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Power And Influence Achieving Your Objectives In Organizations Case Study Solution and Analysis


Introduction

Power And Influence Achieving Your Objectives In Organizations Case Study Analysis (National Association for Stock Cars And Truck Automobile Racing) is a company conducting series of Stock Cars and truck racing in United States and functioning as a sanctioning body for driving the rules for Stock Vehicle Racing. The company was founded in 1947, by "Big Bill" France. NASCAR organize Stock Car Racing occasions in United States with the presence of about 130000 audiences usually in 2005. It likewise broadcast its events in about 150 nations. Stock Automobile Racing by NASCAR is the 2nd largest viewer sport, with highest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its income. The other sources of earnings for Power And Influence Achieving Your Objectives In Organizations Case Study Analysis includes; 10% of the overall profits from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed corporate culture with the non-interventionist approach. This non collaborative method brings stress in the sport. The structure of Car of Tomorrow by Power And Influence Achieving Your Objectives In Organizations Case Study Help, with an intention of safety for the motorists, brought different stress amongst the stakeholders of the sport.
Executive Summary
The interaction audit, carried out in 2010, revealed that despite the reality that the business highly count on the interactions between its stakeholders, there was no recognizable business interaction method. The industry's target customers, instructions and objectives were all unknown.

The audit mentioned various doing not have of NASCAR in regards to absence of internal integration, absence of fan management strategy and absence of digital and social media of marketing. The company has intricate community with independent tracks, groups and chauffeurs. This structure with closed corporate culture bring various challenges in speeding up a change. Other partners in ecosystem includes the media networks i.e. television and radio, and business online marketers.

Power And Influence Achieving Your Objectives In Organizations Case Study Solution audiences was highly faithful to the sport and the brands connected with the NASCAR, making it appealing for sponsors and corporate online marketers.

Problem Declaration.

The company is presently dealing with the issue of decreasing rates of participation at racing tracks and rates of television audiences. This can put a considerable impact on its revenues from sponsors, media rights, and from other sources of revenue.

Situational Analysis.

The business was rather effective till 2005 with its conventional marketing methods, but quickly after 2005 the business begins facing different issues including decline of its fan base. A number of external in addition to internal aspects are responsible for the decrease. Internal elements include; inadequate investment in social media 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 produce generational commitment. But the household system in America was changing leading to decrease of impact of married male fan base over their youngsters. In addition to it understandings about cars and truck was also changing with viewing car a vehicle to reach at point B from point A, rather than as a fun job. Other challenges for Power And Influence Achieving Your Objectives In Organizations Case Study Help includes 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 access, and so on. These all obstacles were tending the company to modify its marketing methods.

SWOT Analysis.

Strengths.


NASCAR core proficiencies includes it has rights of dictating rules as sanctioning body. Regulations and rules regarding expert stock car racing are determined by NASCAR like if any team with required abilities and resources can get in into races by following rules and guidelines determined by NASCAR. All the events of NASCAR are sponsored by corporates since of biggest brand name commitment of fans towards brands advertised by Power And Influence Achieving Your Objectives In Organizations Case Study Help.

Weak points.

Weak points of NASCAR includes its close culture which is non collective. Power And Influence Achieving Your Objectives In Organizations Case Study Help develops Automobile of Tomorrow without cooperation so result is that motorists did not like that concept. It was likewise found that NASCAR had no efficient strategy for business interaction.
Porter's 5 Forces Analysis
Opportunities.

NASCAR normally used to rely on traditional media sources like local newspaper for promotion of its sports. NASCAR likewise came to understand from these conventional media outlets that sport was difficult to cover. When sports fans were asked relating to popular celebs and stars then NASCAR motorist was not found even in top twenty reactions.

Hazards

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 investment. Economic down turn likewise results in increase fuel costs which likewise impacted NASCAR. Now if NASCAR make substantial financial investments in brand-new sectors which are based on new customers then it might face negative comments from its core fan base.

Porter's 5 Forces Analysis

It is important to comprehend market in which company is working due to the fact that NASCAR's bottom line i.e. net profit is heavily depends on this. There are 5 forces that are used to identify success, intensity and appearance of NASCAR business.

