Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Online Case Study Analysis

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Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Solution & Analysis


NASCAR (National Association for Stock Car Vehicle Racing) is a company conducting series of Stock Automobile racing in United States and acting as a sanctioning body for driving the rules for Stock Vehicle Racing. 2) Stock Vehicle Racing by NASCAR is the 2nd largest viewer sport, with greatest number of sponsors. 1) The other sources of revenue for Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Solution includes; 10% of the total earnings from television rights, approving costs i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed corporate culture with the non-interventionist method. The building of Vehicle of Tomorrow by NASCAR, with an objective of safety for the motorists, brought different stress amongst the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, revealed that in spite of the truth that the service extremely rely on the communications in between its stakeholders, there was no identifiable organisation communication method. (

The audit pointed out various doing not have of NASCAR in terms of absence of internal integration, lack of fan management method and lack of social and digital media of marketing. The business has complicated environment with independent tracks, chauffeurs and teams. This structure with closed business culture bring numerous obstacles in accelerating a change. Other partners in community includes the media networks i.e. television and radio, and corporate marketers.

Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Analysis viewers was extremely loyal to the sport and the brands related to the NASCAR, making it appealing for sponsors and corporate online marketers.

Problem Statement.

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

Situational Analysis.

Although the business was quite successful till 2005 with its standard marketing strategies, however not long after 2005 the company begins facing different issues consisting of decline of its fan base. Several external in addition to internal aspects are accountable for the decrease. Internal aspects include; insufficient investment in social networks and other digital medias of.

Fan base of NASCAR made up of married males with a typical age of 47, which passes their fandom to their youngsters and create generational commitment. Other obstacles for NASCAR consists of the shift of its fans to other sports as they were improving their fan's experience permitting access to their broadcasts out of the homes through jumbo turns, Wi-Fi gain access to, and so on.

SWOT Analysis.


In SWOT analysis, strengths specified as company's qualities which are various from its rivals. These are business's core competencies on which business efficiency or company success based on. Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Help core proficiencies includes it has rights of dictating rules as approving body. Guidelines and regulations relating to expert stock cars and truck racing are dictated by NASCAR like if any group with required abilities and resources can enter into races by following guidelines and regulations dictated by NASCAR. So NASCAR has monopoly it this aspect. Its strengths likewise includes that it has title of second biggest viewer sport in the United States with having more fortune 500 sponsors based in US. Its races were used to relay in more than 150 countries all over the world with more than $56 million revenues. The primary sources of their profits originate from tv rights, approving costs, sponsorship and licensing. It has longest season of 10 months and having ownership of three nationwide series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has also big resource of fans and corporate sponsors. Because of biggest brand commitment of fans toward brands promoted by NASCAR, all the events of NASCAR are sponsored by corporates. (See Appendix A).

Weak points.

Weak points of NASCAR includes its close culture which is non collective. Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Analysis develops Cars and truck of Tomorrow without cooperation so result is that drivers did not like that idea. It was also found that NASCAR had no reliable strategy for service interaction.
Porter's 5 Forces Analysis

NASCAR normally utilized to rely on traditional media sources like regional paper for promotion of its sports. NASCAR also came to understand from these conventional media outlets that sport was hard to cover. When sports fans were asked regarding popular stars and stars then NASCAR motorist was not discovered even in leading twenty reactions.


Risks in SWOT analysis are specified as external elements that can risk to company's success. Since if there is financial down turn then individuals would be having less return on investment, Economic down turn was experienced in late 2000 which can be hazard for NASCAR. Earning of people would be effected and they would be more conscious in spending their money. Economic down turn likewise results in boost fuel costs which also impacted NASCAR. Since fans of NASCAR utilized to attend its event from fars away. NESCAR had a rule of 65/25/10 for profits distribution. 65 percent revenues from media rights would be dispersed to race course, 25 percent earnings would be dispersed to competing group and remaining 10 percent would be maintained by NESCAR which is approving body. Contending group wanted to increase their part of revenue from 25 percent because of boost in running cost of a race team and also there is decline in the variety of full-season sponsorship. Since they are making massive investments to enhance experience of fans, nescar likewise deals with risks from other sponsors. Which consists of upgrading existing avenues, developing new avenues, supplying Wi-Fi facility and likewise providing other interactive mediums to engage sports on smartphones. 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. So the challenge is that the household system in America was altering resulting in decrease of influence of married male fan base over their children. Along with it understandings about car was also altering with viewing cars and truck a vehicle to reach at point B from point A, rather than as a fun project. If NASCAR make considerable financial investments in new sections which are based on new clients then it may face unfavorable remarks from its core fan base, now.

