Merck Latin America A Online Case Study Analysis

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Merck Latin America A Case Study Solution and Analysis


NASCAR (National Association for Stock Vehicle Car Racing) is an organization conducting series of Stock Cars and truck racing in United States and acting as an approving body for driving the rules for Stock Cars and truck Racing. 2) Stock Car Racing by NASCAR is the 2nd biggest viewer sport, with greatest number of sponsors. 1) The other sources of revenue for Merck Latin America A Case Study Analysis includes; 10% of the overall revenue from television rights, sanctioning 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. However this non collective technique brings stress in the sport. The building of Automobile of Tomorrow by Merck Latin America A Case Study Analysis, with an intent of security for the chauffeurs, brought various stress amongst the stakeholders of the sport.

The communication audit, conducted in 2010, exposed that despite the truth that the business highly depend on the interactions between its stakeholders, there was no identifiable organisation interaction method. The industry's target clients, instructions and goals were all unidentified.

The audit pointed out various doing not have of NASCAR in regards to lack of internal combination, lack of fan management method and absence of digital and social media of marketing. The business has complicated ecosystem with independent tracks, groups and motorists. This structure with closed corporate culture bring various obstacles in accelerating a modification. Other partners in environment consists of the media networks i.e. tv and radio, and business marketers.

Merck Latin America A Case Study Solution viewers was highly loyal to the sport and the brand names related to the NASCAR, making it appealing for sponsors and corporate online marketers.

Issue Statement.

The business is currently facing the issue of declining rates of participation at racing tracks and rates of television viewers. This can put a significant effect on its profits 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 not long after 2005 the business begins facing different issues including decline of its fan base. Numerous external as well as internal elements are accountable for the decline. Internal aspects consist of; insufficient investment in social networks 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 youngsters and develop generational commitment. Other obstacles for NASCAR includes the shift of its fans to other sports as they were improving their fan's experience permitting access to their broadcasts out of the houses through jumbo turns, Wi-Fi access, etc.

SWOT Analysis.


NASCAR core competencies includes it has rights of determining rules as approving body. Guidelines and rules regarding professional stock cars and truck racing are dictated by NASCAR like if any group with needed abilities and resources can enter into races by following guidelines and guidelines determined by NASCAR. All the events of NASCAR are sponsored by corporates since of most significant brand name loyalty of fans toward brand names promoted by Merck Latin America A Case Study Help.


Weaknesses in SWOT Analysis are thought about as external aspects. Weak points consists of the elements that stops business to carry out at needed level of performance. Weaknesses of NASCAR includes its close culture which is non collective. They have non-interventionist approach. They typically used to form rules and other needed processes without intervention of others which results in bad collaboration. NASCAR develops Car of Tomorrow without partnership so result is that motorists did not like that idea. As this is racing sport so covering of sports by media is likewise challenging. It was also found that NASCAR had no effective strategy for organisation communication. They don't know how to manage concern if it took place off track. Inadequate service interaction results in that they don't have clear direction for their long term goals. They do not know that where they wish to see this sport in future.


Opportunities in SWOT analysis are external aspects which can be beneficial to company or the external factors on which business is having competitive benefit. NASCAR normally utilized to depend on conventional media sources like regional newspaper for promotion of its sports. Normally these traditional media sources try to cover their house team and particular type of events. NASCAR also came to know from these standard media outlets that sport was challenging to cover. Media landscape also altered from traditional to digital landscape. Papers went out of business. NASCAR can deal with its abilities to get maximum possible benefits from this brand-new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in social and digital media to get its benefits. Digital rights of NASCAR were also sold to Turner Sports. NASCAR used to make money check of around $15 million yearly from Turner Sports. There are number 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 likewise had rights of each and every single video which is shoot throughout race at track. If media sources like papers, magazines and cable channels want to publish videos of races on their respective pages then they are needed to pay licensing costs to Turner Sport. NASCAR can work on terms and conditions and attempt to work out with Turner Sports to get maximum benefits of it. Star power plays really crucial role in generating 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 relating to popular stars and stars then NASCAR chauffeur was not found even in top twenty responses. So NASCAR can put efforts in this area too for income generation. They need to direct their drivers that how they can become sport stars. Four strategic focuses which are produced by research group can also be worked as chance for NESCAR. These four tactical focuses compares and analysis Merck Latin America A Case Study Help techniques.


