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 Solution (National Association for Stock Car Vehicle Racing) is a company performing series of Stock Automobile racing in United States and acting as a sanctioning body for driving the guidelines for Stock Automobile Racing. The company was established in 1947, by "Huge Costs" France. NASCAR set up Stock Automobile Racing occasions in United States with the existence of about 130000 audiences usually in 2005. It likewise transmitted its events in about 150 countries. Stock Vehicle Racing by NASCAR is the 2nd biggest spectator sport, with highest number of sponsors. It has about 500 sponsors contributing billions of dollars in its revenue. The other sources of income for Quest Foods Asia Pacific And The Crm Initiative Case Study Help consists of; 10% of the overall profits from television rights, sanctioning charges i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed business culture with the non-interventionist method. However this non collaborative technique brings tensions in the sport. The building of Vehicle of Tomorrow by Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis, with an intent of safety for the chauffeurs, brought numerous tensions amongst the stakeholders of the sport.
Executive Summary
The communication audit, performed in 2010, revealed that regardless of the reality that the service extremely rely on the communications in between its stakeholders, there was no identifiable service communication technique. (

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

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

Issue Statement.

The company is currently dealing with the problem of declining rates of participation at racing tracks and rates of television audiences. This can put a significant influence on its incomes from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

Although the company was rather effective till 2005 with its standard marketing methods, but right after 2005 the company starts dealing with different problems consisting of decrease of its fan base. Numerous external along with internal factors are responsible for the decrease. Internal factors consist of; inadequate financial 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 children and produce generational loyalty. But the household system in America was altering resulting in decrease of influence of married male fan base over their children. Together with it perceptions about automobile was also altering with perceiving vehicle a car to reach at point B from point A, rather than as an enjoyable job. Other obstacles for Quest Foods Asia Pacific And The Crm Initiative Case Study Solution consists of the shift of its fans to other sports as they were improving their fan's experience enabling access to their broadcasts out of the homes through jumbo turns, Wi-Fi gain access to, and so on. These all difficulties were tending the business to modify its marketing strategies.

SWOT Analysis.


In SWOT analysis, strengths defined as business's qualities which are different from its rivals. These are company's core proficiencies on which business performance or business success based on. Quest Foods Asia Pacific And The Crm Initiative Case Study Solution core proficiencies includes it has rights of determining guidelines as sanctioning body. Policies and rules concerning professional stock vehicle racing are dictated by NASCAR like if any group with required skills and resources can enter into races by following guidelines and regulations dictated by NASCAR. NASCAR has monopoly it this element. Its strengths also consists of that it has title of second largest viewer sport in the United States with having more fortune 500 sponsors based in United States. Its races were used to broadcast in more than 150 countries all over the world with more than $56 million revenues. The primary sources of their revenues come from television rights, approving fees, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 national series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has also large resource of fans and business sponsors. All the events of NASCAR are sponsored by corporates because of biggest brand loyalty of fans towards brands marketed by Quest Foods Asia Pacific And The Crm Initiative Case Study Solution. (See Appendix A).


Weak points of NASCAR includes its close culture which is non collaborative. Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis develops Car of Tomorrow without partnership so result is that chauffeurs did not like that principle. It was also found that NASCAR had no effective technique for organisation communication.
Porter's 5 Forces Analysis

Opportunities in SWOT analysis are external factors which can be beneficial to business or the external aspects on which company is having competitive benefit. NASCAR usually used to depend on traditional media sources like local newspaper for promotion of its sports. Typically these standard media sources attempt to cover their house team and particular sort of events. NASCAR also familiarized from these traditional media outlets that sport was hard to cover. Media landscape also changed from conventional to digital landscape. Newspapers failed. NASCAR can work on its capabilities to get optimal possible gain from this brand-new digital landscape. NASCAR have underinvestment in digital resources. So it can capitalize in social and digital media to get its benefits. Digital rights of NASCAR were also offered to Turner Sports. NASCAR used to make money check of around $15 million annually from Turner Sports. There are variety of cons behind this offer. NASCAR had to get approval from Turner Sport if it desire to produce its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every video which is shoot throughout race at track. Then they are required to pay licensing costs to Turner Sport, if media sources like newspapers, magazines and cable channels desire to publish videos of races on their respective pages. NASCAR can work on conditions and terms and try to work out with Turner Sports to get maximum advantages of it. Star power plays very crucial function in producing revenues from every sport. However it was noted that Quest Foods Asia Pacific And The Crm Initiative Case Study Solution is lagging in this area i.e. star power. When sports fans were asked regarding popular celebs and stars then NASCAR motorist was not discovered even in leading twenty responses. So NASCAR can put efforts in this area too for profits generation. They should assist their drivers that how they can end up being sport stars. Four strategic focuses which are generated by research study team can likewise be acted as opportunity for NESCAR. These four tactical focuses compares and analysis Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis methods.


