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Pricing Strategy And The Net Case Study Solution & Analysis


Intro

NASCAR (National Association for Stock Vehicle Car Racing) is an organization carrying out series of Stock Cars and truck racing in United States and acting as a sanctioning body for driving the guidelines for Stock Car Racing. 2) Stock Car Racing by NASCAR is the 2nd largest viewer sport, with highest number of sponsors. 1) The other sources of earnings for Pricing Strategy And The Net Case Study Analysis consists of; 10% of the overall profits from television rights, sanctioning costs 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. The building of Automobile of Tomorrow by NASCAR, with an intent of safety for the chauffeurs, brought different stress among the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, revealed that regardless of the reality that business extremely count on the interactions in between its stakeholders, there was no recognizable business communication method. The industry's target consumers, direction and goals were all unknown.

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

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

Issue Declaration.

The business is currently facing the issue of declining rates of participation at racing tracks and rates of tv audiences. This can put a considerable impact on its incomes from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the company was rather successful till 2005 with its standard marketing strategies, but right after 2005 the business starts dealing with numerous issues consisting of decrease of its fan base. Numerous external in addition to internal elements are accountable for the decline. Internal aspects include; inadequate financial investment in social networks and other digital medias of.

Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their children and create generational loyalty. The family system in America was altering resulting in decrease of impact of married male fan base over their children. Along with it understandings about vehicle was likewise changing with perceiving car a car to reach at point B from point A, rather than as a fun project. Other obstacles for Pricing Strategy And The Net Case Study Analysis 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, etc. These all challenges were tending the business to revise its marketing methods.

SWOT Analysis.

Strengths.


NASCAR core competencies includes it has rights of dictating guidelines as sanctioning body. Guidelines and guidelines concerning expert stock car racing are determined by NASCAR like if any group with required skills and resources can get in into races by following rules and policies dictated by NASCAR. All the events of NASCAR are sponsored by corporates since of greatest brand loyalty of fans toward brands promoted by Pricing Strategy And The Net Case Study Help.

Weaknesses.

Weaknesses in SWOT Analysis are considered as external factors. Weak points includes the factors that stops company to carry out at required level of efficiency. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist method. They normally used to form rules and other required procedures without intervention of others which results in bad cooperation. For instance NASCAR develops Cars and truck of Tomorrow without cooperation so result is that motorists did not like that principle. As this is racing sport so covering of sports by media is also difficult. It was likewise discovered that NASCAR had no efficient strategy for service communication. They don't know how to handle concern if it occurred off track. Ineffective service communication results in that they don't have clear instructions for their long term objectives. They don't know that where they want to see this sport in future.
Porter's 5 Forces Analysis
Opportunities.

Opportunities in SWOT analysis are external aspects which can be beneficial to company or the external elements on which company is having competitive benefit. NASCAR typically utilized to count on standard media sources like local paper for publicity of its sports. Usually these traditional media sources attempt to cover their home team and certain sort of occasions. NASCAR also familiarized from these standard media outlets that sport was difficult to cover. Media landscape also altered from conventional to digital landscape. Papers failed. NASCAR can deal with its capabilities to get maximum possible benefits from this new digital landscape. NASCAR have underinvestment in digital resources. So it can capitalize in digital and social media to get its benefits. Digital rights of NASCAR were likewise offered to Turner Sports. NASCAR utilized to make money check of around $15 million annually from Turner Sports. There are variety of cons behind this deal. NASCAR had to get approval from Turner Sport if it want to create its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of each and every single video which is shoot throughout race at track. If media sources like newspapers, magazines and cable channels wish to publish videos of races on their particular pages then they are needed to pay licensing fees to Turner Sport. So NASCAR can deal with conditions and terms and try to work out with Turner Sports to get optimal advantages of it. Star power plays extremely essential role in creating earnings from every sport. However it was kept in mind that Pricing Strategy And The Net Case Study Help is lagging in this location i.e. star power. When sports fans were asked concerning popular celebs and stars then NASCAR motorist was not found even in top twenty reactions. So NASCAR can put efforts in this location too for profits generation. They ought to assist their chauffeurs that how they can end up being sport stars. 4 tactical focuses which are generated by research team can also be acted as opportunity for NESCAR. These 4 strategic focuses compares and analysis Pricing Strategy And The Net Case Study Help strategies.

