Merrill Lynch Holdrs Online Case Study Solution

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Merrill Lynch Holdrs Case Study Solution and Analysis


Merrill Lynch Holdrs Case Study Analysis (National Association for Stock Automobile Auto Racing) is a company conducting series of Stock Vehicle racing in United States and serving as an approving body for driving the rules for Stock Cars and truck Racing. The company was founded in 1947, by "Big Bill" France. NASCAR arrange Stock Automobile Racing events in United States with the presence of about 130000 viewers typically in 2005. It also broadcast its occasions in about 150 nations. Stock Cars And Truck Racing by NASCAR is the 2nd largest viewer sport, with greatest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its revenue. The other sources of income for Merrill Lynch Holdrs Case Study Solution includes; 10% of the total profits from tv 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 technique. The building of Automobile of Tomorrow by NASCAR, with an intent of safety for the chauffeurs, brought different stress among the stakeholders of the sport.
Executive Summary
The communication audit, carried out in 2010, exposed that in spite of the reality that the organisation highly rely on the communications between its stakeholders, there was no recognizable business communication method. (

The audit pointed out various lacking of NASCAR in terms of absence of internal integration, lack of fan management method and absence of digital and social media of marketing.

Merrill Lynch Holdrs Case Study Solution audiences was extremely faithful to the sport and the brands associated with the NASCAR, making it appealing for sponsors and corporate online marketers.

Problem Declaration.

The business is currently facing the problem of declining rates of presence at racing tracks and rates of tv audiences. This can put a considerable effect on its incomes from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

The company was rather successful till 2005 with its conventional marketing techniques, however soon after 2005 the company starts dealing with various issues consisting of decrease of its fan base. Numerous external as well as internal aspects are responsible for the decline. Internal factors consist of; insufficient financial investment in social networks and other digital medias of.

Fan base of NASCAR made up of married males with a typical age of 47, which passes their fandom to their youngsters and produce generational commitment. Other obstacles for NASCAR consists of the shift of its fans to other sports as they were improving their fan's experience enabling access to their broadcasts out of the houses through jumbo turns, Wi-Fi gain access to, and so on.

SWOT Analysis.


NASCAR core competencies includes it has rights of dictating rules as sanctioning body. Guidelines and policies concerning expert stock car racing are determined by NASCAR like if any team with required skills 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 most significant brand name loyalty of fans towards brand names marketed by Merrill Lynch Holdrs Case Study Help.


Weaknesses in SWOT Analysis are considered as external elements. Weak points includes the factors that stops business to perform at needed level of efficiency. Weak points of NASCAR includes its close culture which is non collective. They have non-interventionist approach. They normally utilized to form guidelines and other required procedures without intervention of others which results in bad collaboration. NASCAR establishes Cars and truck of Tomorrow without cooperation so result is that motorists did not like that principle. As this is racing sport so covering of sports by media is likewise tough. It was likewise discovered that NASCAR had no effective method for service interaction. If it took place off track, they don't know how to manage issue. Inadequate service communication leads to that they don't have clear direction for their long term goals. They don't know that where they wish to see this sport in future.
Porter's 5 Forces Analysis

Opportunities in SWOT analysis are external elements which can be beneficial to business or the external elements on which business is having competitive benefit. NASCAR normally utilized to count on traditional media sources like local newspaper for publicity of its sports. Generally these standard media sources try to cover their house team and certain sort of occasions. NASCAR also familiarized from these traditional media outlets that sport was hard 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. So it can capitalize in digital and social media to get its benefits. Digital rights of NASCAR were likewise sold to Turner Sports. NASCAR used to get pay check of around $15 million yearly from Turner Sports. There are number of cons behind this offer. NASCAR had to get approval from Turner Sport if it want to develop its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every single video which is shoot during race at track. If media sources like papers, magazines and cable channels wish to post videos of races on their respective pages then they are required to pay licensing charges to Turner Sport. So NASCAR can work on terms and attempt to negotiate with Turner Sports to get maximum advantages of it. Star power plays really important function in creating incomes from every sport. It was kept in mind that NASCAR is lagging in this area i.e. star power. For instance when sports fans were asked concerning popular stars and stars then NASCAR chauffeur was not discovered even in top twenty responses. So NASCAR can put efforts in this area too for earnings generation. They must assist their motorists that how they can become sport stars. Four strategic focuses which are produced by research study group can likewise be worked as opportunity for NESCAR. These four strategic focuses compares and analysis Merrill Lynch Holdrs Case Study Help techniques.


