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Merck Latin America D Mexico Case Study Solution and Analysis


Merck Latin America D Mexico Case Study Solution (National Association for Stock Vehicle Vehicle Racing) is a company conducting series of Stock Automobile racing in United States and serving as an approving body for driving the rules for Stock Vehicle Racing. The company was founded in 1947, by "Huge Bill" France. NASCAR organize Stock Automobile Racing occasions in United States with the presence of about 130000 viewers usually in 2005. It likewise broadcast its occasions in about 150 countries. Stock Vehicle Racing by NASCAR is the 2nd biggest spectator sport, with highest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its revenue. The other sources of profits for Merck Latin America D Mexico Case Study Solution includes; 10% of the overall profits from tv rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand name to companies.

NASCAR has a closed business culture with the non-interventionist technique. This non collaborative approach brings tensions in the sport. The structure of Vehicle of Tomorrow by Merck Latin America D Mexico Case Study Help, with an objective of safety for the motorists, brought different tensions amongst the stakeholders of the sport.
Executive Summary
The interaction audit, conducted in 2010, revealed that in spite of the reality that the service extremely rely on the interactions in between its stakeholders, there was no recognizable company interaction strategy. (

The audit mentioned different lacking of NASCAR in regards to lack of internal combination, lack of fan management strategy and absence of digital and social media of marketing. The business has intricate ecosystem with independent tracks, groups and drivers. This structure with closed business culture bring numerous challenges in speeding up a modification. Other partners in community consists of the media networks i.e. tv and radio, and corporate marketers.

Merck Latin America D Mexico Case Study Analysis viewers was highly devoted to the sport and the brands related to the NASCAR, making it appealing for sponsors and corporate marketers.

Problem Statement.

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

Situational Analysis.

The business was quite successful till 2005 with its conventional marketing techniques, however quickly after 2005 the company starts facing various problems including decline of its fan base. Several external as well as internal factors are responsible for the decline. Internal factors consist of; inadequate 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 create generational commitment. However the family system in America was changing leading to reduction of impact of married male fan base over their children. Along with it understandings about automobile was likewise altering with viewing cars and truck a vehicle to reach at point B from point A, instead of as an enjoyable task. Other obstacles for Merck Latin America D Mexico Case Study Help includes 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 gain access to, etc. These all difficulties were tending the company to revise its marketing strategies.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of determining guidelines as sanctioning body. Guidelines and guidelines regarding professional stock car racing are determined by NASCAR like if any group with needed skills and resources can get in into races by following guidelines and regulations dictated by NASCAR. All the occasions of NASCAR are sponsored by corporates because of biggest brand commitment of fans towards brands promoted by Merck Latin America D Mexico Case Study Solution.

Weak points.

Weaknesses in SWOT Analysis are considered as external aspects. Weaknesses consists of the aspects that stops business to perform at required level of efficiency. Weaknesses of NASCAR includes its close culture which is non collaborative. They have non-interventionist method. They generally used to form guidelines and other needed processes without intervention of others which results in bad cooperation. For instance NASCAR develops Cars and truck of Tomorrow without partnership so result is that chauffeurs did not like that idea. As this is racing sport so covering of sports by media is also tough. It was also found that NASCAR had no efficient technique for company communication. They do not know how to handle problem if it took place off track. Ineffective organisation interaction results in that they don't have clear direction for their long term goals. They do not know that where they want to see this sport in future.
Porter's 5 Forces Analysis

