Power And Influence Achieving Your Objectives In Organizations Case Study Solution & Analysis
Intro
Power And Influence Achieving Your Objectives In Organizations Case Study Solution (National Association for Stock Car Automobile Racing) is a company conducting series of Stock Cars and truck racing in United States and acting as a sanctioning body for driving the rules for Stock Automobile Racing. The organization was founded in 1947, by "Huge Costs" France. NASCAR arrange Stock Car Racing events in United States with the presence of about 130000 audiences on average in 2005. It also relayed its events in about 150 countries. Stock Vehicle Racing by NASCAR is the second largest spectator sport, with highest number of sponsors. It has about 500 sponsors contributing billions of dollars in its earnings. The other sources of income for Power And Influence Achieving Your Objectives In Organizations Case Study Analysis includes; 10% of the total earnings from television rights, approving charges i.e. $1-2 million per race, and licencing NASCAR brand name to companies.
NASCAR has a closed corporate culture with the non-interventionist approach. Nevertheless this non collective technique brings tensions in the sport. The structure of Automobile of Tomorrow by Power And Influence Achieving Your Objectives In Organizations Case Study Solution, with an objective of safety for the chauffeurs, brought various tensions among the stakeholders of the sport.
The interaction audit, carried out in 2010, revealed that in spite of the reality that business highly count on the communications between its stakeholders, there was no recognizable organisation interaction method. The industry's target consumers, instructions and goals were all unidentified.
The audit pointed out different lacking of NASCAR in terms of lack of internal integration, absence of fan management method and absence of digital and social media of marketing.
Power And Influence Achieving Your Objectives In Organizations Case Study Solution viewers was highly faithful to the sport and the brands connected with the NASCAR, making it appealing for sponsors and business online marketers.
Problem Declaration.
The company is presently facing the issue of decreasing rates of presence at racing tracks and rates of television audiences. This can put a significant effect on its earnings from sponsors, media rights, and from other sources of earnings.
Situational Analysis.
Although the company was rather effective till 2005 with its conventional marketing techniques, but soon after 2005 the company begins facing various problems consisting of decline of its fan base. A number of external in addition to internal elements are accountable for the decline. Internal aspects consist of; insufficient financial investment in social media and other digital medias of.
Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their children and produce generational loyalty. Other challenges for NASCAR consists of 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 gain access to, etc.
SWOT Analysis.
Strengths.
In SWOT analysis, strengths specified as business's qualities which are different from its competitors. These are company's core competencies on which company performance or company success based on. Power And Influence Achieving Your Objectives In Organizations Case Study Help core proficiencies includes it has rights of dictating rules as sanctioning body. Guidelines and rules relating to expert stock cars and truck racing are determined by NASCAR like if any group with required abilities and resources can enter into races by following guidelines and guidelines determined 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 used to relay in more than 150 nations around the globe with more than $56 million profits. The main sources of their incomes come from television rights, sanctioning fees, 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 likewise big resource of fans and business sponsors. All the occasions of NASCAR are sponsored by corporates because of greatest brand name commitment of fans toward brand names marketed by Power And Influence Achieving Your Objectives In Organizations Case Study Help. (See Appendix A).
Weaknesses.
Weak points of NASCAR includes its close culture which is non collaborative. Power And Influence Achieving Your Objectives In Organizations Case Study Solution establishes Cars and truck of Tomorrow without partnership so result is that chauffeurs did not like that concept. It was likewise discovered that NASCAR had no effective technique for business communication.
Opportunities.
NASCAR typically used to rely on standard media sources like regional paper for publicity of its sports. NASCAR also came to know from these traditional media outlets that sport was tough to cover. When sports fans were asked regarding popular stars and stars then NASCAR motorist was not found even in leading twenty actions.
Dangers
Economic down turn was experienced in late 2000 which can be danger 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 also results in increase fuel rates which likewise impacted NASCAR. Now if NASCAR make significant investments in new segments which are based on brand-new customers then it may deal with negative comments from its core fan base.
Porter's Five Forces Analysis
Porter's 5 forces is a design that is utilized to evaluate industry in which company is working. It assists in identifying what are strengths and weakness of any specific industry. It suggest that every industry is different from one another. It is necessary to comprehend industry in which company is working due to the fact that NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are used to determine success, intensity and appearance of Power And Influence Achieving Your Objectives In Organizations Case Study Help company.