Economic down turn was experienced in late 2000 which can be danger for NASCAR since if there is financial down turn then people would be having less return on investment. Economic down turn likewise results in increase fuel rates which likewise impacted NASCAR. Now if NASCAR make significant financial investments in new segments which are based on brand-new consumers then it might face unfavorable comments from its core fan base.

Porter's Five Forces Analysis

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

Competitive Rivalry

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 drivers more than NASCAR then audiences can move to those other intriguing cars and motorists. NASCAR might be having threat from its 2 direct competitors that is Formula 1 and Moto GP.
Swot Analysis
Supplier Power

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

Purchaser Power

In the case of NASCAR clients are its audiences. Audiences can switch to other competitors quickly since audiences will having low changing cost.

Risk of Alternative

Replacements are referred as alternatives. The substitutes in this case can be other entertainment suggests like viewers can shift to other sports. So there are wide range of replacements are readily available in this scenario which recommends that hazard of replacement is high.

Threat of New Entry

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

PESTEL Analysis


It can not be concluded from case study that there would be change in resource allotments. NASCAR had got take advantage of lower taxation policies which results in increasing in earnings. They made heavy investments in the research study and development. As NASCAR is working in various markets so it needs to deal with different regulations. It is also noted that Merrill Lynch Holdrs Case Study Analysis has dealt with increased examination concerning regulatory. Every federal government has different concern so NASCAR has to be prepared for it as priority can be moved to other sector.


Economic aspects consists of taxation rate, currency exchange rate, financial performance of that specific business, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its rivals can be impacted if there is federal government intervention in the marketing and sales sector. NASCAR can take advantage of capabilities of staff members to develop new opportunities and improve existing chances.


Each has different social worths and norms. It assists in comprehending regarding society and choice of customers.


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

Vrio Analysis
Legal plays an important function in every nation because every country has various legal terms. Merrill Lynch Holdrs Case Study Help needs to be make sure that they secure their legal rights in every county so any company does not harm to its legal rights.


Environmental aspects are also crucial for every business. Since generally governments do not allow those organisation which can hurt to environment. These environmental elements consists of laws regarding pollution, environment change, safe garbage disposal, policies concerning insurance coverage and so on. NASCAR needs to ensure that its vehicles are not creating contamination more than acceptable level.

7 P's of Marketing


The products of Merrill Lynch Holdrs Case Study Help in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving guidelines for races and ad-space to corporate online marketers during broadcast of NASCAR races. (Hanlon, 2018).


Prices method of NASCAR for its race events tickets is based upon the venue and value of the racing occasions. Together with race events tickets, NASCAR likewise charge numerous service fees to its stakeholders and earns profits. It charged approving charges of $1-2 million per race on average in 2005.


Promotional method of NASCAR is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of viewers for NASCAR races.


NASCAR have its racing tracks in different 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 attempts to conduct its races in the majority of the cities in United States to comprehend nationwide appeal.


Nestle individuals technique is comprised of supplying better experience to its viewers, its fan base and to all of its stakeholders. Individuals are an essential aspect of Merrill Lynch Holdrs Case Study Solution A marketing technique as its occasions are the source of entertainment for crowd. Its people technique includes efforts to offer better experience to its Fans, Race Drivers, Crew, Occasion Organizers and so on, all of which come under people method of NASCAR.


Several business processes are needed to conduct racing events in an efficient method. These procedures include; proper schedule of time, plan for spectators, offering tickets, plan of area for sponsors, handling logistics and so on. These all procedures contribute I building NASCAR image, improving spectators experience and increasing fan base.

Physical Evidence.

Crucial physical proofs for the NASCAR consists of the presence of its racing tracks, stock cars and trucks and racing occasions. Together with it, its merchandising brand names including t-shirts, caps, goodies etc., likewise act as a physical evidence for NASCAR.

