Merrill Lynch Holdrs Online Case Study Analysis

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Merrill Lynch Holdrs Case Study Solution and Analysis


Merrill Lynch Holdrs Case Study Help (National Association for Stock Cars And Truck Auto Racing) is an organization conducting series of Stock Cars and truck racing in United States and functioning as a sanctioning body for driving the guidelines for Stock Cars and truck Racing. The organization was established in 1947, by "Big Costs" France. NASCAR set up Stock Cars and truck Racing events in United States with the existence of about 130000 viewers typically in 2005. It also broadcast its occasions in about 150 nations. Stock Automobile 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 Analysis includes; 10% of the total revenue from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed corporate culture with the non-interventionist approach. The structure of Vehicle of Tomorrow by NASCAR, with an objective of security for the motorists, brought various stress among the stakeholders of the sport.

The communication audit, conducted in 2010, revealed that in spite of the fact that business highly count on the interactions in between its stakeholders, there was no recognizable company interaction technique. The market's target customers, instructions and goals were all unidentified.

The audit pointed out various lacking of NASCAR in terms of lack of internal integration, absence of fan management technique and lack of digital and social media of marketing. The company has complicated ecosystem with independent tracks, motorists and groups. This structure with closed corporate culture bring different challenges in accelerating a change. Other partners in community includes the media networks i.e. tv and radio, and corporate online marketers.

Merrill Lynch Holdrs Case Study Help viewers was highly faithful to the sport and the brand names related to the NASCAR, making it appealing for sponsors and business marketers.

Problem Statement.

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

Situational Analysis.

The company was rather effective till 2005 with its standard marketing methods, but soon after 2005 the business begins facing different problems including decline of its fan base. Several external in addition to internal aspects are responsible for the decline. Internal factors consist of; inadequate financial investment in social media 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 children and create generational loyalty. Other difficulties for NASCAR 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 houses through jumbo turns, Wi-Fi access, etc.

SWOT Analysis.


In SWOT analysis, strengths specified as company's qualities which are different from its competitors. These are company's core proficiencies on which company performance or business success based on. Merrill Lynch Holdrs Case Study Analysis core proficiencies includes it has rights of dictating guidelines as approving body. Guidelines and guidelines concerning professional stock vehicle racing are determined by NASCAR like if any group with required skills and resources can participate in races by following guidelines and guidelines determined by NASCAR. So NASCAR has monopoly it this element. Its strengths also includes that it has title of second largest spectator sport in the United States with having more fortune 500 sponsors based in United States. Its races were utilized to transmit in more than 150 countries worldwide with more than $56 million profits. The main sources of their earnings originate from tv rights, approving fees, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 nationwide 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 occasions of NASCAR are sponsored by corporates because of biggest brand name commitment of fans towards brand names advertised by Merrill Lynch Holdrs Case Study Solution. (See Appendix A).

Weak points.

Weaknesses of NASCAR includes its close culture which is non collaborative. Merrill Lynch Holdrs Case Study Solution establishes Cars and truck of Tomorrow without collaboration so result is that chauffeurs did not like that idea. It was also found that NASCAR had no efficient technique for company interaction.


NASCAR typically used to rely on traditional media sources like regional newspaper for promotion of its sports. NASCAR also came to understand from these conventional media outlets that sport was difficult to cover. When sports fans were asked relating to popular celebrities and stars then NASCAR chauffeur was not discovered even in leading twenty responses.


Economic down turn was experienced in late 2000 which can be threat for NASCAR due to the fact that 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 likewise impacted NASCAR. Now if NASCAR make substantial investments in brand-new segments which are based on new clients then it may deal with negative comments from its core fan base.

Porter's Five Forces Analysis

Porter's 5 forces is a model that is used to evaluate industry in which business is working. It helps in determining what are strengths and weak point of any specific market. It suggest that every industry is various from one another. Due to the fact that NASCAR's bottom line i.e. net earnings is greatly depends on this, it is crucial to comprehend market in which business is working. There are 5 forces that are utilized to identify profitability, strength and beauty of Merrill Lynch Holdrs Case Study Help company.

Competitive Rivalry

These chauffeurs can go against NASCAR if they got much better opportunity in terms of prizes and tv exposure. If viewers take pleasure in other race automobiles and drivers more than NASCAR then audiences can shift to those other fascinating cars and chauffeurs. NASCAR might be having danger from its two direct competitors that is Solution 1 and Moto GP.

Provider Power

If business shifts from one supplier to another, the provider power suggests the number of providers are offered in market and what is the cost associated with supplier. Since drivers with needed skills and resources are limited, in this industry there is supply monopoly.