Competitive Competition
This force shows ability of rivals. Teams typically represents sponsors in NASCAR and the medium of advertising is motorists. Therefore it can be stated that motorists and race cars are competitors. If they got much better chance in terms of rewards and television exposure, these drivers can go against Power And Influence Achieving Your Objectives In Organizations Case Study Solution. Then viewers can shift to those other fascinating automobiles and motorists, if viewers enjoy other race cars and chauffeurs more than NASCAR. NASCAR might be having hazard from its two direct competitors that is Solution 1 and Moto GP. They need to produce competitive benefits for chauffeurs so they don't move to other competitors.
Provider Power
The provider power shows the number of providers are readily available in market and what is the expense associated with supplier if company shifts from one provider to another. In this industry there is supply monopoly due to the fact that motorists with needed resources and abilities are limited.
Buyer Power
This force is regarding to clients that is it easy for customers to move to other products. Then customers are less likely to change, if there is more changing expense is associated. In the case of NASCAR consumers are its viewers. Viewers can change to other rivals easily since audiences will having low changing expense.
Danger of Alternative
Replacements are referred as options. The substitutes in this case can be other home entertainment indicates like viewers can shift to other sports. So there are large range of alternatives are readily available in this scenario which recommends that hazard of substitute is high.
Threat of New Entry
In the case of NASCAR hazard of brand-new entry is low. They require to build vehicles and racing tracks and also requires to pay large quantity to chauffeurs for changing.
PESTEL Analysis
Political
As NASCAR is working in various markets so it requires to face different regulations. It is also noted that NASCAR has faced increased examination relating to regulatory. Every federal government has various top priority so NASCAR has actually to be prepared for it as top priority can be moved to other sector.
Affordable
Financial elements consists of tax rate, currency exchange rate, economic performance of that specific company, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its competitors can be impacted if there is federal government intervention in the marketing and sales sector. NASCAR can leverage abilities of staff members to produce new chances and improve existing opportunities.
Social
Each has different social values and norms. It helps in comprehending regarding society and preference of clients.
Technical
In this case of NASCAR it can be kept in mind that business are greatly investing for research and development. NASCAR must also work on its media rights policy with Turner Broadcasting System.
Legal
Since every country has different legal terms and conditions, Legal plays a crucial function in every country. Power And Influence Achieving Your Objectives In Organizations Case Study Analysis needs to be make certain that they protect their legal rights in every county so any company does not damage to its legal rights.
Environmental
Ecological elements are also crucial for every organisation. Since typically federal governments don't enable those company which can hurt to environment. These ecological elements consists of laws concerning pollution, environment change, safe garbage disposal, policies regarding insurance and so on. NASCAR needs to ensure that its automobiles are not creating pollution more than appropriate level.
7 P's of Marketing
Item
The items of Power And Influence Achieving Your Objectives In Organizations Case Study Solution in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, sanctioning rules for races and ad-space to business online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).
Cost.
Pricing strategy of NASCAR for its race events tickets is based upon the place and significance of the racing occasions. In addition to race occasions tickets, NASCAR also charge numerous service fees to its stakeholders and earns income. For instance it charged sanctioning fees of $1-2 million per race on average in 2005.
Promotion.
Promotional strategy of Power And Influence Achieving Your Objectives In Organizations Case Study Help is extremely based upon its fan base. A strong fan base share its fandom with others and increase the variety of viewers for NASCAR races. The business is not completely relied upon its fan base for its promotion and promote through local radio stations too. The company has also adopted the retailing media of promo, in which the business sells products with its logo.
Location.
NASCAR have its racing tracks in different cities in United States. The most essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Car 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 appeal.
People.
Nestle individuals method is comprised of supplying much better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an important element of Power And Influence Achieving Your Objectives In Organizations Case Study Help A marketing strategy as its events are the source of home entertainment for crowd. Its individuals technique includes efforts to provide much better experience to its Fans, Race Drivers, Crew, Event Organizers and so on, all of which come under people method of NASCAR.
Procedures.
Numerous service processes are needed to perform racing occasions in an efficient way. These processes include; correct schedule of time, plan for viewers, selling tickets, arrangement of area for sponsors, managing logistics and so on. These all processes contribute I constructing NASCAR image, improving spectators experience and increasing fan base.
Physical Evidence.
Crucial physical proofs for the NASCAR includes the presence of its racing tracks, stock cars and trucks and racing events. Together with it, its merchandising brands consisting of t-shirts, caps, goodies and so on, also act as a physical evidence for NASCAR.
