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Merck Latin America B Argentina Case Study Solution and Analysis


Merck Latin America B Argentina Case Study Help (National Association for Stock Cars And Truck Automobile Racing) is a company carrying out series of Stock Automobile racing in United States and functioning as an approving body for driving the rules for Stock Automobile Racing. The company was founded in 1947, by "Big Bill" France. NASCAR organize Stock Vehicle Racing events in United States with the presence of about 130000 viewers usually in 2005. It likewise relayed its events in about 150 nations. Stock Cars And Truck Racing by NASCAR is the second biggest spectator sport, with greatest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its revenue. The other sources of income for Merck Latin America B Argentina Case Study Analysis consists of; 10% of the overall revenue from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed business culture with the non-interventionist technique. This non collective method brings stress in the sport. The structure of Vehicle of Tomorrow by Merck Latin America B Argentina Case Study Analysis, with an intent of security for the drivers, brought various stress among the stakeholders of the sport.

The communication audit, performed in 2010, revealed that regardless of the fact that business extremely rely on the communications between its stakeholders, there was no identifiable service communication strategy. The market's target clients, direction and objectives were all unidentified.

The audit explained numerous lacking of NASCAR in regards to absence of internal combination, absence of fan management strategy and absence of social and digital media of marketing. The company has complex environment with independent tracks, chauffeurs and teams. This structure with closed business culture bring different obstacles in speeding up a change. Other partners in community consists of the media networks i.e. television and radio, and corporate online marketers.

Merck Latin America B Argentina Case Study Analysis audiences was extremely loyal to the sport and the brand names associated with the NASCAR, making it appealing for sponsors and corporate marketers.

Issue Statement.

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

Situational Analysis.

Although the company was rather effective till 2005 with its traditional marketing techniques, however not long after 2005 the company begins facing numerous problems including decrease of its fan base. Numerous external in addition to internal aspects are accountable for the decrease. Internal elements include; inadequate financial investment in social networks and other digital medias of.

Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their children and produce generational loyalty. However the household system in America was changing resulting in reduction of impact of married male fan base over their youngsters. Along with it perceptions about automobile was likewise altering with perceiving automobile a lorry to reach at point B from point A, instead of as an enjoyable job. Other challenges for Merck Latin America B Argentina Case Study Solution includes 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 access, etc. These all obstacles were tending the company to modify its marketing strategies.

SWOT Analysis.


NASCAR core competencies includes it has rights of determining guidelines as sanctioning body. Rules and regulations regarding expert stock car racing are determined by NASCAR like if any group with required abilities and resources can get in into races by following guidelines and regulations dictated by NASCAR. All the events of NASCAR are sponsored by corporates since of greatest brand name loyalty of fans toward brands advertised by Merck Latin America B Argentina Case Study Solution.

Weak points.

Weaknesses of NASCAR includes its close culture which is non collective. Merck Latin America B Argentina Case Study Solution establishes Vehicle of Tomorrow without partnership so result is that drivers did not like that concept. It was likewise found that NASCAR had no effective method for business communication.


NASCAR normally used to rely on traditional media sources like regional newspaper for publicity of its sports. NASCAR likewise came to know from these conventional media outlets that sport was difficult to cover. When sports fans were asked concerning popular celebrities and stars then NASCAR chauffeur was not discovered even in leading twenty reactions.


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 individuals would be having less return on financial investment. Economic down turn likewise results in increase fuel prices which likewise impacted NASCAR. Now if NASCAR make significant financial investments in new sections which are based on new clients then it might deal with unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

It is essential to comprehend industry in which business is working due to the fact that NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are utilized to recognize success, intensity and beauty of NASCAR business.

Competitive Competition

These chauffeurs can go versus NASCAR if they got better opportunity in terms of rewards and tv exposure. If viewers take pleasure in other race automobiles and chauffeurs more than NASCAR then viewers can shift to those other interesting cars and motorists. NASCAR could be having hazard from its two direct rivals that is Formula 1 and Moto GP.

Supplier Power

If business shifts from one supplier to another, the supplier power indicates the number of suppliers are offered in market and what is the cost associated with supplier. Due to the fact that chauffeurs with needed abilities and resources are restricted, in this industry there is supply monopoly.

Purchaser Power

This force is regarding to consumers that is it easy for consumers to shift to other items. If there is more changing expense is associated then clients are less most likely to switch. When it comes to NASCAR clients are its viewers. Because viewers will having low changing expense, audiences can change to other rivals easily.

Threat of Substitution

Alternatives are referred as alternatives. The alternatives in this case can be other home entertainment means like viewers can shift to other sports. There are large variety of replacements are available in this scenario which suggests that threat of alternative is high.