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

Porter's 5 Forces Analysis

It is essential to comprehend industry in which company is working because NASCAR's bottom line i.e. net revenue is heavily depends on this. There are 5 forces that are used to identify success, strength and beauty of NASCAR company.

Competitive Rivalry

These motorists can go against NASCAR if they got better opportunity in terms of rewards and television direct exposure. If audiences enjoy other race cars and chauffeurs more than NASCAR then audiences can shift to those other intriguing cars and motorists. NASCAR could be having hazard from its two direct rivals that is Formula 1 and Moto GP.

Provider Power

If company shifts from one provider to another, the provider power shows the number of suppliers are readily available in industry and what is the expense associated with supplier. In this industry there is supply monopoly due to the fact that drivers with needed abilities and resources are limited.

Purchaser Power

In the case of NASCAR consumers are its viewers. Viewers can change to other competitors easily because viewers will having low changing cost.

Hazard of Replacement

Replacements are referred as alternatives. The alternatives in this case can be other entertainment means like audiences can move to other sports. There are large variety of alternatives are available in this scenario which recommends that risk of substitute is high.

Danger of New Entry

In the case of NASCAR hazard of new entry is low. They require to develop cars and racing tracks and likewise requires to pay significant amount to motorists for changing.

PESTEL Analysis


As NASCAR is working in various markets so it needs to face different guidelines. It is likewise kept in mind that NASCAR has dealt with increased examination relating to regulatory. Every government has various concern so NASCAR has to be prepared for it as priority can be moved to other sector.


Financial aspects includes tax rate, currency exchange rate, economic performance of that specific business, conditions of labour market, inflation rate and so on. 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 staff members to produce brand-new opportunities and improve existing chances.


Each has various social values and norms. It helps in understanding concerning society and choice of consumers.


Innovation has impact on practically every company. It consists of development in company strategy. In this case of Merck Latin America A Case Study Solution it can be noted that business are heavily spending for research study and development. NASCAR must likewise work on its media rights policy with Turner Broadcasting System.


Legal plays an important function in every country due to the fact that every country has various legal terms. Merck Latin America A Case Study Help needs to be ensure that they protect their legal rights in every county so any company does not damage to its legal rights.


Environmental aspects are also crucial for every single organisation. Due to the fact that generally governments do not allow those organisation which can harm to environment. These environmental aspects includes laws concerning pollution, climate change, safe garbage disposal, policies concerning insurance etc. NASCAR requires to make sure that its cars and trucks are not generating pollution more than appropriate level.

7 P's of Marketing


The items of Merck Latin America A Case Study Solution in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, approving rules for races and ad-space to corporate online marketers during broadcast of NASCAR races. (Hanlon, 2018).


Prices strategy of NASCAR for its race events tickets is based upon the location and value of the racing occasions. Together with race occasions tickets, NASCAR also charge various service charge to its stakeholders and makes income. It charged sanctioning fees of $1-2 million per race on average in 2005.


Advertising 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.


NASCAR have its racing tracks in various cities in United States. The most essential tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Vehicle Club Speedway in California and Darlington Raceway in South Carolina. It attempts to perform its races in most of the cities in United States to grasp across the country popularity.


Nestle individuals technique is consisted of offering much better experience to its viewers, its fan base and to all of its stakeholders. Individuals are an essential aspect of Merck Latin America A Case Study Analysis A marketing method as its occasions are the source of home entertainment for crowd. Its individuals method includes efforts to offer better experience to its Fans, Race Drivers, Team, Occasion Organizers etc., all of which come under people method of NASCAR.


