Quest Foods Asia Pacific And The Crm Initiative Online Case Study Solution

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Quest Foods Asia Pacific And The Crm Initiative Case Study Solution and Analysis


Quest Foods Asia Pacific And The Crm Initiative Case Study Help (National Association for Stock Automobile Car Racing) is an organization carrying out series of Stock Automobile racing in United States and functioning as an approving body for driving the guidelines for Stock Automobile Racing. The company was established in 1947, by "Big Expense" France. NASCAR organize Stock Car Racing events in United States with the presence of about 130000 audiences on average in 2005. It likewise transmitted its events in about 150 nations. Stock Car Racing by NASCAR is the second biggest viewer sport, with highest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its earnings. The other sources of earnings for Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis consists of; 10% of the total profits from television rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed business culture with the non-interventionist technique. Nevertheless this non collective method brings tensions in the sport. The building of Cars and truck of Tomorrow by Quest Foods Asia Pacific And The Crm Initiative Case Study Help, with an intent of security for the drivers, brought different stress among the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, revealed that despite the fact that the business extremely rely on the interactions between its stakeholders, there was no identifiable business communication method. The industry's target consumers, direction and goals were all unknown.

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

Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis viewers was extremely loyal to the sport and the brand names related to the NASCAR, making it appealing for sponsors and business marketers.

Problem Declaration.

The company is currently dealing with the problem of decreasing rates of participation at racing tracks and rates of television viewers. This can put a significant effect on its revenues from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the business was rather successful till 2005 with its traditional marketing methods, however right after 2005 the business starts facing different problems including decline of its fan base. Numerous external along with internal elements are responsible for the decrease. Internal elements consist of; insufficient financial investment in social networks and other digital medias of.

Fan base of NASCAR made up of married males with an average age of 47, which passes their fandom to their children and create generational loyalty. Other difficulties 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 access, and so on.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of dictating rules as approving body. Policies and guidelines regarding professional stock vehicle racing are dictated by NASCAR like if any team with required abilities and resources can get in into races by following rules and regulations determined by NASCAR. All the events of NASCAR are sponsored by corporates since of most significant brand name commitment of fans toward brand names promoted by Quest Foods Asia Pacific And The Crm Initiative Case Study Solution.

Weak points.

Weak points of NASCAR includes its close culture which is non collective. Quest Foods Asia Pacific And The Crm Initiative Case Study Solution develops Cars and truck of Tomorrow without collaboration so result is that drivers did not like that idea. It was likewise discovered that NASCAR had no reliable method for service communication.
Porter's 5 Forces Analysis

NASCAR typically used to rely on traditional media sources like regional paper for promotion of its sports. NASCAR also came to understand from these traditional media outlets that sport was hard to cover. When sports fans were asked relating to popular celebrities and stars then NASCAR chauffeur was not discovered even in leading twenty responses.


Hazards in SWOT analysis are defined as external aspects that can danger to company's success. Because if there is economic down turn then individuals would be having less return on financial investment, Economic down turn was experienced in late 2000 which can be threat for NASCAR. Earning of people would be effected and they would be more mindful in investing their cash. Economic down turn also leads to increase fuel costs which also impacted NASCAR. Due to the fact that fans of NASCAR used to attend its event from long distances. NESCAR had a rule of 65/25/10 for income distribution. 65 percent profits from media rights would be dispersed to race course, 25 percent profits would be distributed to competing group and remaining 10 percent would be maintained by NESCAR which is approving body. Contending team wished to increase their part of income from 25 percent since of boost in running cost of a race group and also there is decline in the number of full-season sponsorship. NESCAR likewise deals with hazards from other sponsors because they are making huge financial investments to enhance experience of fans. For example which includes upgrading existing avenues, building brand-new opportunities, offering Wi-Fi facility and also offering other interactive mediums to connect sports on smart devices. Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their children and create generational loyalty. So the difficulty is that the household system in America was changing resulting in reduction of impact of married male fan base over their youngsters. Together with it perceptions about vehicle was likewise changing with perceiving automobile a vehicle to reach at point B from point A, rather than as an enjoyable task. If NASCAR make considerable investments in new sectors which are based on brand-new consumers then it might deal with negative remarks from its core fan base, now.

