Napster Case Study Solution and Analysis
Intro
NASCAR (National Association for Stock Car Car Racing) is a company carrying out series of Stock Automobile racing in United States and acting as a sanctioning body for driving the guidelines for Stock Automobile Racing. 2) Stock Cars And Truck Racing by NASCAR is the second biggest viewer sport, with highest number of sponsors. 1) The other sources of profits for Napster Case Study Help includes; 10% of the total earnings from television rights, approving 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 approach. The structure of Automobile of Tomorrow by NASCAR, with an intention of security for the motorists, brought various stress among the stakeholders of the sport.
The communication audit, conducted in 2010, revealed that regardless of the reality that business extremely rely on the communications in between its stakeholders, there was no recognizable organisation communication technique. The market's target clients, direction and goals were all unidentified.
The audit pointed out numerous doing not have of NASCAR in terms of absence of internal integration, lack of fan management technique and lack of social and digital media of marketing.
Napster Case Study Solution audiences was extremely loyal to the sport and the brand names connected with the NASCAR, making it appealing for sponsors and corporate online marketers.
Issue Statement.
The business is currently dealing with the problem of declining rates of participation 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 revenue.
Situational Analysis.
The business was rather successful till 2005 with its standard marketing methods, but quickly after 2005 the business begins facing numerous issues including decrease of its fan base. Numerous external in addition to internal factors are accountable for the decline. Internal factors consist of; inadequate 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 changing leading to decrease of influence of married male fan base over their youngsters. Together with it perceptions about automobile was likewise altering with perceiving car a lorry to reach at point B from point A, rather than as a fun job. Other difficulties for Napster Case Study Help consists of the shift of its fans to other sports as they were improving their fan's experience permitting access to their broadcasts out of the houses through jumbo turns, Wi-Fi gain access to, and so on. These all challenges were tending the business to revise its marketing methods.
SWOT Analysis.
Strengths.
In SWOT analysis, strengths specified as business's qualities which are different from its competitors. These are company's core proficiencies on which company efficiency or company success based upon. Napster Case Study Analysis core competencies includes it has rights of determining guidelines as sanctioning body. Rules and guidelines relating to professional stock cars and truck racing are determined by NASCAR like if any team with needed abilities and resources can participate in races by following guidelines and guidelines dictated by NASCAR. NASCAR has monopoly it this element. Its strengths also includes that it has title of second largest viewer 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 around the globe with more than $56 million incomes. The main sources of their revenues originate from tv rights, sanctioning charges, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 national series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has also large resource of fans and business sponsors. All the occasions of NASCAR are sponsored by corporates since of greatest brand commitment of fans towards brand names advertised by Napster Case Study Solution. (See Appendix A).
Weak points.
Weaknesses of NASCAR includes its close culture which is non collective. Napster Case Study Help establishes Car of Tomorrow without cooperation so result is that motorists did not like that concept. It was likewise found that NASCAR had no effective method for service interaction.
Opportunities.
Opportunities in SWOT analysis are external factors which can be beneficial to business or the external aspects on which business is having competitive advantage. NASCAR typically used to rely on traditional media sources like local paper for publicity of its sports. Typically these traditional media sources attempt to cover their house group and particular type of events. NASCAR also came to know from these conventional media outlets that sport was challenging to cover. Media landscape also altered from conventional to digital landscape. Newspapers failed. NASCAR can work on its abilities to get maximum possible take advantage of this brand-new digital landscape. NASCAR have underinvestment in digital resources. So it can capitalize in social and digital media to get its advantages. Digital rights of NASCAR were likewise offered to Turner Sports. NASCAR utilized to make money check of around $15 million yearly from Turner Sports. There are variety 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 likewise had rights of each and every single video which is shoot throughout race at track. If media sources like papers, publications and cable channels want to post videos of races on their particular pages then they are required to pay licensing costs to Turner Sport. So NASCAR can deal with conditions and terms and try to work out with Turner Sports to get maximum benefits of it. Star power plays extremely essential function in producing incomes from every sport. However it was kept in mind that Napster Case Study Analysis is lagging in this location i.e. star power. When sports fans were asked relating to popular celebrities and stars then NASCAR motorist was not discovered even in top twenty actions. So NASCAR can put efforts in this location too for profits generation. They must guide their motorists that how they can end up being sport stars. Four strategic focuses which are generated by research team can likewise be worked as chance for NESCAR. These 4 strategic focuses compares and analysis Napster Case Study Analysis strategies.
