Monsanto And Intellectual Property Online Case Study Analysis

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Monsanto And Intellectual Property Case Study Solution and Analysis


NASCAR (National Association for Stock Cars And Truck Vehicle Racing) is an organization carrying out series of Stock Automobile racing in United States and acting as an approving body for driving the rules for Stock Vehicle Racing. 2) Stock Car Racing by NASCAR is the 2nd largest spectator sport, with greatest number of sponsors. 1) The other sources of revenue for Monsanto And Intellectual Property Case Study Analysis includes; 10% of the overall income from tv rights, approving charges i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed corporate culture with the non-interventionist approach. This non collaborative technique brings stress in the sport. The structure of Car of Tomorrow by Monsanto And Intellectual Property Case Study Analysis, with an intent of safety for the chauffeurs, brought different stress amongst the stakeholders of the sport.
Executive Summary
The interaction audit, performed in 2010, exposed that regardless of the fact that the company extremely rely on the communications in between its stakeholders, there was no recognizable service interaction method. (

The audit explained different doing not have of NASCAR in terms of absence of internal integration, absence of fan management method and absence of digital and social media of marketing. The business has complicated ecosystem with independent tracks, groups and chauffeurs. This structure with closed business culture bring various challenges in speeding up a modification. Other partners in environment consists of the media networks i.e. television and radio, and corporate marketers.

Monsanto And Intellectual Property Case Study Help viewers was highly loyal to the sport and the brands connected with the NASCAR, making it appealing for sponsors and business online marketers.

Problem Declaration.

The company is currently dealing with the issue of decreasing rates of attendance at racing tracks and rates of tv audiences. This can put a substantial effect on its incomes from sponsors, media rights, and from other sources of revenue.

Situational Analysis.

Although the business was quite effective till 2005 with its traditional marketing strategies, however soon after 2005 the company begins dealing with various problems including decline of its fan base. Numerous external in addition to internal aspects are responsible for the decline. Internal factors include; insufficient investment in social media and other digital medias of.

Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their children and create generational loyalty. However the family system in America was altering leading to reduction of influence of married male fan base over their youngsters. In addition to it perceptions about automobile was also changing with viewing cars and truck a lorry to reach at point B from point A, rather than as an enjoyable job. Other difficulties for Monsanto And Intellectual Property Case Study Analysis consists of the shift of its fans to other sports as they were enhancing their fan's experience allowing access to their broadcasts out of the homes through jumbo turns, Wi-Fi gain access to, etc. These all obstacles were tending the company to revise its marketing techniques.

SWOT Analysis.


NASCAR core competencies includes it has rights of determining rules as sanctioning body. Regulations and rules concerning expert stock automobile racing are dictated by NASCAR like if any team with required skills and resources can get in into races by following rules and policies dictated by NASCAR. All the occasions of NASCAR are sponsored by corporates since of greatest brand loyalty of fans towards brands marketed by Monsanto And Intellectual Property Case Study Solution.


Weak Points in SWOT Analysis are considered as external elements. Weak points includes the factors that stops company to carry out at required level of performance. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist approach. They usually utilized to form rules and other required processes without intervention of others which results in poor partnership. NASCAR develops Automobile of Tomorrow without collaboration so result is that motorists did not like that concept. As this is racing sport so covering of sports by media is also difficult. It was also discovered that NASCAR had no efficient technique for service communication. They do not know how to deal with issue if it occurred off track. Ineffective organisation interaction results in that they don't have clear instructions for their long term objectives. They do not understand that where they wish to see this sport in future.
Porter's 5 Forces Analysis

NASCAR normally utilized to rely on traditional media sources like regional newspaper for publicity of its sports. NASCAR likewise came to understand from these conventional media outlets that sport was challenging to cover. When sports fans were asked concerning popular celebrities and stars then NASCAR chauffeur was not discovered even in leading twenty actions.