Risks in SWOT analysis are specified as external factors that can risk to company's success. Economic down turn was experienced in late 2000 which can be hazard for NASCAR because if there is economic down turn then individuals would be having less roi. Earning of people would be effected and they would be more mindful in investing their money. Economic down turn likewise results in boost fuel costs which also impacted NASCAR. Since fans of NASCAR used to attend its occasion from cross countries. 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 dispersed to competing team and staying 10 percent would be maintained by NESCAR which is sanctioning body. Competing team wanted to increase their part of earnings from 25 percent because of boost in running expense of a race team and likewise there is decrease in the variety of full-season sponsorship. NESCAR also faces hazards from other sponsors since they are making huge investments to improve experience of fans. Which includes updating existing avenues, building new avenues, offering Wi-Fi center and likewise supplying other interactive mediums to communicate sports on mobile phones. 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. The challenge is that the family system in America was altering resulting in decrease of impact of married male fan base over their youngsters. In addition to it perceptions about vehicle was likewise changing with viewing automobile a lorry to reach at point B from point A, instead of as an enjoyable job. Now if Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis make considerable financial investments in brand-new segments which are based on brand-new customers then it may face negative remarks from its core fan base.

Porter's Five Forces Analysis

It is important to comprehend market in which company is working since NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are utilized to determine profitability, intensity and appearance of NASCAR business.

Competitive Competition

These motorists can go versus NASCAR if they got better opportunity in terms of prizes and tv exposure. If viewers delight in other race cars and trucks and drivers more than NASCAR then audiences can move to those other fascinating cars and trucks and motorists. NASCAR could be having threat from its 2 direct competitors that is Formula 1 and Moto GP.
Swot Analysis
Supplier Power

The supplier power indicates the variety of providers are available in industry and what is the expense connected with supplier if company shifts from one supplier to another. Since drivers with needed abilities and resources are restricted, in this industry there is supply monopoly.

Buyer Power

This force is regarding to consumers that is it simple for consumers to shift to other items. Then customers are less likely to change, if there is more changing cost is associated. When it comes to NASCAR clients are its audiences. Viewers can switch to other competitors quickly because audiences will having low changing expense.

Risk of Substitution

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

Risk of New Entry

It is specified as how it is easy for any business to enter in that particular market. In the case of Quest Foods Asia Pacific And The Crm Initiative Case Study Help risk of new entry is low. Because if any company needs to enter in this service than they need to make heavy financial investments. They need to build cars and racing tracks and also requires to pay substantial amount to motorists for changing.

PESTEL Analysis


It can not be concluded from case research study that there would be modification in resource allowances. NASCAR had actually got gain from lower tax policies which results in increasing in revenues. They made heavy financial investments in the research and development. As NASCAR is operating in numerous markets so it needs to deal with different regulations. It is also noted that Quest Foods Asia Pacific And The Crm Initiative Case Study Help has dealt with increased analysis regarding regulatory. Every federal government has different priority so NASCAR has to be prepared for it as priority can be moved to other sector.


Economic factors includes taxation rate, exchange rate, financial performance of that particular company, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its competitors can be impacted if there is government intervention in the marketing and sales sector. NASCAR can take advantage of capabilities of employees to develop new chances and enhance existing opportunities.


Every society is different from each other. Each has different social values and standards. It helps in comprehending regarding society and choice of customers. Social aspects consists of customs, culture, mindsets towards specific product and services, demographics, standards, interests and so on. It can be concluded that advertising through other ways instead of traditional (i.e. paper) can be preferred in this society.


Innovation has effect on practically every organisation. It includes innovation in service strategy. In this case of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis it can be noted that companies are greatly spending for research and development. NASCAR needs to likewise deal with its media rights policy with Turner Broadcasting System.

