Liz Claiborne China Online Case Study Analysis

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Liz Claiborne China Case Study Solution & Analysis


Liz Claiborne China Case Study Solution (National Association for Stock Vehicle Vehicle Racing) is a company performing series of Stock Car racing in United States and serving as a sanctioning body for driving the rules for Stock Vehicle Racing. The company was founded in 1947, by "Huge Expense" France. NASCAR set up Stock Cars and truck Racing events in United States with the presence of about 130000 viewers typically in 2005. It likewise relayed its occasions in about 150 countries. Stock Automobile Racing by NASCAR is the 2nd largest viewer sport, with highest number of sponsors. It has about 500 sponsors contributing billions of dollars in its earnings. The other sources of profits for Liz Claiborne China Case Study Help consists of; 10% of the total income from television rights, approving fees 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. The structure of Cars and truck of Tomorrow by NASCAR, with an objective of safety for the chauffeurs, brought different stress among the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, exposed that despite the truth that the business extremely count on the communications between its stakeholders, there was no recognizable company communication strategy. The industry's target consumers, instructions and objectives were all unknown.

The audit explained different doing not have of NASCAR in terms of absence of internal combination, absence of fan management technique and lack of social and digital media of marketing. The company has complex ecosystem with independent tracks, groups and chauffeurs. This structure with closed corporate culture bring numerous difficulties in speeding up a modification. Other partners in ecosystem consists of the media networks i.e. television and radio, and business online marketers.

Liz Claiborne China Case Study Analysis viewers was extremely loyal to the sport and the brands connected with the NASCAR, making it appealing for sponsors and corporate marketers.

Issue Declaration.

The business is presently facing the problem of decreasing rates of participation at racing tracks and rates of television audiences. This can put a significant influence on its incomes from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the business was rather effective till 2005 with its conventional marketing methods, but right after 2005 the business begins facing different problems including decrease of its fan base. A number of external as well as internal factors are accountable for the decrease. 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 create generational loyalty. Other obstacles for NASCAR consists of the shift of its fans to other sports as they were enhancing their fan's experience permitting access to their broadcasts out of the homes through jumbo turns, Wi-Fi gain access to, and so on.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of dictating rules as approving body. Regulations and rules relating to professional stock car racing are determined by NASCAR like if any group with required abilities and resources can get in into races by following rules and regulations determined by NASCAR. All the events of NASCAR are sponsored by corporates because of most significant brand commitment of fans towards brands promoted by Liz Claiborne China Case Study Analysis.


Weaknesses of NASCAR includes its close culture which is non collective. Liz Claiborne China Case Study Analysis develops Vehicle of Tomorrow without collaboration so result is that motorists did not like that idea. It was likewise discovered that NASCAR had no efficient method for company interaction.
Porter's 5 Forces Analysis

NASCAR generally used to rely on conventional media sources like regional paper for promotion of its sports. NASCAR likewise came to understand from these traditional media outlets that sport was hard to cover. When sports fans were asked relating to popular celebs and stars then NASCAR driver was not discovered even in top twenty reactions.


Risks in SWOT analysis are defined as external elements that can threat to business's success. Since if there is economic down turn then people would be having less return on investment, Economic down turn was experienced in late 2000 which can be danger for NASCAR. Earning of individuals would be effected and they would be more conscious in investing their money. Economic down turn likewise leads to increase fuel costs which likewise impacted NASCAR. Since fans of NASCAR used to attend its event from fars away. NESCAR had a rule of 65/25/10 for income circulation. 65 percent profits from media rights would be dispersed to race tracks, 25 percent earnings would be dispersed to competing team and staying 10 percent would be retained by NESCAR which is approving body. Completing group wished to increase their part of revenue from 25 percent due to the fact that of boost in operating expense of a race group and also there is decline in the variety of full-season sponsorship. NESCAR likewise deals with dangers from other sponsors because they are making massive investments to improve experience of fans. Which includes updating existing avenues, building brand-new opportunities, offering Wi-Fi center and also supplying other interactive mediums to interact sports on smart devices. Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their children and create generational loyalty. The difficulty is that the family system in America was changing resulting in reduction of impact of married male fan base over their youngsters. Together with it understandings about vehicle was also altering with viewing vehicle a lorry to reach at point B from point A, rather than as a fun project. Now if Liz Claiborne China Case Study Help make significant investments in new sectors which are based upon brand-new clients then it might face unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