Risks

Dangers in SWOT analysis are defined as external elements that can danger to company's success. Economic down turn was experienced in late 2000 which can be hazard for NASCAR due to the fact that if there is financial down turn then people would be having less roi. Earning of people would be effected and they would be more mindful in spending their money. Economic down turn likewise results in increase fuel rates which likewise affected NASCAR. Due to the fact that fans of NASCAR used to attend its occasion from fars away. NESCAR had a guideline of 65/25/10 for revenue distribution. 65 percent earnings from media rights would be distributed to race course, 25 percent revenue would be distributed to contending group and staying 10 percent would be maintained by NESCAR which is sanctioning body. Competing team wanted to increase their part of income from 25 percent because of increase in running cost of a race team and also there is decline in the variety of full-season sponsorship. Since they are making huge investments to improve experience of fans, nescar likewise deals with hazards from other sponsors. Which includes updating existing opportunities, constructing new avenues, supplying Wi-Fi facility and likewise supplying other interactive mediums to connect sports on mobile phones. Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their children and produce generational commitment. So the challenge is that the household system in America was changing resulting in decrease of influence of married male fan base over their children. Together with it perceptions about automobile was likewise changing with perceiving vehicle 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 Solution make substantial financial investments in brand-new sectors which are based on new customers then it may deal with unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

Porter's 5 forces is a design that is used to analyse market in which business is working. It assists in determining what are strengths and weakness of any particular market. It recommend that every industry is different from one another. Since NASCAR's bottom line i.e. net profit is greatly depends on this, it is essential to understand market in which company is working. There are 5 forces that are utilized to determine success, intensity and attractiveness of Pricing Strategy And The Net Case Study Help service.

Competitive Competition

This force shows ability of competitors. Groups usually represents sponsors in NASCAR and the medium of advertising is motorists. For that reason it can be said that chauffeurs and race vehicles are competitors. If they got much better opportunity in terms of rewards and tv exposure, these chauffeurs can go versus Pricing Strategy And The Net Case Study Solution. If audiences enjoy other race cars and chauffeurs more than NASCAR then viewers can move to those other interesting automobiles and drivers. NASCAR could be having danger from its two direct competitors that is Solution 1 and Moto GP. They need to develop competitive benefits for motorists so they do not shift to other competitors.
Swot Analysis
Provider Power

The provider power indicates the number of providers are offered in market and what is the cost connected with provider if company shifts from one provider to another. Due to the fact that motorists with required resources and skills are restricted, in this industry there is supply monopoly.

Buyer Power

This force is concerning to clients that is it easy for consumers to move to other items. Then customers are less likely to switch, if there is more switching cost is associated. In the case of NASCAR consumers are its audiences. Since viewers will having low switching expense, viewers can switch to other competitors quickly.

Threat of Substitution

Replacements are referred as alternatives. The substitutes in this case can be other home entertainment implies like viewers can shift to other sports. So there are wide range of substitutes are readily available in this situation which recommends that risk of replacement is high.

Risk of New Entry

In the case of NASCAR danger of new entry is low. They need to build cars and racing tracks and also needs to pay significant quantity to motorists for changing.

PESTEL Analysis

Political


It can not be concluded from case study that there would be change in resource allocations. NASCAR had got take advantage of lower taxation policies which results in increasing in profits. So they made heavy financial investments in the research study and advancement. As NASCAR is operating in various markets so it requires to face various policies. It is likewise noted that Pricing Strategy And The Net Case Study Help has actually dealt with increased analysis concerning regulative. Every federal government has various concern so NASCAR has to be gotten ready for it as concern can be moved to other sector.

Economical

Economic aspects includes taxation rate, currency exchange rate, financial efficiency of that particular business, conditions of labour market, inflation rate etc. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its competitors can be impacted. NASCAR can leverage abilities of employees to create brand-new opportunities and improve existing chances.

Social

Every society is different from each other. Each has different social worths and standards. It assists in comprehending relating to society and preference of consumers. Social factors includes customs, culture, mindsets towards particular product and services, demographics, standards, interests and so on. It can be concluded that marketing through other ways rather than conventional (i.e. newspaper) can be preferred in this society.

Technical

In this case of NASCAR it can be kept in mind that companies are greatly spending for research and development. NASCAR ought to also work on its media rights policy with Turner Broadcasting System.

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

Environmental

Environmental elements are also essential for every organisation. Since generally federal governments don't allow those business which can damage to environment. These environmental factors consists of laws regarding pollution, climate change, safe waste disposal, policies relating to insurance etc. NASCAR needs to make sure that its automobiles are not producing contamination more than appropriate level.

7 P's of Marketing

Item

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

Rate.