Porter's Five Forces Analysis

Porter's 5 forces is a model that is utilized to evaluate market in which business is working. It assists in identifying what are strengths and weakness of any specific industry. It suggest that every industry is various from one another. It is essential to comprehend industry in which company is working due to the fact that NASCAR's bottom line i.e. net earnings is heavily depends upon this. There are 5 forces that are used to identify profitability, strength and appearance of Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Analysis service.

Competitive Competition

This force shows capability of rivals. Groups typically represents sponsors in NASCAR and the medium of advertising is drivers. For that reason it can be said that drivers and race vehicles are competitors. These chauffeurs can break NASCAR if they improved opportunity in terms of rewards and television exposure. If viewers take pleasure in other race cars and drivers more than NASCAR then viewers can shift to those other interesting automobiles and chauffeurs. NASCAR might be having hazard from its two direct rivals that is Formula 1 and Moto GP. They require to create competitive benefits for drivers so they do not move to other competitors.
Swot Analysis
Supplier Power

If business shifts from one provider to another, the provider power suggests the number of providers are offered in market and what is the expense associated with provider. In this market there is supply monopoly because chauffeurs with required abilities and resources are restricted.

Buyer Power

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

Danger of Alternative

Replacements are referred as alternatives. The replacements in this case can be other entertainment suggests like viewers can move to other sports. There are broad variety of substitutes are offered in this scenario which suggests that risk of replacement is high.

Threat of New Entry

In the case of NASCAR threat of new entry is low. They need to build automobiles and racing tracks and likewise requires to pay large quantity to drivers for changing.

PESTEL Analysis


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


Economic elements includes tax rate, currency exchange rate, financial performance of that particular company, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its rivals can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can leverage capabilities of workers to develop brand-new opportunities and improve existing opportunities.


Each has different social worths and standards. It assists in understanding relating to society and preference of consumers.


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

Vrio Analysis
Since every country has different legal terms and conditions, Legal plays an essential function in every nation. Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Analysis needs to be make sure that they protect their legal rights in every county so any business does not damage to its legal rights.


Environmental aspects are likewise crucial for every single company. Because normally federal governments don't permit those business which can harm to environment. These environmental elements consists of laws regarding pollution, environment change, safe garbage disposal, policies concerning insurance and so on. NASCAR requires to make sure that its cars and trucks are not creating pollution more than acceptable level.

7 P's of Marketing


The products of Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Solution in its product portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning rules for races and ad-space to corporate online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Rates strategy of NASCAR for its race occasions tickets is based upon the place and importance of the racing occasions. In addition to race events tickets, NASCAR likewise charge numerous service fees to its stakeholders and makes earnings. For example it charged approving fees of $1-2 million per race on average in 2005.


Promotional strategy of NASCAR is extremely based upon its fan base. A strong fan base share its fandom with others and increase the number of viewers for NASCAR races.


NASCAR have its racing tracks in various cities in United States. The most important tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It tries to perform its races in most of the cities in United States to comprehend across the country appeal.


Nestle individuals strategy is comprised of supplying much better experience to its audiences, its fan base and to all of its stakeholders. People are a crucial element of Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Solution A marketing strategy as its events are the source of entertainment for crowd. Its people method consists of efforts to provide much better experience to its Fans, Race Drivers, Team, Occasion Organizers etc., all of which come under people technique of NASCAR.


