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

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


NASCAR (National Association for Stock Cars And Truck Car Racing) is an organization carrying out series of Stock Car racing in United States and acting as an approving body for driving the rules for Stock Vehicle Racing. 2) Stock Automobile Racing by NASCAR is the 2nd largest spectator sport, with greatest number of sponsors. 1) The other sources of profits for Quest Foods Asia Pacific And The Crm Initiative Case Study Help includes; 10% of the overall revenue from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed corporate culture with the non-interventionist approach. The building of Car of Tomorrow by NASCAR, with an intent of safety for the motorists, brought various tensions amongst the stakeholders of the sport.

The communication audit, conducted in 2010, revealed that in spite of the reality that the company highly rely on the interactions between its stakeholders, there was no identifiable organisation communication technique. (

The audit mentioned various lacking of NASCAR in regards to absence of internal integration, absence of fan management method and lack of digital and social media of marketing. The business has complicated environment with independent tracks, teams and chauffeurs. This structure with closed business culture bring numerous challenges in speeding up a change. Other partners in ecosystem consists of the media networks i.e. television and radio, and business marketers.

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

Problem Declaration.

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

Situational Analysis.

The business was quite effective till 2005 with its standard marketing methods, however soon after 2005 the business starts facing various issues including decrease of its fan base. Several external along with internal elements are responsible for the decrease. Internal aspects consist of; insufficient 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 youngsters and develop generational commitment. The family system in America was altering resulting in reduction of influence of married male fan base over their children. In addition to it perceptions about car was also changing with perceiving automobile a car to reach at point B from point A, instead of as an enjoyable job. Other challenges for Quest Foods Asia Pacific And The Crm Initiative Case Study Help 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 gain access to, and so on. These all difficulties were tending the business to revise its marketing strategies.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of determining rules as approving body. Regulations and guidelines concerning professional stock vehicle racing are determined by NASCAR like if any group with needed skills and resources can get in into races by following rules and policies determined by NASCAR. All the occasions of NASCAR are sponsored by corporates due to the fact that of most significant brand name loyalty of fans towards brands marketed by Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis.


Weak points of NASCAR includes its close culture which is non collaborative. Quest Foods Asia Pacific And The Crm Initiative Case Study Solution establishes Automobile of Tomorrow without collaboration so result is that drivers did not like that concept. It was also found that NASCAR had no effective technique for service communication.


Opportunities in SWOT analysis are external elements which can be beneficial to company or the external aspects on which business is having competitive advantage. NASCAR typically utilized to depend on standard media sources like local paper for publicity of its sports. Usually these traditional media sources try to cover their house team and specific kind of events. NASCAR also came to know from these conventional media outlets that sport was hard to cover. Media landscape likewise changed from conventional to digital landscape. Newspapers went out of business. NASCAR can work on its abilities to get maximum possible take advantage of this brand-new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in social and digital media to get its benefits. Digital rights of NASCAR were also sold to Turner Sports. NASCAR utilized to earn money check of around $15 million yearly from Turner Sports. There are variety of cons behind this offer. For instance Quest Foods Asia Pacific And The Crm Initiative Case Study Help needed to get approval from Turner Sport if it wish to produce its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every video which is shoot during race at track. Then they are required to pay licensing costs to Turner Sport, if media sources like newspapers, magazines and cable television channels want to post videos of races on their particular pages. NASCAR can work on conditions and terms and try to negotiate with Turner Sports to get maximum advantages of it. Star power plays really essential function in producing incomes from every sport. However it was noted that Quest Foods Asia Pacific And The Crm Initiative Case Study Solution is lagging in this location i.e. star power. When sports fans were asked relating to popular stars and stars then NASCAR driver was not discovered even in leading twenty actions. So NASCAR can put efforts in this area too for income generation. They must direct their chauffeurs that how they can become sport stars. Four tactical focuses which are produced by research group can likewise be served as opportunity for NESCAR. These four strategic focuses compares and analysis Quest Foods Asia Pacific And The Crm Initiative Case Study Solution techniques.