Porter's 5 forces is a design that is used to evaluate market in which company is working. It helps in determining what are strengths and weak point of any particular industry. It suggest that every industry is different from one another. Since NASCAR's bottom line i.e. net profit is greatly depends on this, it is essential to comprehend industry in which company is working. There are 5 forces that are used to identify profitability, strength and appearance of Liz Claiborne China Case Study Analysis business.

Competitive Rivalry

This force suggests capability of competitors. Groups typically represents sponsors in NASCAR and the medium of advertising is drivers. Therefore it can be said that drivers and race cars and trucks are competitors. If they got better chance in terms of rewards and television exposure, these drivers can go versus Liz Claiborne China Case Study Solution. If audiences enjoy other race automobiles and drivers more than NASCAR then audiences can shift to those other intriguing vehicles and motorists. NASCAR could be having threat from its 2 direct rivals that is Formula 1 and Moto GP. They need to produce competitive benefits for motorists so they do not shift to other competitors.
Swot Analysis
Supplier Power

If company shifts from one supplier to another, the supplier power suggests the number of suppliers are offered in market and what is the expense associated with supplier. In this industry there is supply monopoly because motorists with required resources and skills are limited.

Purchaser Power

This force is concerning to customers that is it easy for customers to move to other products. Then clients are less most likely to change, if there is more changing expense is associated. In the case of NASCAR consumers are its audiences. Audiences can change to other competitors easily since audiences will having low switching expense.

Risk of Replacement

Replacements are referred as alternatives. The alternatives in this case can be other entertainment suggests like audiences can shift to other sports. So there are vast array of substitutes are offered in this situation which suggests that risk of replacement is high.

Hazard of New Entry

In the case of NASCAR threat of brand-new entry is low. They require to construct vehicles and racing tracks and also needs 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 allocations. NASCAR had got benefit from lower taxation policies which leads to increasing in revenues. So they made heavy investments in the research and advancement. As NASCAR is working in numerous markets so it requires to deal with various guidelines. It is likewise noted that Liz Claiborne China Case Study Analysis has actually dealt with increased examination concerning regulatory. Every government has different top priority so NASCAR has to be prepared for it as concern can be shifted to other sector.


Financial elements includes taxation rate, currency exchange rate, financial efficiency of that specific company, conditions of labour market, inflation rate etc. If there is federal government intervention in the marketing and sales sector, fortunes of the NASCAR and its competitors can be impacted. NASCAR can leverage capabilities of staff members to produce brand-new opportunities and enhance existing chances.


Every society is various from each other. Each has different social worths and standards. It assists in comprehending concerning society and choice of consumers. Social factors includes customs, culture, mindsets towards particular services and products, demographics, norms, interests etc. It can be concluded that marketing through other means instead of standard (i.e. newspaper) can be preferred in this society.


In this case of NASCAR it can be noted that business are heavily investing for research study and development. NASCAR needs to also work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Due to the fact that every country has various legal terms and conditions, Legal plays an essential role in every country. Liz Claiborne China Case Study Analysis needs to be ensure that they secure their legal rights in every county so any company does not hurt to its legal rights.


Ecological elements are also important for every organisation. NASCAR needs to make sure that its automobiles are not producing pollution more than acceptable level.

7 P's of Marketing


The products of Liz Claiborne China Case Study Solution in its item portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning guidelines for races and ad-space to corporate online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Prices technique of NASCAR for its race events tickets is based upon the location and significance of the racing occasions. Along with race events tickets, NASCAR also charge different service fees to its stakeholders and earns profits. It charged approving costs of $1-2 million per race on average in 2005.


