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Intro

Note On The Development Of Management Communication In Graduate Business Schools Case Study Solution (National Association for Stock Automobile Auto Racing) is a company performing series of Stock Cars and truck racing in United States and serving as a sanctioning body for driving the rules for Stock Car Racing. The organization was established in 1947, by "Huge Costs" France. NASCAR organize Stock Car Racing events in United States with the existence of about 130000 viewers typically in 2005. It likewise relayed its occasions in about 150 nations. Stock Cars And Truck Racing by NASCAR is the 2nd biggest spectator sport, with greatest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its income. The other sources of revenue for Note On The Development Of Management Communication In Graduate Business Schools Case Study Help 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 business culture with the non-interventionist technique. However this non collaborative technique brings tensions in the sport. The building of Cars and truck of Tomorrow by Note On The Development Of Management Communication In Graduate Business Schools Case Study Solution, with an intent of security for the motorists, brought various stress amongst the stakeholders of the sport.

The interaction audit, carried out in 2010, revealed that in spite of the reality that the business highly rely on the communications between its stakeholders, there was no identifiable company communication technique. The market's target clients, instructions and objectives were all unknown.

The audit pointed out numerous doing not have of NASCAR in terms of lack of internal integration, absence of fan management strategy and absence of digital and social media of marketing.

Note On The Development Of Management Communication In Graduate Business Schools Case Study Analysis viewers was extremely loyal to the sport and the brands associated with the NASCAR, making it appealing for sponsors and business online marketers.

Problem Declaration.

The company is presently facing the problem of declining rates of presence at racing tracks and rates of tv audiences. This can put a significant effect on its revenues from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the business was rather effective till 2005 with its traditional marketing techniques, however soon after 2005 the business starts facing various issues consisting of decrease of its fan base. Several external in addition to internal aspects are accountable for the decrease. Internal elements include; insufficient investment in social networks and other digital medias of.

Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their youngsters and develop generational commitment. Other challenges for NASCAR includes the shift of its fans to other sports as they were enhancing their fan's experience enabling access to their broadcasts out of the homes through jumbo turns, Wi-Fi access, and so on.

SWOT Analysis.

Strengths.


In SWOT analysis, strengths specified as company's qualities which are various from its rivals. These are business's core competencies on which company performance or company success based upon. Note On The Development Of Management Communication In Graduate Business Schools Case Study Analysis core competencies includes it has rights of dictating guidelines as sanctioning body. Rules and policies regarding professional stock car racing are determined by NASCAR like if any team with needed abilities and resources can participate in races by following guidelines and policies dictated by NASCAR. NASCAR has monopoly it this element. Its strengths also consists of that it has title of second biggest spectator sport in the United States with having more fortune 500 sponsors based in United States. Its races were used to transmit in more than 150 nations around the globe with more than $56 million earnings. The primary sources of their incomes originate from tv rights, approving costs, sponsorship and licensing. It has longest season of 10 months and having ownership of three national series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise large resource of fans and business sponsors. All the events of NASCAR are sponsored by corporates because of greatest brand name loyalty of fans towards brands advertised by Note On The Development Of Management Communication In Graduate Business Schools Case Study Help. (See Appendix A).

Weaknesses.

Weaknesses of NASCAR includes its close culture which is non collective. Note On The Development Of Management Communication In Graduate Business Schools Case Study Solution develops Car of Tomorrow without partnership so result is that motorists did not like that concept. It was also found that NASCAR had no reliable technique for service communication.

Opportunities.

NASCAR generally used to rely on standard media sources like regional paper for publicity of its sports. NASCAR also came to understand from these standard media outlets that sport was challenging to cover. When sports fans were asked relating to popular celebs and stars then NASCAR driver was not found even in top twenty responses.

Dangers

Economic down turn was experienced in late 2000 which can be threat for NASCAR due to the fact that if there is economic down turn then people would be having less return on financial investment. Economic down turn likewise results in increase fuel costs which also affected NASCAR. Now if NASCAR make considerable financial investments in new sections which are based on new consumers then it might face negative remarks from its core fan base.

Porter's Five Forces Analysis

It is crucial to understand market in which business is working since NASCAR's bottom line i.e. net revenue is greatly depends on this. There are 5 forces that are utilized to determine success, strength and beauty of NASCAR company.