Item Life Process Evaluation.

The racing occasions by Merrill Lynch Holdrs Case Study Analysis was presented 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 stage competition for NASCAR was low, as the rivals drove the automobiles similar to the cars driven by normal people.


The very first NASCAR based track, namely the Darlington Raceway track, was initiated 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 decades, he changed NASCAR from a regional Sport popular company into one with international fan base. He initiated a new age of profitable sponsorships and tv contracts for NASCAR.


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


The significant causes of decline include the financial crisis of 2008, which increased the expense of getting here at tracks for audiences due to increasing fuel costs, and the shifting of its fan base towards other sports.

Market Division.

The market division of Merrill Lynch Holdrs Case Study Solution can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Merrill Lynch Holdrs Case Help is based upon the geographical existence of its tracks in numerous states and cities in United States, and the tv broadcasting of its occasions in different nations. The business has 23 tracks in about 20 states of America and has tv broadcast through numerous Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This huge geographical segmentation supplies the company local in addition to global fan base.


The market division of Merrill Lynch Holdrs Case Study Help is likewise highlydiverse based upon the gender, earnings and age of the customer. To increase the demographic segment of its market NASCAR should revise its marketing techniques to bring in more age groups and lower its costs to enter in the market sector with a low typical income.


The psychological characteristics of most of the fans are rather comparable. NASCAR has a fan base with a commitment. As soon as in a week, NASCAR fans view it compulsive to acquire tickets and see the races. 71% of them prefer to buy products with a NASCAR trademark name. They are quite extrovert and want to join other fans while racing. They want quality racing with low cost at practical place. NASCAR has attempted to increase the quality of its racing by introducing stage racing, they also have actually attempted to lower costs and make the occasion more convenient by presenting live racing.


Behavioural segmentation of Merrill Lynch Holdrs Case Study Help is based upon the behaviour of fans in regards to seeing the race live on the tv or by going in the occasions. Currently, the fans choice is towards seeing the race at home on television rather than going, as the consumer experience at NASCAR tracks is not favourable as well as expensive. This choice makes the rates for attendance lower than the rates for tv audiences. NASCAR needs to alter the behaviour of its fan base by presenting qualitative services at its tracks.

Target audience.


One of the prospective target market of Merrill Lynch Holdrs Case Study Analysis was Hispanics; the young and growing population of United States. The marketplace segment has excellent possible 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 segment has increasing wealth rate with about $1 trillion of wealth in 2014. The section reveals affinity with cars and truck culture, however need a more concentrated marketing towards inviting the section towards racing.


Kids are also one of the potential target market section for NASCAR, as they are more connected socially than other groups. Developing fan base among kids can offer a potential boost in the variety of fans for racing due to their connectivity. Kids spend the majority of their times in playing and utilizing mobile phones computer game. Automobile racing games established by Merrill Lynch Holdrs Case Study Help can be a potential source of gaining attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital features connected to kids are not capable of getting the attention. NASCAR requires more attention towards customizing and improving its digital features to attract the kids target market.

Generation Y.
Generation Y target market includes those who invested 5 times more resources on discretionary costs i.e. acquiring tickets for racing occasions, than others. This huge expenditure makes the sector potential for NASCAR marketing technique of increasing its fan base. The market sector is also easy to approach as 81% of the Y Generation customer uses Facebook every day and the use is two times of using television and radio. The marketplace section views sports as a social occasion, instead of adherence to sport. The market segment thinks about NASCAR as a company lacking in creating a multiculturalism atmosphere. Merrill Lynch Holdrs Case Study Help needs to take different actions to enhance the experience of Generation Y consumers in its events.

5 C's of Marketing

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


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


Merrill Lynch Holdrs Case Study Solution is an automobile racing business with having USP of high quality automobile racing with a global structure. Its sector is sports group and occasions.