Buyer Power

This force is regarding to consumers that is it simple for clients to move to other products. If there is more switching cost is associated then clients are less most likely to change. When it comes to NASCAR customers are its viewers. Due to the fact that audiences will having low changing cost, audiences can change to other rivals quickly.

Risk of Alternative

Substitutes are referred as options. The substitutes in this case can be other home entertainment implies like audiences can move to other sports. So there are vast array of alternatives are readily available in this circumstance which recommends that danger of substitute is high.

Danger of New Entry

In the case of NASCAR risk of brand-new entry is low. They require to build automobiles and racing tracks and also requires to pay hefty amount to motorists for switching.

PESTEL Analysis


It can not be concluded from case study that there would be change in resource allotments. NASCAR had got gain from lower taxation policies which leads to increasing in revenues. They made heavy investments in the research and advancement. As NASCAR is operating in various markets so it needs to deal with different guidelines. It is also noted that Merrill Lynch Holdrs Case Study Help has actually dealt with increased examination regarding regulative. Every government has various top priority so NASCAR has to be gotten ready for it as priority can be moved to other sector.


Financial elements includes taxation rate, currency exchange rate, financial efficiency of that particular business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its rivals can be affected if there is government intervention in the marketing and sales sector. NASCAR can take advantage of abilities of employees to develop brand-new opportunities and enhance existing chances.


Each has various social worths and standards. It helps in understanding concerning society and choice of clients.


In this case of NASCAR it can be noted that business are heavily investing for research and development. NASCAR needs to also work on its media rights policy with Turner Broadcasting System.


Legal plays an important role in every country since every nation has various legal terms and conditions. Merrill Lynch Holdrs Case Study Help needs to be ensure that they secure their legal rights in every county so any company does not damage to its legal rights.


Environmental elements are also essential for every company. NASCAR requires to make sure that its vehicles are not producing contamination more than acceptable level.

7 P's of Marketing


The items 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, sanctioning rules for races and ad-space to corporate marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Pricing method of NASCAR for its race occasions tickets is based upon the venue and importance of the racing events. Along with race occasions tickets, NASCAR also charge various service fees to its stakeholders and makes earnings. For example it charged sanctioning costs of $1-2 million per race usually in 2005.


Advertising method of NASCAR is extremely 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 essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Automobile Club Speedway in California and Darlington Raceway in South Carolina. It attempts to perform its races in the majority of the cities in United States to grasp across the country popularity.


Nestle individuals strategy is consisted of supplying better experience to its audiences, its fan base and to all of its stakeholders. Individuals are a crucial aspect of Merrill Lynch Holdrs Case Study Solution A marketing method as its events are the source of home entertainment for crowd. Its people strategy consists of efforts to supply much better experience to its Fans, Race Drivers, Team, Event Organizers and so on, all of which come under individuals technique of NASCAR.


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

Physical Evidence.

Most important physical evidences for the NASCAR consists of the existence of its racing tracks, stock cars and racing events. In addition to it, its retailing brands including tee shirts, caps, goodies and so on, also function as a physical proof for NASCAR.

Product Life Cycle Assessment.

The racing events by NASCAR was introduced on June 19, 1949. At the very first stage competitors for NASCAR was low, as the competitors drove the vehicles comparable to the cars driven by normal people.


After conducting its very first race effectively the business moved towards building its own tracks. The very first Merrill Lynch Holdrs Case Study Help based track, namely the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by establishment of more raceways consisting of Daytona International Speedway, which was opened in 1959. After the development of racing tracks the company moved towards broadcasting its races on television in 1979. The first occasion transmitted on television was flag-to-flag coverage of Daytona.

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he transformed NASCAR from a regional Sport popular company into one with worldwide fan base. He started a brand-new age 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 wide variety of revenue sources. The business has about 500 sponsors with transmitting its events in about 150 nations. The company has a great deal of tracks in the majority of the cities of United States.


The major causes of decline include the monetary crisis of 2008, which increased the cost of getting here at tracks for viewers due to increasing fuel costs, and the shifting of its fan base towards other sports.

Market Segmentation.

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


The geographical segmentation of Merrill Lynch Holdrs Case Analysis is based upon the geographical presence of its tracks in various states and cities in United States, and the television broadcasting of its occasions in different nations. The business has 23 tracks in about 20 states of America and has tv broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical segmentation supplies the business regional in addition to international fan base.


The market segmentation of Merrill Lynch Holdrs Case Study Help is likewise highlydiverse based upon the gender, income and age of the customer. To increase the demographic section of its market NASCAR ought to revise its marketing strategies to draw in more age groups and lower its costs to go into in the market segment with a low average income.


NASCAR has a fan base with a loyalty. NASCAR fans perceive it compulsive to buy tickets and see the races as soon as in a week. NASCAR has actually tried to increase the quality of its racing by introducing phase racing, they also have tried to lower rates and make the event more hassle-free by presenting live racing.