Hazards in SWOT analysis are specified as external factors that can hazard to business's success. Due to the fact that if there is economic down turn then individuals would be having less return on financial investment, Economic down turn was experienced in late 2000 which can be hazard for NASCAR. Earning of individuals would be effected and they would be more mindful in spending their money. Economic down turn likewise leads to increase fuel rates which also affected NASCAR. Due to the fact that fans of NASCAR utilized to attend its occasion from cross countries. NESCAR had a guideline of 65/25/10 for earnings circulation. 65 percent incomes from media rights would be distributed to race course, 25 percent earnings would be distributed to contending group and remaining 10 percent would be retained by NESCAR which is approving body. Completing team wished to increase their portion of income from 25 percent due to the fact that of increase in running cost of a race team and likewise there is decrease in the variety of full-season sponsorship. NESCAR also deals with threats from other sponsors because they are making enormous financial investments to enhance experience of fans. For example that includes upgrading existing opportunities, constructing new avenues, supplying Wi-Fi center and likewise supplying other interactive mediums to interact sports on mobile phones. Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their youngsters and develop generational commitment. The challenge is that the family system in America was altering resulting in reduction of impact of married male fan base over their children. In addition to it understandings about vehicle was likewise altering with viewing vehicle a vehicle to reach at point B from point A, instead of as an enjoyable task. Now if Monsanto And Intellectual Property Case Study Analysis make considerable financial investments in new sections which are based upon brand-new clients then it may deal with negative remarks from its core fan base.

Porter's 5 Forces Analysis

Porter's 5 forces is a model that is utilized to analyse industry in which business is working. It assists in determining what are strengths and weakness of any specific industry. It recommend that every market is various from one another. Due to the fact that NASCAR's bottom line i.e. net profit is heavily depends on this, it is important to understand industry in which company is working. There are 5 forces that are utilized to determine profitability, strength and appearance of Monsanto And Intellectual Property Case Study Analysis business.

Competitive Competition

These chauffeurs can go against NASCAR if they got much better chance in terms of prizes and tv direct exposure. If audiences delight in other race automobiles and chauffeurs more than NASCAR then viewers can move to those other fascinating automobiles and motorists. NASCAR might be having hazard from its two direct competitors that is Solution 1 and Moto GP.
Swot Analysis
Supplier Power

The supplier power indicates the number of providers are readily available in industry and what is the cost associated with provider if company shifts from one supplier to another. In this industry there is supply monopoly due to the fact that chauffeurs with needed resources and abilities are limited.

Purchaser Power

This force is regarding to clients that is it easy for consumers to move to other items. If there is more switching cost is associated then clients are less likely to switch. When it comes to NASCAR customers are its viewers. Audiences can switch to other rivals quickly due to the fact that audiences will having low switching cost.

Danger of Replacement

Replacements are referred as alternatives. The alternatives in this case can be other entertainment implies like audiences can move to other sports. So there are vast array of alternatives are offered in this circumstance which suggests that danger of substitute is high.

Risk of New Entry

It is specified as how it is easy for any business to enter in that particular market. When it comes to Monsanto And Intellectual Property Case Study Analysis danger of new entry is low. If any company requires to enter in this business than they have to make heavy investments, due to the fact that. They need to build automobiles and racing tracks and likewise requires to pay large total up to chauffeurs for changing.

PESTEL Analysis


As NASCAR is working in various markets so it needs to face various regulations. It is likewise kept in mind that NASCAR has dealt with increased scrutiny relating to regulatory. Every government has various concern so NASCAR has actually to be prepared for it as concern can be shifted to other sector.


Economic elements includes taxation rate, exchange rate, economic efficiency of that specific company, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its rivals can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can take advantage of capabilities of employees to produce brand-new opportunities and improve existing chances.


Each has various social values and norms. It helps in understanding concerning society and preference of customers.


Innovation has influence on practically every company. It consists of innovation in company technique. In this case of Monsanto And Intellectual Property Case Study Help it can be noted that companies are heavily investing for research and development. NASCAR needs to likewise deal with its media rights policy with Turner Broadcasting System.

Vrio Analysis
Since every nation has various legal terms and conditions, Legal plays an important role in every nation. Monsanto And Intellectual Property Case Study Help requires to be ensure that they secure their legal rights in every county so any business does not damage to its legal rights.


Environmental aspects are likewise essential for every company. NASCAR needs to make sure that its vehicles are not producing contamination more than appropriate level.

7 P's of Marketing


The items of Monsanto And Intellectual Property Case Study Analysis in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, approving rules for races and ad-space to business marketers during broadcast of NASCAR races. (Hanlon, 2018).


Prices technique of NASCAR for its race occasions tickets is based upon the venue and significance of the racing events. In addition to race occasions tickets, NASCAR likewise charge numerous service fees to its stakeholders and makes income. For example it charged sanctioning charges of $1-2 million per race usually in 2005.