Item Life Cycle Assessment.
The racing events by Power And Influence Achieving Your Objectives In Organizations Case Study Analysis was introduced on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There had to do with 13000 fans present in the race. At the first stage competition for NASCAR was low, as the competitors drove the automobiles comparable to the cars and trucks driven by normal people.
Growth.
The first NASCAR based track, particularly the Darlington Raceway track, was started in 1950 in South Carolina. After the growth of racing tracks the company moved towards transmitting its races on television in 1979.
In 1972, William France Jr., became the president of NASCAR and n about 3 years, he transformed NASCAR from a regional Sport popular organization into one with international fan base. He initiated a new period of profitable sponsorships and television contracts for NASCAR.
Maturity.
The maturity period for NASCAR started with the efforts of William France Jr., with the business having large range of earnings sources. The business has about 500 sponsors with broadcasting its occasions in about 150 countries. The company has a great deal of tracks in the majority of the cities of United States.
Decline.
The significant causes of decrease include the monetary crisis of 2008, which increased the expense of getting here at tracks for viewers due to increasing fuel rates, and the moving of its fan base towards other sports.
Market Division.
The marketplace division of Power And Influence Achieving Your Objectives In Organizations Case Study Solution can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).
Geographical.
The geographical division of Power And Influence Achieving Your Objectives In Organizations Case Analysis is based upon the geographical presence of its tracks in numerous states and cities in United States, and the tv broadcasting of its occasions in numerous countries. 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 supplies the company local as well as global fan base.
Market.
The group division of Power And Influence Achieving Your Objectives In Organizations Case Study Solution is likewise highlydiverse based upon the gender, earnings and age of the consumer. To increase the market sector of its market NASCAR must revise its marketing strategies to draw in more age groups and lower its prices to enter in the market section with a low typical earnings.
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 actually attempted to increase the quality of its racing by presenting phase racing, they likewise have tried to lower rates and make the occasion more hassle-free by presenting live racing.
Behavioural.
Behavioural division of NASCAR is based upon the behaviour of fans in terms of watching the race live on the television or by going in the events. Presently, the fans choice is towards viewing the race at house on television rather than going, as the customer experience at NASCAR tracks is not beneficial as well as pricey.
Target Market.
Hispanics.
One of the potential target market of NASCAR was Hispanics; the young and growing population of United States. The market section has fantastic possible for NASCAR as the population was growing at a greater rate and it was expected to become thrice after forty years and the sector has increasing wealth rate with about $1 trillion of wealth in 2014.
Kids.
Kids are likewise one of the prospective target audience sector for NASCAR, as they are more linked socially than other groups. Producing fan base among kids can provide a possible increase in the number of fans for racing due to their connectivity. Kids spend most of their times in using smartphones and playing computer game. Automobile racing games established by Power And Influence Achieving Your Objectives In Organizations Case Study Analysis can be a prospective source of acquiring attention of kids towards NASCAR track racing. NASCAR's digital features related to kids are not capable of gaining the attention. NASCAR needs more attention towards customizing and enhancing its digital functions to draw in the kids target market.
Generation Y.
Generation Y target market includes those who spent 5 times more resources on discretionary costs i.e. buying tickets for racing occasions, than others. This huge expense makes the segment 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 the use and every day is two times of utilizing television and radio. The market segment views sports as a get-together, rather than adherence to sport. The market section considers NASCAR as a company lacking in creating a multiculturalism atmosphere. Power And Influence Achieving Your Objectives In Organizations Case Study Solution ought to 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 concerning marketing.
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, ecological and legal and is mentioned above.
Business.
NASCAR is an auto racing company with having USP of high quality automobile racing with a global structure. Its sector is sports group and occasions. Its target audience is males in the age of 15-60 years. Business has closed corporate culture and having non-interventionist method.
Partnerships.
Collaborations includes suppliers, suppliers and alliances of Power And Influence Achieving Your Objectives In Organizations Case Study Analysis. It is teamed up with various racing groups which are taking part in racing. It likewise teamed up with Turners Sport for digital rights. NASCAR used to get pay check of around $15 million each year from Turner Sports. There are variety of cons behind this offer. NASCAR had to get approval from Turner Sport if it want to develop its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every video which is shoot during race at track.
Customers.
The consumer of Power And Influence Achieving Your Objectives In Organizations 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 youngsters and produce generational commitment.
Competitors.
