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 Automobile Vehicle Racing) is a company conducting series of Stock Cars and truck racing in United States and acting as a sanctioning body for driving the rules for Stock Cars and truck Racing. The organization was established in 1947, by "Big Bill" France. NASCAR arrange Stock Automobile Racing occasions in United States with the existence of about 130000 audiences on average in 2005. It also transmitted its occasions in about 150 countries. Stock Cars And Truck Racing by NASCAR is the second biggest spectator sport, with greatest number of sponsors. It has about 500 sponsors contributing billions of dollars in its revenue. The other sources of earnings for Kelon A Chinas Corporate Dragon Case Study Help consists of; 10% of the overall revenue from tv rights, approving 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 approach. Nevertheless this non collaborative method brings stress in the sport. The building of Cars and truck of Tomorrow by Kelon A Chinas Corporate Dragon Case Study Analysis, with an objective of security for the motorists, brought different stress amongst the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, exposed that despite the reality that the business highly count on the interactions between its stakeholders, there was no identifiable company interaction strategy. The industry's target customers, direction and goals were all unknown.

The audit explained numerous doing not have of NASCAR in regards to absence of internal combination, lack of fan management technique and lack of social and digital media of marketing. The business has complex ecosystem with independent tracks, teams and chauffeurs. This structure with closed business culture bring different difficulties in accelerating a change. Other partners in community consists of the media networks i.e. television and radio, and business marketers.

Kelon A Chinas Corporate Dragon Case Study Solution viewers was extremely devoted to the sport and the brands related to the NASCAR, making it appealing for sponsors and business online marketers.

Issue Declaration.

The business is presently facing the issue of decreasing rates of presence at racing tracks and rates of tv audiences. This can put a considerable impact on its profits from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the business was quite successful till 2005 with its conventional marketing strategies, but right after 2005 the business begins dealing with numerous issues including decrease of its fan base. A number of external along with internal aspects are accountable for the decrease. Internal elements include; inadequate financial investment in social media and other digital medias of.

Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their children and create generational commitment. The household system in America was changing resulting in decrease of impact of married male fan base over their children. Along with it perceptions about automobile was also altering with viewing cars and truck a car to reach at point B from point A, rather than as a fun project. Other challenges 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 allowing access to their broadcasts out of the houses through jumbo turns, Wi-Fi access, and so on. These all difficulties were tending the company to modify its marketing methods.

SWOT Analysis.


NASCAR core competencies includes it has rights of determining guidelines as approving body. Rules and regulations concerning professional stock automobile racing are determined by NASCAR like if any group with required skills and resources can enter into races by following guidelines and regulations determined by NASCAR. All the events of NASCAR are sponsored by corporates due to the fact that of greatest brand name commitment of fans towards brand names marketed by Kelon A Chinas Corporate Dragon Case Study Solution.

Weak points.

Weaknesses in SWOT Analysis are thought about as external factors. Weaknesses includes the factors that stops business to perform at required level of performance. Weak points of NASCAR includes its close culture which is non collective. They have non-interventionist method. They typically utilized to form guidelines and other needed processes without intervention of others which leads to bad cooperation. For example NASCAR establishes Cars and truck of Tomorrow without cooperation so result is that chauffeurs did not like that idea. As this is racing sport so covering of sports by media is also challenging. It was also found that NASCAR had no efficient technique for business communication. If it occurred off track, they don't understand how to handle issue. Inefficient company interaction results in that they do not have clear instructions for their long term goals. They don't understand that where they wish to see this sport in future.
Porter's 5 Forces Analysis

NASCAR usually utilized to rely on standard media sources like local paper for publicity of its sports. NASCAR likewise came to know from these conventional media outlets that sport was challenging to cover. When sports fans were asked concerning popular celebs and stars then NASCAR driver was not found even in leading twenty actions.