Marketing method of Monsanto And Intellectual Property Case Study Analysis 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. The company is not entirely relied upon its fan base for its promo and promote through regional radio stations too. The company has actually likewise embraced the retailing media of promo, in which the company sells merchandises with its logo design.


NASCAR have its racing tracks in numerous cities in United States. The most essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Vehicle Club Speedway in California and Darlington Raceway in South Carolina. It tries to conduct its races in most of the cities in United States to understand across the country popularity.


Nestle individuals technique is consisted of supplying much better experience to its viewers, its fan base and to all of its stakeholders. People are an essential aspect of Monsanto And Intellectual Property Case Study Help A marketing technique as its events are the source of entertainment for crowd. Its people strategy consists of efforts to offer much better experience to its Fans, Race Drivers, Crew, Event Organizers and so on, all of which come under people technique of NASCAR.


Several business processes are needed to perform racing occasions in an effective way. These processes include; proper schedule of time, plan for viewers, offering tickets, plan of space for sponsors, managing logistics and so on. These all procedures contribute I building NASCAR image, improving viewers experience and increasing fan base.

Physical Evidence.

Most important physical proofs for the NASCAR consists of the existence of its racing tracks, stock cars and racing events. In addition to it, its merchandising brands consisting of tee shirts, caps, goodies etc., likewise serve as a physical evidence for NASCAR.

Product Life Process Assessment.

The racing events by Monsanto And Intellectual Property Case Study Help 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 very first phase competition for NASCAR was low, as the rivals drove the cars similar to the cars and trucks driven by regular people.


The very first NASCAR based track, particularly 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 years, he transformed NASCAR from a regional Sport popular company into one with international fan base. He started a new period of profitable sponsorships and television agreements for NASCAR.


The maturity duration 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 events in about 150 nations. The company has large number of tracks in the majority of the cities of United States.


The decrease in the business's offerings started after 2005 with typical presence rate per race decreased by 22% from 2005 to 2010 and tv viewership rate decreased by 30% from 2005 to 2010. The major causes of decrease include the financial crisis of 2008, which increased the cost of getting to tracks for audiences due to increasing fuel costs, and the shifting of its fan base towards other sports.

Market Segmentation.

The market division of Monsanto And Intellectual Property Case Study Solution can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Monsanto And Intellectual Property Case Help 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 various 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 vast geographical division offers the business regional along with global fan base.


The demographic segmentation of Monsanto And Intellectual Property Case Study Analysis is also highlydiverse based upon the gender, income and age of the customer. To increase the market segment of its market NASCAR need to revise its marketing methods to draw in more age groups and lower its rates to enter in the market sector with a low average earnings.


The mental qualities of the majority of the fans are quite similar. NASCAR has a fan base with a loyalty. When in a week, NASCAR fans view it compulsive to acquire tickets and see the races. 71% of them prefer to purchase products with a NASCAR brand. They are quite extrovert and want to join other fans while racing. They desire quality racing with low price at convenient area. Although Monsanto And Intellectual Property Case Study Help has tried to increase the quality of its racing by introducing phase racing, they likewise have actually tried to lower costs and make the occasion more convenient by presenting live racing.


Behavioural division of NASCAR is based upon the behaviour of fans in terms of seeing the race live on the television or by going in the occasions. Presently, the fans preference is towards watching the race at home on television rather than going, as the customer experience at NASCAR tracks is not beneficial as well as pricey.

Target audience.


One of the potential target audience of Monsanto And Intellectual Property Case Study Solution was Hispanics; the young and growing population of United States. The marketplace section has terrific possible for NASCAR as the population was growing at a higher rate and it was expected to end up being thrice after forty years and the sector has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the segment reveals affinity with vehicle culture, however require a more focused marketing towards inviting the segment towards racing.


Kids are likewise one of the prospective target market section for NASCAR, as they are more connected socially than other groups. Cars and truck racing games developed by Monsanto And Intellectual Property Case Study Help can be a potential source of acquiring 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.

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 huge expenditure makes the sector capacity for NASCAR marketing technique of increasing its fan base. The market sector is likewise easy to approach as 81% of the Y Generation consumer uses Facebook every day and the use is twice of utilizing television and radio. The market segment views sports as an affair, rather than adherence to sport. The market segment thinks about NASCAR as a company lacking in producing a multiculturalism environment. Monsanto And Intellectual Property Case Study Solution needs to take various steps to enhance the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing helps in taking choices concerning marketing. These 5 C's needs to be analysed properly for taking any marketing choice. These 5 C's represent Environment, Company, Collaborators, Competitors and customers.


