Liz Claiborne China Case Study Solution & Analysis
Introduction
NASCAR (National Association for Stock Automobile Automobile Racing) is a company carrying out series of Stock Car racing in United States and acting as an approving body for driving the guidelines for Stock Automobile Racing. 2) Stock Cars And Truck Racing by NASCAR is the second biggest viewer sport, with greatest number of sponsors. 1) The other sources of earnings for Liz Claiborne China Case Study Help consists of; 10% of the total revenue from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand name to companies.
NASCAR has a closed corporate culture with the non-interventionist method. Nevertheless this non collaborative technique brings tensions in the sport. The building of Vehicle of Tomorrow by Liz Claiborne China Case Study Help, with an objective of safety for the drivers, brought different stress among the stakeholders of the sport.
The communication audit, conducted in 2010, exposed that despite the truth that business highly depend on the communications in between its stakeholders, there was no identifiable service communication technique. The industry's target customers, direction and objectives were all unidentified.
The audit pointed out various lacking of NASCAR in terms of absence of internal combination, lack of fan management strategy and absence of social and digital media of marketing.
Liz Claiborne China Case Study Help viewers was highly faithful to the sport and the brands related to the NASCAR, making it appealing for sponsors and corporate online marketers.
Issue Statement.
The company 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 earnings from sponsors, media rights, and from other sources of profits.
Situational Analysis.
Although the business was quite effective till 2005 with its traditional marketing strategies, but soon after 2005 the business starts dealing with numerous problems including decrease of its fan base. Numerous external as well as internal elements are accountable for the decline. Internal elements include; insufficient financial investment in social networks 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 youngsters and develop generational commitment. The family system in America was changing resulting in decrease of influence of married male fan base over their youngsters. Along with it perceptions about vehicle was also changing with perceiving cars and truck a vehicle to reach at point B from point A, instead of as an enjoyable task. Other challenges for Liz Claiborne China Case Study Solution includes the shift of its fans to other sports as they were enhancing their fan's experience enabling access to their broadcasts out of the houses through jumbo turns, Wi-Fi access, etc. These all obstacles were tending the business to revise its marketing strategies.
SWOT Analysis.
Strengths.
NASCAR core proficiencies includes it has rights of determining rules as sanctioning body. Guidelines and regulations regarding professional stock cars and truck racing are determined by NASCAR like if any team with required abilities and resources can get in into races by following guidelines and policies dictated by NASCAR. All the events of NASCAR are sponsored by corporates because of biggest brand name loyalty of fans towards brand names marketed by Liz Claiborne China Case Study Analysis.
Weak points.
Weak points of NASCAR includes its close culture which is non collective. Liz Claiborne China Case Study Solution establishes Automobile of Tomorrow without collaboration so result is that drivers did not like that idea. It was likewise discovered that NASCAR had no efficient strategy for service interaction.
Opportunities.
Opportunities in SWOT analysis are external aspects which can be beneficial to business or the external elements on which company is having competitive benefit. NASCAR typically used to rely on standard media sources like regional paper for publicity of its sports. Usually these standard media sources attempt to cover their house group and particular sort of occasions. NASCAR likewise came to know from these conventional media outlets that sport was hard to cover. Media landscape also changed from traditional to digital landscape. Papers went out of business. NASCAR can work on its capabilities to get optimal possible gain from this brand-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 offered to Turner Sports. NASCAR utilized to get pay check of around $15 million annually from Turner Sports. There are variety of cons behind this offer. NASCAR had to get approval from Turner Sport if it desire to develop its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of every single video which is shoot throughout race at track. Then they are needed to pay licensing charges to Turner Sport, if media sources like newspapers, magazines and cable channels want to post videos of races on their particular pages. NASCAR can work on terms and conditions and try to negotiate with Turner Sports to get optimal advantages of it. Star power plays very crucial function in producing revenues from every sport. It was kept in mind that NASCAR is lagging in this location i.e. star power. When sports fans were asked concerning popular stars and stars then NASCAR chauffeur was not discovered even in top twenty responses. NASCAR can put efforts in this location too for earnings generation. They should guide their chauffeurs that how they can become sport stars. Four tactical focuses which are generated by research group can also be functioned as chance for NESCAR. These four strategic focuses compares and analysis Liz Claiborne China Case Study Analysis techniques.
