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Intro

NASCAR (National Association for Stock Vehicle Automobile Racing) is an organization carrying out series of Stock Vehicle racing in United States and acting as an approving body for driving the rules for Stock Cars and truck Racing. 2) Stock Vehicle Racing by NASCAR is the second biggest viewer sport, with highest number of sponsors. 1) The other sources of income for Risk Management At Apache Case Study Help includes; 10% of the total revenue from tv rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed business culture with the non-interventionist method. This non collective technique brings tensions in the sport. The structure of Cars and truck of Tomorrow by Risk Management At Apache Case Study Solution, with an intent of safety for the chauffeurs, brought different stress among the stakeholders of the sport.
Executive Summary
The communication audit, performed in 2010, revealed that regardless of the truth that the business highly rely on the communications in between its stakeholders, there was no identifiable service interaction method. The industry's target customers, direction and objectives were all unknown.

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

Risk Management At Apache Case Study Analysis audiences was extremely faithful 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 tv viewers. This can put a substantial impact on its incomes from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the business was rather successful till 2005 with its standard marketing techniques, however soon after 2005 the company begins dealing with numerous problems consisting of decrease of its fan base. Numerous external as well as internal aspects are responsible for the decline. Internal elements consist of; inadequate investment in social media and other digital medias of.

Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their youngsters and create generational commitment. The household system in America was altering resulting in decrease of impact of married male fan base over their children. Together with it perceptions about cars and truck was also changing with viewing car an automobile to reach at point B from point A, rather than as a fun project. Other difficulties for Risk Management At Apache Case Study Analysis includes the shift of its fans to other sports as they were enhancing their fan's experience allowing access to their broadcasts out of the homes through jumbo turns, Wi-Fi gain access to, and so on. These all obstacles were tending the business to revise its marketing methods.

SWOT Analysis.

Strengths.


NASCAR core competencies includes it has rights of dictating rules as sanctioning body. Guidelines and regulations regarding professional stock vehicle racing are determined by NASCAR like if any group with needed skills and resources can enter into races by following rules and policies dictated by NASCAR. All the occasions of NASCAR are sponsored by corporates since of greatest brand loyalty of fans towards brands advertised by Risk Management At Apache Case Study Solution.

Weaknesses.

Weak Points in SWOT Analysis are considered as external aspects. Weak points consists of the factors that stops company to perform at needed level of performance. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist approach. They usually used to form guidelines and other required procedures without intervention of others which results in bad partnership. NASCAR develops Car of Tomorrow without collaboration so result is that motorists did not like that concept. As this is racing sport so covering of sports by media is likewise hard. It was also discovered that NASCAR had no effective technique for service interaction. They don't know how to handle issue if it occurred off track. Inefficient service interaction results in that they do not have clear instructions for their long term objectives. They don't understand that where they wish to see this sport in future.
Porter's 5 Forces Analysis
Opportunities.

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

Hazards

Economic down turn was experienced in late 2000 which can be danger for NASCAR due to the fact that if there is financial down turn then individuals would be having less return on investment. Economic down turn likewise results in boost fuel costs which also affected NASCAR. Now if NASCAR make considerable investments in brand-new segments which are based on new consumers then it might face negative comments from its core fan base.

Porter's Five Forces Analysis

It is essential to understand industry in which company is working due to the fact that NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are used to determine success, strength and beauty of NASCAR organisation.

Competitive Competition

This force shows capability of competitors. Teams normally represents sponsors in NASCAR and the medium of marketing is chauffeurs. Therefore it can be stated that chauffeurs and race cars and trucks are rivals. If they got much better opportunity in terms of prizes and tv direct exposure, these drivers can go versus Risk Management At Apache Case Study Analysis. If audiences delight in other race automobiles and chauffeurs more than NASCAR then audiences can move to those other fascinating automobiles and chauffeurs. NASCAR might be having threat from its two direct rivals that is Solution 1 and Moto GP. They require to develop competitive advantages for drivers so they don't shift to other rivals.
Swot Analysis
Provider Power

The provider power shows the number of suppliers are available in market and what is the cost connected with supplier if business shifts from one supplier to another. In this industry there is supply monopoly because motorists with needed skills and resources are restricted.

Buyer Power

In the case of NASCAR consumers are its audiences. Audiences can change to other rivals easily since viewers will having low switching cost.

Hazard of Substitution

Replacements are referred as alternatives. The replacements in this case can be other entertainment indicates like viewers can shift to other sports. So there are vast array of substitutes are readily available in this circumstance which recommends that risk of replacement is high.

Danger of New Entry

In the case of NASCAR hazard of brand-new entry is low. They need to develop cars and trucks and racing tracks and likewise needs to pay hefty quantity to drivers for switching.

PESTEL Analysis

Political


As NASCAR is working in various markets so it requires to deal with different regulations. It is also kept in mind that NASCAR has actually dealt with increased scrutiny regarding regulatory. Every government has various top priority so NASCAR has actually to be prepared for it as top priority can be moved to other sector.

