Merck Latin America C Brazil Online Case Study Analysis

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Merck Latin America C Brazil Case Study Solution & Analysis


Merck Latin America C Brazil Case Study Help (National Association for Stock Cars And Truck Automobile Racing) is an organization conducting series of Stock Automobile racing in United States and serving as a sanctioning body for driving the rules for Stock Automobile Racing. The organization was founded in 1947, by "Huge Expense" France. NASCAR arrange Stock Automobile Racing events in United States with the existence of about 130000 audiences usually in 2005. It likewise broadcast its events in about 150 countries. Stock Car Racing by NASCAR is the second biggest viewer sport, with greatest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its profits. The other sources of income for Merck Latin America C Brazil Case Study Analysis consists of; 10% of the total revenue from television rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand name to companies.

NASCAR has a closed corporate culture with the non-interventionist method. This non collective method brings stress in the sport. The structure of Car of Tomorrow by Merck Latin America C Brazil Case Study Analysis, with an objective of security for the motorists, brought different tensions amongst the stakeholders of the sport.
Executive Summary
The communication audit, carried out in 2010, revealed that in spite of the reality that the company highly rely on the interactions between its stakeholders, there was no identifiable business interaction technique. (

The audit pointed out numerous doing not have of NASCAR in terms of lack of internal combination, absence of fan management strategy and absence of digital and social media of marketing.

Merck Latin America C Brazil Case Study Solution audiences was extremely faithful to the sport and the brand names associated with the NASCAR, making it appealing for sponsors and business online marketers.

Problem Declaration.

The company is presently facing the issue of declining rates of presence at racing tracks and rates of tv audiences. This can put a considerable influence on its incomes from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the company was quite successful till 2005 with its standard marketing methods, however right after 2005 the company starts dealing with numerous issues including decrease of its fan base. Several external as well as internal factors are responsible for the decline. Internal aspects consist of; inadequate investment in social media 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 develop generational commitment. The household system in America was altering resulting in decrease of influence of married male fan base over their youngsters. Together with it perceptions about vehicle was likewise changing with perceiving vehicle an automobile to reach at point B from point A, instead of as a fun job. Other obstacles for Merck Latin America C Brazil Case Study Analysis consists of 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 difficulties were tending the business to revise its marketing methods.

SWOT Analysis.


In SWOT analysis, strengths specified as company's qualities which are different from its rivals. These are company's core proficiencies on which company efficiency or business success based on. Merck Latin America C Brazil Case Study Analysis core proficiencies includes it has rights of determining rules as approving body. Guidelines and guidelines regarding expert stock vehicle racing are dictated by NASCAR like if any team with required skills and resources can participate in races by following guidelines and policies dictated by NASCAR. NASCAR has monopoly it this element. 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 US. Its races were utilized to broadcast in more than 150 nations around the world with more than $56 million revenues. The primary sources of their revenues originate from television rights, sanctioning charges, sponsorship and licensing. It has longest season of 10 months and having ownership of three nationwide series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise big resource of fans and corporate sponsors. All the events of NASCAR are sponsored by corporates due to the fact that of greatest brand commitment of fans towards brands marketed by Merck Latin America C Brazil Case Study Solution. (See Appendix A).

Weak points.

Weaknesses of NASCAR includes its close culture which is non collaborative. Merck Latin America C Brazil Case Study Analysis establishes Automobile of Tomorrow without cooperation so result is that motorists did not like that principle. It was also found that NASCAR had no efficient method for company communication.
Porter's 5 Forces Analysis

NASCAR usually used to rely on standard 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 regarding popular stars and stars then NASCAR motorist was not found even in top twenty actions.


Economic down turn was experienced in late 2000 which can be hazard for NASCAR due to the fact that if there is financial down turn then people would be having less return on investment. Economic down turn also results in boost fuel prices which likewise impacted NASCAR. Now if NASCAR make significant investments in new segments which are based on new consumers then it may deal with negative comments from its core fan base.

Porter's 5 Forces Analysis

It is essential to comprehend market in which company is working due to the fact that NASCAR's bottom line i.e. net profit is heavily depends on this. There are 5 forces that are used to determine success, intensity and attractiveness of NASCAR organisation.

Competitive Rivalry

This force indicates capability of rivals. Teams generally represents sponsors in NASCAR and the medium of advertising is drivers. It can be stated that chauffeurs and race vehicles are rivals. If they got better chance in terms of rewards and tv direct exposure, these chauffeurs can go versus Merck Latin America C Brazil Case Study Solution. If audiences delight in other race cars and drivers more than NASCAR then viewers can move to those other fascinating automobiles and motorists. NASCAR might be having threat from its 2 direct rivals that is Formula 1 and Moto GP. They need to produce competitive advantages for chauffeurs so they don't move to other competitors.
Swot Analysis
Supplier Power

If business shifts from one provider to another, the supplier power shows the number of suppliers are available in industry and what is the expense associated with supplier. In this market there is supply monopoly because drivers with required abilities and resources are limited.