Risks in SWOT analysis are specified as external elements that can threat to business's success. Since if there is financial down turn then people would be having less return on investment, Economic down turn was experienced in late 2000 which can be threat for NASCAR. Earning of people would be effected and they would be more conscious in spending their money. Economic down turn also leads to boost fuel rates which also affected NASCAR. Due to the fact that fans of NASCAR used to attend its event from cross countries. NESCAR had a rule of 65/25/10 for income distribution. 65 percent revenues from media rights would be distributed to race course, 25 percent earnings would be distributed to contending team and staying 10 percent would be kept by NESCAR which is approving body. Competing group wanted to increase their portion of earnings from 25 percent since of boost in operating cost of a race group and also there is decline in the number of full-season sponsorship. NESCAR likewise faces hazards from other sponsors due to the fact that they are making massive financial investments to improve experience of fans. Which includes upgrading existing avenues, constructing new avenues, supplying Wi-Fi center and also offering other interactive mediums to communicate sports on smartphones. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their youngsters and produce generational loyalty. So the obstacle is that the household system in America was changing leading to reduction of influence of married male fan base over their youngsters. Along with it perceptions about car was likewise altering with viewing automobile a car to reach at point B from point A, rather than as a fun project. If NASCAR make substantial investments in brand-new sections which are based on brand-new customers then it might face negative remarks from its core fan base, now.

Porter's 5 Forces Analysis

It is crucial to comprehend industry in which business is working because NASCAR's bottom line i.e. net profit is heavily depends on this. There are 5 forces that are used to identify profitability, intensity and appearance of NASCAR company.

Competitive Rivalry

These chauffeurs can go against NASCAR if they got much better chance in terms of rewards and television exposure. If audiences enjoy other race cars and trucks and chauffeurs more than NASCAR then audiences can move to those other fascinating cars and drivers. NASCAR might be having danger from its 2 direct rivals that is Formula 1 and Moto GP.
Swot Analysis
Provider Power

The supplier power indicates the number of providers are available in market and what is the cost associated with supplier if business shifts from one supplier to another. In this industry there is supply monopoly because motorists with required resources and skills are limited.

Buyer Power

In the case of NASCAR consumers are its audiences. Viewers can switch to other competitors easily since viewers will having low switching cost.

Risk of Alternative

Substitutes are referred as options. The replacements in this case can be other home entertainment suggests like audiences can shift to other sports. There are large range of substitutes are offered in this situation which suggests that hazard of alternative is high.

Risk of New Entry

In the case of NASCAR threat of new entry is low. They need to construct automobiles and racing tracks and also needs to pay substantial amount to motorists for switching.

PESTEL Analysis


As NASCAR is working in different markets so it needs to face different regulations. It is also noted that NASCAR has actually dealt with increased analysis concerning 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.


Financial factors consists of tax rate, exchange rate, economic performance of that particular company, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its rivals can be impacted if there is government intervention in the marketing and sales sector. NASCAR can utilize abilities of staff members to create brand-new chances and improve existing chances.


Every society is different from each other. Each has different social values and standards. It assists in comprehending regarding society and choice of consumers. Social elements consists of traditions, culture, mindsets towards particular services and products, demographics, standards, interests and so on. It can be concluded that marketing through other ways instead of standard (i.e. newspaper) can be chosen in this society.


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

Vrio Analysis
Legal plays a crucial function in every nation because every country has different legal terms. Kelon A Chinas Corporate Dragon Case Study Solution requires to be ensure that they secure their legal rights in every county so any company does not harm to its legal rights.


Environmental factors are likewise essential for every single service. Due to the fact that generally governments don't allow those organisation which can damage to environment. These environmental elements consists of laws concerning pollution, climate modification, safe garbage disposal, policies concerning insurance coverage and so on. NASCAR needs to ensure that its vehicles are not producing contamination more than appropriate level.

7 P's of Marketing


The items of Kelon A Chinas Corporate Dragon Case Study Help in its item portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving rules for races and ad-space to corporate online marketers during broadcast of NASCAR races. (Hanlon, 2018).


Prices method of NASCAR for its race occasions tickets is based upon the location and significance of the racing occasions. Along with race occasions tickets, NASCAR likewise charge numerous service fees to its stakeholders and earns profits. It charged sanctioning fees of $1-2 million per race on average in 2005.