Economical

Economic factors includes taxation rate, currency exchange rate, financial performance of that specific company, conditions of labour market, inflation rate and so on. If there is federal government intervention in the marketing and sales sector, fortunes of the NASCAR and its rivals can be impacted. NASCAR can take advantage of capabilities of employees to develop brand-new opportunities and enhance existing chances.

Social

Each has different social values and norms. It assists in understanding regarding society and preference of clients.

Technical

In this case of NASCAR it can be noted that business are greatly investing for research and development. NASCAR must also work on its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Legal plays a crucial function in every country due to the fact that every country has various legal terms. Risk Management At Apache Case Study Help requires to be ensure that they protect their legal rights in every county so any business does not hurt to its legal rights.

Environmental

Environmental elements are also crucial for each business. Since typically governments do not permit those business which can hurt to environment. These environmental aspects consists of laws relating to pollution, climate change, safe waste disposal, policies concerning insurance and so on. NASCAR needs to make sure that its cars are not generating contamination more than acceptable level.

7 P's of Marketing

Item

The products of Risk Management At Apache Case Study Solution in its item portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving guidelines for races and ad-space to business marketers during broadcast of NASCAR races. (Hanlon, 2018).

Cost.

Pricing technique of NASCAR for its race events tickets is based upon the venue and importance of the racing events. Along with race occasions tickets, NASCAR likewise charge different service charge to its stakeholders and earns earnings. For example it charged sanctioning fees of $1-2 million per race usually in 2005.

Promo.

Advertising strategy of Risk Management At Apache Case Study Help 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. Nevertheless, the company is not entirely trusted its fan base for its promo and promote through regional radio stations too. The business has likewise embraced the merchandising media of promotion, in which the company offers merchandises with its logo.

Location.

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

People.

Nestle people strategy is comprised of providing much better experience to its viewers, its fan base and to all of its stakeholders. People are an important element of Risk Management At Apache Case Study Help A marketing method as its events are the source of home entertainment for crowd. Its people method consists of efforts to provide better experience to its Fans, Race Drivers, Crew, Occasion Organizers etc., all of which come under people method of NASCAR.

Processes.

Several business processes are needed to conduct racing events in an efficient method. These processes include; appropriate schedule of time, arrangement for viewers, offering tickets, plan of area for sponsors, handling logistics and so on. These all processes contribute I constructing NASCAR image, enhancing viewers experience and increasing fan base.

Physical Proof.

Crucial physical evidences for the NASCAR includes the presence of its racing tracks, stock automobiles and racing occasions. Along with it, its retailing brand names consisting of tee shirts, caps, goodies and so on, likewise serve as a physical evidence for NASCAR.

Item Life Cycle Evaluation.

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

Development.

After performing its first race effectively the business moved towards developing its own tracks. The very first Risk Management At Apache Case Study Help based track, particularly the Darlington Raceway track, was started 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 business moved towards transmitting its races on television in 1979. The very first event broadcasted on television was flag-to-flag coverage of Daytona.

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

Maturity.

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

Decrease.

The decline in the business's offerings began after 2005 with typical presence rate per race declined by 22% from 2005 to 2010 and television viewership rate decreased by 30% from 2005 to 2010. The significant causes of decline include the monetary crisis of 2008, which increased the expense of getting to tracks for audiences due to increasing fuel prices, and the shifting of its fan base towards other sports.

Market Segmentation.

The market division of Risk Management At Apache Case Study Analysis can be divided into 4 sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographical.

The geographical segmentation of Risk Management At Apache Case Analysis is based upon the geographical presence of its tracks in numerous states and cities in United States, and the television broadcasting of its events in different nations. The company has 23 tracks in about 20 states of America and has tv broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical division offers the business local as well as global fan base.

Group.

The market division of NASCAR is also highlydiverse based upon the gender, earnings and age of the consumer. Its current fan base is majorly consisted of male married fans with a typical age of 47 years and an earnings around $30-50 thousands. Currently NASCAR is trying to increase its target market to the young growing population and kinds. To increase the demographic section of its market NASCAR need to modify its marketing methods to bring in more age and lower its rates to enter in the market segment with a low average income.( htt1).

Psychographic.

NASCAR has a fan base with a loyalty. NASCAR fans perceive it compulsive to buy tickets and see the races as soon as in a week. NASCAR has actually tried to increase the quality of its racing by presenting stage racing, they also have tried to lower rates and make the occasion more hassle-free by presenting live racing.

Behavioural.

Behavioural division of NASCAR is based upon the behaviour of fans in terms of watching the race live on the television or by going in the events. Currently, the fans choice is towards enjoying 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.

Hispanics.

Among the prospective target audience of Risk Management At Apache Case Study Solution was Hispanics; the young and growing population of United States. The marketplace segment has fantastic potential for NASCAR as the population was growing at a higher rate and it was anticipated to become thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the section reveals affinity with automobile culture, but need a more focused marketing towards welcoming the section towards racing.