Purchaser Power

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

Danger of Alternative

Substitutes are referred as options. The replacements in this case can be other home entertainment means like audiences can shift to other sports. There are broad variety of replacements are available in this circumstance which recommends that threat of substitute is high.

Danger of New Entry

In the case of NASCAR hazard of brand-new entry is low. They require to develop cars and racing tracks and likewise needs to pay substantial quantity to chauffeurs for changing.

PESTEL Analysis


As NASCAR is working in various markets so it requires to face different guidelines. It is also kept in mind that NASCAR has faced 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.


Economic elements includes tax rate, currency exchange rate, economic efficiency of that particular company, conditions of labour market, inflation rate etc. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its competitors can be impacted. NASCAR can utilize capabilities of employees to create new chances and improve existing chances.


Every society is different from each other. Each has different social worths and standards. It helps in comprehending relating to society and choice of customers. Social aspects consists of traditions, culture, attitudes towards specific product and services, demographics, norms, interests and so on. It can be concluded that advertising through other ways instead of standard (i.e. paper) can be preferred in this society.


Innovation has impact on practically every organisation. It consists of innovation in company strategy. In this case of Merck Latin America C Brazil Case Study Solution it can be noted that companies are heavily spending for research study and advancement. NASCAR needs to likewise work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Due to the fact that every nation has various legal terms and conditions, Legal plays an important role in every nation. Merck Latin America C Brazil 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 elements are likewise crucial for each company. Because generally governments do not permit those business which can hurt to environment. These ecological elements includes laws regarding pollution, environment modification, safe waste disposal, policies concerning insurance etc. NASCAR requires to make certain that its cars and trucks are not creating pollution more than acceptable level.

7 P's of Marketing


The products of Merck Latin America C Brazil Case Study Analysis in its item portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning guidelines for races and ad-space to business marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Prices strategy of NASCAR for its race events tickets is based upon the place and importance of the racing events. In addition to race occasions tickets, NASCAR also charge different service fees to its stakeholders and makes profits. It charged approving fees of $1-2 million per race on average in 2005.


Marketing technique of Merck Latin America C Brazil Case Study Help 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. The company is not entirely relied upon its fan base for its promo and promote through local radio stations too. The business has also adopted the retailing media of promo, in which the business offers products with its logo.


NASCAR have its racing tracks in numerous cities in United States. The most crucial tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It attempts to conduct its races in the majority of the cities in United States to grasp across the country appeal.


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


A number of service procedures are required to perform racing events in an efficient way. These processes include; proper schedule of time, arrangement for spectators, offering tickets, plan of space for sponsors, handling logistics etc. These all procedures contribute I constructing NASCAR image, improving viewers experience and increasing fan base.

Physical Evidence.

Most important physical evidences for the NASCAR includes the presence of its racing tracks, stock cars and racing events. In addition to it, its retailing brand names including tee shirts, caps, goodies and so on, also act as a physical proof for NASCAR.

Product Life Process Evaluation.

The racing occasions by Merck Latin America C Brazil Case Study Solution was introduced on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the first stage competitors for NASCAR was low, as the competitors drove the automobiles similar to the cars driven by ordinary people.


After conducting its first race successfully the company moved towards developing its own tracks. The first Merck Latin America C Brazil Case Study Analysis based track, namely 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 business moved towards broadcasting its races on television in 1979. The first event transmitted on television 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 company into one with global fan base. He initiated a new era of profitable sponsorships and tv contracts for NASCAR.


The maturity duration for NASCAR began with the efforts of William France Jr., with the business having wide variety of revenue sources. The business has about 500 sponsors with transmitting its events in about 150 nations. The company has large number of tracks in most of the cities of United States.


The major causes of decrease consist of the financial crisis of 2008, which increased the cost of showing up at tracks for viewers due to increasing fuel rates, and the moving of its fan base towards other sports.

Market Division.

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


The geographical segmentation of Merck Latin America C Brazil Case Solution is based upon the geographical presence of its tracks in various states and cities in United States, and the television broadcasting of its events in various countries. 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 segmentation supplies the company local along with international fan base.


The demographic division 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 group sector of its market NASCAR ought to modify its marketing strategies to draw in more age groups and lower its rates to enter in the market section with a low typical earnings.


NASCAR has a fan base with a loyalty. NASCAR fans view it compulsive to purchase tickets and see the races as soon as in a week. NASCAR has attempted to increase the quality of its racing by presenting phase racing, they likewise have tried to lower prices and make the occasion more practical by introducing live racing.


Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of watching the race live on the tv or by going in the occasions. Presently, the fans choice is towards enjoying the race at house on television rather than going, as the consumer experience at NASCAR tracks is not favourable as well as pricey.

Target audience.


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


Kids are likewise one of the potential target market segment for NASCAR, as they are more connected socially than other groups. Vehicle racing games developed by Merck Latin America C Brazil Case Study Solution can be a potential source of acquiring attention of kids towards NASCAR track racing. NASCAR needs more attention towards personalizing and improving its digital features to attract the kids target market.

