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Merck Latin America A Case Study Solution and Analysis


Merck Latin America A Case Study Help (National Association for Stock Vehicle Car Racing) is an organization conducting series of Stock Cars and truck racing in United States and acting as a sanctioning body for driving the guidelines for Stock Cars and truck Racing. The company was established in 1947, by "Huge Costs" France. NASCAR set up Stock Cars and truck Racing events in United States with the existence of about 130000 audiences usually in 2005. It also transmitted its events in about 150 countries. Stock Automobile Racing by NASCAR is the second largest spectator sport, with greatest number of sponsors. It has about 500 sponsors contributing billions of dollars in its income. The other sources of income for Merck Latin America A Case Study Help consists of; 10% of the total earnings from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand name to business.

NASCAR has a closed corporate culture with the non-interventionist method. Nevertheless this non collective method brings tensions in the sport. The structure of Vehicle of Tomorrow by Merck Latin America A Case Study Help, with an intention of security for the chauffeurs, brought different tensions among the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, exposed that in spite of the reality that the business highly count on the interactions between its stakeholders, there was no identifiable organisation communication method. The industry's target customers, instructions and objectives were all unidentified.

The audit mentioned different doing not have of NASCAR in terms of lack of internal combination, absence of fan management method and absence of social and digital media of marketing. The business has complicated ecosystem with independent tracks, motorists and teams. This structure with closed business culture bring different difficulties in accelerating a change. Other partners in community consists of the media networks i.e. tv and radio, and corporate marketers.

Merck Latin America A Case Study Analysis viewers was highly faithful to the sport and the brand names connected with the NASCAR, making it appealing for sponsors and business online marketers.

Problem Declaration.

The company is presently facing the problem of decreasing rates of attendance at racing tracks and rates of tv viewers. This can put a significant influence on its earnings from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

Although the company was quite effective till 2005 with its standard marketing strategies, but soon after 2005 the company begins facing various issues consisting of decline of its fan base. Several external along with internal elements are accountable for the decline. Internal factors consist of; insufficient investment in social media and other digital medias of.

Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their children and 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 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 company's core proficiencies on which company efficiency or company success based upon. Merck Latin America A Case Study Analysis core competencies includes it has rights of determining rules as sanctioning body. Policies and rules relating to expert stock vehicle racing are determined by NASCAR like if any team with needed abilities and resources can enter into races by following rules and regulations determined by NASCAR. So NASCAR has monopoly it this aspect. Its strengths also consists of that it has title of second largest spectator sport in the United States with having more fortune 500 sponsors based in United States. Its races were utilized to transmit in more than 150 nations all over the world with more than $56 million incomes. The primary sources of their profits originate from television rights, approving fees, sponsorship and licensing. It has longest season of 10 months and having ownership of three national series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise large resource of fans and business sponsors. Because of most significant brand name commitment of fans toward brands promoted by NASCAR, all the occasions of NASCAR are sponsored by corporates. (See Appendix A).


Weak Points in SWOT Analysis are considered as external elements. Weaknesses consists of the elements that stops company to perform at required level of effectiveness. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist approach. They generally utilized to form rules and other needed processes without intervention of others which results in bad collaboration. For instance NASCAR establishes Automobile of Tomorrow without collaboration so result is that drivers did not like that concept. As this is racing sport so covering of sports by media is also tough. It was also discovered that NASCAR had no efficient technique for company interaction. They do not understand how to manage concern if it took place off track. Ineffective business interaction results in that they do not have clear instructions for their long term objectives. They do not know that where they wish to see this sport in future.
Porter's 5 Forces Analysis

NASCAR usually utilized to rely on conventional media sources like regional paper for publicity of its sports. NASCAR also came to understand from these standard media outlets that sport was hard to cover. When sports fans were asked relating to popular celebs and stars then NASCAR driver was not found even in top twenty responses.


Economic down turn was experienced in late 2000 which can be hazard for NASCAR due to the fact that if there is economic down turn then people would be having less return on investment. Economic down turn also results in boost fuel costs which also impacted NASCAR. Now if NASCAR make considerable financial investments in new sectors which are based on new clients then it may deal with unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

It is important to understand market in which business is working since NASCAR's bottom line i.e. net profit is heavily depends on this. There are 5 forces that are utilized to identify profitability, intensity and attractiveness of NASCAR organisation.

Competitive Rivalry

These motorists can go versus NASCAR if they got better opportunity in terms of rewards and television exposure. If viewers enjoy other race cars and drivers more than NASCAR then audiences can shift to those other fascinating automobiles and motorists. NASCAR could be having hazard from its two direct competitors that is Solution 1 and Moto GP.
Swot Analysis
Supplier Power

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

Buyer Power

This force is regarding to customers that is it simple for clients to move to other items. Then consumers are less likely to switch, if there is more changing cost is associated. In the case of NASCAR consumers are its audiences. Viewers can switch to other competitors quickly since audiences will having low switching expense.