Hazards
Hazards in SWOT analysis are defined as external elements that can risk to company's success. Because if there is financial down turn then individuals would be having less return on financial investment, Economic down turn was experienced in late 2000 which can be risk for NASCAR. Earning of individuals would be effected and they would be more conscious in investing their cash. Economic down turn likewise results in increase fuel rates which also impacted NASCAR. Due to the fact that fans of NASCAR used to attend its occasion from fars away. NESCAR had a rule of 65/25/10 for profits circulation. 65 percent revenues from media rights would be distributed to race course, 25 percent income would be dispersed to completing team and remaining 10 percent would be maintained by NESCAR which is sanctioning body. Completing team wanted to increase their part of income from 25 percent since of increase in running cost of a race group and likewise there is decline in the number of full-season sponsorship. Because they are making massive investments to enhance experience of fans, nescar also faces risks from other sponsors. For instance that includes upgrading existing opportunities, constructing brand-new avenues, offering Wi-Fi facility and likewise 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 children and develop generational commitment. So the difficulty is that the family system in America was changing leading to decrease of impact of married male fan base over their youngsters. In addition to it perceptions about cars and truck was also changing with viewing vehicle a car to reach at point B from point A, instead of as a fun task. Now if Liz Claiborne China Case Study Help make substantial financial investments in brand-new sectors which are based upon brand-new clients then it may deal with unfavorable remarks from its core fan base.
Porter's 5 Forces Analysis
It is crucial to understand industry in which company is working due to the fact that NASCAR's bottom line i.e. net revenue is heavily depends on this. There are 5 forces that are used to recognize success, strength and attractiveness of NASCAR service.
Competitive Competition
This force indicates ability of rivals. Teams generally represents sponsors in NASCAR and the medium of marketing is drivers. For that reason it can be said that drivers and race cars and trucks are rivals. If they got better chance in terms of rewards and tv direct exposure, these chauffeurs can go against Liz Claiborne China Case Study Help. If audiences enjoy other race cars and trucks and drivers more than NASCAR then audiences can move to those other interesting vehicles and drivers. NASCAR could be having hazard from its 2 direct rivals that is Solution 1 and Moto GP. They need to produce competitive benefits for motorists so they don't move to other competitors.
Supplier Power
The supplier power indicates the variety of providers are readily available in market and what is the cost connected with supplier if company shifts from one supplier to another. Because motorists with needed resources and abilities are limited, in this market there is supply monopoly.
Buyer Power
This force is concerning to consumers that is it easy for clients to shift to other products. Then customers are less likely to change, if there is more switching cost is associated. When it comes to NASCAR clients are its audiences. Because audiences will having low switching expense, viewers can switch to other competitors quickly.
Hazard of Alternative
Alternatives are referred as options. The alternatives in this case can be other entertainment indicates like viewers can shift to other sports. There are wide range of alternatives are offered in this scenario which recommends that threat of alternative is high.
Risk of New Entry
In the case of NASCAR danger of brand-new entry is low. They require to construct automobiles and racing tracks and likewise requires to pay hefty amount to motorists for changing.
PESTEL Analysis
Political
It can not be concluded from case research study that there would be change in resource allocations. NASCAR had got benefit from lower tax policies which results in increasing in profits. So they made heavy financial investments in the research and development. As NASCAR is working in different markets so it requires to deal with different guidelines. It is likewise kept in mind that Liz Claiborne China Case Study Help has actually faced increased scrutiny relating to regulative. Every government has different top priority so NASCAR needs to be prepared for it as concern can be moved to other sector.
Economical
Financial elements includes taxation rate, exchange rate, financial efficiency of that particular business, conditions of labour market, inflation rate and so on. If there is federal government intervention in the marketing and sales sector, fortunes of the NASCAR and its rivals can be impacted. NASCAR can leverage capabilities of workers to create new opportunities and enhance existing chances.
Social
Every society is different from each other. Each has different social values and standards. It helps in comprehending concerning society and choice of clients. Social factors includes customs, culture, mindsets towards particular services and products, demographics, norms, interests etc. It can be concluded that marketing through other ways rather than conventional (i.e. newspaper) can be chosen in this society.
Technical
In this case of NASCAR it can be kept in mind that companies are heavily spending for research and advancement. NASCAR must likewise work on its media rights policy with Turner Broadcasting System.
Legal
Since every country has different legal terms and conditions, Legal plays an essential role in every nation. Liz Claiborne China Case Study Help needs to be make certain that they safeguard their legal rights in every county so any business does not damage to its legal rights.
Environmental
Environmental factors are also essential for every single company. Because normally governments don't enable those company which can damage to environment. These environmental factors includes laws concerning pollution, environment change, safe waste disposal, policies relating to insurance coverage etc. NASCAR requires to ensure that its cars and trucks are not generating contamination more than acceptable level.
7 P's of Marketing
Product
The products of Liz Claiborne China 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 business online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).
Rate.
Prices technique of NASCAR for its race events tickets is based upon the place and value of the racing occasions. In addition to race occasions tickets, NASCAR also charge different service charge to its stakeholders and earns profits. For instance it charged sanctioning fees of $1-2 million per race usually in 2005.
Promotion.
Promotional technique of NASCAR is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of viewers for NASCAR races.
Place.