Opportunities in SWOT analysis are external factors which can be beneficial to company or the external elements on which business is having competitive benefit. NASCAR generally utilized to count on standard media sources like local newspaper for promotion of its sports. Generally these conventional media sources attempt to cover their home group and specific kind of events. NASCAR likewise came to know from these conventional media outlets that sport was difficult to cover. Media landscape likewise altered from traditional to digital landscape. Newspapers went out of business. NASCAR can deal with its capabilities to get maximum possible gain from this new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in digital and social media to get its benefits. Digital rights of NASCAR were also offered to Turner Sports. NASCAR utilized to get pay check of around $15 million every year from Turner Sports. There are variety of cons behind this offer. For instance Merck Latin America D Mexico Case Study Solution had to get approval from Turner Sport if it wish to produce its Facebook page, twitter account or perhaps mobile application. Turner Sport likewise had rights of every single video which is shoot during race at track. Then they are needed to pay licensing charges to Turner Sport, if media sources like papers, magazines and cable channels want to publish videos of races on their respective pages. So NASCAR can work on conditions and terms and attempt to negotiate with Turner Sports to get maximum advantages of it. Star power plays very crucial role in generating incomes from every sport. However it was kept in mind that Merck Latin America D Mexico Case Study Analysis is lagging in this area i.e. star power. For instance when sports fans were asked regarding popular celebs and stars then NASCAR motorist was not discovered even in top twenty reactions. So NASCAR can put efforts in this area too for earnings generation. They must guide their drivers that how they can become sport stars. 4 strategic focuses which are created by research study team can also be acted as chance for NESCAR. These four strategic focuses compares and analysis Merck Latin America D Mexico Case Study Solution techniques.


Economic down turn was experienced in late 2000 which can be threat for NASCAR since if there is financial down turn then individuals would be having less return on financial investment. Economic down turn also results in boost fuel costs which also affected NASCAR. Now if NASCAR make considerable investments in new segments which are based on new customers then it might deal with unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

It is crucial to understand market in which company is working due to the fact that NASCAR's bottom line i.e. net revenue is heavily depends on this. There are 5 forces that are used to recognize success, strength and beauty of NASCAR company.

Competitive Competition

These chauffeurs can go against NASCAR if they got better opportunity in terms of rewards and television exposure. If viewers enjoy other race automobiles and motorists more than NASCAR then viewers can shift to those other fascinating cars and trucks and chauffeurs. NASCAR could be having danger from its 2 direct rivals that is Formula 1 and Moto GP.
Swot Analysis
Supplier Power

If business shifts from one provider to another, the supplier power indicates the number of providers are readily available in industry and what is the cost associated with provider. In this market there is supply monopoly since chauffeurs with needed resources and skills are limited.

Purchaser Power

In the case of NASCAR clients are its viewers. Audiences can switch to other competitors easily due to the fact that viewers will having low switching expense.

Threat of Substitution

Replacements are referred as alternatives. The alternatives in this case can be other home entertainment implies like audiences can shift to other sports. So there are large range of replacements are readily available in this scenario which suggests that threat of alternative is high.

Threat of New Entry

In the case of NASCAR threat of new entry is low. They require to build automobiles and racing tracks and also needs to pay hefty quantity to drivers for changing.

PESTEL Analysis


It can not be concluded from case study that there would be modification in resource allotments. NASCAR had actually got benefit from lower tax policies which leads to increasing in earnings. So they made heavy financial investments in the research and advancement. As NASCAR is working in various markets so it needs to deal with different regulations. It is also noted that Merck Latin America D Mexico Case Study Help has actually faced increased examination regarding regulatory. Every government has different priority so NASCAR needs to be gotten ready for it as top priority can be moved to other sector.


Economic aspects includes tax rate, exchange rate, economic performance of that particular company, conditions of labour market, inflation rate etc. If there is federal government intervention in the marketing and sales sector, fortunes of the NASCAR and its rivals can be impacted. NASCAR can utilize abilities of employees to develop new chances and enhance existing opportunities.


Every society is various from each other. Each has different social values and standards. It helps in comprehending regarding society and preference of clients. Social elements includes customs, culture, mindsets towards particular services and products, demographics, norms, interests and so on. It can be concluded that advertising through other methods rather than standard (i.e. newspaper) can be preferred in this society.


In this case of NASCAR it can be kept in mind that companies are heavily investing for research and development. NASCAR should likewise work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Since every country has different legal terms and conditions, Legal plays an important role in every country. Merck Latin America D Mexico Case Study Help requires to be make certain that they protect their legal rights in every county so any company does not damage to its legal rights.


Environmental aspects are likewise essential for every single business. Because usually governments do not allow those organisation which can harm to environment. These ecological factors consists of laws concerning pollution, environment modification, safe waste disposal, policies concerning insurance coverage and so on. NASCAR needs to make certain that its vehicles are not producing pollution more than acceptable level.

7 P's of Marketing


The items of Merck Latin America D Mexico Case Study Analysis 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 marketers during broadcast of NASCAR races. (Hanlon, 2018).