Porter's Five Forces Analysis

Porter's 5 forces is a model that is used to analyse market in which company is working. It assists in identifying what are strengths and weak point of any particular market. It suggest that every industry is various from one another. Due to the fact that NASCAR's bottom line i.e. net earnings is greatly depends on this, it is crucial to understand industry in which company is working. There are 5 forces that are utilized to identify success, intensity and appearance of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis business.

Competitive Competition

This force indicates capability of rivals. Groups typically represents sponsors in NASCAR and the medium of marketing is motorists. Therefore it can be said that motorists and race cars and trucks are rivals. If they got better chance in terms of prizes and tv direct exposure, these drivers can go versus Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis. If viewers enjoy other race cars and motorists more than NASCAR then audiences can shift to those other intriguing cars and trucks and drivers. NASCAR might be having threat from its 2 direct competitors that is Formula 1 and Moto GP. They require to develop competitive benefits for chauffeurs so they do not shift to other rivals.
Swot Analysis
Supplier Power

If business shifts from one supplier to another, the supplier power shows the number of suppliers are readily available in market and what is the expense associated with supplier. In this market there is supply monopoly since drivers with required resources and skills are restricted.

Purchaser Power

In the case of NASCAR clients are its audiences. Viewers can change to other rivals quickly because viewers will having low switching expense.

Hazard of Replacement

Alternatives are referred as alternatives. The alternatives in this case can be other entertainment suggests like viewers can shift to other sports. There are wide variety of replacements are readily available in this circumstance which recommends that hazard of substitute is high.

Danger of New Entry

It is specified as how it is easy for any company to go into in that particular industry. When it comes to Quest Foods Asia Pacific And The Crm Initiative Case Study Help hazard of brand-new entry is low. If any company needs to go into in this company than they have to make heavy financial investments, due to the fact that. They require to build vehicles and racing tracks and likewise requires to pay significant amount to chauffeurs for switching.

PESTEL Analysis


As NASCAR is working in various markets so it requires to deal with various guidelines. It is also kept in mind that NASCAR has dealt with increased analysis relating to regulative. Every government has various priority so NASCAR has actually to be prepared for it as priority can be shifted to other sector.


Financial aspects consists of tax rate, exchange rate, financial efficiency of that particular business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its rivals can be impacted if there is federal government intervention in the marketing and sales sector. NASCAR can take advantage of capabilities of employees to produce brand-new chances and enhance existing opportunities.


Each has various social worths and norms. It assists in understanding relating to society and choice of consumers.


Innovation has effect on practically every service. It includes innovation in business strategy. In this case of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution it can be kept in mind that companies are greatly investing for research study and development. NASCAR ought to also deal with its media rights policy with Turner Broadcasting System.

Vrio Analysis
Due to the fact that every nation has various legal terms and conditions, Legal plays a crucial role in every nation. Quest Foods Asia Pacific And The Crm Initiative Case Study Solution requires to be make certain that they safeguard their legal rights in every county so any company does not damage to its legal rights.


Environmental elements are also important for every organisation. NASCAR needs to make sure that its cars and trucks are not producing contamination more than appropriate level.

7 P's of Marketing


The products of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis in its product portfolio are; racing events 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).


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


Advertising method of NASCAR is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of viewers for NASCAR races.


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 grasp nationwide appeal.


Nestle individuals method is comprised of supplying better experience to its audiences, its fan base and to all of its stakeholders. Individuals are a crucial aspect of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution A marketing strategy as its events are the source of home entertainment for crowd. Its individuals technique consists of efforts to supply much better experience to its Fans, Race Drivers, Crew, Event Organizers etc., all of which come under people method of NASCAR.


Several organisation procedures are needed to conduct racing occasions in an effective way. These processes consist of; proper schedule of time, arrangement for spectators, selling tickets, plan of space for sponsors, managing logistics and so on. These all processes contribute I constructing NASCAR image, enhancing spectators experience and increasing fan base.

Physical Evidence.

Most important physical evidences for the NASCAR consists of the existence of its racing tracks, stock automobiles and racing occasions. Together with it, its retailing brand names including tee shirts, caps, goodies and so on, likewise function as a physical evidence for NASCAR.

Product Life Cycle Evaluation.