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


Monsanto And Intellectual Property Case Study Analysis is an auto racing business with having USP of high quality automobile racing with an international structure. Its sector is sports team and occasions.


Collaborations consists of distributors, suppliers and alliances of Monsanto And Intellectual Property Case Study Solution. It is collaborated with various racing teams which are taking part in racing. It likewise teamed up with Turners Sport for digital rights. NASCAR used to earn money check of around $15 million every year from Turner Sports. There are number of cons behind this deal. NASCAR had to get approval from Turner Sport if it desire to create its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every video which is shoot during race at track.


The client of Monsanto And Intellectual Property Case Study Solution are its audiences. They target clients 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 loyalty.


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

Marketing Techniques.

1. Establishing and Preserving Facebook Page.
One of the possible target markets sectors for NASCAR is Hispanics which is the growing population sector of U.S.A. but regrettably NASCAR had actually been unable to bring in the this targeted section. It should develop a Facebook page consisting of the details regarding the races and the areas of tracks to make the customer helpful about the core operations of NASCAR.
2. Establishing and Upgrading Accounts of Secret Drivers.
NASCAR chauffeurs 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 factor behind it is that, the racers mostly play in groups and are not able to develop a key account and maintain a close contact with fans. The poor contacts with fans result in less destination of viewers towards the racers and a low star power. Star power is an important aspect for bring in audiences towards tracks and towards tv. The star power for the drivers at NASCARA could be enhanced by producing and updating accounts of crucial motorists by NASCARA itself. This would eliminate the requirement of requiring chauffeurs to maintain their accounts and would lead to increasing fans attention towards NASCARA motorists.
3. Establishing New Games and enhancing existing games for kids.
Kids spent the majority of their time on playing video games and utilizing smart devices. Unfortunately, kids playing NASCARA have a worst experience of playing its video games. As an outcome, they are less brought in towards the sport. In order to bring in these kids, NASCARA should improve its present racing games by presenting customization in the cars and trucks i.e. altering colours, selection of speed, presenting group racing in the video game, using better graphics associated with the racing tracks and introducing different levels in the video game. All these adjustments in the existing video game would supply better experience to kids.
Along with it, NASCAR should likewise construct brand-new games associated with racing like kids racing with kids characters as drivers, cartoon racing with racing in between numerous animation characters with a choice of picking the preferred cartoon character for the kids. These methods would allow the business to draw in one of its prospective target sectors.
4. Presenting multiculturalism at events.
Monsanto And Intellectual Property Case Study Help events are consisted of fans with extremely couple of cultural diversity, due to expense of arrival in occasions, making it unsightly for the consumers viewing sport occasions as get-togethers i.e. Generation Y clients. As the Generation Y customers are a potential target market for NASCAR, for that reason the company must take particular steps to attract this potential target audience. It should adopt techniques to draw in the clients far from the tracks area with various culture. The method to do so could be offering unique discount rates on tickets or complimentary tickets to audiences coming from a particular range or from another state. It would increase multiculturalism of the fans and would make Generation Y clients more satisfied.
5. Improving Customer Experience at Tracks.
NASCAR must work on facilities and facilities at tracks due to the fact that on the race day audiences got dissatisfied. Viewers have numerous expectations from Monsanto And Intellectual Property Case Study Help because in very same market other business are offering better services than NASCAR. IF NASCAR don't work on this problem then its fans might moved to its competitors.

Marketing Budget plan

Marketing budget made on the basis of the above techniques for the period of 5 years from 2011 to 2015, reveals the cost related data for the marketing techniques. It can be seen that method 5 of enhancing client experience at tracks would require greatest preliminary financial investment and expense and technique 4 of introducing multiculturalism will require least expensive preliminary investment with most affordable further per year cost.
KEEP IN MIND: The values about cost are assumed on rational basis due the absence of truths and figures associated with 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 aspects of Monsanto And Intellectual Property Case Study Solution causing the decrease of tv viewership rate and presence rate at tracks, the above marketing techniques are suggested to NASCAR to increase its fan base in long term. These strategies would deal with internal elements like bad customer experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., in addition to with external factors like shifting of fans towards other sports, demographical changes in America and changing family life designs.