Pricing technique of NASCAR for its race occasions tickets is based upon the venue and value of the racing events. Along with race events tickets, NASCAR likewise charge different service charge to its stakeholders and earns profits. For instance it charged approving costs of $1-2 million per race typically in 2005.


Marketing technique of Merck Latin America D Mexico Case Study Solution is highly based upon its fan base. A strong fan base share its fandom with others and increase the variety of audiences for NASCAR races. The company is not completely relied upon its fan base for its promotion and promote through regional radio stations too. The business has actually likewise embraced the retailing media of promo, in which the business offers products with its logo.


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


Nestle people strategy is consisted of providing better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an essential element of Merck Latin America D Mexico Case Study Help A marketing method as its occasions are the source of home entertainment for crowd. Its people technique includes efforts to provide much better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under individuals strategy of NASCAR.


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

Physical Evidence.

Crucial physical proofs for the NASCAR consists of the existence of its racing tracks, stock cars and racing occasions. In addition to it, its merchandising brand names consisting of tee shirts, caps, goodies and so on, also function as a physical proof for NASCAR.

Product Life Process Evaluation.

The racing events by Merck Latin America D Mexico Case Study Help was introduced on June 19, 1949. The first race was held at Charlotte Speedway in North Carolina. There had to do with 13000 fans present in the race. At the very first stage competitors for NASCAR was low, as the rivals drove the automobiles similar to the cars and trucks driven by common individuals.


The very first NASCAR based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. After the development of racing tracks the business moved towards transmitting 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 local Sport popular company into one with global fan base. He initiated a new period of lucrative sponsorships and tv agreements for NASCAR.


The maturity period 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 relaying its events in about 150 nations. The business has a great deal of tracks in most of the cities of United States.


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

Market Division.

The market segmentation of Merck Latin America D Mexico Case Study Help can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Merck Latin America D Mexico Case Analysis is based upon the geographical presence of its tracks in numerous states and cities in United States, and the tv broadcasting of its events in various countries. The business has 23 tracks in about 20 states of America and has tv broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This huge geographical segmentation provides the company local along with global fan base.


The group segmentation of Merck Latin America D Mexico Case Study Solution is likewise highlydiverse based upon the gender, income and age of the customer. To increase the group section of its market NASCAR must modify its marketing strategies to attract more age groups and lower its costs to enter in the market sector with a low typical earnings.


The mental characteristics of the majority of the fans are quite similar. NASCAR has a fan base with a loyalty. Once in a week, NASCAR fans perceive it compulsive to acquire tickets and see the races. 71% of them choose to buy products with a NASCAR trademark name. They are rather extrovert and are willing to join other fans while racing. They want quality racing with low rate at practical location. NASCAR has actually tried to increase the quality of its racing by presenting stage racing, they likewise have attempted to lower rates and make the event more convenient by presenting live racing.


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

Target Market.


One of the prospective target market of Merck Latin America D Mexico Case Study Solution was Hispanics; the young and growing population of United States. The market segment has great 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 section has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the segment shows affinity with cars and truck culture, however require a more concentrated marketing towards welcoming the segment towards racing.


Kids are also one of the possible target market sector for NASCAR, as they are more linked socially than other groups. Vehicle racing games established by Merck Latin America D Mexico Case Study Analysis can be a prospective source of getting attention of kids towards NASCAR track racing. NASCAR needs more attention towards personalizing and improving its digital functions to draw in the kids target market.

Generation Y.
Generation Y target market consists of those who spent five times more resources on discretionary costs i.e. buying tickets for racing occasions, than others. This substantial expenditure makes the sector potential for NASCAR marketing technique of increasing its fan base. The marketplace segment is also simple to technique as 81% of the Y Generation consumer uses Facebook every day and the usage is twice of utilizing television and radio. The market segment views sports as an affair, instead of adherence to sport. The marketplace section considers NASCAR as a company lacking in developing a multiculturalism environment. Merck Latin America D Mexico Case Study Analysis must take various actions to enhance the experience of Generation Y consumers in its events.

5 C's of Marketing

5 C's of marketing helps in taking decisions relating to marketing. These 5 C's requirements to be analysed appropriately for taking any marketing choice. These 5 C's stands for Climate, Business, Collaborators, Customers and Competitors.