Competitive Rivalry

These motorists can go versus NASCAR if they got better opportunity in terms of prizes and tv exposure. If audiences enjoy other race cars and drivers more than NASCAR then audiences can move to those other intriguing cars and chauffeurs. NASCAR could be having hazard from its two direct competitors that is Solution 1 and Moto GP.

Provider Power

If business shifts from one provider to another, the supplier power shows the number of providers are available in industry and what is the expense associated with provider. Since chauffeurs with required abilities and resources are limited, in this industry there is supply monopoly.

Buyer Power

In the case of NASCAR clients are its audiences. Audiences can switch to other rivals easily because viewers will having low switching cost.

Hazard of Substitution

Replacements are referred as alternatives. The replacements in this case can be other entertainment suggests like viewers can shift to other sports. There are broad variety of substitutes are available in this scenario which recommends that hazard of alternative is high.

Threat of New Entry

In the case of NASCAR danger of brand-new entry is low. They require to build cars and trucks and racing tracks and likewise requires to pay significant amount to drivers for switching.

PESTEL Analysis

Political


As NASCAR is working in various markets so it needs to deal with different policies. It is also noted that NASCAR has dealt with increased examination concerning regulatory. Every federal government has different top priority so NASCAR has to be prepared for it as concern can be shifted to other sector.

Economical

Economic aspects consists of tax rate, currency exchange rate, economic performance of that particular business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its competitors can be affected if there is government intervention in the marketing and sales sector. NASCAR can leverage abilities of workers to create brand-new chances and improve existing opportunities.

Social

Every society is different from each other. Each has different social worths and norms. It helps in understanding regarding society and preference of customers. Social aspects consists of customs, culture, mindsets towards specific product and services, demographics, standards, interests and so on. It can be concluded that marketing through other methods instead of traditional (i.e. paper) can be preferred in this society.

Technical

Innovation has impact on almost every organisation. It consists of development in organisation method. In this case of Note On The Development Of Management Communication In Graduate Business Schools Case Study Help it can be noted that business are greatly investing for research and advancement. NASCAR should also work on its media rights policy with Turner Broadcasting System.

Legal

Legal plays an important role in every country because every country has various legal conditions. Note On The Development Of Management Communication In Graduate Business Schools Case Study Help requires to be make sure that they safeguard their legal rights in every county so any company does not damage to its legal rights.

Environmental

Environmental factors are also crucial for every business. NASCAR requires to make sure that its cars and trucks are not creating pollution more than acceptable level.

7 P's of Marketing

Item

The items of Note On The Development Of Management Communication In Graduate Business Schools Case Study Analysis in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning guidelines for races and ad-space to business online marketers during broadcast of NASCAR races. (Hanlon, 2018).

Cost.

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

Promo.

Marketing 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.

Location.

NASCAR have its racing tracks in various cities in United States. The most important tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Auto Club Speedway in California and Darlington Raceway in South Carolina. It tries to conduct its races in the majority of the cities in United States to comprehend nationwide appeal.

People.

Nestle individuals method is consisted of offering much better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an important element of Note On The Development Of Management Communication In Graduate Business Schools Case Study Solution A marketing method as its occasions are the source of entertainment for crowd. Its individuals strategy consists of efforts to supply better experience to its Fans, Race Drivers, Crew, Occasion Organizers and so on, all of which come under individuals strategy of NASCAR.

Processes.

Numerous service procedures are required to conduct racing occasions in an efficient way. These processes consist of; appropriate schedule of time, plan for viewers, offering tickets, plan of area for sponsors, handling logistics etc. These all procedures contribute I developing NASCAR image, improving viewers experience and increasing fan base.

Physical Proof.

Most important physical proofs for the NASCAR includes the presence of its racing tracks, stock vehicles and racing events. Along with it, its merchandising brand names including tee shirts, caps, goodies and so on, likewise act as a physical proof for NASCAR.

Product Life Cycle Evaluation.

The racing events by NASCAR was presented on June 19, 1949. At the first stage competition for NASCAR was low, as the rivals drove the cars similar to the automobiles driven by common people.

Development.