Risks
Economic down turn was experienced in late 2000 which can be threat for NASCAR since if there is financial down turn then people would be having less return on investment. Economic down turn also results in increase fuel prices which likewise impacted NASCAR. Now if NASCAR make considerable investments in new segments which are based on brand-new customers then it may face unfavorable remarks from its core fan base.
Porter's Five Forces Analysis
It is essential to comprehend industry 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 utilized to identify success, intensity and appearance of NASCAR business.
Competitive Competition
This force shows ability of competitors. Groups generally represents sponsors in NASCAR and the medium of marketing is chauffeurs. It can be stated that chauffeurs and race cars are competitors. If they got much better opportunity in terms of rewards and tv direct exposure, these chauffeurs can go against Napster Case Study Analysis. If audiences delight in other race vehicles and drivers more than NASCAR then audiences can move to those other fascinating vehicles and drivers. NASCAR could be having risk from its two direct competitors that is Formula 1 and Moto GP. They need to produce competitive advantages for drivers so they don't move to other rivals.
Supplier Power
The supplier power shows the variety of providers are available in industry and what is the cost connected with provider if company shifts from one provider to another. Since chauffeurs with needed resources and abilities are restricted, in this market there is supply monopoly.
Purchaser Power
In the case of NASCAR clients are its audiences. Viewers can change to other competitors easily because audiences will having low changing expense.
Risk of Replacement
Substitutes are referred as options. The replacements in this case can be other entertainment means like viewers can shift to other sports. So there are large range of alternatives are available in this situation which recommends that danger of alternative is high.
Hazard of New Entry
It is specified as how it is simple for any business to enter in that particular market. When it comes to Napster Case Study Solution threat of new entry is low. If any business needs to go into in this service than they have to make heavy investments, because. They require to construct cars and racing tracks and also needs to pay large amount to motorists for changing.
PESTEL Analysis
Political
As NASCAR is working in numerous markets so it requires to deal with different policies. It is likewise noted that NASCAR has faced increased scrutiny concerning regulative. Every federal government has various concern so NASCAR has actually to be prepared for it as priority can be shifted to other sector.
Economical
Economic factors includes taxation rate, currency exchange rate, economic efficiency of that particular business, conditions of labour market, inflation rate etc. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its competitors can be impacted. NASCAR can leverage abilities of staff members to produce new opportunities and enhance existing chances.
Social
Each has various social values and norms. It assists in understanding regarding society and preference of clients.
Technical
Innovation has influence on practically every organisation. It includes development in service technique. In this case of Napster Case Study Solution it can be kept in mind that companies are greatly spending for research study and advancement. NASCAR ought to also work on its media rights policy with Turner Broadcasting System.
Legal
Legal plays an important function in every nation because every country has various legal terms. Napster Case Study Analysis requires to be make certain that they protect their legal rights in every county so any business does not hurt to its legal rights.
Environmental
Ecological aspects are also crucial for every business. NASCAR requires to make sure that its automobiles are not generating contamination more than appropriate level.
7 P's of Marketing
Product
The products of Napster Case Study Solution in its product portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, approving guidelines for races and ad-space to corporate online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).
Rate.
Prices technique of NASCAR for its race occasions tickets is based upon the location and value of the racing events. Together with race events tickets, NASCAR likewise charge numerous service fees to its stakeholders and earns profits. For instance it charged sanctioning charges of $1-2 million per race typically in 2005.
