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Pricing Strategy And The Net Case Study Solution & Analysis


Introduction

NASCAR (National Association for Stock Vehicle Vehicle Racing) is a company carrying out series of Stock Automobile racing in United States and acting as an approving body for driving the guidelines for Stock Car Racing. 2) Stock Vehicle Racing by NASCAR is the second largest spectator sport, with highest number of sponsors. 1) The other sources of profits for Pricing Strategy And The Net Case Study Analysis consists of; 10% of the total profits from tv rights, sanctioning charges i.e. $1-2 million per race, and licencing NASCAR brand name to business.

NASCAR has a closed business culture with the non-interventionist approach. Nevertheless this non collaborative technique brings stress in the sport. The building of Car of Tomorrow by Pricing Strategy And The Net Case Study Help, with an intention of safety for the chauffeurs, brought numerous tensions amongst the stakeholders of the sport.
Executive Summary
The interaction audit, carried out in 2010, revealed that regardless of the truth that the business highly rely on the communications in between its stakeholders, there was no recognizable service communication strategy. The market's target clients, instructions and goals were all unknown.

The audit pointed out different doing not have of NASCAR in terms of absence of internal combination, absence of fan management technique and absence of digital and social media of marketing.

Pricing Strategy And The Net Case Study Help viewers was extremely loyal to the sport and the brands associated with the NASCAR, making it appealing for sponsors and business marketers.

Problem Declaration.

The company is currently facing the issue of declining rates of presence at racing tracks and rates of television viewers. This can put a considerable effect on its incomes from sponsors, media rights, and from other sources of revenue.

Situational Analysis.

Although the business was quite successful till 2005 with its standard marketing strategies, but soon after 2005 the company starts facing various issues including decrease of its fan base. A number of external as well as internal factors are responsible for the decrease. Internal elements consist of; insufficient investment in social networks 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 youngsters and develop generational commitment. The family system in America was changing resulting in decrease of impact of married male fan base over their children. Together with it perceptions about car was also altering with viewing cars and truck a lorry to reach at point B from point A, rather than as a fun task. Other challenges for Pricing Strategy And The Net Case Study Solution 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 access, and so on. These all obstacles were tending the company to revise its marketing strategies.

SWOT Analysis.

Strengths.


NASCAR core proficiencies includes it has rights of dictating rules as approving body. Rules and guidelines relating to professional stock cars and truck racing are dictated by NASCAR like if any team with required abilities and resources can get in into races by following rules and policies dictated by NASCAR. All the occasions of NASCAR are sponsored by corporates since of most significant brand commitment of fans toward brand names marketed by Pricing Strategy And The Net Case Study Analysis.

Weak points.

Weaknesses of NASCAR includes its close culture which is non collective. Pricing Strategy And The Net Case Study Help establishes Automobile of Tomorrow without cooperation so result is that chauffeurs did not like that idea. It was also found that NASCAR had no efficient method for business communication.
Porter's 5 Forces Analysis
Opportunities.

NASCAR usually used to rely on traditional media sources like local paper for publicity of its sports. NASCAR also came to understand from these conventional media outlets that sport was challenging to cover. When sports fans were asked relating to popular stars and stars then NASCAR motorist was not found even in top twenty reactions.

Dangers

Risks in SWOT analysis are specified as external aspects that can risk to company's success. Economic down turn was experienced in late 2000 which can be risk for NASCAR since if there is financial down turn then individuals would be having less roi. Earning of people would be effected and they would be more conscious in investing their cash. Economic down turn likewise leads to boost fuel costs which also affected NASCAR. Because fans of NASCAR utilized to attend its event from fars away. NESCAR had a rule of 65/25/10 for profits distribution. 65 percent earnings from media rights would be distributed to race tracks, 25 percent profits would be distributed to contending team and staying 10 percent would be retained by NESCAR which is sanctioning body. Contending team wished to increase their portion of profits from 25 percent because of boost in operating expense of a race group and likewise there is decline in the number of full-season sponsorship. Because they are making huge investments to improve experience of fans, nescar likewise faces hazards from other sponsors. Which consists of updating existing opportunities, building new avenues, providing Wi-Fi center and likewise supplying other interactive mediums to engage sports on smartphones. 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. The obstacle is that the household system in America was altering resulting in reduction of impact of married male fan base over their youngsters. Together with it understandings about automobile was also changing with perceiving automobile a lorry to reach at point B from point A, rather than as an enjoyable job. Now if Pricing Strategy And The Net Case Study Help make considerable investments in new sections which are based upon new clients then it might face negative comments from its core fan base.