Hazard of New Entry

It is specified as how it is easy for any business to go into in that particular industry. When it comes to Merck Latin America B Argentina Case Study Solution danger of new entry is low. Due to the fact that if any company needs to enter in this company than they have to make heavy investments. They require to construct automobiles and racing tracks and also needs to pay hefty total up to motorists for switching.

PESTEL Analysis


It can not be concluded from case study that there would be modification in resource allocations. NASCAR had actually got gain from lower tax policies which leads to increasing in earnings. So they made heavy financial investments in the research study and development. As NASCAR is working in different markets so it requires to face various policies. It is also noted that Merck Latin America B Argentina Case Study Help has actually faced increased examination concerning regulatory. Every government has various concern so NASCAR needs to be gotten ready for it as concern can be shifted to other sector.


Financial aspects includes tax rate, exchange rate, financial efficiency of that specific business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its rivals can be impacted if there is government intervention in the marketing and sales sector. NASCAR can utilize abilities of staff members to create brand-new chances and enhance existing opportunities.


Every society is different from each other. Each has different social values and norms. It assists in comprehending relating to society and preference of consumers. Social elements includes customs, culture, mindsets towards specific services and products, demographics, standards, interests and so on. It can be concluded that marketing through other methods rather than standard (i.e. newspaper) can be chosen in this society.


In this case of NASCAR it can be noted that companies are greatly spending for research and development. NASCAR must also work on its media rights policy with Turner Broadcasting System.


Legal plays an essential function in every nation because every country has different legal conditions. Merck Latin America B Argentina Case Study Analysis requires to be make sure that they protect their legal rights in every county so any business does not hurt to its legal rights.


Ecological factors are likewise crucial for every single company. Because typically federal governments do not permit those organisation which can damage to environment. These ecological aspects consists of laws relating to pollution, environment change, safe waste disposal, policies regarding insurance etc. NASCAR requires to make sure that its automobiles are not creating contamination more than acceptable level.

7 P's of Marketing


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


Prices technique of NASCAR for its race events tickets is based upon the location and value of the racing events. Together with race occasions tickets, NASCAR also charge numerous service charge to its stakeholders and makes profits. It charged sanctioning 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 crucial tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Automobile 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 nationwide appeal.


Nestle people method is consisted of providing much better experience to its audiences, its fan base and to all of its stakeholders. People are an important aspect of Merck Latin America B Argentina Case Study Help A marketing strategy as its occasions are the source of home entertainment for crowd. Its individuals strategy consists of efforts to offer better experience to its Fans, Race Drivers, Crew, Event Organizers and so on, all of which come under individuals strategy of NASCAR.


Several organisation processes are needed to conduct racing events in an efficient way. These processes consist of; correct schedule of time, plan for spectators, selling tickets, arrangement of area for sponsors, managing logistics and so on. These all procedures contribute I building NASCAR image, improving viewers experience and increasing fan base.

Physical Proof.

Essential physical proofs for the NASCAR includes the presence of its racing tracks, stock automobiles and racing events. Together with it, its merchandising brands including t-shirts, caps, goodies etc., also act as a physical evidence for NASCAR.

Item Life Process Evaluation.

The racing occasions by Merck Latin America B Argentina Case Study Solution 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 comparable to the cars and trucks driven by common people.


The very first NASCAR based track, particularly the Darlington Raceway track, was initiated in 1950 in South Carolina. After the development of racing tracks the company moved towards broadcasting 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 regional Sport popular company into one with global fan base. He started a new age of lucrative sponsorships and tv contracts for NASCAR.


The maturity period for NASCAR started with the efforts of William France Jr., with the business having wide range of earnings sources. The business has about 500 sponsors with relaying its events in about 150 countries. The business has large number of tracks in most of the cities of United States.


The major causes of decrease include the monetary crisis of 2008, which increased the expense of arriving 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 B Argentina Case Study Help can be divided into 4 segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Merck Latin America B Argentina Case Analysis is based upon the geographical existence of its tracks in different 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 different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This huge geographical division offers the company regional in addition to global fan base.


The market division of Merck Latin America B Argentina Case Study Analysis is likewise highlydiverse based upon the gender, income and age of the customer. To increase the demographic segment of its market NASCAR need to revise its marketing methods to bring in more age groups and lower its costs to enter in the market sector with a low typical earnings.


The psychological qualities of the majority of the fans are quite similar. NASCAR has a fan base with a loyalty. NASCAR fans view it compulsive to acquire tickets and see the races once in a week. 71% of them choose to purchase products with a NASCAR brand name. They are quite extrovert and are willing to join other fans while racing. They desire quality racing with low price at practical area. Although Merck Latin America B Argentina Case Study Solution has tried to increase the quality of its racing by presenting phase racing, they likewise have attempted to lower prices and make the occasion easier by presenting live racing.


Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of enjoying the race live on the television or by going in the occasions. Currently, the fans choice is towards watching the race at home on television rather than going, as the customer experience at NASCAR tracks is not favourable as well as expensive.