Competitive Competition

This force suggests capability of competitors. Groups generally represents sponsors in NASCAR and the medium of marketing is motorists. Therefore it can be said that chauffeurs and race cars are rivals. If they got much better chance in terms of rewards and television direct exposure, these motorists can go versus Power And Influence Achieving Your Objectives In Organizations Case Study Solution. If audiences take pleasure in other race cars and drivers more than NASCAR then audiences can shift to those other interesting cars and drivers. NASCAR could be having risk from its 2 direct competitors that is Solution 1 and Moto GP. They require to create competitive benefits for drivers so they do not shift to other rivals.
Swot Analysis
Provider Power

If company shifts from one supplier to another, the provider power shows the number of suppliers are offered in market and what is the cost associated with supplier. In this industry there is supply monopoly because drivers with needed resources and skills are limited.

Buyer Power

In the case of NASCAR clients are its audiences. Viewers can change to other competitors easily since audiences will having low switching cost.

Hazard of Alternative

Replacements are referred as options. The alternatives in this case can be other entertainment indicates like audiences can shift to other sports. There are large variety of alternatives are available in this situation which recommends that threat of substitute is high.

Hazard of New Entry

It is specified as how it is easy for any business to enter in that specific market. In the case of Power And Influence Achieving Your Objectives In Organizations Case Study Solution hazard of brand-new entry is low. If any business requires to go into in this company than they have to make heavy investments, because. They require to develop automobiles and racing tracks and likewise needs to pay hefty amount to chauffeurs for changing.

PESTEL Analysis

Political


It can not be concluded from case research study that there would be change in resource allocations. NASCAR had got gain from lower tax policies which leads to increasing in earnings. So they made heavy investments in the research and advancement. As NASCAR is operating in various markets so it requires to face different guidelines. It is also noted that Power And Influence Achieving Your Objectives In Organizations Case Study Solution has dealt with increased scrutiny relating to regulative. Every government has different priority so NASCAR needs to be prepared for it as priority can be moved to other sector.

Economical

Financial aspects includes tax rate, currency exchange rate, financial efficiency of that specific business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its competitors can be impacted if there is federal government intervention in the marketing and sales sector. NASCAR can take advantage of abilities of employees to produce new chances and improve existing chances.

Social

Every society is various from each other. Each has various social values and norms. It assists in comprehending regarding society and choice of customers. Social factors consists of customs, culture, mindsets towards specific product and services, demographics, standards, interests etc. It can be concluded that marketing through other methods rather than conventional (i.e. newspaper) can be preferred in this society.

Technical

Innovation has influence on nearly every business. It consists of innovation in company strategy. In this case of Power And Influence Achieving Your Objectives In Organizations Case Study Analysis it can be noted that business are heavily investing for research study and advancement. NASCAR needs to also work on its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Since every country has different legal terms and conditions, Legal plays an important function in every country. Power And Influence Achieving Your Objectives In Organizations Case Study Help requires to be ensure that they safeguard their legal rights in every county so any company does not hurt to its legal rights.

Environmental

Environmental aspects are likewise crucial for every organisation. Due to the fact that typically governments don't allow those business which can damage to environment. These ecological elements consists of laws concerning pollution, climate change, safe waste disposal, policies regarding insurance and so on. NASCAR needs to make certain that its vehicles are not creating contamination more than acceptable level.

7 P's of Marketing

Product

The items of Power And Influence Achieving Your Objectives In Organizations Case Study Analysis in its item portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, approving rules for races and ad-space to business marketers throughout broadcast of NASCAR races. (Hanlon, 2018).

Price.

Prices strategy of NASCAR for its race occasions tickets is based upon the place and significance of the racing events. Together with race occasions tickets, NASCAR likewise charge various service fees to its stakeholders and earns revenue. It charged approving fees of $1-2 million per race on average in 2005.

Promotion.

Advertising technique of NASCAR is extremely 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 different cities in United States. The most important tracks of NASCAR consists of 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 nationwide popularity.

People.

Nestle individuals technique is consisted of supplying much better experience to its viewers, 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 Analysis A marketing strategy as its occasions are the source of home entertainment for crowd. Its people technique consists of efforts to offer much better experience to its Fans, Race Drivers, Team, Occasion Organizers etc., all of which come under people strategy of NASCAR.

Processes.

A number of business procedures are required to carry out racing events in an efficient method. These processes include; appropriate schedule of time, plan for spectators, offering tickets, plan of space for sponsors, handling logistics etc. These all procedures contribute I developing NASCAR image, improving spectators experience and increasing fan base.

Physical Proof.

Most important physical evidences for the NASCAR includes the existence of its racing tracks, stock vehicles and racing events. Along with it, its retailing brands consisting of t-shirts, caps, goodies etc., likewise function as a physical evidence for NASCAR.

Product Life Cycle Evaluation.