Danger of Alternative

Alternatives are referred as alternatives. The alternatives in this case can be other entertainment implies like audiences can move to other sports. So there are wide range of replacements are available in this scenario which recommends that risk of replacement is high.

Threat of New Entry

It is defined as how it is easy for any company to enter in that particular industry. When it comes to Merck Latin America A Case Study Analysis risk of brand-new entry is low. If any company requires to enter in this service than they have to make heavy investments, due to the fact that. They require to develop vehicles and racing tracks and likewise requires to pay substantial amount to chauffeurs for changing.

PESTEL Analysis


As NASCAR is working in different markets so it needs to deal with different regulations. It is likewise noted that NASCAR has faced increased analysis concerning regulatory. Every government has various concern so NASCAR has actually to be prepared for it as top priority can be shifted to other sector.


Economic aspects includes taxation rate, currency exchange rate, economic performance of that particular business, conditions of labour market, inflation rate and so on. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its competitors can be impacted. NASCAR can take advantage of abilities of staff members to produce brand-new chances and enhance existing opportunities.


Each has various social worths and standards. It assists in understanding regarding society and choice of customers.


Innovation has effect on practically every business. It consists of innovation in business strategy. In this case of Merck Latin America A Case Study Help it can be noted that business are heavily spending for research and advancement. NASCAR must likewise deal with its media rights policy with Turner Broadcasting System.

Vrio Analysis
Due to the fact that every country has different legal terms and conditions, Legal plays an essential role in every nation. Merck Latin America A Case Study Help needs to be make sure that they protect their legal rights in every county so any company does not hurt to its legal rights.


Ecological aspects are also crucial for every business. NASCAR requires to make sure that its cars are not producing contamination more than appropriate level.

7 P's of Marketing


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


Rates method of NASCAR for its race events tickets is based upon the location and significance of the racing occasions. Along with race events tickets, NASCAR likewise charge various service fees to its stakeholders and makes income. For example it charged approving costs of $1-2 million per race on average in 2005.


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


NASCAR have its racing tracks in numerous cities in United States. The most important tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It attempts to perform its races in the majority of the cities in United States to comprehend nationwide popularity.


Nestle individuals technique is comprised of supplying much better experience to its audiences, its fan base and to all of its stakeholders. People are an important aspect of Merck Latin America A Case Study Help A marketing method as its occasions are the source of entertainment for crowd. Its individuals method includes efforts to offer better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under individuals strategy of NASCAR.


A number of company procedures are needed to perform racing events in an effective method. These processes consist of; appropriate schedule of time, plan for viewers, selling tickets, plan of space for sponsors, handling logistics etc. These all processes contribute I developing NASCAR image, improving viewers experience and increasing fan base.

Physical Proof.

Crucial physical proofs for the NASCAR includes the existence of its racing tracks, stock automobiles and racing occasions. Along with it, its retailing brand names consisting of t-shirts, caps, goodies etc., also act as a physical evidence for NASCAR.

Product Life Process Assessment.

The racing occasions by Merck Latin America A 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 very first stage competitors for NASCAR was low, as the competitors drove the vehicles similar to the automobiles driven by common people.


After conducting its first race successfully the business moved towards building its own tracks. The very first Merck Latin America A Case Study Analysis based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by establishment of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the business moved towards transmitting its races on television in 1979. The first occasion 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 transformed NASCAR from a local Sport popular company into one with global fan base. He initiated a new age of profitable sponsorships and tv agreements for NASCAR.


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


The decline in the company's offerings started after 2005 with average attendance rate per race declined by 22% from 2005 to 2010 and television viewership rate decreased by 30% from 2005 to 2010. The major causes of decrease include the monetary crisis of 2008, which increased the cost of reaching tracks for audiences due to increasing fuel prices, and the moving of its fan base towards other sports.

Market Division.

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


The geographical segmentation of Merck Latin America A Case Analysis is based upon the geographical existence of its tracks in various states and cities in United States, and the television broadcasting of its occasions in numerous countries. The business 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 segmentation supplies the business local in addition to worldwide fan base.


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


NASCAR has a fan base with a commitment. NASCAR fans view it compulsive to acquire tickets and see the races as soon as in a week. NASCAR has actually tried to increase the quality of its racing by presenting stage racing, they also have actually tried to lower prices and make the occasion more convenient by introducing live racing.


Behavioural division of Merck Latin America A Case Study Help is based upon the behaviour of fans in regards to watching the race reside on the tv or by entering the events. Presently, the fans choice is towards watching the race in the house on tv instead of going, as the customer experience at NASCAR tracks is not favourable in addition to costly. This choice makes the rates for attendance lower than the rates for tv viewers. NASCAR needs to change the behaviour of its fan base by presenting qualitative services at its tracks.

Target Market.


Among the possible target market of Merck Latin America A Case Study Analysis was Hispanics; the young and growing population of United States. The market section has fantastic prospective for NASCAR as the population was growing at a higher rate and it was expected to become thrice after forty years and the section has increasing wealth rate with about $1 trillion of wealth in 2014. The sector shows affinity with cars and truck culture, however require a more concentrated marketing towards inviting the sector towards racing.