Promotional strategy of Kelon A Chinas Corporate Dragon Case Study Solution 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 entirely relied upon its fan base for its promo and promote through regional radio stations too. The business has also embraced the retailing media of promo, in which the company offers products with its logo design.


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


Nestle individuals strategy is comprised of providing better experience to its audiences, its fan base and to all of its stakeholders. Individuals are a crucial element of Kelon A Chinas Corporate Dragon Case Study Analysis A marketing strategy as its events are the source of home entertainment for crowd. Its people strategy consists of efforts to offer better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under people strategy of NASCAR.


A number of company processes are needed to carry out racing occasions in an effective way. These procedures consist of; appropriate schedule of time, plan for viewers, selling tickets, plan of space for sponsors, managing logistics and so on. These all processes contribute I building NASCAR image, enhancing spectators experience and increasing fan base.

Physical Proof.

Most important physical proofs for the NASCAR consists of the existence of its racing tracks, stock cars and trucks and racing events. Along with it, its retailing brands consisting of t-shirts, caps, goodies etc., likewise act as a physical proof for NASCAR.

Item Life Process Evaluation.

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


After performing its first race successfully the business moved towards constructing its own tracks. The very first Kelon A Chinas Corporate Dragon Case Study Analysis based track, namely 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 development of racing tracks the company moved towards broadcasting its races on television in 1979. The very first occasion transmitted on television was flag-to-flag coverage of Daytona.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 years, he changed NASCAR from a regional Sport popular organization into one with global fan base. He started a brand-new age of rewarding sponsorships and tv contracts for NASCAR.


The maturity period for NASCAR started with the efforts of William France Jr., with the business having large range of income sources. The company has about 500 sponsors with transmitting its occasions in about 150 nations. The business has large number of tracks in most of the cities of United States.


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

Market Segmentation.

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


The geographical segmentation of Kelon A Chinas Corporate Dragon Case Analysis is based upon the geographical presence of its tracks in different states and cities in United States, and the tv broadcasting of its occasions in various countries. The 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 supplies the company local in addition to international fan base.


The group division of Kelon A Chinas Corporate Dragon Case Study Solution is also highlydiverse based upon the gender, income and age of the consumer. To increase the demographic section of its market NASCAR ought to modify its marketing techniques to bring in more age groups and lower its prices to enter in the market segment with a low typical income.


The psychological characteristics 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 as soon as in a week. 71% of them choose to purchase products with a NASCAR brand. They are quite extrovert and want to mingle with other fans while racing. They desire quality racing with low cost at practical location. NASCAR has actually tried to increase the quality of its racing by presenting stage racing, they likewise have tried to lower prices and make the event more convenient by presenting live racing.


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

Target Market.


One of the possible target audience of Kelon A Chinas Corporate Dragon Case Study Help was Hispanics; the young and growing population of United States. The market section has excellent possible for NASCAR as the population was growing at a higher rate and it was anticipated to become thrice after forty years and the sector has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the segment reveals affinity with car culture, however require a more focused marketing towards welcoming the segment towards racing.


Kids are also one of the possible target market section for NASCAR, as they are more connected socially than other groups. Creating fan base amongst kids can supply a potential boost in the variety of fans for racing due to their connection. Kids spend most of their times in utilizing mobile phones and playing video games. Automobile racing video games developed by Kelon A Chinas Corporate Dragon Case Study Help can be a potential source of gaining attention of kids towards NASCAR track racing. NASCAR's digital functions related to kids are not capable of gaining the attention. NASCAR needs more attention towards customizing and enhancing its digital functions to attract the kids target audience.

Generation Y.
Generation Y target audience consists of those who spent five times more resources on discretionary costs i.e. acquiring tickets for racing occasions, than others. This substantial expense makes the segment capacity for NASCAR marketing technique of increasing its fan base. The market sector is also simple to technique as 81% of the Y Generation customer utilizes Facebook the usage and every day is two times of utilizing television and radio. The marketplace segment views sports as a get-together, rather than adherence to sport. The market segment thinks about NASCAR as an organization lacking in producing a multiculturalism environment. Kelon A Chinas Corporate Dragon Case Study Analysis 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 choices concerning marketing. These 5 C's requirements to be analysed correctly for taking any marketing choice. These 5 C's stands for Climate, Company, Collaborators, Competitors and customers.