Teams typically represents sponsors in NASCAR and the medium of advertising is motorists. These drivers can go versus NASCAR if they got better opportunity in terms of prizes and television exposure.
Marketing Techniques.
1. Keeping and developing Facebook Page.
One of the prospective target audience segments for NASCAR is Hispanics which is the growing population segment of U.S.A. but sadly NASCAR had been not able to draw in the this targeted section. In order to bring in the young growing generation the NASCAR need to market by using social networks like Facebook. It must establish a Facebook page containing the information regarding the races and the places of tracks to make the consumer helpful about the core operations of Power And Influence Achieving Your Objectives In Organizations Case Study Analysis. It needs to also upgrade its Facebook page on everyday basis to supply info about its approaching events. This would make the target market section more informative about the business and would lead to drawing in large fans base.
2. Developing and Upgrading Accounts of Key Drivers.
NASCAR chauffeurs has a low star power as compare to players of other sports. Its ranks 7th in terms of star power (see Case Exhibition). The significant factor behind it is that, the racers mainly play in teams and are unable to build an essential account and keep a close contact with fans. The bad contacts with fans lead to less tourist attraction of audiences towards the racers and a low star power. Star power is a crucial element for attracting viewers towards tracks and towards television. The star power for the drivers at NASCARA could be enhanced by producing and updating accounts of crucial motorists by NASCARA itself. This would remove the requirement of requiring motorists to maintain their accounts and would result in increasing fans attention towards NASCARA motorists.
3. Establishing New Games and enhancing present video games for kids.
Kids spent the majority of their time on playing games and utilizing smartphones. Unfortunately, kids playing NASCARA have a worst experience of playing its video games. As an outcome, they are less attracted towards the sport. In order to draw in these kids, NASCARA should improve its current racing games by introducing modification in the cars and trucks i.e. changing colours, choice of speed, presenting group racing in the game, utilizing better graphics related to the racing tracks and presenting numerous levels in the game. All these modifications in the current game would provide better experience to kids.
In addition to it, NASCAR should likewise build brand-new games associated with racing like kids racing with kids characters as drivers, animation racing with racing in between different cartoon characters with a choice of choosing the preferred animation character for the kids. These techniques would allow the company to draw in one of its potential target sectors.
4. Presenting multiculturalism at occasions.
Power And Influence Achieving Your Objectives In Organizations Case Study Help occasions are comprised of fans with very few multiculturalism, due to cost of arrival in occasions, making it unsightly for the consumers perceiving sport occasions as social occasions i.e. Generation Y customers. As the Generation Y consumers are a potential target audience for NASCAR, therefore the company should take particular measures to attract this prospective target market. It needs to embrace strategies to attract the customers far from the tracks place with different culture. The strategy to do so might be offering unique discounts on tickets or totally free tickets to audiences coming from a particular distance or from another state. It would increase cultural diversity of the fans and would make Generation Y customers more pleased.
5. Improving Client Experience at Tracks.
Because on the race day viewers got disappointed, NASCAR must work on infrastructure and facilities at tracks. Viewers have lots of expectations from NASCAR because in exact same industry other business are providing much better services than NASCAR. 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 readily available as compare to other sports suppliers. So NASCAR ought to make sure that it offer appropriate centers that consists of cleaned toilets, comfortable seating plan. They ought to likewise offer WIFI services and ease of access of charge card throughout that track. It must be also make sure that there are enough jumbo turns positioned at all needed places. There must be also food stalls that offer quality food to viewers. In this way audiences will be having enjoyable experience at the day of occasion. (See Appendix B).
Marketing Spending plan
Marketing budget plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, shows the expense associated information for the marketing methods. It can be seen that method 5 of improving consumer experience at tracks would need greatest preliminary financial investment and expense and method 4 of presenting multiculturalism will need lowest initial investment with least expensive further per year expense.
KEEP IN MIND: The values about expense are presumed on logical basis due the absence of figures and truths associated with cost in the case research study. Inflation rate of United States is presumed to be 10%.
Recommendations.
On the basis of deep analysis of the external and internal elements of Power And Influence Achieving Your Objectives In Organizations Case Study Help triggering the decline of tv viewership rate and attendance rate at tracks, the above marketing techniques are suggested to NASCAR to increase its fan base in long term. These techniques would manage internal aspects like poor consumer experience at tracks, insufficient social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., along with with external factors like shifting of fans towards other sports, demographical changes in America and changing domesticity designs.