Economic down turn was experienced in late 2000 which can be danger for NASCAR because if there is economic down turn then people would be having less return on investment. Economic down turn likewise results in increase fuel costs which likewise impacted NASCAR. Now if NASCAR make substantial financial investments in new segments which are based on new customers then it might face unfavorable comments from its core fan base.

Porter's 5 Forces Analysis

It is crucial to understand market in which business is working since NASCAR's bottom line i.e. net profit is greatly depends on this. There are 5 forces that are used to identify success, intensity and beauty of NASCAR company.

Competitive Competition

This force indicates capability of rivals. Teams generally represents sponsors in NASCAR and the medium of marketing is drivers. Therefore it can be stated that motorists and race cars are rivals. These drivers can go against NASCAR if they got better opportunity in regards to prizes and television direct exposure. Then audiences can shift to those other intriguing vehicles and chauffeurs, if viewers enjoy other race cars and trucks and motorists more than NASCAR. NASCAR might be having hazard from its two direct rivals that is Formula 1 and Moto GP. They need to create competitive advantages for chauffeurs so they don't shift to other rivals.

Provider Power

The supplier power suggests the variety of providers are offered in market and what is the expense related to provider if company shifts from one provider to another. Because motorists with required skills and resources are restricted, in this industry there is supply monopoly.

Purchaser Power

In the case of NASCAR customers are its audiences. Audiences can change to other rivals quickly since audiences will having low changing expense.

Danger of Substitution

Alternatives are referred as options. The alternatives in this case can be other home entertainment implies like audiences can move to other sports. So there are large range of alternatives are readily available in this scenario which recommends that hazard of alternative is high.

Hazard of New Entry

It is defined as how it is simple for any business to enter in that specific market. When it comes to Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis danger of new entry is low. Since if any business needs to go into in this business than they need to make heavy financial investments. They need to build automobiles and racing tracks and likewise needs to pay hefty amount to chauffeurs for changing.

PESTEL Analysis


It can not be concluded from case study that there would be change in resource allotments. NASCAR had actually got take advantage of lower taxation policies which leads to increasing in earnings. They made heavy financial investments in the research and advancement. As NASCAR is working in different markets so it needs to face different guidelines. It is also noted that Quest Foods Asia Pacific And The Crm Initiative Case Study Solution has actually dealt with increased analysis relating to regulative. Every government has various top priority so NASCAR has to be gotten ready for it as priority can be shifted to other sector.


Financial factors consists of taxation rate, currency exchange rate, economic efficiency of that specific business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its competitors can be impacted if there is government intervention in the marketing and sales sector. NASCAR can leverage abilities of staff members to develop brand-new chances and improve existing opportunities.


Each has various social worths and norms. It helps in comprehending concerning society and preference of clients.


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


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


Ecological elements are also essential for every business. Due to the fact that usually federal governments do not permit those business which can damage to environment. These environmental factors includes laws relating to contamination, environment modification, safe garbage disposal, policies relating to insurance and so on. NASCAR needs to ensure that its automobiles are not generating pollution more than appropriate level.

7 P's of Marketing


The items of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution 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 business online marketers during broadcast of NASCAR races. (Hanlon, 2018).


Prices technique of NASCAR for its race events tickets is based upon the venue and significance of the racing events. Together with race events tickets, NASCAR also charge different service fees to its stakeholders and earns income. For example it charged approving fees of $1-2 million per race on average in 2005.


Advertising method of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis 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. Nevertheless, the company is not totally relied upon its fan base for its promo and promote through regional radio stations too. The company has also adopted the merchandising media of promotion, in which the company sells products with its logo design.


NASCAR have its racing tracks in different cities in United States. The most important tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It attempts to perform its races in most of the cities in United States to grasp across the country appeal.


Nestle individuals technique is consisted of providing much better experience to its viewers, its fan base and to all of its stakeholders. Individuals are a crucial element of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution A marketing strategy as its occasions are the source of entertainment for crowd. Its individuals technique consists of efforts to offer much better experience to its Fans, Race Drivers, Team, Event Organizers etc., all of which come under people method of NASCAR.