Porter's 5 Forces Analysis

It is crucial to understand market in which company is working due to the fact that NASCAR's bottom line i.e. net earnings is heavily depends on this. There are 5 forces that are used to determine success, strength and appearance of NASCAR service.

Competitive Competition

These drivers can go versus NASCAR if they got much better opportunity in terms of prizes and tv exposure. If viewers take pleasure in other race cars and trucks and motorists more than NASCAR then viewers can shift to those other fascinating automobiles and drivers. NASCAR could be having hazard from its two direct competitors that is Solution 1 and Moto GP.
Swot Analysis
Provider Power

If company shifts from one provider to another, the provider power suggests the number of suppliers are available in market and what is the cost associated with provider. In this industry there is supply monopoly since drivers with required abilities and resources are restricted.

Purchaser Power

In the case of NASCAR consumers are its viewers. Viewers can switch to other competitors quickly because audiences will having low changing cost.

Danger of Alternative

Alternatives are referred as alternatives. The alternatives in this case can be other entertainment implies like viewers can shift to other sports. There are wide range of alternatives are offered in this scenario which suggests that threat of replacement is high.

Danger of New Entry

In the case of NASCAR hazard of brand-new entry is low. They require to construct cars and trucks and racing tracks and likewise needs to pay large quantity to motorists for changing.

PESTEL Analysis

Political


It can not be concluded from case research study that there would be modification in resource allotments. NASCAR had got benefit from lower tax policies which leads to increasing in revenues. They made heavy investments in the research study and advancement. As NASCAR is operating in numerous markets so it requires to deal with various policies. It is likewise noted that Pricing Strategy And The Net Case Study Solution has actually dealt with increased scrutiny relating to regulative. Every government has different concern so NASCAR has to be prepared for it as concern can be moved to other sector.

Economical

Financial elements includes tax rate, exchange rate, economic performance of that particular business, conditions of labour market, inflation rate and so on. If there is federal government intervention in the marketing and sales sector, fortunes of the NASCAR and its rivals can be affected. NASCAR can utilize abilities of employees to create new chances and improve existing chances.

Social

Every society is different from each other. Each has various social values and standards. It helps in comprehending regarding society and choice of customers. Social factors includes customs, culture, mindsets towards specific product and services, demographics, standards, interests etc. It can be concluded that marketing through other means instead of traditional (i.e. newspaper) can be chosen in this society.

Technical

Innovation has influence on nearly every business. It includes innovation in organisation technique. In this case of Pricing Strategy And The Net Case Study Analysis it can be kept in mind that business are greatly investing for research and advancement. NASCAR needs to likewise deal with its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Since every country has different legal terms and conditions, Legal plays a crucial role in every nation. Pricing Strategy And The Net Case Study Analysis requires to be ensure that they safeguard their legal rights in every county so any company does not hurt to its legal rights.

Environmental

Ecological factors are likewise essential for every service. NASCAR requires to make sure that its cars are not producing pollution more than acceptable level.

7 P's of Marketing

Item

The products of Pricing Strategy And The Net Case Study Analysis in its product portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving guidelines for races and ad-space to corporate marketers throughout broadcast of NASCAR races. (Hanlon, 2018).

Rate.

Pricing strategy of NASCAR for its race occasions tickets is based upon the venue and significance of the racing events. In addition to race occasions tickets, NASCAR also charge numerous service fees to its stakeholders and makes profits. For example it charged approving charges of $1-2 million per race typically in 2005.

Promo.

Marketing strategy of Pricing Strategy And The Net Case Study Help 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. The company is not entirely relied upon its fan base for its promo and promote through local radio stations too. The business has also embraced the merchandising media of promo, in which the company offers products with its logo.

Place.

NASCAR have its racing tracks in numerous cities in United States. The most essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Auto Club Speedway in California and Darlington Raceway in South Carolina. It attempts to perform its races in the majority of the cities in United States to understand nationwide appeal.

Individuals.

