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Merck Latin America C Brazil Case Study Solution & Analysis


Merck Latin America C Brazil Case Study Solution (National Association for Stock Cars And Truck Car Racing) is a company conducting series of Stock Cars and truck racing in United States and functioning as a sanctioning body for driving the rules for Stock Car Racing. The company was established in 1947, by "Big Bill" France. NASCAR organize Stock Cars and truck Racing events in United States with the presence of about 130000 viewers typically in 2005. It likewise relayed its events in about 150 nations. Stock Cars And Truck 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 revenue. The other sources of income for Merck Latin America C Brazil Case Study Analysis consists of; 10% of the total profits from tv rights, sanctioning charges i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed corporate culture with the non-interventionist technique. The structure of Cars and truck of Tomorrow by NASCAR, with an intention of security for the chauffeurs, brought different tensions amongst the stakeholders of the sport.
Executive Summary
The interaction audit, carried out in 2010, exposed that despite the reality that the business highly rely on the communications between its stakeholders, there was no identifiable company communication technique. The market's target clients, instructions and goals were all unidentified.

The audit explained various lacking of NASCAR in regards to absence of internal integration, lack of fan management technique and absence of social and digital media of marketing. The company has complicated environment with independent tracks, teams and motorists. This structure with closed corporate culture bring different obstacles in speeding up a change. Other partners in ecosystem consists of the media networks i.e. tv and radio, and corporate marketers.

Merck Latin America C Brazil Case Study Solution viewers was extremely faithful to the sport and the brands related to the NASCAR, making it appealing for sponsors and corporate marketers.

Problem Statement.

The business is currently dealing with the problem of decreasing rates of presence at racing tracks and rates of television viewers. This can put a substantial influence on its earnings from sponsors, media rights, and from other sources of income.

Situational Analysis.

The business was quite successful till 2005 with its traditional marketing techniques, however quickly after 2005 the business begins facing different issues consisting of decrease of its fan base. Several external along with internal aspects are responsible for the decrease. Internal factors consist of; inadequate financial 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 youngsters and produce generational commitment. However the household system in America was altering leading to reduction of impact of married male fan base over their youngsters. Together with it perceptions about vehicle was also altering with viewing car an automobile to reach at point B from point A, rather than as an enjoyable project. Other obstacles for Merck Latin America C Brazil Case Study Solution consists of the shift of its fans to other sports as they were improving their fan's experience allowing access to their broadcasts out of the homes through jumbo turns, Wi-Fi access, etc. These all obstacles were tending the business to revise its marketing techniques.

SWOT Analysis.


In SWOT analysis, strengths defined as business's qualities which are various from its competitors. These are company's core proficiencies on which company efficiency or company success based upon. Merck Latin America C Brazil Case Study Help core proficiencies includes it has rights of dictating guidelines as approving body. Policies and guidelines regarding professional stock cars and truck racing are determined by NASCAR like if any team with required abilities and resources can enter into races by following guidelines and guidelines determined by NASCAR. So NASCAR has monopoly it this aspect. Its strengths likewise consists of that it has title of second largest viewer sport in the United States with having more fortune 500 sponsors based in US. Its races were utilized to broadcast in more than 150 nations worldwide with more than $56 million profits. The primary sources of their earnings originate from tv rights, approving charges, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 national series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise large resource of fans and corporate sponsors. All the events of NASCAR are sponsored by corporates because of most significant brand loyalty of fans toward brands marketed by Merck Latin America C Brazil Case Study Help. (See Appendix A).

Weak points.

Weaknesses in SWOT Analysis are considered as external factors. Weaknesses includes the elements that stops company to carry out at needed level of efficiency. Weaknesses of NASCAR includes its close culture which is non collective. They have non-interventionist technique. They usually used to form rules and other required procedures without intervention of others which results in bad cooperation. NASCAR develops Automobile of Tomorrow without collaboration so result is that motorists did not like that concept. As this is racing sport so covering of sports by media is likewise difficult. It was also found that NASCAR had no efficient method for organisation interaction. They do not understand how to deal with issue if it happened off track. Ineffective company interaction leads to that they do not have clear direction for their long term objectives. They don't understand that where they wish to see this sport in future.
Porter's 5 Forces Analysis

NASCAR usually used to rely on standard media sources like local newspaper for promotion of its sports. NASCAR likewise came to understand from these conventional media outlets that sport was challenging to cover. When sports fans were asked concerning popular celebrities and stars then NASCAR motorist was not discovered even in leading twenty actions.