Vrio Analysis
Because every nation has various legal terms and conditions, Legal plays an important role in every country. Quest Foods Asia Pacific And The Crm Initiative Case Study Help requires to be make sure that they secure their legal rights in every county so any business does not hurt to its legal rights.


Ecological factors are also important for every business. NASCAR requires to make sure that its automobiles are not creating pollution more than acceptable 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 occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning guidelines for races and ad-space to corporate marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Pricing method of NASCAR for its race occasions tickets is based upon the place and value of the racing occasions. In addition to race occasions tickets, NASCAR also charge various service fees to its stakeholders and makes profits. It charged approving costs of $1-2 million per race on average in 2005.


Promotional method of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution is extremely based upon its fan base. A strong fan base share its fandom with others and increase the number of viewers for NASCAR races. However, the company is not totally relied upon its fan base for its promo and promote through local radio stations too. The company has actually likewise embraced the merchandising media of promotion, in which the company offers merchandises with its logo.


NASCAR have its racing tracks in different 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 tries to perform its races in most of the cities in United States to understand nationwide popularity.


Nestle individuals method is comprised of offering better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an essential element of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis A marketing strategy as its events are the source of home entertainment for crowd. Its people technique includes efforts to offer much better experience to its Fans, Race Drivers, Crew, Occasion Organizers and so on, all of which come under people strategy of NASCAR.


Numerous business procedures are required to carry out racing occasions in an effective method. These processes consist of; appropriate schedule of time, plan for spectators, offering tickets, plan of area for sponsors, handling logistics etc. These all processes contribute I developing NASCAR image, enhancing spectators experience and increasing fan base.

Physical Evidence.

Essential physical proofs for the NASCAR includes the existence of its racing tracks, stock cars and racing occasions. Together with it, its retailing brands including tee shirts, caps, goodies and so on, likewise serve as a physical evidence for NASCAR.

Product Life Process Assessment.

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


The first NASCAR based track, specifically the Darlington Raceway track, was initiated in 1950 in South Carolina. After the development of racing tracks the company moved towards transmitting its races on tv in 1979.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 years, he transformed NASCAR from a regional Sport popular organization into one with worldwide fan base. He initiated a brand-new period of profitable sponsorships and tv agreements for NASCAR.


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


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

Market Division.

The marketplace segmentation of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis can be divided into 4 sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Quest Foods Asia Pacific And The Crm Initiative Case Analysis is based upon the geographical existence of its tracks in different states and cities in United States, and the tv broadcasting of its occasions in different nations. The business has 23 tracks in about 20 states of America and has tv broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical segmentation supplies the company local along with global fan base.


The demographic segmentation of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis is likewise highlydiverse based upon the gender, earnings and age of the consumer. To increase the demographic segment of its market NASCAR ought to modify its marketing strategies to draw in more age groups and lower its costs to go into in the market segment with a low typical earnings.


NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to buy tickets and see the races once in a week. NASCAR has tried to increase the quality of its racing by introducing stage racing, they likewise have tried to lower rates and make the occasion more convenient by introducing live racing.


Behavioural division of NASCAR is based upon the behaviour of fans in terms of seeing the race live on the television or by going in the events. Currently, the fans choice is towards viewing the race at house on television rather than going, as the customer experience at NASCAR tracks is not favourable as well as pricey.

Target audience.


Among the prospective target audience of Quest Foods Asia Pacific And The Crm Initiative Case Study Help was Hispanics; the young and growing population of United States. The marketplace sector has terrific prospective 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 section has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the sector shows affinity with automobile culture, however require a more focused marketing towards welcoming the segment towards racing.


Kids are likewise among the possible target audience segment for NASCAR, as they are more connected socially than other groups. Producing fan base among kids can provide a possible boost in the variety of fans for racing due to their connectivity. Kids spend most of their times in playing and using smartphones video games. Car racing video games developed by Quest Foods Asia Pacific And The Crm Initiative Case Study Solution can be a prospective source of getting attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital functions related to kids are not efficient in gaining the attention. NASCAR requires more attention towards personalizing and enhancing its digital features to attract the kids target audience.

This big expense makes the segment potential for NASCAR marketing technique of increasing its fan base. The market section considers NASCAR as a company lacking in creating a multiculturalism atmosphere. NASCAR ought to take various actions to enhance the experience of Generation Y consumers in its events.