The racing events by NASCAR was presented on June 19, 1949. At the very first phase competition for NASCAR was low, as the rivals drove the vehicles similar to the automobiles driven by common individuals.

Development.

After performing its first race effectively the business moved towards constructing its own tracks. The very first Power And Influence Achieving Your Objectives In Organizations Case Study Solution based track, specifically the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by establishment of more raceways consisting of Daytona International Speedway, which was opened in 1959. After the development of racing tracks the business moved towards transmitting its races on television in 1979. The very first event broadcasted on television was flag-to-flag coverage of Daytona.

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he transformed NASCAR from a regional Sport popular organization into one with global fan base. He initiated a brand-new age of profitable sponsorships and tv agreements for NASCAR.

Maturity.

The maturity period for NASCAR started with the efforts of William France Jr., with the business having wide variety of earnings sources. The company has about 500 sponsors with broadcasting its occasions in about 150 nations. The company has large number of tracks in the majority of the cities of United States.

Decline.

The decrease in the business's offerings started after 2005 with typical participation rate per race decreased by 22% from 2005 to 2010 and tv viewership rate declined by 30% from 2005 to 2010. The significant reasons for decrease consist of the monetary crisis of 2008, which increased the expense of getting to tracks for viewers due to increasing fuel prices, and the moving of its fan base towards other sports.

Market Segmentation.

The marketplace division of Power And Influence Achieving Your Objectives In Organizations Case Study Solution can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographical.

The geographical segmentation of Power And Influence Achieving Your Objectives In Organizations Case Help is based upon the geographical presence of its tracks in various states and cities in United States, and the tv broadcasting of its events in numerous nations. The company has 23 tracks in about 20 states of America and has television broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical segmentation offers the business local in addition to worldwide fan base.

Market.

The group segmentation of NASCAR is likewise highlydiverse based upon the gender, income and age of the consumer. Its present fan base is majorly consisted of male married fans with an average age of 47 years and an earnings around $30-50 thousands. However currently NASCAR is attempting to increase its target market to the young growing population and kinds also. To increase the market sector of its market NASCAR must revise its marketing strategies to attract more age groups and lower its prices to go into in the market sector with a low typical earnings.( htt1).

Psychographic.

The psychological qualities of the majority of the fans are quite similar. NASCAR has a fan base with a commitment. NASCAR fans view it compulsive to buy tickets and see the races as soon as in a week. 71% of them choose to acquire products with a NASCAR brand. They are rather extrovert and are willing to join other fans while racing. They desire quality racing with low price at convenient place. NASCAR has tried to increase the quality of its racing by presenting stage racing, they likewise have actually attempted to lower prices and make the occasion more convenient by presenting live racing.

Behavioural.

Behavioural division of Power And Influence Achieving Your Objectives In Organizations Case Study Analysis is based upon the behaviour of fans in regards to viewing the race live on the tv or by going in the events. Presently, the fans choice is towards viewing the race at home on tv instead of going, as the customer experience at NASCAR tracks is not beneficial along with costly. This preference makes the rates for participation lower than the rates for tv viewers. NASCAR needs to change the behaviour of its fan base by introducing qualitative services at its tracks.

Target audience.

Hispanics.

Among the possible target audience of Power And Influence Achieving Your Objectives In Organizations Case Study Help was Hispanics; the young and growing population of United States. The marketplace sector has fantastic potential 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 section has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the segment reveals affinity with vehicle culture, but need a more concentrated marketing towards inviting the section towards racing.

Kids.

Kids are also one of the prospective target audience segment for NASCAR, as they are more linked socially than other groups. Producing fan base among kids can provide a prospective increase in the variety of fans for racing due to their connection. Kids spend the majority of their times in playing and using mobile phones video games. Automobile racing games established by Power And Influence Achieving Your Objectives In Organizations Case Study Solution can be a possible source of gaining attention of kids towards NASCAR track racing. NASCAR's digital functions related to kids are not capable of gaining the attention. NASCAR needs more attention towards customizing and enhancing its digital features to draw in the kids target market.

This big expense makes the section potential for NASCAR marketing technique of increasing its fan base. The market section thinks about NASCAR as a company lacking in developing a multiculturalism environment. NASCAR needs to take numerous actions to improve the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing assists in taking decisions relating to marketing.

Climate/Context.

It requires to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE stands for political, financial, social, technical, legal and environmental and is stated above.

Company.