Collaborations includes distributors, suppliers and alliances of Merrill Lynch Holdrs Case Study Help. It is collaborated with various racing groups which are taking part in racing. It likewise teamed up with Turners Sport for digital rights. NASCAR utilized to earn money check of around $15 million each year from Turner Sports. There are number of cons behind this offer. NASCAR had to get approval from Turner Sport if it desire to produce its Facebook page, twitter account or even mobile application. Turner Sport also had rights of each and every single video which is shoot during race at track.


The customer of Merrill Lynch Holdrs Case Study Solution are its audiences. They target customers with having age of 15-60 years. Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their youngsters and develop generational commitment.


The direct rivals of NASCAR are Solution 1 and Moto GP. Teams usually represents sponsors in NASCAR and the medium of advertising is drivers. It can be said that motorists and race automobiles are competitors. If they got much better chance in terms of rewards and tv exposure, these motorists can go versus NASCAR.

Marketing Methods.

1. Keeping and developing Facebook Page.
One of the possible target markets sectors for NASCAR is Hispanics which is the growing population segment of U.S.A. however regrettably NASCAR had been unable to draw in the this targeted section. In order to bring in the young growing generation the NASCAR should market by utilizing social media like Facebook. It ought to establish a Facebook page containing the information concerning the races and the areas of tracks to make the consumer informative about the core operations of Merrill Lynch Holdrs Case Study Help. It must also upgrade its Facebook page on daily basis to provide information about its approaching events. This would make the target audience section more useful about business and would lead to drawing in large fans base.
2. Developing and Updating Accounts of Key Drivers.
Merrill Lynch Holdrs Case Study Solution motorists has a low star power as compare to gamers of other sports. The poor contacts with fans result in less destination of viewers towards the racers and a low star power. Star power is a crucial element for bring in audiences towards tracks and towards television.
3. Developing New Games and enhancing present games for kids.
In order to attract these kids, NASCARA should enhance its current racing video games by introducing customization in the vehicles i.e. changing colours, selection of speed, presenting group racing in the video game, utilizing much better graphics related to the racing tracks and presenting different levels in the video game. All these adjustments in the present game would provide better experience to kids.
Along with it, NASCAR ought to also develop brand-new games associated with racing like kids racing with kids characters as drivers, animation racing with racing in between numerous cartoon characters with a choice of selecting the favourite cartoon character for the kids. These techniques would allow the business to draw in among its prospective target sectors.
4. Introducing multiculturalism at events.
NASCAR occasions are made up of fans with extremely few cultural diversity, due to cost of arrival in occasions, making it unappealing for the customers perceiving sport events as social occasions i.e. Generation Y clients. As the Generation Y customers are a prospective target market for NASCAR, therefore the company ought to take particular steps to attract this prospective target market.
5. Improving Consumer Experience at Tracks.
Due to the fact that on the race day audiences got dissatisfied, NASCAR should work on infrastructure and amenities at tracks. Audiences have lots of expectations from NASCAR because in exact same industry other business are providing much better services than NASCAR. IF NASCAR do not work on this problem then its fans may shifted to its competitors. According to fans there were not appropriate centers were available as compare to other sports providers. NASCAR should make sure that it offer appropriate facilities that consists of cleaned bathrooms, comfortable seating arrangement. They need to also offer WIFI services and ease of access of charge card throughout that track. It must be likewise make sure that there suffice jumbo turns positioned at all required locations. There need to be likewise food stalls that supply quality food to audiences. In this way audiences will be having pleasant experience at the day of occasion. (See Appendix B).

Marketing Spending plan

Marketing spending plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, reveals the expense associated information for the marketing methods. (See Appendix B). It can be seen that method 5 of enhancing customer experience at tracks would require highest initial investment and cost and strategy 4 of presenting multiculturalism will require most affordable initial investment with most affordable even more per year expense. The company ought to prioritize the resource allocation on these strategies on the basis of its available resources and the prospective advantages which the method would offer.
NOTE: The worths about expense 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 external and internal elements of Merrill Lynch Holdrs Case Study Analysis triggering the decline of television viewership rate and attendance rate at tracks, the above marketing strategies are recommended to NASCAR to increase its fan base in long run. These methods would handle internal aspects like poor client experience at tracks, inadequate social media marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., as well as with external elements like moving of fans towards other sports, demographical changes in America and changing family life designs.