Several business processes are required to conduct racing occasions in an efficient way. These procedures include; proper schedule of time, plan for spectators, selling tickets, arrangement of area for sponsors, handling logistics etc. These all processes contribute I developing NASCAR image, improving spectators experience and increasing fan base.

Physical Evidence.

Essential physical proofs for the NASCAR includes the existence of its racing tracks, stock cars and trucks and racing events. In addition to it, its merchandising brands consisting of tee shirts, caps, goodies etc., also function as a physical evidence for NASCAR.

Product Life Process Assessment.

The racing events by NASCAR was presented on June 19, 1949. At the very first phase competition for NASCAR was low, as the rivals drove the cars comparable to the vehicles driven by common people.


The very first NASCAR based track, specifically the Darlington Raceway track, was started in 1950 in South Carolina. After the development of racing tracks the company moved towards relaying its races on television in 1979.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he changed NASCAR from a local Sport popular company into one with worldwide fan base. He initiated a brand-new era of lucrative sponsorships and tv contracts for NASCAR.


The maturity period for NASCAR began with the efforts of William France Jr., with the business having wide variety of profits sources. The business has about 500 sponsors with broadcasting its events in about 150 nations. The business has a great deal of tracks in most of the cities of United States.


The major causes of decline include the monetary crisis of 2008, which increased the cost of getting here at tracks for audiences due to increasing fuel costs, and the moving of its fan base towards other sports.

Market Division.

The market segmentation of Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Help can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Solution is based upon the geographical presence of its tracks in various states and cities in United States, and the television broadcasting of its occasions in different nations. The company 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 division supplies the company regional as well as global fan base.


The demographic segmentation of NASCAR is likewise highlydiverse based upon the gender, earnings and age of the customer. Its current fan base is majorly comprised of male married fans with an average age of 47 years and an earnings around $30-50 thousands. Currently NASCAR is attempting to increase its target market to the young growing population and kinds. To increase the group section of its market NASCAR need to revise its marketing strategies to attract more age and lower its costs to go into in the market segment with a low average income.( htt1).


The mental characteristics of the majority of the fans are quite similar. NASCAR has a fan base with a commitment. When in a week, NASCAR fans perceive it compulsive to acquire tickets and see the races. 71% of them prefer to acquire products with a NASCAR brand name. They are rather extrovert and are willing to mingle with other fans while racing. They want quality racing with low price at convenient place. NASCAR has tried to increase the quality of its racing by introducing phase racing, they likewise have tried to lower rates and make the occasion more convenient by presenting live racing.


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

Target Market.


Among the potential target audience of Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Analysis 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. Although, the segment reveals affinity with vehicle culture, however need a more concentrated marketing towards welcoming the section towards racing.


Kids are also one of the potential target market sector for NASCAR, as they are more linked socially than other groups. Creating fan base amongst kids can provide a possible increase in the number of fans for racing due to their connectivity. Kids invest most of their times in using smartphones and playing video games. Automobile racing games developed by Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Solution can be a possible source of gaining attention of kids towards NASCAR track racing. However, NASCAR's digital features connected to kids are not capable of acquiring the attention. NASCAR requires more attention towards tailoring and improving its digital functions to attract the kids target audience.

This big expenditure makes the section capacity for NASCAR marketing technique of increasing its fan base. The market segment considers NASCAR as a company lacking in creating a multiculturalism atmosphere. NASCAR ought to take numerous actions to improve the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing assists in taking choices concerning marketing. These 5 C's needs to be evaluated effectively for taking any marketing choice. These 5 C's represent Climate, Company, Collaborators, Competitors and customers.


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


Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Help is an automobile racing company with having USP of high quality automobile racing with a worldwide structure. Its sector is sports group and occasions.


Collaborations includes suppliers, suppliers and alliances of Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Help. It is collaborated with different racing groups which are participating in racing. It likewise teamed up with Turners Sport for digital rights. NASCAR utilized to earn money check of around $15 million every year from Turner Sports. There are number of cons behind this offer. NASCAR had to get approval from Turner Sport if it desire to produce its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of each and every single video which is shoot throughout race at track.