It needs to make PESTLE analysis in order to comprehend environment or context in which NASCAR is working. PESTLE stands for political, financial, social, technical, legal and ecological and is specified above.


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


Collaborations includes suppliers, providers and alliances of NASCAR. NASCAR used to get pay check of around $15 million yearly from Turner Sports. NASCAR had to get approval from Turner Sport if it desire to create its Facebook page, twitter account or even mobile application.


The consumer of Merck Latin America D Mexico 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 commitment.


The direct competitors of NASCAR are Solution 1 and Moto GP. Teams normally represents sponsors in NASCAR and the medium of marketing is motorists. It can be stated that chauffeurs and race cars are rivals. These drivers can go against Merck Latin America D Mexico Case Study Analysis if they got better chance in regards to prizes and television direct exposure.

Marketing Techniques.

1. Establishing and Preserving Facebook Page.
Among the possible target audience sectors for NASCAR is Hispanics which is the growing population section of U.S.A. however regrettably NASCAR had been unable to draw in the this targeted sector. In order to draw in the young growing generation the NASCAR must market by utilizing social networks like Facebook. It must establish a Facebook page consisting of the information relating to the races and the places of tracks to make the consumer useful about the core operations of Merck Latin America D Mexico Case Study Analysis. It should also upgrade its Facebook page on everyday basis to provide details about its approaching occasions. This would make the target market section more informative about business and would result in attracting large fans base.
2. Developing and Updating Accounts of Secret Drivers.
NASCAR motorists has a low star power as compare to gamers of other sports. Its ranks 7th in regards to star power (see Case Display). The major reason behind it is that, the racers mainly play in teams and are not able to construct a key account and keep a close contact with fans. The poor contacts with fans result in less tourist attraction of viewers towards the racers and a low star power. Star power is a crucial factor for bring in audiences towards tracks and towards tv. The star power for the chauffeurs at NASCARA could be enhanced by producing and updating accounts of key drivers by NASCARA itself. This would get rid of the requirement of requiring drivers to maintain their accounts and would result in increasing fans attention towards NASCARA drivers.
3. Developing New Games and enhancing existing games for kids.
Kids spent most of their time on playing video games and using smartphones. But unfortunately, kids playing NASCARA have a worst experience of playing its video games. As a result, they are less brought in towards the sport. In order to bring in these kids, NASCARA needs to enhance its present racing video games by introducing customization in the automobiles i.e. changing colours, selection of speed, presenting group racing in the game, utilizing better graphics connected to the racing tracks and presenting numerous levels in the video game. All these modifications in the present video game would supply better experience to kids.
Together with it, NASCAR must also construct new games related to racing like kids racing with kids characters as motorists, cartoon racing with racing in between various cartoon characters with a choice of selecting the favourite cartoon character for the kids. These strategies would make it possible for the business to draw in one of its potential target sections.
4. Presenting multiculturalism at events.
NASCAR occasions are comprised of fans with really few cultural variety, due to cost of arrival in occasions, making it unappealing for the clients perceiving sport occasions as social events i.e. Generation Y customers. As the Generation Y customers are a prospective target market for NASCAR, therefore the business must take specific steps to attract this prospective target market.
5. Improving Customer Experience at Tracks.
NASCAR must work on infrastructure and facilities at tracks since on the race day audiences got dissatisfied. Viewers have many expectations from Merck Latin America D Mexico Case Study Analysis due to the fact that in very same industry other companies are supplying better services than NASCAR. IF NASCAR do not work on this concern then its fans may moved to its competitors.

Marketing Budget plan

Marketing budget plan made on the basis of the above techniques for the period of 5 years from 2011 to 2015, reveals the expense related data for the marketing techniques. It can be seen that technique 5 of improving customer experience at tracks would need highest initial investment and cost and strategy 4 of introducing multiculturalism will require lowest initial financial investment with least expensive even more per year expense.
KEEP IN MIND: The values about cost are assumed on rational basis due the lack of figures and truths related 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 D Mexico Case Study Analysis causing the decrease of television viewership rate and attendance rate at tracks, the above marketing techniques are suggested to NASCAR to increase its fan base in long term. These strategies would cope with internal elements like poor consumer experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., in addition to with external aspects like shifting of fans towards other sports, demographical changes in America and changing family life styles.