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


NASCAR is an auto racing company with having USP of high quality vehicle racing with a global structure. Its sector is sports group and events. Its target audience is males in the age group of 15-60 years. Company has closed corporate culture and having non-interventionist technique.


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


The customer of Kelon A Chinas Corporate Dragon Case Study Analysis are its audiences. They target consumers with having age of 15-60 years. 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 direct rivals of NASCAR are Solution 1 and Moto GP. Teams typically represents sponsors in NASCAR and the medium of marketing is motorists. It can be stated that motorists and race cars and trucks are competitors. If they got better opportunity in terms of prizes and television exposure, these motorists can go against NASCAR.

Marketing Techniques.

1. Establishing and Keeping Facebook Page.
One of the potential target markets segments for NASCAR is Hispanics which is the growing population segment of USA however regrettably NASCAR had been unable to draw in the this targeted sector. It needs to establish a Facebook page consisting of the information concerning the races and the areas of tracks to make the customer helpful about the core operations of NASCAR.
2. Establishing and Upgrading Accounts of Secret Drivers.
Kelon A Chinas Corporate Dragon Case Study Solution motorists has a low star power as compare to gamers of other sports. The bad 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 viewers towards tracks and towards tv.
3. Establishing New Games and enhancing existing games for kids.
In order to draw in these kids, NASCARA ought to enhance its present racing video games by introducing customization in the cars and trucks i.e. altering colours, selection of speed, introducing group racing in the video game, utilizing much better graphics related to the racing tracks and presenting different levels in the game. All these modifications in the present video game would offer better experience to kids.
Along with it, NASCAR should likewise develop brand-new games connected to racing like kids racing with kids characters as drivers, animation racing with racing in between numerous animation characters with a choice of selecting the preferred animation character for the kids. These techniques would allow the company to attract one of its prospective target sections.
4. Introducing multiculturalism at events.
NASCAR occasions are comprised of fans with extremely couple of cultural variety, due to expense of arrival in occasions, making it unsightly for the customers viewing sport occasions as social occasions i.e. Generation Y consumers. As the Generation Y clients are a potential target market for NASCAR, therefore the business must take specific steps to attract this potential target market.
5. Improving Consumer Experience at Tracks.
Kelon A Chinas Corporate Dragon Case Study Analysis ought to deal with facilities and features at tracks due to the fact that on the race day viewers got dissatisfied. Viewers have many expectations from NASCAR since in exact same industry other companies are supplying better services than NASCAR. Then its fans might shifted to its competitors, if NASCAR do not work on this problem. According to fans there were not appropriate centers were offered as compare to other sports providers. So NASCAR should ensure that it offer appropriate centers that consists of cleaned up bathrooms, comfy seating arrangement. They must likewise supply WIFI services and accessibility of charge card throughout that track. It should be likewise make certain that there suffice jumbo turns put at all needed places. There should be also food stalls that offer quality food to audiences. In this method audiences will be having pleasant experience at the day of occasion. (See Appendix B).

Marketing Budget

Marketing spending plan 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 methods. (See Appendix B). It can be seen that technique 5 of enhancing consumer experience at tracks would need highest preliminary investment and cost and technique 4 of presenting multiculturalism will need lowest initial financial investment with least expensive even more each year cost. The company must prioritize the resource allowance on these strategies on the basis of its offered resources and the possible advantages which the method would provide.
NOTE: The values about cost are presumed on logical basis due the lack of figures and realities associated with cost in the event research study. Inflation rate of United States is presumed to be 10%.

On the basis of deep analysis of the internal and external elements of Kelon A Chinas Corporate Dragon Case Study Solution causing the decrease of tv viewership rate and participation 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 bad consumer experience at tracks, inadequate social media marketing, incapable digital medias like video 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 altering family life styles.