Hazards in SWOT analysis are defined as external elements that can hazard to company's success. Since if there is financial down turn then individuals would be having less return on financial investment, Economic down turn was experienced in late 2000 which can be threat for NASCAR. Earning of people would be effected and they would be more mindful in investing their cash. Economic down turn also results in increase fuel costs which likewise impacted NASCAR. Since fans of NASCAR utilized to attend its occasion from long distances. NESCAR had a rule of 65/25/10 for profits distribution. 65 percent earnings from media rights would be dispersed to race tracks, 25 percent profits would be distributed to completing group and remaining 10 percent would be maintained by NESCAR which is approving body. Contending group wished to increase their portion of revenue from 25 percent due to the fact that of boost in running cost of a race group and also there is decline in the variety of full-season sponsorship. Because they are making enormous financial investments to enhance experience of fans, nescar likewise faces threats from other sponsors. For example that includes upgrading existing opportunities, constructing brand-new opportunities, supplying Wi-Fi facility and likewise supplying other interactive mediums to connect sports on smart devices. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their children and produce generational commitment. So the challenge is that the family system in America was altering leading to reduction of influence of married male fan base over their youngsters. Along with it understandings about automobile was also changing with viewing car a lorry to reach at point B from point A, instead of as an enjoyable job. Now if Merck Latin America C Brazil Case Study Solution make significant investments in brand-new sections which are based on brand-new consumers then it might deal with unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

It is important to comprehend industry in which business is working because NASCAR's bottom line i.e. net profit is greatly depends on this. There are 5 forces that are used to determine success, strength and attractiveness of NASCAR company.

Competitive Competition

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

The supplier power suggests the variety of suppliers are available in industry and what is the cost associated with supplier if business shifts from one supplier to another. In this market there is supply monopoly since chauffeurs with needed abilities and resources are limited.

Purchaser Power

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

Hazard of Alternative

Replacements are referred as alternatives. The substitutes in this case can be other entertainment indicates like viewers can move to other sports. There are broad range of replacements are offered in this circumstance which recommends that threat of alternative is high.

Hazard of New Entry

In the case of NASCAR hazard of new entry is low. They need to develop automobiles and racing tracks and also requires to pay hefty quantity to chauffeurs for switching.

PESTEL Analysis


As NASCAR is working in various markets so it requires to face various policies. It is also kept in mind that NASCAR has dealt with increased examination regarding regulatory. Every federal government has various top priority so NASCAR has to be prepared for it as top priority can be shifted to other sector.


Financial factors includes tax rate, currency exchange rate, economic efficiency of that specific business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its competitors can be affected if there is government intervention in the marketing and sales sector. NASCAR can utilize abilities of staff members to produce new chances and enhance existing chances.


Every society is different from each other. Each has different social worths and standards. It assists in comprehending relating to society and choice of customers. Social factors consists of traditions, culture, attitudes towards specific services and products, demographics, norms, interests etc. It can be concluded that advertising through other methods rather than conventional (i.e. paper) can be chosen in this society.


Innovation has impact on nearly every service. It consists of development in business technique. In this case of Merck Latin America C Brazil Case Study Solution it can be noted that business are heavily spending for research study and advancement. NASCAR should likewise work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Legal plays an important function in every nation due to the fact that every nation has different legal conditions. Merck Latin America C Brazil Case Study Solution needs to be ensure that they secure their legal rights in every county so any company does not harm to its legal rights.


Environmental aspects are likewise crucial for every business. NASCAR requires to make sure that its cars are not producing pollution more than appropriate level.

7 P's of Marketing


The products of Merck Latin America C Brazil Case Study Analysis in its product portfolio are; racing events 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).


Prices strategy of NASCAR for its race occasions tickets is based upon the venue and value of the racing occasions. Along with race events tickets, NASCAR likewise charge numerous service fees to its stakeholders and earns income. For instance it charged sanctioning fees of $1-2 million per race typically in 2005.


Marketing strategy of Merck Latin America C Brazil Case Study Solution is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of audiences for NASCAR races. The business is not completely relied upon its fan base for its promotion and promote through local radio stations too. The company has likewise adopted the merchandising media of promotion, in which the company sells merchandises with its logo.