A number of service procedures are needed to conduct racing occasions in an efficient way. These processes include; appropriate schedule of time, arrangement for viewers, offering tickets, arrangement of space for sponsors, handling logistics and so on. These all procedures contribute I constructing NASCAR image, enhancing viewers experience and increasing fan base.

Physical Proof.

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

Product Life Cycle Assessment.

The racing occasions by NASCAR was introduced on June 19, 1949. At the first phase competitors for NASCAR was low, as the competitors drove the vehicles comparable to the automobiles driven by regular individuals.


After performing its very first race effectively the company moved towards constructing its own tracks. The first Merck Latin America A Case Study Solution based track, specifically the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by facility of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the company moved towards broadcasting its races on tv in 1979. The very first event relayed on tv was flag-to-flag protection of Daytona.

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


The maturity duration for NASCAR began with the efforts of William France Jr., with the business having vast array of profits sources. The business has about 500 sponsors with broadcasting its events in about 150 nations. The business has large number of tracks in most of the cities of United States.


The significant causes of decline consist of the financial crisis of 2008, which increased the expense of showing up at tracks for viewers due to increasing fuel prices, and the moving of its fan base towards other sports.

Market Division.

The market segmentation of Merck Latin America A Case Study Analysis can be divided into 4 segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Merck Latin America A Case Help 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 various nations. The company has 23 tracks in about 20 states of America and has television broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical division provides the business regional as well as international fan base.


The group segmentation of Merck Latin America A Case Study Analysis is also highlydiverse based upon the gender, income and age of the consumer. To increase the demographic section of its market NASCAR ought to revise its marketing techniques to attract more age groups and lower its rates to go into in the market section with a low typical income.


The psychological qualities of most of the fans are quite similar. NASCAR has a fan base with a commitment. As soon as in a week, NASCAR fans perceive it compulsive to buy tickets and see the races. 71% of them prefer to acquire items with a NASCAR brand. They are rather extrovert and are willing to join other fans while racing. They desire quality racing with low cost at practical place. Although Merck Latin America A Case Study Analysis has actually attempted to increase the quality of its racing by presenting stage racing, they also have attempted to lower costs and make the event more convenient by presenting live racing.


Behavioural division of NASCAR is based upon the behaviour of fans in terms of viewing the race live on the tv or by going in the events. Presently, the fans preference is towards seeing the race at house on tv rather than going, as the client experience at NASCAR tracks is not favourable as well as expensive.

Target audience.


One of the possible target market of Merck Latin America A Case Study Solution was Hispanics; the young and growing population of United States. The market sector has excellent potential 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 shows affinity with vehicle culture, but need a more concentrated marketing towards inviting the section towards racing.


Kids are also one of the potential target market segment for NASCAR, as they are more connected socially than other groups. Automobile racing video games developed by Merck Latin America A Case Study Analysis can be a prospective source of acquiring attention of kids towards NASCAR track racing. NASCAR requires more attention towards customizing and improving its digital functions to bring in the kids target market.

This substantial expense makes the sector capacity for NASCAR marketing strategy of increasing its fan base. The market section considers NASCAR as a company lacking in developing a multiculturalism environment. NASCAR should take different steps to improve the experience of Generation Y consumers in its events.

5 C's of Marketing

5 C's of marketing helps in taking decisions relating to marketing.


It needs to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE stands for political, financial, social, technical, environmental and legal 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 occasions. Its target audience is males in the age of 15-60 years. Company has actually closed corporate culture and having non-interventionist approach.


Collaborations includes distributors, suppliers and alliances of Merck Latin America A Case Study Solution. It is teamed up with various racing groups which are taking part in racing. It also worked together with Turners Sport for digital rights. NASCAR used to make money check of around $15 million annually from Turner Sports. There are number of cons behind this deal. For instance NASCAR needed to get approval from Turner Sport if it wish to produce its Facebook page, twitter account and even mobile application. Turner Sport also had rights of every video which is shoot throughout race at track.