Nestle individuals strategy is comprised of providing better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an important aspect of Pricing Strategy And The Net Case Study Analysis A marketing method as its events are the source of entertainment for crowd. Its people method consists of efforts to offer better experience to its Fans, Race Drivers, Team, Occasion Organizers etc., all of which come under people strategy of NASCAR.

Procedures.

Numerous service processes are needed to carry out racing events in an effective method. These procedures consist of; appropriate schedule of time, plan for viewers, selling tickets, arrangement of area for sponsors, managing logistics etc. These all procedures contribute I constructing NASCAR image, improving spectators experience and increasing fan base.

Physical Evidence.

Essential physical evidences for the NASCAR includes the existence of its racing tracks, stock automobiles and racing occasions. 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 Process Evaluation.

The racing occasions 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 cars driven by normal people.

Development.

After performing its very first race successfully the company moved towards constructing its own tracks. The first Pricing Strategy And The Net Case Study Analysis based track, namely the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by facility of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the business moved towards relaying its races on tv in 1979. The very first occasion relayed on television was flag-to-flag coverage of Daytona.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 years, he changed NASCAR from a local Sport popular organization into one with worldwide fan base. He initiated a new age of financially rewarding sponsorships and television contracts for NASCAR.

Maturity.

The maturity duration for NASCAR began with the efforts of William France Jr., with the business having vast array of profits sources. The company has about 500 sponsors with relaying its events in about 150 countries. The business has large number of tracks in the majority of the cities of United States.

Decline.

The significant causes of decrease consist of the financial crisis of 2008, which increased the expense of arriving at tracks for viewers due to increasing fuel prices, and the shifting of its fan base towards other sports.

Market Division.

The marketplace division of Pricing Strategy And The Net Case Study Analysis can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographic.

The geographical segmentation of Pricing Strategy And The Net Case Analysis is based upon the geographical presence of its tracks in different states and cities in United States, and the television broadcasting of its occasions in numerous nations. 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 huge geographical segmentation provides the company regional as well as international fan base.

Demographic.

The group segmentation of Pricing Strategy And The Net Case Study Solution is also highlydiverse based upon the gender, earnings and age of the customer. To increase the group sector of its market NASCAR need to modify its marketing strategies to draw in more age groups and lower its costs to go into in the market sector with a low typical income.

Psychographic.

NASCAR has a fan base with a commitment. NASCAR fans view it compulsive to purchase tickets and see the races when in a week. NASCAR has tried to increase the quality of its racing by presenting stage racing, they also have actually attempted to lower costs and make the event more convenient by introducing live racing.

Behavioural.

Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of viewing the race live on the tv or by going in the occasions. Presently, the fans preference is towards viewing the race at house on television rather than going, as the client experience at NASCAR tracks is not favourable as well as expensive.

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 potential for NASCAR as the population was growing at a higher rate and it was anticipated to end up being 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 potential target market sector for NASCAR, as they are more connected socially than other groups. Car racing video games established by Pricing Strategy And The Net Case Study Help can be a possible source of acquiring attention of kids towards NASCAR track racing. NASCAR needs more attention towards customizing and enhancing its digital functions to draw in the kids target market.

Generation Y.
Generation Y target market consists of those who spent five times more resources on discretionary expenditures i.e. buying tickets for racing events, than others. This big expenditure makes the segment potential for NASCAR marketing strategy of increasing its fan base. The market section is likewise easy to method as 81% of the Y Generation consumer utilizes Facebook the use and every day is twice of utilizing television and radio. The marketplace section views sports as an affair, instead of adherence to sport. The marketplace section thinks about NASCAR as an organization doing not have in producing a multiculturalism environment. Pricing Strategy And The Net Case Study Analysis needs to take different actions to enhance the experience of Generation Y consumers in its occasions.

5 C's of Marketing

5 C's of marketing helps in taking choices regarding marketing. These 5 C's needs to be analysed correctly for taking any marketing decision. These 5 C's represent Environment, Business, Collaborators, Rivals and consumers.

Climate/Context.

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

Company.

Pricing Strategy And The Net Case Study Solution is an auto racing business with having USP of high quality auto racing with an international structure. Its sector is sports group and events.

Cooperations.