Pricing method of NASCAR for its race occasions tickets is based upon the place and significance of the racing events. Together with race occasions tickets, NASCAR also charge different service fees to its stakeholders and makes income. For instance it charged approving costs of $1-2 million per race on average in 2005.

Promo.

Advertising strategy 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 numerous cities in United States. The most crucial tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Vehicle Club Speedway in California and Darlington Raceway in South Carolina. It attempts to conduct its races in most of the cities in United States to grasp across the country appeal.

People.

Nestle individuals strategy is consisted of offering much better experience to its audiences, its fan base and to all of its stakeholders. People are a crucial aspect of Pricing Strategy And The Net Case Study Solution A marketing technique as its events are the source of home entertainment for crowd. Its individuals strategy includes efforts to offer much better experience to its Fans, Race Drivers, Team, Event Organizers and so on, all of which come under people strategy of NASCAR.

Processes.

A number of business procedures are needed to conduct racing events in an efficient method. These processes include; appropriate schedule of time, arrangement for viewers, offering tickets, arrangement of area for sponsors, managing logistics etc. These all processes contribute I developing NASCAR image, improving viewers experience and increasing fan base.

Physical Evidence.

Crucial physical proofs for the NASCAR includes the existence of its racing tracks, stock automobiles and racing events. Together with it, its retailing brand names including tee shirts, caps, goodies and so on, likewise serve as a physical proof for NASCAR.

Product Life Process Evaluation.

The racing occasions by Pricing Strategy And The Net Case Study Analysis was presented on June 19, 1949. The first race was held at Charlotte Speedway in North Carolina. There had to do with 13000 fans present in the race. At the very first phase competitors for NASCAR was low, as the competitors drove the cars and trucks similar to the automobiles driven by common individuals.

Growth.

The very first NASCAR based track, specifically the Darlington Raceway track, was started in 1950 in South Carolina. After the growth of racing tracks the company moved towards broadcasting its races on television in 1979.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he changed NASCAR from a regional Sport popular company into one with international fan base. He initiated a brand-new era of lucrative sponsorships and television contracts for NASCAR.

Maturity.

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

Decrease.

The major causes of decline consist of the financial crisis of 2008, which increased the expense of showing up at tracks for viewers due to increasing fuel costs, and the shifting of its fan base towards other sports.

Market Segmentation.

The market division of Pricing Strategy And The Net Case Study Solution can be divided into 4 sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographical.

The geographical segmentation of Pricing Strategy And The Net Case Analysis 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 various countries. The company has 23 tracks in about 20 states of America and has television broadcast through numerous Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical segmentation provides the company local in addition to international fan base.

Market.

The demographic segmentation of Pricing Strategy And The Net Case Study Analysis is likewise highlydiverse based upon the gender, earnings and age of the consumer. To increase the demographic section of its market NASCAR must modify its marketing techniques to draw in more age groups and lower its costs to go into in the market segment with a low average earnings.

Psychographic.

The mental attributes of the majority of the fans are rather similar. NASCAR has a fan base with a commitment. As soon as in a week, NASCAR fans perceive it compulsive to buy tickets and see the races. 71% of them choose to acquire products with a NASCAR brand. They are quite extrovert and are willing to mingle with other fans while racing. They desire quality racing with low cost at practical location. NASCAR has attempted to increase the quality of its racing by presenting stage racing, they likewise have attempted to lower costs and make the event more convenient by introducing live racing.

Behavioural.

Behavioural division of Pricing Strategy And The Net Case Study Solution is based upon the behaviour of fans in terms of enjoying the race survive on the tv or by entering the events. Currently, the fans preference is towards enjoying the race in the house on tv instead of going, as the customer experience at NASCAR tracks is not beneficial as well as costly. This choice makes the rates for presence lower than the rates for tv viewers. NASCAR needs to alter the behaviour of its fan base by introducing qualitative services at its tracks.

Target Market.

Hispanics.

One of the prospective target market of NASCAR was Hispanics; the young and growing population of United States. The market sector has excellent possible for NASCAR as the population was growing at a higher rate and it was expected to become thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014.

Kids.

Kids are also one of the possible target market segment for NASCAR, as they are more linked socially than other groups. Developing fan base amongst kids can offer a prospective increase in the variety of fans for racing due to their connectivity. Kids invest most of their times in playing and utilizing smartphones video games. Automobile racing games developed by Pricing Strategy And The Net Case Study Analysis can be a potential source of acquiring attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital features associated with kids are not efficient in getting the attention. NASCAR requires more attention towards customizing and enhancing its digital features to draw in the kids target audience.