NASCAR is an auto racing business with having USP of high quality auto racing with a worldwide structure. Its sector is sports team and occasions. Its target market is males in the age of 15-60 years. Business has closed business culture and having non-interventionist approach.

Cooperations.

Collaborations includes suppliers, suppliers and alliances of NASCAR. NASCAR used 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 create its Facebook page, twitter account or even mobile application.

Customers.

The client of Power And Influence Achieving Your Objectives In Organizations Case Study Help are its viewers. They target consumers 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 commitment.

Rivals.

The direct competitors of NASCAR are Solution 1 and Moto GP. Groups typically represents sponsors in NASCAR and the medium of advertising is motorists. Therefore it can be said that motorists and race cars are competitors. If they got better chance in terms of rewards and tv direct exposure, these motorists can go versus NASCAR.

Marketing Techniques.

1. Developing and Keeping Facebook Page.
Among the possible target audience segments for NASCAR is Hispanics which is the growing population section of U.S.A. however sadly NASCAR had actually been unable to bring in the this targeted sector. In order to attract the young growing generation the NASCAR must market by utilizing social media like Facebook. It ought to establish a Facebook page consisting of the information relating to the races and the locations of tracks to make the consumer helpful about the core operations of Power And Influence Achieving Your Objectives In Organizations Case Study Help. It should likewise update its Facebook page on everyday basis to supply info about its approaching occasions. This would make the target market sector more informative about the business and would result in drawing in large fans base.
2. Establishing and Updating 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 primarily play in groups and are unable to construct a key account and keep a close contact with fans. The bad contacts with fans result in less destination of audiences towards the racers and a low star power. Star power is an essential element for bring in viewers towards tracks and towards tv. The star power for the chauffeurs at NASCARA might be improved by developing and upgrading accounts of crucial chauffeurs by NASCARA itself. This would eliminate the requirement of requiring chauffeurs to preserve their accounts and would lead to increasing fans attention towards NASCARA motorists.
3. Establishing New Games and improving current video games for kids.
In order to draw in these kids, NASCARA needs to enhance its present racing video games by presenting personalization in the automobiles i.e. changing colours, choice of speed, presenting group racing in the video game, using better graphics related to the racing tracks and introducing numerous levels in the game. All these modifications in the present video game would provide better experience to kids.
Along with it, NASCAR ought to likewise develop brand-new games related to racing like kids racing with kids characters as drivers, animation racing with racing in between various cartoon characters with an option of choosing the preferred animation character for the kids. These methods would make it possible for the company to bring in one of its possible target sectors.
4. Introducing multiculturalism at events.
Power And Influence Achieving Your Objectives In Organizations Case Study Analysis occasions are comprised of fans with very couple of multiculturalism, due to cost of arrival in occasions, making it unattractive for the customers viewing sport occasions as affairs i.e. Generation Y clients. As the Generation Y consumers are a potential target market for NASCAR, therefore the company needs to take certain measures to attract this prospective target audience. It should adopt techniques to bring in the customers far from the tracks area with different culture. The strategy to do so might be supplying special discount rates on tickets or free tickets to audiences coming from a particular range or from another state. It would increase cultural diversity of the fans and would make Generation Y clients more satisfied.
5. Improving Consumer Experience at Tracks.
NASCAR ought to work on infrastructure and features at tracks due to the fact that on the race day viewers got dissatisfied. Viewers have lots of expectations from Power And Influence Achieving Your Objectives In Organizations Case Study Help since in exact same industry other business are providing much better services than NASCAR. IF NASCAR don't work on this problem then its fans may moved to its competitors.

Marketing Budget

Marketing budget plan made on the basis of the above strategies for the period of 5 years from 2011 to 2015, shows the cost associated information for the marketing methods. It can be seen that strategy 5 of improving client experience at tracks would need greatest preliminary investment and expense and method 4 of presenting multiculturalism will require most affordable preliminary financial investment with least expensive even more per year cost.
NOTE: The values about expense are assumed on logical basis due the lack of figures and realities related to cost in the event study. Inflation rate of United States is assumed to be 10%.

Suggestions.
Recommendations
On the basis of deep analysis of the internal and external aspects of Power And Influence Achieving Your Objectives In Organizations Case Study Help triggering the decrease of tv viewership rate and presence rate at tracks, the above marketing methods are advised to NASCAR to increase its fan base in long run. These methods would cope with internal factors like bad customer experience at tracks, insufficient social media marketing, incapable digital medias like games, lack of culturalisms at tracks etc., as well as with external aspects like moving of fans towards other sports, demographical changes in America and changing family life designs.