NASCAR have its racing tracks in various cities in United States. The most important tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Auto Club Speedway in California and Darlington Raceway in South Carolina. It tries to conduct its races in the majority of the cities in United States to comprehend across the country popularity.


Nestle people method is consisted of offering much better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an essential element of Merck Latin America C Brazil Case Study Solution A marketing method as its events are the source of home entertainment for crowd. Its individuals strategy consists of efforts to provide much better experience to its Fans, Race Drivers, Team, Event Organizers etc., all of which come under individuals strategy of NASCAR.


Numerous organisation procedures are required to carry out racing events in an effective way. These procedures include; appropriate schedule of time, plan for spectators, offering tickets, arrangement of space for sponsors, managing logistics etc. These all processes contribute I developing NASCAR image, enhancing spectators experience and increasing fan base.

Physical Proof.

Crucial physical evidences for the NASCAR includes the presence of its racing tracks, stock cars and trucks and racing occasions. Together with it, its merchandising brand names including tee shirts, caps, goodies and so on, likewise serve as a physical evidence for NASCAR.

Product Life Cycle Evaluation.

The racing occasions by NASCAR was presented on June 19, 1949. At the first stage competitors for NASCAR was low, as the competitors drove the cars and trucks comparable to the cars and trucks driven by regular people.


The first NASCAR based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. After the growth of racing tracks the business 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 years, he transformed NASCAR from a local Sport popular organization into one with international fan base. He initiated a brand-new era of rewarding sponsorships and tv contracts for NASCAR.


The maturity duration for NASCAR started with the efforts of William France Jr., with the business having vast array of earnings sources. The company has about 500 sponsors with transmitting its occasions in about 150 nations. The company has large number of tracks in the majority of the cities of United States.


The decrease in the company's offerings began after 2005 with typical attendance rate per race decreased by 22% from 2005 to 2010 and television viewership rate decreased by 30% from 2005 to 2010. The significant causes of decrease consist of the monetary crisis of 2008, which increased the expense of reaching tracks for audiences due to increasing fuel costs, and the moving of its fan base towards other sports.

Market Segmentation.

The market division of Merck Latin America C Brazil Case Study Help can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Merck Latin America C Brazil Case Analysis is based upon the geographical existence of its tracks in different states and cities in United States, and the tv broadcasting of its events in various countries. 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 huge geographical division provides the company regional in addition to worldwide fan base.


The group segmentation of Merck Latin America C Brazil Case Study Help is likewise highlydiverse based upon the gender, income and age of the consumer. To increase the market section of its market NASCAR ought to modify its marketing methods to bring in more age groups and lower its prices to enter in the market sector with a low average earnings.


The mental attributes of most of the fans are quite comparable. NASCAR has a fan base with a loyalty. NASCAR fans perceive it compulsive to acquire tickets and see the races when in a week. 71% of them choose to acquire products with a NASCAR brand. They are quite extrovert and want to mingle with other fans while racing. They desire quality racing with low price at hassle-free location. NASCAR has attempted to increase the quality of its racing by introducing stage racing, they likewise have actually attempted to lower rates and make the occasion more hassle-free by introducing live racing.


Behavioural division of Merck Latin America C Brazil Case Study Solution is based upon the behaviour of fans in terms of viewing the race reside on the television or by entering the occasions. Currently, the fans choice is towards viewing the race in your home on tv instead of going, as the client experience at NASCAR tracks is not beneficial as well as expensive. This choice makes the rates for presence lower than the rates for tv audiences. NASCAR has to change the behaviour of its fan base by presenting qualitative services at its tracks.

Target Market.


Among the potential target audience of Merck Latin America C Brazil Case Study Solution was Hispanics; the young and growing population of United States. The market section has terrific possible 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 segment has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the section reveals affinity with vehicle culture, however need a more focused marketing towards welcoming the segment towards racing.


Kids are also one of the prospective target market section for NASCAR, as they are more connected socially than other groups. Vehicle racing games established by Merck Latin America C Brazil Case Study Help can be a possible source of getting attention of kids towards NASCAR track racing. NASCAR needs more attention towards customizing and enhancing its digital features to attract the kids target market.