Advertising strategy of Liz Claiborne China Case Study Help is extremely based upon its fan base. A strong fan base share its fandom with others and increase the variety of viewers for NASCAR races. However, the company is not entirely trusted its fan base for its promotion and promote through local radio stations too. The business has also adopted the retailing media of promotion, in which the business sells merchandises with its logo.


NASCAR have its racing tracks in different cities in United States. The most crucial tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It attempts to conduct its races in most of the cities in United States to grasp nationwide popularity.


Nestle people strategy is comprised of providing much better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an essential element of Liz Claiborne China Case Study Analysis A marketing strategy as its occasions are the source of home entertainment for crowd. Its individuals technique includes efforts to supply better experience to its Fans, Race Drivers, Crew, Event Organizers etc., all of which come under people technique of NASCAR.


Numerous company processes are needed to carry out racing occasions in an efficient way. These procedures include; appropriate schedule of time, arrangement for viewers, selling tickets, arrangement of area for sponsors, handling logistics etc. These all processes contribute I building NASCAR image, enhancing viewers experience and increasing fan base.

Physical Evidence.

Essential physical evidences for the NASCAR consists of the existence of its racing tracks, stock cars and racing occasions. In addition to it, its merchandising brand names including t-shirts, caps, goodies and so on, likewise act as a physical proof for NASCAR.

Item Life Process Evaluation.

The racing occasions by Liz Claiborne China Case Study Analysis was introduced on June 19, 1949. The first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the first phase competition for NASCAR was low, as the competitors drove the vehicles similar to the vehicles driven by normal individuals.


After performing its very first race effectively the business moved towards constructing its own tracks. The first Liz Claiborne China Case Study Solution based track, particularly the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by establishment of more raceways consisting of Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the business moved towards relaying its races on tv in 1979. The first event broadcasted on tv was flag-to-flag protection of Daytona.

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he changed NASCAR from a local Sport popular company into one with international fan base. He started a new age of rewarding sponsorships and tv agreements for NASCAR.


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


The decrease in the company's offerings began after 2005 with average presence rate per race decreased by 22% from 2005 to 2010 and tv viewership rate decreased by 30% from 2005 to 2010. The major causes of decrease consist of the monetary crisis of 2008, which increased the cost of arriving at tracks for viewers due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Division.

The marketplace division of Liz Claiborne China Case Study Help can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Liz Claiborne China Case Solution 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 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 large geographical segmentation provides the business regional as well as global fan base.


The group segmentation of Liz Claiborne China Case Study Analysis is also highlydiverse based upon the gender, earnings and age of the consumer. To increase the market sector of its market NASCAR must modify its marketing methods to attract more age groups and lower its prices to go into in the market section with a low typical income.


NASCAR has a fan base with a commitment. NASCAR fans view it compulsive to acquire tickets and see the races once in a week. NASCAR has tried to increase the quality of its racing by introducing phase racing, they likewise have actually tried to lower costs and make the occasion more practical by introducing live racing.


Behavioural segmentation of Liz Claiborne China Case Study Analysis is based upon the behaviour of fans in terms of seeing the race reside on the television or by entering the occasions. Currently, the fans preference is towards watching the race in the house on tv rather than going, as the consumer experience at NASCAR tracks is not beneficial along with pricey. This preference makes the rates for attendance 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 Market.


One of the potential target market of NASCAR 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 expected to become thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014.


Kids are likewise one of the potential target market section for NASCAR, as they are more connected socially than other groups. Cars and truck racing games established by Liz Claiborne China Case Study Analysis can be a possible source of getting attention of kids towards NASCAR track racing. NASCAR needs more attention towards personalizing and enhancing its digital features to bring in the kids target market.

This huge expense makes the sector capacity for NASCAR marketing technique of increasing its fan base. The market section thinks about NASCAR as a company doing not have in developing a multiculturalism environment. NASCAR ought 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 decisions regarding marketing.


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


NASCAR is a vehicle racing company with having USP of high quality vehicle racing with a worldwide structure. Its sector is sports team and events. Its target market is males in the age group of 15-60 years. Business has closed business culture and having non-interventionist approach.