After performing its very first race effectively the company moved towards building its own tracks. The first Note On The Development Of Management Communication In Graduate Business Schools Case Study Analysis based track, namely the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by establishment of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the company moved towards broadcasting its races on tv in 1979. The first occasion broadcasted on television was flag-to-flag coverage of Daytona.

In 1972, William France Jr., became the president of NASCAR and n about 3 years, he changed NASCAR from a regional Sport popular company into one with worldwide fan base. He started a brand-new period of lucrative sponsorships and tv contracts for NASCAR.

Maturity.

The maturity duration for NASCAR started with the efforts of William France Jr., with the company having wide variety of income sources. The company has about 500 sponsors with relaying its events in about 150 nations. The company has large number of tracks in most of the cities of United States.

Decrease.

The decline in the company's offerings began after 2005 with typical attendance rate per race declined by 22% from 2005 to 2010 and tv viewership rate decreased by 30% from 2005 to 2010. The significant causes of decline consist of the monetary crisis of 2008, which increased the expense of coming to tracks for viewers due to increasing fuel prices, and the shifting of its fan base towards other sports.

Market Segmentation.

The marketplace segmentation of Note On The Development Of Management Communication In Graduate Business Schools Case Study Analysis can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographic.

The geographical division of Note On The Development Of Management Communication In Graduate Business Schools Case Solution is based upon the geographical presence of its tracks in various states and cities in United States, and the television broadcasting of its events in various nations. The company has 23 tracks in about 20 states of America and has television broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical division provides the company local along with international fan base.

Demographic.

The group division of NASCAR is also highlydiverse based upon the gender, income and age of the customer. Its current fan base is majorly consisted of male married fans with an average age of 47 years and an income around $30-50 thousands. Nevertheless presently NASCAR is trying to increase its target audience to the young growing population and kinds too. To increase the demographic segment of its market NASCAR ought to revise its marketing strategies to attract more age groups and lower its prices to enter in the marketplace sector with a low typical income.( htt1).

Psychographic.

The mental characteristics of the majority of the fans are quite similar. NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to buy tickets and see the races when in a week. 71% of them choose to purchase products with a NASCAR brand name. They are rather extrovert and are willing to join other fans while racing. They desire quality racing with low rate at hassle-free location. NASCAR has tried to increase the quality of its racing by introducing stage racing, they also have attempted to lower rates and make the event more convenient by presenting live racing.

Behavioural.

Behavioural division of Note On The Development Of Management Communication In Graduate Business Schools Case Study Help is based upon the behaviour of fans in regards to watching the race live on the television or by going in the events. Currently, the fans preference is towards watching the race in your home on tv instead of going, as the consumer experience at NASCAR tracks is not favourable along with pricey. This preference makes the rates for attendance lower than the rates for television audiences. NASCAR has to change the behaviour of its fan base by presenting qualitative services at its tracks.

Target Market.

Hispanics.

Among the prospective target market of Note On The Development Of Management Communication In Graduate Business Schools Case Study Solution was Hispanics; the young and growing population of United States. The market segment has excellent possible for NASCAR as the population was growing at a higher rate and it was anticipated to become thrice after forty years and the section has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the segment shows affinity with automobile culture, however need a more focused marketing towards welcoming the section towards racing.

Kids.

Kids are likewise one of the potential target market segment for NASCAR, as they are more linked socially than other groups. Car racing video games established by Note On The Development Of Management Communication In Graduate Business Schools Case Study Solution can be a prospective source of getting attention of kids towards NASCAR track racing. NASCAR requires more attention towards personalizing and improving its digital functions to draw in the kids target market.

This substantial expenditure makes the sector potential for NASCAR marketing strategy of increasing its fan base. The market section thinks about NASCAR as an organization lacking in creating a multiculturalism atmosphere. NASCAR ought to take various actions to enhance the experience of Generation Y customers in its occasions.

5 C's of Marketing

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

Climate/Context.

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

Business.

Note On The Development Of Management Communication In Graduate Business Schools Case Study Help is a car racing business with having USP of high quality auto racing with a global structure. Its sector is sports group and events.

Collaborations.

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

Clients.

The consumer of Note On The Development Of Management Communication In Graduate Business Schools Case Study Solution are its viewers. They target consumers with having age of 15-60 years. Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their youngsters and develop generational loyalty.