Generation Y.
Generation Y target market includes those who spent five times more resources on discretionary expenses i.e. purchasing tickets for racing events, than others. This substantial expenditure makes the segment capacity for NASCAR marketing strategy of increasing its fan base. The marketplace sector is also easy to method as 81% of the Y Generation customer uses Facebook every day and the use is twice of using tv and radio. The market section views sports as a social occasion, rather than adherence to sport. The market sector thinks about NASCAR as an organization doing not have in developing a multiculturalism environment. Merck Latin America C Brazil Case Study Solution should take numerous actions to enhance the experience of Generation Y customers in its events.

5 C's of Marketing

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


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


Merck Latin America C Brazil Case Study Help is an auto racing business with having USP of high quality vehicle racing with an international structure. Its sector is sports team and events.


Collaborations includes distributors, suppliers and alliances of Merck Latin America C Brazil 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 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 develop its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of every single video which is shoot throughout race at track.


The consumer of Merck Latin America C Brazil Case Study Solution 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 create generational loyalty.


Groups normally represents sponsors in NASCAR and the medium of marketing is drivers. These chauffeurs can go against NASCAR if they got better opportunity in terms of rewards and tv exposure.

Marketing Techniques.

1. Developing and Keeping Facebook Page.
Among the prospective target markets sections for NASCAR is Hispanics which is the growing population section of USA however regrettably NASCAR had actually been not able to bring in the this targeted segment. In order to attract the young growing generation the NASCAR need to market by using social networks like Facebook. It ought to develop a Facebook page including the info concerning the races and the places of tracks to make the consumer useful about the core operations of Merck Latin America C Brazil Case Study Solution. It must also update its Facebook page on everyday basis to provide information about its upcoming events. This would make the target market segment more useful about business and would result in drawing in big fans base.
2. Establishing and Upgrading Accounts of Key Drivers.
NASCAR chauffeurs has a low star power as compare to players of other sports. Its ranks 7th in regards to star power (see Case Exhibit). The significant reason behind it is that, the racers primarily play in teams and are not able to build a key account and maintain a close contact with fans. The poor contacts with fans lead to less destination of audiences towards the racers and a low star power. Star power is an essential aspect for drawing in viewers towards tracks and towards tv. The star power for the chauffeurs at NASCARA might be enhanced by creating and upgrading accounts of essential chauffeurs by NASCARA itself. This would eliminate the requirement of forcing drivers to keep their accounts and would lead to increasing fans attention towards NASCARA motorists.
3. Establishing New Games and improving existing games for kids.
Kids invested the majority of their time on playing video games and using smartphones. However sadly, kids playing NASCARA have a worst experience of playing its video games. As a result, they are less drawn in towards the sport. In order to attract these kids, NASCARA should improve its current racing games by introducing modification in the automobiles i.e. changing colours, selection of speed, introducing group racing in the video game, using better graphics related to the racing tracks and introducing various levels in the game. All these adjustments in the existing game would provide much better experience to kids.
Together with it, NASCAR ought to also develop new games related to racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between various cartoon characters with a choice of picking the favourite cartoon character for the kids. These methods would make it possible for the company to bring in one of its prospective target sections.
4. Introducing multiculturalism at occasions.
NASCAR events are made up of fans with really couple of cultural diversity, due to expense 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 consumers are a prospective target market for NASCAR, for that reason the company must take particular procedures to attract this prospective target market.
5. Improving Customer Experience at Tracks.
NASCAR must work on facilities and features at tracks due to the fact that on the race day viewers got dissatisfied. Audiences have numerous expectations from Merck Latin America C Brazil Case Study Help due to the fact that in exact same industry other companies are offering better services than NASCAR. IF NASCAR do not work on this issue then its fans might moved to its competitors.

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 cost associated information for the marketing methods. (See Appendix B). It can be seen that method 5 of improving consumer experience at tracks would require highest preliminary financial investment and cost and technique 4 of presenting multiculturalism will require most affordable initial investment with least expensive even more annually expense. The business needs to prioritize the resource allocation on these techniques on the basis of its offered resources and the prospective advantages which the strategy would offer.
KEEP IN MIND: The values about expense are assumed on logical basis due the absence of figures and realities related to 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 C Brazil Case Study Solution triggering the decrease of television viewership rate and attendance rate at tracks, the above marketing methods are recommended to NASCAR to increase its fan base in long term. These strategies would cope with internal aspects like bad client experience at tracks, insufficient social networks marketing, incapable digital medias like video games, absence of culturalisms at tracks and so on, in addition to with external factors like shifting of fans towards other sports, demographical modifications in America and altering domesticity designs.