The customer of Macromedia Inc Weaving Dreams Of Global Markets And New Technologies 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 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 better opportunity in terms of rewards and tv exposure.

Marketing Methods.

1. Developing and Maintaining Facebook Page.
One of the prospective target markets sectors for NASCAR is Hispanics which is the growing population segment of U.S.A. however regrettably NASCAR had actually been not able to attract the this targeted segment. It needs to develop a Facebook page including the details regarding the races and the places of tracks to make the consumer useful about the core operations of NASCAR.
2. Developing and Updating Accounts of Secret Drivers.
NASCAR chauffeurs has a low star power as compare to gamers of other sports. Its ranks 7th in regards to star power (see Case Display). The major reason behind it is that, the racers mostly play in groups and are unable to construct a key account and keep a close contact with fans. The bad contacts with fans lead to less attraction of viewers towards the racers and a low star power. Star power is a crucial factor for drawing in viewers towards tracks and towards tv. The star power for the chauffeurs at NASCARA might be improved by producing and upgrading accounts of key motorists by NASCARA itself. This would get rid of the requirement of requiring motorists to keep their accounts and would result in increasing fans attention towards NASCARA motorists.
3. Developing New Games and enhancing present video games for kids.
In order to bring in these kids, NASCARA should enhance its current racing video games by presenting personalization in the cars i.e. changing colours, choice of speed, presenting group racing in the game, using much better graphics related to the racing tracks and presenting various levels in the video game. All these modifications in the present video game would offer much better experience to kids.
Along with it, NASCAR must likewise construct brand-new video games connected to racing like kids racing with kids characters as chauffeurs, cartoon racing with racing in between various cartoon characters with a choice of selecting the favourite animation character for the kids. These strategies would allow the business to attract one of its possible target sections.
4. Presenting multiculturalism at occasions.
NASCAR occasions are comprised of fans with very couple of cultural diversity, due to cost of arrival in occasions, making it unsightly for the consumers perceiving sport events as social occasions i.e. Generation Y clients. As the Generation Y clients are a prospective target market for NASCAR, therefore the business should take certain measures to attract this prospective target market.
5. Improving Consumer Experience at Tracks.
Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Help ought to deal with infrastructure and facilities at tracks due to the fact that on the race day viewers got dissatisfied. Because in very same industry other companies are supplying better services than NASCAR, audiences have numerous expectations from Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Analysis. Then its fans might moved to its competitors, if NASCAR do not work on this problem. According to fans there were not adequate facilities were readily available as compare to other sports companies. So NASCAR ought to ensure that it offer appropriate facilities that includes cleaned up washrooms, comfortable seating arrangement. They must also offer WIFI services and ease of access of credit cards throughout that track. It must be also make certain that there suffice jumbo turns placed at all required places. There ought to be likewise food stalls that provide quality food to audiences. In this method viewers will be having pleasant experience at the day of event. (See Appendix B).

Marketing Budget

Marketing budget plan made on the basis of the above techniques for the duration of 5 years from 2011 to 2015, reveals the expense related data for the marketing strategies. (See Appendix B). It can be seen that strategy 5 of enhancing consumer experience at tracks would need highest preliminary investment and cost and strategy 4 of introducing multiculturalism will need lowest preliminary financial investment with lowest even more each year expense. The company needs to prioritize the resource allowance on these methods on the basis of its available resources and the prospective benefits which the method would supply.
KEEP IN MIND: The worths about cost are presumed on reasonable basis due the absence of realities and figures related to cost in the case research study. Inflation rate of United States is presumed to be 10%.

On the basis of deep analysis of the external and internal aspects of Macromedia Inc Weaving Dreams Of Global Markets And New Technologies Case Study Solution causing the decrease of television viewership rate and participation rate at tracks, the above marketing techniques are advised to NASCAR to increase its fan base in long term. These methods would deal with internal elements like bad client experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks and so on, as well as with external elements like shifting of fans towards other sports, demographical modifications in America and changing domesticity styles.