Behavioural division of Merrill Lynch Holdrs Case Study Analysis is based upon the behaviour of fans in terms of enjoying the race reside on the tv or by going in the occasions. Currently, the fans preference is towards watching the race at home on tv instead of going, as the consumer experience at NASCAR tracks is not favourable as well as expensive. This preference makes the rates for participation lower than the rates for television audiences. NASCAR needs to change the behaviour of its fan base by presenting qualitative services at its tracks.

Target audience.


One of the potential target market of NASCAR 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 anticipated to become thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014.


Kids are likewise one of the potential target market section for NASCAR, as they are more linked socially than other groups. Car racing video games established by Merrill Lynch Holdrs Case Study Solution can be a potential source of gaining attention of kids towards NASCAR track racing. NASCAR needs more attention towards customizing and improving its digital functions to draw in the kids target market.

This substantial expense makes the section capacity for NASCAR marketing strategy of increasing its fan base. The market segment thinks about NASCAR as an organization lacking in developing a multiculturalism atmosphere. NASCAR should take different steps to improve the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing helps in taking choices regarding marketing.


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


NASCAR is a vehicle racing business with having USP of high quality automobile racing with a worldwide structure. Its sector is sports group and events. Its target audience is males in the age of 15-60 years. Company has closed business culture and having non-interventionist technique.


Collaborations consists of suppliers, suppliers and alliances of NASCAR. NASCAR utilized to get pay check of around $15 million annually 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 customer of Merrill Lynch Holdrs Case Study Help are its audiences. They target customers with having age of 15-60 years. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their children and produce generational loyalty.


Teams typically represents sponsors in NASCAR and the medium of marketing is motorists. These drivers can go against NASCAR if they got better opportunity in terms of prizes and tv direct exposure.

Marketing Methods.

1. Establishing and Preserving Facebook Page.
One of the potential target markets segments for NASCAR is Hispanics which is the growing population section of U.S.A. but regrettably NASCAR had been not able to bring in the this targeted section. It must develop a Facebook page containing the information concerning the races and the places of tracks to make the consumer informative about the core operations of NASCAR.
2. Establishing and Upgrading Accounts of Secret Drivers.
Merrill Lynch Holdrs 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 a crucial element for drawing in audiences towards tracks and towards television.
3. Developing New Games and enhancing existing games for kids.
In order to attract these kids, NASCARA ought to enhance its current racing games by presenting modification in the cars i.e. altering colours, selection of speed, introducing group racing in the game, utilizing much better graphics related to the racing tracks and presenting various levels in the video game. All these modifications in the present game would supply better experience to kids.
Together with it, NASCAR should also construct new games associated with racing like kids racing with kids characters as motorists, animation racing with racing between different cartoon characters with a choice of selecting the favourite animation character for the kids. These strategies would make it possible for the company to bring in one of its possible target sectors.
4. Presenting multiculturalism at events.
NASCAR events are comprised of fans with very few cultural variety, due to cost of arrival in events, making it unsightly for the clients perceiving sport occasions as social occasions i.e. Generation Y customers. As the Generation Y customers are a prospective target market for NASCAR, therefore the company should take specific steps to attract this prospective target market.
5. Improving Consumer Experience at Tracks.
Since on the race day viewers got disappointed, NASCAR should work on facilities and facilities at tracks. Viewers have numerous expectations from NASCAR because in same industry other companies are offering better services than NASCAR. Then its fans may moved to its competitors, if NASCAR don't work on this problem. According to fans there were not appropriate centers were offered as compare to other sports suppliers. NASCAR must make sure that it provide sufficient centers that consists of cleaned restrooms, comfortable seating arrangement. They need to also provide WIFI services and ease of access of charge card throughout that track. It ought to be also make certain that there suffice jumbo turns positioned at all needed locations. There should be also food stalls that provide quality food to viewers. In this method viewers will be having enjoyable 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 period of 5 years from 2011 to 2015, reveals the expense related data for the marketing strategies. It can be seen that method 5 of enhancing consumer experience at tracks would require highest initial investment and cost and strategy 4 of presenting multiculturalism will require least expensive preliminary investment with least expensive further per year cost.
KEEP IN MIND: The values about expense are presumed on rational basis due the lack of figures and facts 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 aspects of Merrill Lynch Holdrs Case Study Analysis triggering the decrease of television viewership rate and participation rate at tracks, the above marketing techniques are advised to NASCAR to increase its fan base in long run. These methods would handle internal elements like bad consumer experience at tracks, insufficient social media marketing, incapable digital medias like video games, lack of culturalisms at tracks and so on, in addition to with external aspects like shifting of fans towards other sports, demographical changes in America and changing family life styles.

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