Collaborations consists of distributors, suppliers and alliances of Liz Claiborne China Case Study Solution. It is teamed up with various racing teams which are taking part in racing. It also teamed up with Turners Sport for digital rights. NASCAR used 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 create its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every video which is shoot throughout race at track.


The consumer of Liz Claiborne China Case Study Help are its audiences. They target clients 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 children and create generational commitment.


Teams usually represents sponsors in NASCAR and the medium of marketing is motorists. These chauffeurs can go against NASCAR if they got better opportunity in terms of rewards and television exposure.

Marketing Strategies.

1. Maintaining and establishing Facebook Page.
One of the possible target markets segments for NASCAR is Hispanics which is the growing population sector of USA but sadly NASCAR had actually been unable to bring in the this targeted segment. It must develop a Facebook page including the information regarding the races and the areas of tracks to make the customer useful about the core operations of NASCAR.
2. Developing and Upgrading Accounts of Secret Drivers.
NASCAR motorists has a low star power as compare to players of other sports. Its ranks 7th in terms of star power (see Case Exhibition). The significant factor behind it is that, the racers primarily play in teams and are not able to build an essential account and keep a close contact with fans. The poor contacts with fans result in less attraction of audiences towards the racers and a low star power. Star power is an important factor for bring in audiences towards tracks and towards television. The star power for the drivers at NASCARA could be enhanced by producing and updating accounts of key chauffeurs by NASCARA itself. This would remove the requirement of forcing chauffeurs to preserve their accounts and would result in increasing fans attention towards NASCARA drivers.
3. Developing New Games and improving present video games for kids.
Kids spent the majority of their time on playing games and utilizing smartphones. Regrettably, kids playing NASCARA have a worst experience of playing its video games. As a result, they are less drawn in towards the sport. In order to bring in these kids, NASCARA needs to improve its present racing video games by introducing modification in the cars and trucks i.e. changing colours, selection of speed, introducing group racing in the game, using much better graphics associated with the racing tracks and introducing various levels in the video game. All these adjustments in the current video game would provide better experience to kids.
Along with it, NASCAR needs to likewise build new games associated with racing like kids racing with kids characters as drivers, animation racing with racing in between numerous animation characters with a choice of picking the favourite animation character for the kids. These techniques would enable the business to bring in among its possible target segments.
4. Presenting multiculturalism at events.
NASCAR occasions are made up of fans with extremely couple of cultural diversity, due to cost of arrival in events, making it unattractive for the customers perceiving sport occasions as social celebrations i.e. Generation Y clients. As the Generation Y clients are a prospective target market for NASCAR, therefore the business should take specific measures to attract this prospective target market.
5. Improving Consumer Experience at Tracks.
NASCAR ought to work on facilities and features at tracks since on the race day viewers got disappointed. Audiences have many expectations from Liz Claiborne China Case Study Help since in same market other business are providing much better services than NASCAR. IF NASCAR don't work on this issue then its fans might shifted to its rivals.

Marketing Spending plan

Marketing budget made on the basis of the above methods for the period of 5 years from 2011 to 2015, shows the expense associated data for the marketing methods. (See Appendix B). It can be seen that strategy 5 of enhancing customer experience at tracks would require highest preliminary investment and cost and technique 4 of introducing multiculturalism will need most affordable initial financial investment with most affordable even more each year cost. The company should prioritize the resource allocation on these techniques on the basis of its readily available resources and the potential benefits which the technique would provide.
KEEP IN MIND: The worths about cost are assumed on logical basis due the lack of facts and figures related to cost in the event study. Inflation rate of United States is assumed to be 10%.

On the basis of deep analysis of the external and internal elements of Liz Claiborne China Case Study Help causing the decrease of television viewership rate and presence rate at tracks, the above marketing strategies are advised to NASCAR to increase its fan base in long term. These techniques would handle internal elements like bad client experience at tracks, insufficient social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks and so on, along with with external elements like moving of fans towards other sports, demographical modifications in America and altering domesticity designs.