Numerous organisation processes are required to conduct racing events in an effective way. These procedures consist of; correct schedule of time, arrangement for spectators, selling tickets, arrangement of space for sponsors, managing logistics and so on. These all processes contribute I building NASCAR image, improving spectators experience and increasing fan base.

Physical Evidence.

Crucial physical evidences for the NASCAR includes the existence of its racing tracks, stock cars and racing events. Together with it, its merchandising brands consisting of tee shirts, caps, goodies and so on, likewise act as a physical evidence for NASCAR.

Item Life Process Evaluation.

The racing occasions by Quest Foods Asia Pacific And The Crm Initiative Case Study Help was presented on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the very first stage competitors for NASCAR was low, as the competitors drove the cars similar to the cars driven by ordinary individuals.


After conducting its very first race effectively the business moved towards constructing its own tracks. The very first Quest Foods Asia Pacific And The Crm Initiative Case Study Help based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by establishment of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the company moved towards relaying its races on television in 1979. The very first occasion relayed on tv 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 transformed NASCAR from a local Sport popular organization into one with global fan base. He started a brand-new age of financially rewarding sponsorships and tv agreements for NASCAR.


The maturity period 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 occasions in about 150 countries. The company has large number of tracks in most of the cities of United States.


The significant causes of decline consist of the monetary crisis of 2008, which increased the expense of getting here at tracks for audiences due to increasing fuel prices, and the moving of its fan base towards other sports.

Market Segmentation.

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


The geographical division of Quest Foods Asia Pacific And The Crm Initiative Case Solution is based upon the geographical presence of its tracks in numerous states and cities in United States, and the tv broadcasting of its events in various nations. The company has 23 tracks in about 20 states of America and has television broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical division offers the business local along with worldwide fan base.


The market division of NASCAR is likewise highlydiverse based upon the gender, income and age of the customer. Its present fan base is majorly comprised of male married fans with a typical age of 47 years and an earnings around $30-50 thousands. Currently NASCAR is attempting to increase its target market to the young growing population and kinds. To increase the demographic sector of its market NASCAR need to revise its marketing methods to draw in more age and lower its rates to enter in the market section with a low average income.( htt1).


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


Behavioural division of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis is based upon the behaviour of fans in terms of viewing the race survive on the television or by entering the occasions. Currently, the fans choice is towards enjoying the race in your home on television instead of going, as the consumer experience at NASCAR tracks is not beneficial as well as pricey. This preference makes the rates for presence lower than the rates for tv viewers. NASCAR needs to alter the behaviour of its fan base by presenting qualitative services at its tracks.

Target audience.


One of the prospective target market of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution was Hispanics; the young and growing population of United States. The market section has terrific potential for NASCAR as the population was growing at a higher rate and it was expected to end up being thrice after forty years and the sector has increasing wealth rate with about $1 trillion of wealth in 2014. The section shows affinity with car culture, however require a more focused marketing towards welcoming the sector towards racing.


Kids are also among the potential target market segment for NASCAR, as they are more linked socially than other groups. Producing fan base amongst kids can provide a possible increase in the number of fans for racing due to their connectivity. Kids spend most of their times in playing and utilizing smart devices video games. Car racing video games established by Quest Foods Asia Pacific And The Crm Initiative Case Study Help can be a possible source of acquiring attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital features related to kids are not capable of getting the attention. NASCAR needs more attention towards personalizing and enhancing its digital functions to bring in the kids target audience.

Generation Y.
Generation Y target audience includes those who spent 5 times more resources on discretionary costs i.e. buying tickets for racing events, than others. This huge expense makes the sector capacity for NASCAR marketing method of increasing its fan base. The marketplace segment is likewise simple to method as 81% of the Y Generation consumer utilizes Facebook every day and the usage is two times of using tv and radio. The marketplace sector views sports as a get-together, instead of adherence to sport. The market segment thinks about NASCAR as a company lacking in creating a multiculturalism environment. Quest Foods Asia Pacific And The Crm Initiative Case Study Solution should take numerous actions to enhance the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing assists in taking decisions concerning marketing. These 5 C's needs to be evaluated properly for taking any marketing decision. These 5 C's represent Environment, Company, Collaborators, Competitors and clients.