The racing occasions by NASCAR was presented on June 19, 1949. At the first phase competition for NASCAR was low, as the competitors drove the cars comparable to the cars and trucks driven by normal individuals.


After performing its very first race effectively the business moved towards developing its own tracks. The first Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis based track, namely the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by establishment of more raceways consisting of Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the company moved towards transmitting its races on tv in 1979. The first event transmitted on tv was flag-to-flag protection 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 company into one with global fan base. He started a new era of profitable sponsorships and tv agreements for NASCAR.


The maturity period for NASCAR started with the efforts of William France Jr., with the company having vast array of earnings sources. The business has about 500 sponsors with relaying its events in about 150 nations. The company has a great deal of tracks in most of the cities of United States.


The decrease in the business's offerings began after 2005 with typical attendance rate per race declined by 22% from 2005 to 2010 and tv viewership rate decreased by 30% from 2005 to 2010. The major reasons for decline include the monetary crisis of 2008, which increased the expense of reaching tracks for viewers due to increasing fuel costs, and the shifting of its fan base towards other sports.

Market Segmentation.

The market division of Quest Foods Asia Pacific And The Crm Initiative Case Study Help can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Quest Foods Asia Pacific And The Crm Initiative Case Help is based upon the geographical existence of its tracks in numerous states and cities in United States, and the tv broadcasting of its occasions in different 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 huge geographical segmentation offers the company regional in addition to global fan base.


The group division of NASCAR is likewise highlydiverse based upon the gender, earnings and age of the customer. Its current fan base is majorly consisted of male married fans with an average age of 47 years and an earnings around $30-50 thousands. However presently NASCAR is trying to increase its target market to the young growing population and kinds also. To increase the group sector of its market NASCAR should modify its marketing strategies to draw in more age groups and lower its prices to go into in the market section with a low average earnings.( htt1).


The mental qualities of most of the fans are quite similar. NASCAR has a fan base with a loyalty. As soon as in a week, NASCAR fans perceive it compulsive to purchase tickets and see the races. 71% of them choose to acquire items with a NASCAR trademark name. They are quite extrovert and are willing to join other fans while racing. They desire quality racing with low rate at hassle-free location. Although Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis has tried to increase the quality of its racing by presenting phase racing, they also have attempted to lower rates and make the occasion easier by presenting live racing.


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

Target audience.


One of the prospective target market of NASCAR was Hispanics; the young and growing population of United States. The market segment has great possible 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 sector has increasing wealth rate with about $1 trillion of wealth in 2014.


Kids are also one of the possible target market section for NASCAR, as they are more linked socially than other groups. Developing fan base among kids can supply a prospective increase in the number of fans for racing due to their connectivity. Kids invest the majority of their times in using smartphones and playing video games. Car racing games established by Quest Foods Asia Pacific And The Crm Initiative Case Study Solution can be a potential source of getting attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital features connected to kids are not efficient in gaining the attention. NASCAR needs more attention towards tailoring and improving its digital functions to draw in the kids target audience.

Generation Y.
Generation Y target market consists of those who invested 5 times more resources on discretionary expenses i.e. acquiring tickets for racing occasions, than others. This substantial expenditure makes the segment capacity for NASCAR marketing strategy of increasing its fan base. The market sector is also simple to method as 81% of the Y Generation customer utilizes Facebook the usage and every day is two times of using television and radio. The marketplace section views sports as an affair, rather than adherence to sport. The market sector thinks about NASCAR as an organization doing not have in developing a multiculturalism atmosphere. Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis should take numerous actions to improve the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing assists in taking choices regarding marketing. These 5 C's needs to be analysed appropriately for taking any marketing choice. These 5 C's stands for Environment, Business, Collaborators, Customers and Competitors.


It needs to make PESTLE analysis in order to comprehend environment or context in which NASCAR is working. PESTLE represents political, economic, social, technical, legal and environmental and is stated above.


Quest Foods Asia Pacific And The Crm Initiative Case Study Help is an automobile racing business with having USP of high quality auto racing with a worldwide structure. Its sector is sports team and events.


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


The client of Quest Foods Asia Pacific And The Crm Initiative Case Study Help are its audiences. They target customers 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 children and develop generational commitment.