Target audience.


One of the possible target market of NASCAR 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 anticipated to end up being thrice after forty years and the section has increasing wealth rate with about $1 trillion of wealth in 2014.


Kids are also one of the potential target market sector for NASCAR, as they are more connected socially than other groups. Cars and truck racing video games established by Merck Latin America B Argentina Case Study Solution can be a possible source of gaining attention of kids towards NASCAR track racing. NASCAR requires more attention towards personalizing and enhancing its digital functions to draw in the kids target market.

This big expenditure makes the section potential for NASCAR marketing technique of increasing its fan base. The market segment thinks about NASCAR as an organization doing not have in producing a multiculturalism environment. NASCAR must take different actions to enhance the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing assists in taking decisions concerning marketing.


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


Merck Latin America B Argentina Case Study Analysis is a vehicle racing company with having USP of high quality auto racing with a global structure. Its sector is sports team and events.


Collaborations consists of suppliers, providers and alliances of NASCAR. NASCAR used to get pay check of around $15 million annually 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 B Argentina 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 a typical age of 47, which passes their fandom to their youngsters and produce generational commitment.


The direct competitors of NASCAR are Solution 1 and Moto GP. Teams generally represents sponsors in NASCAR and the medium of advertising is chauffeurs. It can be stated that chauffeurs and race automobiles are competitors. These drivers can break Merck Latin America B Argentina Case Study Analysis if they got better opportunity in regards to prizes and tv direct exposure.

Marketing Methods.

1. Developing and Preserving Facebook Page.
One of the possible target audience sections for NASCAR is Hispanics which is the growing population sector of U.S.A. but sadly NASCAR had actually been not able to attract the this targeted section. In order to draw in the young growing generation the NASCAR must market by utilizing social media like Facebook. It must develop a Facebook page including the information concerning the races and the areas of tracks to make the consumer informative about the core operations of Merck Latin America B Argentina Case Study Help. It must also upgrade its Facebook page on day-to-day basis to offer details about its approaching occasions. This would make the target audience sector more useful about the business and would lead to bring in large fans base.
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 major reason behind it is that, the racers primarily play in teams and are not able to build a crucial account and keep a close contact with fans. The poor contacts with fans lead to less attraction of audiences towards the racers and a low star power. Star power is an essential element for bring in viewers towards tracks and towards tv. The star power for the drivers at NASCARA could be enhanced by developing and upgrading accounts of essential drivers by NASCARA itself. This would get rid of the requirement of forcing motorists to keep their accounts and would lead to increasing fans attention towards NASCARA chauffeurs.
3. Establishing New Games and improving existing games for kids.
Kids spent the majority of their time on playing games and using mobile phones. Sadly, kids playing NASCARA have a worst experience of playing its games. As a result, they are less attracted towards the sport. In order to draw in these kids, NASCARA needs to improve its present racing games by presenting modification in the automobiles i.e. changing colours, choice of speed, presenting group racing in the game, utilizing much better graphics connected to the racing tracks and presenting different levels in the video game. All these adjustments in the existing video game would supply better experience to kids.
Along with it, NASCAR should likewise construct brand-new video games related to racing like kids racing with kids characters as motorists, animation racing with racing between different animation 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 potential target sections.
4. Presenting multiculturalism at occasions.
NASCAR events are comprised of fans with extremely couple of cultural variety, due to expense of arrival in events, making it unappealing for the customers viewing sport events as social occasions i.e. Generation Y customers. As the Generation Y consumers are a prospective target market for NASCAR, for that reason the company ought to take specific procedures to attract this possible target market.
5. Improving Customer Experience at Tracks.
NASCAR must work on infrastructure and facilities at tracks due to the fact that on the race day audiences got disappointed. Audiences have many expectations from Merck Latin America B Argentina Case Study Analysis since in exact same market other business are supplying better services than NASCAR. IF NASCAR do not work on this problem then its fans might moved to its competitors.
Marketing Spending plan.
Marketing budget made on the basis of the above methods for the duration of 5 years from 2011 to 2015, reveals the expense related information for the marketing methods. It can be seen that method 5 of improving client experience at tracks would need highest preliminary investment and cost and strategy 4 of introducing multiculturalism will require lowest preliminary investment with least expensive even more per year expense.
KEEP IN MIND: The worths about cost are presumed on rational basis due the absence of figures and realities connected to cost in the event study. Inflation rate of United States is assumed to be 10%.


On the basis of deep analysis of the internal and external aspects of Merck Latin America B Argentina Case Study Help causing the decline of tv viewership rate and attendance rate at tracks, the above marketing strategies are suggested to NASCAR to increase its fan base in long run. These methods would manage internal aspects like poor client experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., along with with external elements like shifting of fans towards other sports, demographical modifications in America and changing family life designs.

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