Collaborations consists of distributors, suppliers and alliances of Pricing Strategy And The Net Case Study Help. It is worked together with various racing teams which are taking part in racing. It also collaborated with Turners Sport for digital rights. NASCAR utilized to earn money check of around $15 million yearly from Turner Sports. There are variety of cons behind this offer. For instance NASCAR needed to get approval from Turner Sport if it wish to develop its Facebook page, twitter account and even mobile application. Turner Sport likewise had rights of every single video which is shoot during race at track.

Customers.

The client of Pricing Strategy And The Net Case Study Solution are its audiences. 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 children and produce generational loyalty.

Rivals.

Teams generally represents sponsors in NASCAR and the medium of advertising is motorists. These motorists can go versus NASCAR if they got better chance in terms of prizes and television direct exposure.

Marketing Strategies.

1. Preserving and establishing Facebook Page.
One of the prospective target markets segments for NASCAR is Hispanics which is the growing population segment of U.S.A. but sadly NASCAR had been not able to bring in the this targeted segment. It should establish a Facebook page including the information concerning the races and the places of tracks to make the consumer useful about the core operations of NASCAR.
2. Establishing and Updating Accounts of Secret Drivers.
Pricing Strategy And The Net Case Study Solution motorists has a low star power as compare to players of other sports. The poor contacts with fans result in less tourist attraction of audiences towards the racers and a low star power. Star power is a crucial factor for drawing in audiences towards tracks and towards tv.
3. Developing New Games and improving current games for kids.
Kids spent most of their time on playing games and using mobile phones. Regrettably, kids playing NASCARA have a worst experience of playing its games. As an outcome, they are less drawn in towards the sport. In order to draw in these kids, NASCARA must improve its current racing video games by presenting customization in the cars i.e. altering colours, selection of speed, presenting group racing in the game, utilizing much better graphics related to the racing tracks and presenting numerous levels in the game. All these adjustments in the present video game would supply much better experience to kids.
Along with it, NASCAR needs to also construct brand-new games associated with racing like kids racing with kids characters as drivers, cartoon racing with racing in between numerous animation characters with an option of choosing the preferred cartoon character for the kids. These techniques would allow the company to attract one of its potential target segments.
4. Presenting multiculturalism at occasions.
Pricing Strategy And The Net Case Study Analysis events are consisted of fans with really few multiculturalism, due to cost of arrival in events, making it unappealing for the consumers viewing sport occasions as social occasions i.e. Generation Y clients. As the Generation Y consumers are a prospective target market for NASCAR, for that reason the business ought to take certain measures to attract this possible target audience. It needs to adopt methods to draw in the consumers far from the tracks area with different culture. The method to do so could be supplying unique discount rates on tickets or complimentary tickets to viewers coming from a specific distance or from another state. It would increase multiculturalism of the fans and would make Generation Y customers more pleased.
5. Improving Customer Experience at Tracks.
NASCAR must work on facilities and amenities at tracks due to the fact that on the race day audiences got disappointed. Viewers have numerous expectations from Pricing Strategy And The Net Case Study Help due to the fact that in very same industry other companies are providing much better services than NASCAR. IF NASCAR don't work on this issue then its fans may shifted to its rivals.

Marketing Budget plan

Marketing budget plan made on the basis of the above techniques for the duration of 5 years from 2011 to 2015, reveals the expense related data for the marketing strategies. (See Appendix B). It can be seen that technique 5 of enhancing customer experience at tracks would require highest preliminary financial investment and expense and method 4 of introducing multiculturalism will require most affordable initial investment with most affordable even more per year cost. The business must prioritize the resource allocation on these techniques on the basis of its offered resources and the prospective advantages which the strategy would offer.
KEEP IN MIND: The values about cost are assumed on logical basis due the absence of figures and facts related to cost in the event research study. Inflation rate of United States is presumed to be 10%.

Recommendations.
Recommendations
On the basis of deep analysis of the internal and external aspects of Pricing Strategy And The Net Case Study Analysis triggering the decline of tv viewership rate and presence rate at tracks, the above marketing techniques are suggested to NASCAR to increase its fan base in long run. These strategies would deal with internal aspects like poor customer experience at tracks, inadequate social media marketing, incapable digital medias like video games, absence of culturalisms at tracks and so on, as well as with external elements like moving of fans towards other sports, demographical changes in America and altering domesticity designs.