASCAR, therefore the company needs to take particular procedures to attract this possible target audience. It must embrace techniques to attract the consumers far from the tracks location with different culture. The technique to do so might be offering unique discounts on tickets or complimentary tickets to audiences originating from a particular distance or from another state. It would increase cultural diversity of the fans and would make Generation Y clients more satisfied.
5. Improving Client Experience at Tracks.
NASCAR ought to work on facilities and amenities at tracks since on the race day audiences got disappointed. Viewers have many expectations from Kelon A Chinas Corporate Dragon Case Study Analysis because in same market other business are providing much better services than NASCAR. IF NASCAR do not work on this issue then its fans may moved to its rivals.

Marketing Budget plan

Marketing spending plan made on the basis of the above methods for the period 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 improving consumer experience at tracks would require greatest preliminary financial investment and cost and method 4 of presenting multiculturalism will require lowest preliminary financial investment with least expensive further each year cost. The company must prioritize the resource allocation on these methods on the basis of its available resources and the possible advantages which the strategy would provide.
KEEP IN MIND: The values about expense are presumed on rational basis due the absence of figures and facts connected to cost in the case study. Inflation rate of United States is presumed 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 tv viewership rate and participation rate at tracks, the above marketing techniques are recommended to NASCAR to increase its fan base in long run. These techniques would manage internal factors like poor consumer experience at tracks, insufficient social media marketing, incapable digital medias like games, absence of culturalisms at tracks and so on, as well as with external aspects like moving of fans towards other sports, demographical modifications in America and changing domesticity designs.