Promo.
Promotional technique of NASCAR is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of audiences for NASCAR races.
Place.
NASCAR have its racing tracks in numerous cities in United States. The most essential tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Vehicle Club Speedway in California and Darlington Raceway in South Carolina. It tries to perform its races in the majority of the cities in United States to understand nationwide appeal.
Individuals.
Nestle people method is comprised of supplying much better experience to its viewers, its fan base and to all of its stakeholders. Individuals are an important element of Napster Case Study Help A marketing strategy as its events are the source of home entertainment for crowd. Its individuals method includes efforts to provide better experience to its Fans, Race Drivers, Team, Event Organizers etc., all of which come under people method of NASCAR.
Processes.
Numerous company procedures are required to perform racing events in an efficient way. These processes include; proper schedule of time, plan for viewers, selling tickets, arrangement of area for sponsors, managing logistics etc. These all procedures contribute I developing NASCAR image, enhancing spectators experience and increasing fan base.
Physical Proof.
Essential physical proofs for the NASCAR consists of the presence of its racing tracks, stock vehicles and racing events. Together with it, its retailing brand names including t-shirts, caps, goodies and so on, likewise act as a physical evidence for NASCAR.
Product Life Process Assessment.
The racing occasions by NASCAR was introduced on June 19, 1949. At the very first stage competitors for NASCAR was low, as the competitors drove the cars and trucks comparable to the cars and trucks driven by common individuals.
Growth.
After performing its very first race effectively the business moved towards constructing its own tracks. The first Napster Case Study Analysis based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by facility of more raceways consisting of Daytona International Speedway, which was opened in 1959. After the development of racing tracks the business moved towards transmitting its races on television in 1979. The very first event transmitted on tv 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 local Sport popular organization into one with international fan base. He started a new age of rewarding sponsorships and tv agreements for NASCAR.
Maturity.
The maturity period for NASCAR began with the efforts of William France Jr., with the company having vast array of income sources. The company has about 500 sponsors with relaying its occasions in about 150 countries. The company has large number of tracks in most of the cities of United States.
Decline.
The significant causes of decrease consist of the monetary crisis of 2008, which increased the expense of showing up 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 Napster Case Study Analysis can be divided into four sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).
Geographical.
The geographical segmentation of Napster Case Solution is based upon the geographical presence of its tracks in different states and cities in United States, and the television 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 large geographical segmentation provides the business local along with global fan base.
Demographic.
The demographic division of Napster Case Study Help is also highlydiverse based upon the gender, income and age of the customer. To increase the demographic section of its market NASCAR need to revise its marketing methods to draw in more age groups and lower its costs to enter in the market section with a low typical income.
Psychographic.
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 attempted to increase the quality of its racing by presenting phase racing, they also have tried to lower prices and make the event more practical by presenting live racing.
Behavioural.
Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of enjoying the race live on the television or by going in the occasions. Currently, the fans choice is towards viewing the race at house on television rather than going, as the consumer experience at NASCAR tracks is not favourable as well as costly.
Target Market.
Hispanics.
One of the prospective target market of NASCAR was Hispanics; the young and growing population of United States. The market segment has excellent prospective for NASCAR as the population was growing at a greater rate and it was expected to end up being thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014.
Kids.
Kids are also one of the prospective target market segment for NASCAR, as they are more connected socially than other groups. Car racing games developed by Napster Case Study Help can be a prospective source of acquiring attention of kids towards NASCAR track racing. NASCAR needs more attention towards customizing and improving its digital features to bring in the kids target market.
This huge expenditure makes the segment potential for NASCAR marketing strategy of increasing its fan base. The market segment thinks about NASCAR as an organization lacking in developing a multiculturalism environment. NASCAR should take various steps to enhance the experience of Generation Y customers in its events.