Competitors.

The direct rivals of NASCAR are Formula 1 and Moto GP. Groups normally represents sponsors in NASCAR and the medium of advertising is chauffeurs. For that reason it can be stated that chauffeurs and race cars and trucks are competitors. These motorists can go against Note On The Development Of Management Communication In Graduate Business Schools Case Study Analysis if they improved opportunity in terms of rewards and television exposure.

Marketing Techniques.

1. Preserving and establishing Facebook Page.
One of the possible target markets sections for NASCAR is Hispanics which is the growing population section of USA but regrettably NASCAR had actually been not able to attract the this targeted sector. It must establish a Facebook page including the details relating to the races and the areas of tracks to make the consumer helpful about the core operations of NASCAR.
2. Establishing and Updating Accounts of Secret Drivers.
Note On The Development Of Management Communication In Graduate Business Schools Case Study Solution motorists has a low star power as compare to gamers of other sports. The bad contacts with fans result in less destination of audiences towards the racers and a low star power. Star power is a crucial factor for attracting audiences towards tracks and towards tv.
3. Developing New Games and enhancing present video games for kids.
Kids invested the majority of their time on playing video games and using smartphones. Unfortunately, kids playing NASCARA have a worst experience of playing its video games. As an outcome, they are less drawn in towards the sport. In order to attract these kids, NASCARA ought to improve its existing racing video games by presenting modification in the cars i.e. altering colours, selection of speed, presenting group racing in the video game, utilizing much better graphics related to the racing tracks and introducing different levels in the game. All these adjustments in the existing game would offer much better experience to kids.
Together with it, NASCAR ought to likewise develop new video games connected to racing like kids racing with kids characters as motorists, cartoon racing with racing in between numerous cartoon characters with a choice of choosing the favourite cartoon character for the kids. These strategies would allow the business to attract among its potential target sectors.
4. Introducing multiculturalism at events.
NASCAR occasions are made up of fans with very few cultural variety, due to cost of arrival in events, making it unappealing for the customers perceiving sport occasions as social events i.e. Generation Y customers. As the Generation Y clients are a prospective target market for NASCAR, for that reason the business needs to take specific measures to attract this prospective target market.
5. Improving Customer Experience at Tracks.
Note On The Development Of Management Communication In Graduate Business Schools Case Study Analysis should work on facilities and facilities at tracks because on the race day audiences got disappointed. Due to the fact that in very same market other companies are offering much better services than NASCAR, viewers have many expectations from Note On The Development Of Management Communication In Graduate Business Schools Case Study Analysis. Then its fans may moved to its rivals, if NASCAR do not work on this problem. According to fans there were not adequate facilities were offered as compare to other sports suppliers. NASCAR must make sure that it supply appropriate centers that includes cleaned up restrooms, comfortable seating plan. They need to likewise offer WIFI services and availability of charge card throughout that track. It should be also ensure that there are enough jumbo turns put at all needed locations. There should be likewise food stalls that provide quality food to viewers. In this way viewers will be having enjoyable experience at the day of event. (See Appendix B).
Marketing Budget.
Marketing budget made on the basis of the above methods for the period of 5 years from 2011 to 2015, reveals the cost associated information for the marketing methods. (See Appendix B). It can be seen that method 5 of enhancing client experience at tracks would need greatest initial financial investment and expense and technique 4 of presenting multiculturalism will require most affordable preliminary investment with lowest even more each year expense. The company must prioritize the resource allotment on these techniques on the basis of its offered resources and the prospective benefits which the strategy would offer.
NOTE: The worths about expense are assumed on rational basis due the absence of figures and facts related to cost in the event research study. Inflation rate of United States is assumed to be 10%.

Recommendations.

On the basis of deep analysis of the external and internal elements of Note On The Development Of Management Communication In Graduate Business Schools Case Study Solution triggering the decrease of tv viewership rate and participation rate at tracks, the above marketing methods are advised to NASCAR to increase its fan base in long run. These techniques would handle internal factors like poor customer experience at tracks, inadequate social networks marketing, incapable digital medias like games, absence of culturalisms at tracks etc., in addition to with external factors like shifting of fans towards other sports, demographical modifications in America and changing family life styles.

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