Generation Y.
Generation Y target audience consists of those who invested five times more resources on discretionary expenditures i.e. buying tickets for racing occasions, than others. This substantial expense makes the section potential for NASCAR marketing technique of increasing its fan base. The market section is likewise simple to technique as 81% of the Y Generation customer uses Facebook the usage and every day is two times of using tv and radio. The marketplace segment 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 atmosphere. Merck Latin America C Brazil Case Study Help ought to take various actions to improve the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing assists in taking decisions relating to marketing. These 5 C's needs to be analysed properly for taking any marketing choice. These 5 C's mean Climate, Company, Collaborators, Competitors and consumers.


It requires to make PESTLE analysis in order to understand climate or context in which NASCAR is working. PESTLE means political, economic, social, technical, legal and environmental and is specified above.


Merck Latin America C Brazil Case Study Help is an auto racing company with having USP of high quality car racing with a worldwide structure. Its sector is sports group and events.


Collaborations consists of suppliers, suppliers and alliances of Merck Latin America C Brazil Case Study Analysis. It is worked together with various racing teams which are taking part in racing. It likewise teamed up with Turners Sport for digital rights. NASCAR used to get pay check of around $15 million each year from Turner Sports. There are variety of cons behind this offer. NASCAR had to get approval from Turner Sport if it want to produce its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of each and every single video which is shoot throughout race at track.


The customer of Merck Latin America C Brazil Case Study Solution are its viewers. They target consumers 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 create generational loyalty.


The direct competitors of NASCAR are Solution 1 and Moto GP. Teams normally represents sponsors in NASCAR and the medium of marketing is drivers. For that reason it can be stated that chauffeurs and race vehicles are rivals. If they got much better chance in terms of rewards and television direct exposure, these drivers can go against NASCAR.

Marketing Methods.

1. Establishing and Maintaining Facebook Page.
One of the possible target markets sectors for NASCAR is Hispanics which is the growing population sector of USA however sadly NASCAR had been unable to draw in the this targeted section. In order to draw in the young growing generation the NASCAR ought to market by using social networks like Facebook. It should establish a Facebook page containing the information relating to the races and the places of tracks to make the consumer informative about the core operations of Merck Latin America C Brazil Case Study Solution. It needs to also update its Facebook page on everyday basis to provide information about its upcoming occasions. This would make the target audience segment more helpful about business and would result in bring in big fans base.
2. Establishing and Updating Accounts of Secret Drivers.
Merck Latin America C Brazil Case Study Help motorists has a low star power as compare to players of other sports. The bad contacts with fans result in less tourist attraction of audiences towards the racers and a low star power. Star power is an important factor for bring in viewers towards tracks and towards tv.
3. Establishing New Games and enhancing present games for kids.
In order to draw in these kids, NASCARA needs to improve its existing racing games by introducing customization in the automobiles i.e. changing colours, selection of speed, presenting group racing in the game, utilizing much better graphics related to the racing tracks and introducing different levels in the video game. All these adjustments in the current game would offer better experience to kids.
In addition to it, NASCAR should also develop new games related to racing like kids racing with kids characters as drivers, cartoon racing with racing in between various animation characters with an option of choosing the preferred animation character for the kids. These techniques would allow the company to attract one of its prospective target segments.
4. Presenting multiculturalism at events.
Merck Latin America C Brazil Case Study Help events are comprised of fans with extremely couple of multiculturalism, due to cost of arrival in occasions, making it unsightly for the customers perceiving sport occasions as social occasions i.e. Generation Y consumers. As the Generation Y clients are a potential target audience for NASCAR, for that reason the business ought to take certain measures to attract this possible target market. It ought to adopt strategies to attract the consumers far from the tracks place with different culture. The technique to do so could be supplying special discount rates on tickets or free tickets to audiences coming from a specific distance or from another state. It would increase multiculturalism of the fans and would make Generation Y clients more pleased.
5. Improving Consumer Experience at Tracks.
NASCAR must work on facilities and amenities at tracks due to the fact that on the race day viewers got disappointed. Viewers have many expectations from Merck Latin America C Brazil Case Study Help since in very same industry other business are supplying better services than NASCAR. IF NASCAR don't work on this concern then its fans might shifted to its competitors.

Marketing Budget

Marketing budget plan made on the basis of the above strategies for the duration of 5 years from 2011 to 2015, reveals the cost associated information for the marketing methods. It can be seen that method 5 of enhancing consumer experience at tracks would need highest initial investment and expense and method 4 of introducing multiculturalism will require least expensive initial investment with most affordable further per year cost.
KEEP IN MIND: The values about cost are presumed on rational basis due the absence of realities and figures 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 external and internal factors of Merck Latin America C Brazil Case Study Solution triggering the decline of television viewership rate and participation rate at tracks, the above marketing techniques are advised to NASCAR to increase its fan base in long term. These methods would cope with internal elements like bad customer experience at tracks, inadequate social networks marketing, incapable digital medias like games, lack of culturalisms at tracks etc., as well as with external elements like moving of fans towards other sports, demographical modifications in America and changing domesticity designs.