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 mentioned above.


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


Collaborations includes distributors, providers and alliances of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis. It is worked together with different racing teams which are taking part in racing. It likewise teamed up with Turners Sport for digital rights. NASCAR used to get pay 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 want to create its Facebook page, twitter account or perhaps mobile application. Turner Sport likewise had rights of every video which is shoot throughout race at track.


The customer of Quest Foods Asia Pacific And The Crm Initiative Case Study Solution are its audiences. They target customers 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 develop generational loyalty.


The direct competitors of NASCAR are Solution 1 and Moto GP. Teams typically represents sponsors in NASCAR and the medium of advertising is chauffeurs. Therefore it can be said that chauffeurs and race automobiles are rivals. These drivers can break Quest Foods Asia Pacific And The Crm Initiative Case Study Help if they improved chance in regards to prizes and tv exposure.

Marketing Methods.

1. Developing and Keeping Facebook Page.
One of the prospective target markets sectors for NASCAR is Hispanics which is the growing population segment of U.S.A. but unfortunately NASCAR had been unable to attract the this targeted segment. It must develop a Facebook page containing the information concerning the races and the areas of tracks to make the customer helpful about the core operations of NASCAR.
2. Developing and Updating Accounts of Secret Drivers.
Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis chauffeurs has a low star power as compare to players of other sports. The bad contacts with fans result in less destination of viewers towards the racers and a low star power. Star power is an important element for drawing in audiences towards tracks and towards television.
3. Establishing New Games and improving existing video games for kids.
Kids spent most of their time on playing video games and utilizing mobile phones. Sadly, kids playing NASCARA have a worst experience of playing its video games. As an outcome, they are less attracted towards the sport. In order to bring in these kids, NASCARA ought to improve its existing racing video games by presenting personalization in the vehicles i.e. changing colours, selection of speed, presenting group racing in the game, utilizing much better graphics associated with the racing tracks and presenting different levels in the video game. All these adjustments in the present game would offer better experience to kids.
Along with it, NASCAR ought to likewise construct brand-new video games related to racing like kids racing with kids characters as drivers, cartoon racing with racing in between different animation characters with a choice of choosing the preferred cartoon character for the kids. These strategies would enable the business to draw in among its possible target sections.
4. Introducing multiculturalism at events.
NASCAR occasions are made up of fans with extremely few cultural diversity, due to expense of arrival in events, making it unattractive for the consumers perceiving sport events as social occasions i.e. Generation Y customers. As the Generation Y customers are a potential target market for NASCAR, therefore the company should take specific procedures to attract this potential target market.
5. Improving Consumer Experience at Tracks.
NASCAR needs to work on infrastructure and features at tracks since on the race day audiences got dissatisfied. Audiences have numerous expectations from Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis since in exact same industry other business are providing much better services than NASCAR. IF NASCAR don't work on this issue then its fans might moved to its rivals.
Marketing Budget plan.
Marketing budget plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, shows the cost related data for the marketing methods. It can be seen that strategy 5 of improving consumer experience at tracks would need greatest initial investment and cost and strategy 4 of introducing multiculturalism will need least expensive initial investment with most affordable even more per year cost.
KEEP IN MIND: The worths about cost are assumed on reasonable basis due the absence of facts and figures associated with cost in the event research study. Inflation rate of United States is presumed to be 10%.


On the basis of deep analysis of the internal and external aspects of Quest Foods Asia Pacific And The Crm Initiative Case Study Analysis causing the decline of television viewership rate and presence rate at tracks, the above marketing methods are suggested to NASCAR to increase its fan base in long term. These strategies would manage internal factors like bad customer experience at tracks, insufficient 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 changing family life designs.

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