This big expense makes the sector capacity for NASCAR marketing technique of increasing its fan base. The market sector thinks about NASCAR as a company lacking in creating a multiculturalism atmosphere. NASCAR should take different 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 concerning marketing. These 5 C's requirements to be analysed correctly for taking any marketing decision. These 5 C's represent Environment, Company, Collaborators, Competitors and clients.

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 ecological and is specified above.

Company.

NASCAR is a car racing business with having USP of high quality auto racing with an international structure. Its sector is sports team and events. Its target audience is males in the age of 15-60 years. Company has actually closed corporate culture and having non-interventionist method.

Partnerships.

Collaborations includes suppliers, providers 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 desire to produce its Facebook page, twitter account or even mobile application.

Clients.

The consumer of Pricing Strategy And The Net Case Study Analysis are its audiences. They target clients 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 create generational loyalty.

Competitors.

Teams generally represents sponsors in NASCAR and the medium of marketing is chauffeurs. These drivers can go versus NASCAR if they got much better chance in terms of rewards and tv exposure.

Marketing Techniques.

1. Maintaining and developing Facebook Page.
Among the potential target markets sections for NASCAR is Hispanics which is the growing population segment of USA but regrettably NASCAR had actually been unable to bring in the this targeted section. In order to attract the young growing generation the NASCAR need to market by using social media like Facebook. It must establish a Facebook page including the info concerning the races and the areas of tracks to make the customer helpful about the core operations of Pricing Strategy And The Net Case Study Analysis. It needs to also upgrade its Facebook page on everyday basis to offer information about its approaching occasions. This would make the target audience section more informative about the business and would result in attracting big fans base.
2. Establishing and Upgrading Accounts of Secret Drivers.
NASCAR drivers has a low star power as compare to players of other sports. Its ranks 7th in regards to star power (see Case Exhibition). The significant reason behind it is that, the racers mostly play in teams and are not able to construct an essential account and maintain a close contact with fans. The poor contacts with fans lead to less attraction of audiences towards the racers and a low star power. Star power is an important element for drawing in viewers towards tracks and towards television. The star power for the chauffeurs at NASCARA might be improved by producing and upgrading accounts of key chauffeurs by NASCARA itself. This would remove the requirement of requiring motorists to preserve their accounts and would result in increasing fans attention towards NASCARA drivers.
3. Developing New Games and improving present video games for kids.
Kids invested most of their time on playing games and using smart devices. Sadly, kids playing NASCARA have a worst experience of playing its video games. As a result, they are less drawn in towards the sport. In order to bring in these kids, NASCARA ought to improve its current racing video games by presenting modification in the automobiles i.e. changing colours, selection of speed, introducing group racing in the video game, utilizing much better graphics associated with the racing tracks and introducing numerous levels in the game. All these adjustments in the present video game would provide much better experience to kids.
Along with it, NASCAR ought to likewise construct new games associated with racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between different animation characters with an option of selecting the favourite animation character for the kids. These methods would make it possible for the business to bring in one of its potential target sectors.
4. Introducing multiculturalism at occasions.
NASCAR occasions are comprised of fans with really couple of cultural diversity, due to expense of arrival in occasions, making it unappealing for the customers viewing sport occasions as social events i.e. Generation Y clients. As the Generation Y clients are a possible target market for NASCAR, therefore the business must take particular measures to attract this possible target market.
5. Improving Consumer Experience at Tracks.
NASCAR should work on facilities and features at tracks because on the race day viewers 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 business are offering much better services than NASCAR. IF NASCAR do not work on this issue then its fans may shifted to its competitors.

Marketing Budget plan

Marketing budget made on the basis of the above techniques for the duration of 5 years from 2011 to 2015, reveals the expense associated data for the marketing techniques. (See Appendix B). It can be seen that strategy 5 of improving consumer experience at tracks would require greatest initial investment and cost and method 4 of introducing multiculturalism will require least expensive initial investment with least expensive even more per year expense. The business needs to prioritize the resource allocation on these strategies on the basis of its available resources and the prospective benefits which the method would provide.
KEEP IN MIND: The worths about cost are assumed on reasonable basis due the lack of realities and figures related to cost in the event research study. Inflation rate of United States is assumed to be 10%.

Recommendations.
Recommendations
On the basis of deep analysis of the external and internal elements of Pricing Strategy And The Net Case Study Help triggering the decline of television viewership rate and attendance rate at tracks, the above marketing techniques are recommended to NASCAR to increase its fan base in long term. These methods would cope with internal factors like bad 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 factors like shifting of fans towards other sports, demographical changes in America and altering family life designs.