NASCAR have its racing tracks in various cities in United States. The most essential tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Auto Club Speedway in California and Darlington Raceway in South Carolina. It tries to conduct its races in the majority of the cities in United States to understand nationwide appeal.
People.
Nestle people strategy is comprised of providing much better experience to its viewers, its fan base and to all of its stakeholders. People are an important aspect of Liz Claiborne China Case Study Analysis A marketing strategy as its events are the source of home entertainment for crowd. Its people method includes efforts to provide better experience to its Fans, Race Drivers, Team, Event Organizers and so on, all of which come under individuals strategy of NASCAR.
Procedures.
Several organisation procedures are needed to perform racing occasions in an efficient way. These processes include; correct schedule of time, arrangement for spectators, selling tickets, plan of area for sponsors, handling logistics and so on. These all processes contribute I building NASCAR image, enhancing viewers experience and increasing fan base.
Physical Proof.
Most important physical proofs for the NASCAR includes the presence of its racing tracks, stock cars and racing occasions. Together with it, its retailing brands consisting of t-shirts, caps, goodies and so on, also act as a physical evidence for NASCAR.
Product Life Cycle Assessment.
The racing events by Liz Claiborne China Case Study Help was introduced on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the first phase competitors for NASCAR was low, as the competitors drove the automobiles similar to the cars driven by ordinary people.
Development.
The very first NASCAR based track, particularly the Darlington Raceway track, was started in 1950 in South Carolina. After the growth of racing tracks the company moved towards broadcasting its races on tv in 1979.
In 1972, William France Jr., became the president of NASCAR and n about 3 years, he transformed NASCAR from a local Sport popular organization into one with international fan base. He initiated a new period of rewarding sponsorships and television agreements for NASCAR.
Maturity.
The maturity period for NASCAR started with the efforts of William France Jr., with the company having large range of income sources. The company has about 500 sponsors with relaying its occasions in about 150 countries. The company has a great deal of tracks in most of the cities of United States.
Decline.
The significant causes of decrease consist of 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 market segmentation of Liz Claiborne China Case Study Solution can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).
Geographical.
The geographical segmentation of Liz Claiborne China Case Analysis is based upon the geographical existence of its tracks in various states and cities in United States, and the tv broadcasting of its occasions in different countries. The business 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 huge geographical division provides the business local as well as international fan base.
Demographic.
The group division of NASCAR is likewise highlydiverse based upon the gender, income and age of the consumer. Its existing fan base is majorly consisted of male married fans with a typical age of 47 years and an earnings around $30-50 thousands. However currently NASCAR is attempting to increase its target audience to the young growing population and kinds too. To increase the group section of its market NASCAR should revise its marketing techniques to attract more age and lower its costs to go into in the market section with a low typical income.( htt1).
Psychographic.
The psychological attributes of most of the fans are quite comparable. NASCAR has a fan base with a loyalty. Once in a week, NASCAR fans perceive it compulsive to buy tickets and see the races. 71% of them choose to buy items with a NASCAR brand name. They are quite extrovert and are willing to mingle with other fans while racing. They want quality racing with low rate at convenient area. NASCAR has tried to increase the quality of its racing by introducing phase racing, they likewise have actually attempted to lower costs and make the occasion more hassle-free by introducing live racing.
Behavioural.
Behavioural segmentation of Liz Claiborne China Case Study Analysis is based upon the behaviour of fans in terms of enjoying the race live on the television or by going in the occasions. Presently, the fans preference is towards watching the race at home on television instead of going, as the customer experience at NASCAR tracks is not favourable as well as costly. This preference makes the rates for presence lower than the rates for tv viewers. NASCAR has to alter the behaviour of its fan base by presenting qualitative services at its tracks.
Target audience.
Hispanics.
One of the possible target audience of Liz Claiborne China Case Study Help was Hispanics; the young and growing population of United States. The marketplace sector has excellent possible for NASCAR as the population was growing at a higher rate and it was anticipated to end up being thrice after forty years and the section has increasing wealth rate with about $1 trillion of wealth in 2014. The sector reveals affinity with cars and truck culture, however need a more focused marketing towards inviting the section towards racing.
Kids.
Kids are also among the potential target audience sector for NASCAR, as they are more connected socially than other groups. Developing fan base amongst kids can supply a potential boost in the number of fans for racing due to their connection. Kids invest the majority of their times in playing and using mobile phones computer game. Automobile racing games developed by Liz Claiborne China Case Study Solution can be a possible source of acquiring attention of kids towards NASCAR track racing. However, NASCAR's digital functions connected to kids are not capable of gaining the attention. NASCAR needs more attention towards personalizing and improving its digital functions to attract the kids target audience.
Generation Y.