5 C's of Marketing
5 C's of marketing assists in taking choices relating to marketing. These 5 C's requirements to be evaluated effectively for taking any marketing decision. These 5 C's represent Environment, Company, Collaborators, Clients and Rivals.
Climate/Context.
It requires to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE means political, economic, social, technical, environmental and legal and is stated above.
Company.
Napster Case Study Analysis is a car racing company with having USP of high quality automobile racing with a worldwide structure. Its sector is sports team and occasions.
Partnerships.
Collaborations consists of suppliers, providers and alliances of NASCAR. NASCAR utilized to get pay check of around $15 million every year from Turner Sports. NASCAR had to get approval from Turner Sport if it desire to develop its Facebook page, twitter account or even mobile application.
Clients.
The consumer of Napster Case Study Help are its viewers. They target consumers 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.
Competitors.
The direct competitors of NASCAR are Solution 1 and Moto GP. Teams normally represents sponsors in NASCAR and the medium of marketing is motorists. Therefore it can be stated that chauffeurs and race cars and trucks are competitors. These chauffeurs can go against Napster Case Study Solution if they improved opportunity in terms of rewards and television exposure.
Marketing Methods.
1. Preserving and developing Facebook Page.
One of the prospective target markets sections for NASCAR is Hispanics which is the growing population segment of USA however sadly NASCAR had been unable to bring in the this targeted segment. It must establish a Facebook page including the information relating to the races and the areas of tracks to make the customer informative about the core operations of NASCAR.
2. Establishing and Updating Accounts of Secret Drivers.
Napster Case Study Solution chauffeurs has a low star power as compare to players of other sports. The bad contacts with fans result in less attraction of audiences towards the racers and a low star power. Star power is an essential factor for attracting viewers towards tracks and towards tv.
3. Establishing New Games and enhancing current video games for kids.
In order to bring in these kids, NASCARA must enhance its current racing video games by introducing personalization in the automobiles i.e. altering colours, selection of speed, introducing group racing in the game, utilizing better graphics related to the racing tracks and introducing different levels in the game. All these modifications in the current game would offer better experience to kids.
Along with it, NASCAR ought to likewise develop brand-new video games associated with racing like kids racing with kids characters as motorists, cartoon racing with racing between numerous cartoon characters with a choice of selecting the preferred cartoon character for the kids. These strategies would enable the company to attract one of its prospective target sectors.
4. Introducing multiculturalism at events.
NASCAR occasions are comprised of fans with extremely few cultural diversity, due to cost of arrival in events, making it unattractive for the clients viewing sport occasions as social events i.e. Generation Y customers. As the Generation Y consumers are a possible target market for NASCAR, for that reason the company ought to take certain measures to attract this possible target market.
5. Improving Client Experience at Tracks.
NASCAR ought to work on infrastructure and amenities at tracks since on the race day viewers got dissatisfied. Audiences have numerous expectations from Napster Case Study Analysis since in exact same industry other business are supplying much better services than NASCAR. IF NASCAR do not work on this issue then its fans might shifted to its rivals.
Marketing Budget plan
Marketing budget plan made on the basis of the above strategies for the period of 5 years from 2011 to 2015, reveals the expense associated data for the marketing methods. It can be seen that method 5 of improving consumer experience at tracks would need highest preliminary financial investment and cost and technique 4 of presenting multiculturalism will require least expensive preliminary investment with least expensive further per year expense.
NOTE: The values about expense are assumed on rational basis due the lack of figures and truths connected to cost in the event study. Inflation rate of United States is presumed to be 10%.
Recommendations.
On the basis of deep analysis of the internal and external elements of Napster Case Study Solution triggering the decline of television viewership rate and attendance rate at tracks, the above marketing techniques are recommended to NASCAR to increase its fan base in long term. These techniques would deal with internal aspects like bad consumer experience at tracks, insufficient social media marketing, incapable digital medias like video games, absence of culturalisms at tracks etc., along with with external factors like shifting of fans towards other sports, demographical modifications in America and changing domesticity styles.