5 C's of Marketing

5 C's of marketing helps in taking choices regarding marketing. These 5 C's requirements to be analysed properly for taking any marketing choice. These 5 C's mean Climate, Business, Collaborators, Consumers and Competitors.


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


NASCAR is an automobile racing company with having USP of high quality vehicle racing with a global structure. Its sector is sports group and events. Its target market is males in the age of 15-60 years. Company has actually closed corporate culture and having non-interventionist approach.


Collaborations includes distributors, suppliers and alliances of NASCAR. NASCAR used to get pay check of around $15 million annually 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.


The customer of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution are its viewers. They target clients with having age of 15-60 years. 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 direct rivals of NASCAR are Solution 1 and Moto GP. Groups generally represents sponsors in NASCAR and the medium of advertising is motorists. For that reason it can be said that drivers and race vehicles are rivals. These chauffeurs can break Quest Foods Asia Pacific And The Crm Initiative Case Study Solution if they got better chance in terms of prizes and television exposure.

Marketing Strategies.

1. Keeping and developing Facebook Page.
One of the possible target audience segments for NASCAR is Hispanics which is the growing population section of USA however sadly NASCAR had been not able to draw in the this targeted section. 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 including the information concerning the races and the locations of tracks to make the consumer informative about the core operations of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution. It should likewise update its Facebook page on everyday basis to provide details about its approaching occasions. This would make the target market segment more helpful about the business and would result in drawing in big fans base.
2. Establishing and Upgrading Accounts of Secret Drivers.
Quest Foods Asia Pacific And The Crm Initiative Case Study Solution motorists has a low star power as compare to players of other sports. The poor contacts with fans result in less attraction of viewers towards the racers and a low star power. Star power is a crucial factor for attracting audiences towards tracks and towards television.
3. Developing New Games and improving present video games for kids.
In order to bring in these kids, NASCARA must improve its existing racing games by introducing personalization in the vehicles i.e. altering colours, selection of speed, presenting group racing in the video game, using better graphics related to the racing tracks and presenting numerous levels in the game. All these adjustments in the current video game would provide better experience to kids.
Together with it, NASCAR should likewise develop brand-new video games connected to racing like kids racing with kids characters as motorists, animation racing with racing between numerous cartoon characters with an option of selecting the favourite animation character for the kids. These strategies would make it possible for the company to bring in among its potential target sectors.
4. Introducing multiculturalism at occasions.
NASCAR occasions are comprised of fans with extremely few cultural diversity, due to cost of arrival in events, making it unattractive for the consumers perceiving sport occasions as social events i.e. Generation Y customers. As the Generation Y consumers are a possible target market for NASCAR, therefore the business should take certain measures to attract this potential target market.
5. Improving Customer Experience at Tracks.
Quest Foods Asia Pacific And The Crm Initiative Case Study Help should work on facilities and amenities at tracks due to the fact that on the race day audiences got disappointed. Viewers have lots of expectations from NASCAR because in exact same market other companies are supplying better services than NASCAR. Then its fans may shifted to its competitors, if NASCAR don't work on this issue. According to fans there were not sufficient facilities were available as compare to other sports service providers. So NASCAR should make sure that it provide sufficient facilities that consists of cleaned restrooms, comfortable seating arrangement. They should also offer WIFI services and ease of access of credit cards throughout that track. It needs to be also make sure that there are enough jumbo turns put at all needed places. There must be also food stalls that offer quality food to viewers. In this method audiences will be having pleasant experience at the day of event. (See Appendix B).

Marketing Spending plan

Marketing spending plan made on the basis of the above strategies for the duration of 5 years from 2011 to 2015, shows the cost associated information for the marketing methods. It can be seen that strategy 5 of enhancing customer experience at tracks would need greatest initial financial investment and expense and technique 4 of introducing multiculturalism will require least expensive initial investment with least expensive even more per year cost.
NOTE: The values about expense are assumed on logical basis due the lack of truths and figures related to cost in the event study. Inflation rate of United States is presumed to be 10%.

On the basis of deep analysis of the external and internal elements of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis triggering the decrease of tv viewership rate and participation rate at tracks, the above marketing methods are recommended to NASCAR to increase its fan base in long run. These methods would deal with internal aspects like poor consumer experience at tracks, insufficient social media marketing, incapable digital medias like games, lack of culturalisms at tracks and so on, in addition to with external elements like moving of fans towards other sports, demographical changes in America and altering family life designs.