The consumer of Merck Latin America A Case Study Analysis are its viewers. They target customers 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 youngsters and develop generational commitment.


The direct competitors of NASCAR are Solution 1 and Moto GP. Teams typically represents sponsors in NASCAR and the medium of advertising is chauffeurs. For that reason it can be stated that chauffeurs and race cars are competitors. If they got better opportunity in terms of prizes and tv exposure, these chauffeurs can go versus NASCAR.

Marketing Strategies.

1. Developing and Keeping Facebook Page.
Among the potential target audience segments for NASCAR is Hispanics which is the growing population segment of USA but regrettably NASCAR had been unable to bring in the this targeted section. In order to attract the young growing generation the NASCAR need to market by utilizing social media like Facebook. It should establish a Facebook page including the details concerning the races and the places of tracks to make the consumer useful about the core operations of Merck Latin America A Case Study Solution. It must likewise update its Facebook page on day-to-day basis to supply info about its approaching occasions. This would make the target audience section more informative about business and would result in drawing in large fans base.
2. Developing and Upgrading Accounts of Key Drivers.
NASCAR motorists has a low star power as compare to players of other sports. Its ranks 7th in regards to star power (see Case Exhibition). The major factor behind it is that, the racers mostly play in groups and are not able to build an essential account and preserve a close contact with fans. The poor contacts with fans lead to less destination of viewers towards the racers and a low star power. Star power is a crucial factor for drawing in audiences towards tracks and towards television. The star power for the motorists at NASCARA might be improved by developing and updating accounts of key motorists by NASCARA itself. This would eliminate the requirement of forcing motorists to maintain their accounts and would lead to increasing fans attention towards NASCARA motorists.
3. Developing New Games and improving current games for kids.
Kids spent the majority of their time on playing video games and using smart devices. But sadly, kids playing NASCARA have a worst experience of playing its video games. As a result, they are less attracted towards the sport. In order to attract these kids, NASCARA needs to improve its present racing games by presenting modification in the cars i.e. changing colours, selection of speed, presenting group racing in the game, utilizing better graphics associated with the racing tracks and presenting numerous levels in the video game. All these modifications in the current game would offer better experience to kids.
Together with it, NASCAR should also develop new video games related to racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between various cartoon characters with a choice of choosing the preferred cartoon character for the kids. These techniques would make it possible for the business to bring in one of its possible target segments.
4. Presenting multiculturalism at events.
NASCAR occasions are made up of fans with extremely couple of cultural variety, due to expense of arrival in occasions, making it unattractive for the customers perceiving sport occasions as social events i.e. Generation Y consumers. As the Generation Y consumers are a potential target market for NASCAR, therefore the business should take certain steps to attract this prospective target market.
5. Improving Customer Experience at Tracks.
NASCAR needs to work on facilities and facilities at tracks because on the race day audiences got dissatisfied. Audiences have many expectations from Merck Latin America A Case Study Analysis since in very same market other business are supplying better services than NASCAR. IF NASCAR do not work on this concern then its fans may shifted to its competitors.
Marketing Spending plan.
Marketing budget plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, shows the cost related data for the marketing methods. It can be seen that technique 5 of enhancing client experience at tracks would need greatest preliminary financial investment and cost and strategy 4 of presenting multiculturalism will need most affordable preliminary investment with lowest further per year cost.
KEEP IN MIND: The worths about expense are assumed on rational basis due the lack of facts and figures associated with cost in the event study. Inflation rate of United States is presumed to be 10%.


On the basis of deep analysis of the internal and external elements of Merck Latin America A Case Study Analysis causing the decrease of television viewership rate and presence rate at tracks, the above marketing techniques are advised to NASCAR to increase its fan base in long term. These strategies would manage internal aspects like bad consumer experience at tracks, inadequate social media marketing, incapable digital medias like games, lack of culturalisms at tracks etc., as well as with external factors like moving of fans towards other sports, demographical changes in America and altering family life designs.

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