Kids are likewise one of the possible target market sector for NASCAR, as they are more connected socially than other groups. Developing fan base among kids can provide a potential boost in the number of fans for racing due to their connection. Kids spend the majority of their times in playing and using mobile phones video games. Automobile racing video games established by Merck Latin America A Case Study Help can be a potential source of gaining attention of kids towards NASCAR track racing. However, NASCAR's digital functions related to kids are not efficient in acquiring the attention. NASCAR needs more attention towards customizing and improving its digital functions to draw in the kids target audience.

Generation Y.
Generation Y target market includes those who invested 5 times more resources on discretionary expenses i.e. buying tickets for racing events, than others. This huge expense makes the segment capacity for NASCAR marketing technique of increasing its fan base. The marketplace segment is also easy to approach as 81% of the Y Generation consumer utilizes Facebook the usage and every day is two times of utilizing television and radio. The market sector views sports as a get-together, instead of adherence to sport. The marketplace section thinks about NASCAR as a company lacking in developing a multiculturalism environment. Merck Latin America A Case Study Solution must take numerous steps to improve the experience of Generation Y consumers in its events.

5 C's of Marketing

5 C's of marketing assists in taking choices regarding marketing.


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


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


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


The consumer of Merck Latin America A Case Study Solution 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 children and develop generational loyalty.


Groups typically represents sponsors in NASCAR and the medium of advertising is chauffeurs. These drivers can go against NASCAR if they got much better opportunity in terms of prizes and tv exposure.

Marketing Strategies.

1. Keeping and establishing Facebook Page.
One of the possible target markets segments for NASCAR is Hispanics which is the growing population segment of USA however regrettably NASCAR had actually been not able to bring in the this targeted segment. It must develop a Facebook page including the details regarding the races and the places of tracks to make the consumer helpful about the core operations of NASCAR.
2. Developing and Upgrading Accounts of Key Drivers.
NASCAR drivers has a low star power as compare to players of other sports. Its ranks 7th in regards to star power (see Case Exhibition). The significant factor behind it is that, the racers mostly play in teams and are not able to develop a key account and maintain a close contact with fans. The bad contacts with fans lead to less destination of audiences towards the racers and a low star power. Star power is a crucial element for drawing in audiences towards tracks and towards tv. The star power for the drivers at NASCARA could be improved by producing and upgrading accounts of key drivers by NASCARA itself. This would eliminate the requirement of forcing drivers to maintain their accounts and would result in increasing fans attention towards NASCARA chauffeurs.
3. Establishing New Games and enhancing current video games for kids.
In order to draw in these kids, NASCARA must enhance its existing racing games by presenting modification in the cars i.e. changing colours, choice of speed, introducing group racing in the game, using better graphics related to the racing tracks and introducing numerous levels in the game. All these modifications in the existing video game would offer much better experience to kids.
Together with it, NASCAR ought to also build brand-new video games connected to racing like kids racing with kids characters as drivers, animation racing with racing in between numerous cartoon characters with an option of selecting the favourite animation character for the kids. These strategies would make it possible for the business to attract among its prospective target sectors.
4. Introducing multiculturalism at events.
Merck Latin America A Case Study Solution events are comprised of fans with really couple of multiculturalism, due to expense of arrival in occasions, making it unsightly for the customers perceiving sport occasions as affairs i.e. Generation Y consumers. As the Generation Y customers are a potential target audience for NASCAR, therefore the company should take specific steps to attract this potential target market. It should adopt strategies to bring in the consumers far from the tracks area with various culture. The method to do so might be supplying special discounts on tickets or complimentary tickets to audiences coming from a specific range or from another state. It would increase cultural diversity of the fans and would make Generation Y consumers more satisfied.
5. Improving Client Experience at Tracks.
NASCAR should work on facilities and features at tracks since on the race day viewers got dissatisfied. Audiences have lots of expectations from Merck Latin America A Case Study Solution because in same industry other business are offering better services than NASCAR. IF NASCAR don't work on this problem then its fans may moved to its rivals.

Marketing Budget

Marketing budget made on the basis of the above strategies for the period of 5 years from 2011 to 2015, shows the expense associated information for the marketing techniques. It can be seen that method 5 of improving customer experience at tracks would need highest initial financial investment and expense and strategy 4 of introducing multiculturalism will require lowest initial investment with lowest even more per year cost.
NOTE: The worths about expense are presumed on logical basis due the lack of figures and facts connected to cost in the event research study. Inflation rate of United States is assumed to be 10%.

On the basis of deep analysis of the external and internal factors of Merck Latin America A Case Study Help causing the decline of television viewership rate and attendance 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 poor client experience at tracks, insufficient social media marketing, incapable digital medias like games, lack of culturalisms at tracks etc., along with with external factors like shifting of fans towards other sports, demographical modifications in America and altering domesticity designs.