Generation Y target market consists of those who spent 5 times more resources on discretionary expenses i.e. buying tickets for racing occasions, than others. This big expenditure makes the segment capacity for NASCAR marketing strategy of increasing its fan base. The marketplace segment is likewise simple to technique as 81% of the Y Generation customer utilizes Facebook every day and the usage is two times of utilizing television 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 environment. Liz Claiborne China Case Study Analysis must take different steps to enhance the experience of Generation Y customers in its occasions.
5 C's of Marketing
5 C's of marketing helps in taking choices regarding marketing.
Climate/Context.
It needs to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE represents political, economic, social, technical, environmental and legal and is specified above.
Business.
NASCAR is a vehicle racing business with having USP of high quality vehicle racing with an international structure. Its sector is sports group and events. Its target audience is males in the age of 15-60 years. Business has closed corporate culture and having non-interventionist method.
Collaborations.
Collaborations consists of distributors, suppliers and alliances of Liz Claiborne China Case Study Solution. It is worked together with various racing teams which are participating in racing. It also teamed up with Turners Sport for digital rights. NASCAR used to get pay check of around $15 million every year from Turner Sports. There are variety of cons behind this deal. NASCAR had to get approval from Turner Sport if it desire to develop its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every single video which is shoot throughout race at track.
Customers.
The client of Liz Claiborne China Case Study Help are its audiences. They target consumers 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 develop generational commitment.
Rivals.
The direct rivals of NASCAR are Formula 1 and Moto GP. Teams normally represents sponsors in NASCAR and the medium of advertising is motorists. It can be stated that chauffeurs and race cars and trucks are competitors. If they got better chance in terms of rewards and television exposure, these chauffeurs can go against NASCAR.
Marketing Techniques.
1. Keeping and developing Facebook Page.
One of the possible target markets segments for NASCAR is Hispanics which is the growing population segment of USA however unfortunately NASCAR had been unable to draw in the this targeted section. It ought to develop a Facebook page consisting of the info regarding the races and the areas of tracks to make the customer useful about the core operations of NASCAR.
2. Establishing and Updating Accounts of Secret Drivers.
NASCAR chauffeurs has a low star power as compare to players of other sports. Its ranks 7th in terms of star power (see Case Display). The significant reason behind it is that, the racers primarily play in teams and are not able to develop a crucial account and keep a close contact with fans. The poor contacts with fans result in less tourist attraction of viewers towards the racers and a low star power. Star power is a crucial element for attracting viewers towards tracks and towards television. The star power for the drivers at NASCARA might be improved by producing and upgrading accounts of crucial drivers by NASCARA itself. This would get rid of the requirement of requiring drivers to keep their accounts and would lead to increasing fans attention towards NASCARA motorists.
3. Establishing New Games and improving present games for kids.
In order to bring in these kids, NASCARA needs to enhance its present racing games by introducing customization in the automobiles i.e. changing colours, choice of speed, introducing group racing in the game, utilizing much better graphics related to the racing tracks and introducing various levels in the game. All these modifications in the present game would supply better experience to kids.
Along with it, NASCAR must also develop new games connected to racing like kids racing with kids characters as motorists, cartoon racing with racing between different animation characters with a choice of choosing the preferred cartoon character for the kids. These methods would make it possible for the business to bring in one of its prospective target sectors.
4. Presenting multiculturalism at events.
NASCAR occasions are made up of fans with really couple of cultural variety, due to cost of arrival in occasions, making it unappealing for the clients perceiving sport occasions as social events i.e. Generation Y consumers. As the Generation Y clients are a potential target market for NASCAR, for that reason the company ought to take particular steps to attract this prospective target market.
5. Improving Customer Experience at Tracks.
NASCAR ought to work on infrastructure and amenities at tracks because on the race day audiences got dissatisfied. Audiences have many expectations from Liz Claiborne China Case Study Help since in very same market other business are providing much better services than NASCAR. IF NASCAR do not work on this problem then its fans may moved to its competitors.
Marketing Budget
Marketing budget plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, shows the expense related information for the marketing strategies. (See Appendix B). It can be seen that strategy 5 of improving customer experience at tracks would require greatest initial investment and cost and strategy 4 of introducing multiculturalism will need least expensive initial financial investment with lowest further annually cost. The company needs to focus on the resource allocation on these strategies on the basis of its readily available resources and the potential advantages which the technique would offer.
KEEP IN MIND: The worths about expense are presumed on logical basis due the lack of facts and figures related to cost in the event research study. Inflation rate of United States is assumed to be 10%.
Recommendations.
On the basis of deep analysis of the internal and external factors of Liz Claiborne China Case Study Solution triggering the decline of television viewership rate and attendance rate at tracks, the above marketing techniques are suggested to NASCAR to increase its fan base in long term. These methods would deal with internal elements like poor consumer experience at tracks, inadequate social media marketing, incapable digital medias like games, absence of culturalisms at tracks and so on, as well as with external elements like shifting of fans towards other sports, demographical changes in America and altering domesticity designs.