The direct rivals of NASCAR are Solution 1 and Moto GP. Groups normally represents sponsors in NASCAR and the medium of marketing is drivers. Therefore it can be said that drivers and race cars and trucks are rivals. If they got better chance in terms of prizes and tv exposure, these drivers can go versus NASCAR.

Marketing Strategies.

1. Keeping and developing Facebook Page.
Among the possible target audience segments for NASCAR is Hispanics which is the growing population section of USA but sadly NASCAR had been not able to draw in the this targeted section. In order to draw in the young growing generation the NASCAR should market by using social networks like Facebook. It should develop a Facebook page including the information regarding the races and the areas of tracks to make the customer useful about the core operations of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution. It needs to also upgrade its Facebook page on everyday basis to supply information about its approaching occasions. This would make the target audience segment more informative about the business and would result in attracting big fans base.
2. Developing and Upgrading Accounts of Secret Drivers.
NASCAR motorists 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 reason behind it is that, the racers primarily play in groups and are unable to develop a crucial account and preserve 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 an important factor for attracting viewers towards tracks and towards tv. The star power for the chauffeurs at NASCARA might be enhanced by developing and updating accounts of essential drivers by NASCARA itself. This would remove the requirement of requiring motorists to keep their accounts and would result in increasing fans attention towards NASCARA drivers.
3. Developing New Games and enhancing present games for kids.
Kids spent most of their time on playing games and utilizing mobile phones. But unfortunately, kids playing NASCARA have a worst experience of playing its games. As a result, they are less attracted towards the sport. In order to draw in these kids, NASCARA should enhance its present racing games by introducing modification in the cars i.e. altering colours, choice of speed, presenting group racing in the video game, using much better graphics associated with the racing tracks and introducing various levels in the video game. All these modifications in the existing video game would supply better experience to kids.
In addition to it, NASCAR must also build brand-new video games associated with racing like kids racing with kids characters as motorists, cartoon racing with racing in between various cartoon characters with an option of selecting the favourite animation character for the kids. These techniques would make it possible for the business to attract one of its prospective target segments.
4. Introducing multiculturalism at events.
NASCAR events are made up of fans with extremely couple of cultural diversity, due to cost of arrival in events, making it unappealing for the customers viewing sport occasions as social occasions i.e. Generation Y customers. As the Generation Y consumers are a potential target market for NASCAR, therefore the business ought to take specific procedures to attract this possible target market.
5. Improving Customer Experience at Tracks.
Due to the fact that on the race day audiences got dissatisfied, NASCAR needs to work on infrastructure and amenities at tracks. Because in same market other companies are providing much better services than NASCAR, audiences have numerous expectations from Quest Foods Asia Pacific And The Crm Initiative Case Study Solution. IF NASCAR don't deal with this concern then its fans may moved to its rivals. According to fans there were not sufficient centers were available as compare to other sports service providers. NASCAR must make sure that it supply appropriate facilities that consists of cleaned up restrooms, comfortable seating arrangement. They should also offer WIFI services and availability of charge card throughout that track. It needs to be likewise ensure that there are enough jumbo turns put at all required locations. There need to be likewise food stalls that supply quality food to viewers. In this way audiences will be having enjoyable experience at the day of event. (See Appendix B).

Marketing Budget

Marketing budget plan made on the basis of the above strategies for the duration of 5 years from 2011 to 2015, shows the cost related information for the marketing methods. (See Appendix B). It can be seen that technique 5 of improving client experience at tracks would need highest preliminary investment and expense and method 4 of presenting multiculturalism will need most affordable preliminary investment with least expensive further each year expense. The company must prioritize the resource allocation on these strategies on the basis of its readily available resources and the potential benefits which the technique would offer.
KEEP IN MIND: The values about cost are assumed on rational basis due the lack of facts and figures related to cost in the case study. Inflation rate of United States is presumed to be 10%.

On the basis of deep analysis of the external and internal aspects of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution triggering the decrease of tv viewership rate and presence rate at tracks, the above marketing techniques are advised to NASCAR to increase its fan base in long run. These methods would manage internal aspects like poor customer experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., in addition to with external factors like shifting of fans towards other sports, demographical modifications in America and altering domesticity styles.