Kids.

Kids are also one of the prospective target audience sector for NASCAR, as they are more connected socially than other groups. Creating fan base among kids can supply a possible increase in the variety of fans for racing due to their connection. Kids invest the majority of their times in using smartphones and playing computer game. Car racing games developed by Risk Management At Apache Case Study Help can be a prospective source of getting attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital functions associated with kids are not efficient in gaining the attention. NASCAR needs more attention towards personalizing and improving its digital features to draw in the kids target audience.

Generation Y.
Generation Y target market consists of those who spent 5 times more resources on discretionary expenses i.e. purchasing tickets for racing occasions, than others. This huge expense makes the segment potential for NASCAR marketing strategy of increasing its fan base. The marketplace section is also easy to approach as 81% of the Y Generation customer uses Facebook the use and every day is two times of using tv and radio. The market section views sports as an affair, rather than adherence to sport. The marketplace segment considers NASCAR as an organization doing not have in creating a multiculturalism atmosphere. Risk Management At Apache Case Study Analysis must take different steps to improve the experience of Generation Y consumers in its events.

5 C's of Marketing

5 C's of marketing helps in taking decisions regarding marketing. These 5 C's requirements to be evaluated appropriately for taking any marketing choice. These 5 C's mean Climate, Business, Collaborators, Consumers and Rivals.

Climate/Context.

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

Business.

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

Cooperations.

Collaborations includes suppliers, suppliers and alliances of NASCAR. NASCAR utilized 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 develop its Facebook page, twitter account or even mobile application.

Consumers.

The client of Risk Management At Apache Case Study Help are its viewers. They target clients with having age of 15-60 years. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their youngsters and create generational loyalty.

Rivals.

The direct competitors of NASCAR are Solution 1 and Moto GP. Groups generally represents sponsors in NASCAR and the medium of marketing is chauffeurs. For that reason it can be stated that drivers and race automobiles are competitors. If they got better opportunity in terms of prizes and tv direct exposure, these motorists can go against NASCAR.

Marketing Strategies.

1. Keeping and developing Facebook Page.
One of the potential target markets sectors for NASCAR is Hispanics which is the growing population section of U.S.A. however unfortunately NASCAR had been not able to bring in the this targeted segment. In order to draw in the young growing generation the NASCAR must market by utilizing social media like Facebook. It must establish a Facebook page consisting of the information regarding the races and the areas of tracks to make the customer helpful about the core operations of Risk Management At Apache Case Study Help. It needs to also update its Facebook page on daily basis to supply info about its upcoming occasions. This would make the target audience section more useful about business and would lead to attracting large fans base.
2. Developing and Upgrading Accounts of Key Drivers.
NASCAR drivers has a low star power as compare to gamers of other sports. Its ranks 7th in regards to star power (see Case Exhibit). The major reason behind it is that, the racers primarily play in teams and are not able to develop a key account and preserve a close contact with fans. The poor contacts with fans lead to less destination of viewers towards the racers and a low star power. Star power is an important factor for drawing in viewers towards tracks and towards tv. The star power for the drivers at NASCARA might be improved by producing and upgrading accounts of key drivers by NASCARA itself. This would get rid of the requirement of forcing motorists to maintain their accounts and would result in increasing fans attention towards NASCARA drivers.
3. Developing New Games and enhancing present video games for kids.
Kids spent the majority of their time on playing video games and using smart devices. Unfortunately, kids playing NASCARA have a worst experience of playing its games. As an outcome, they are less drawn in towards the sport. In order to attract these kids, NASCARA should improve its present racing games by presenting modification in the cars and trucks i.e. changing colours, selection of speed, presenting group racing in the video game, utilizing much better graphics connected to the racing tracks and introducing numerous levels in the game. All these adjustments in the present video game would supply better experience to kids.
Together with it, NASCAR needs to also construct new video games associated with racing like kids racing with kids characters as motorists, animation racing with racing between numerous animation characters with a choice of choosing the favourite cartoon character for the kids. These techniques would make it possible for the company to draw in one of its prospective target segments.
4. Introducing multiculturalism at events.
NASCAR occasions are made up of fans with extremely couple of cultural diversity, due to expense of arrival in occasions, making it unattractive for the clients perceiving sport occasions as social events i.e. Generation Y consumers. As the Generation Y clients are a potential target market for NASCAR, for that reason the company must take particular steps to attract this possible target market.
5. Improving Consumer Experience at Tracks.
Risk Management At Apache Case Study Solution should work on facilities and features at tracks because on the race day viewers got disappointed. Since in exact same industry other companies are supplying better services than NASCAR, viewers have lots of expectations from Risk Management At Apache Case Study Analysis. IF NASCAR do not work on this issue then its fans may moved to its competitors. According to fans there were not sufficient centers were readily available as compare to other sports companies. So NASCAR should make certain that it supply adequate facilities that consists of cleaned up toilets, comfortable seating arrangement. They must also provide WIFI services and accessibility of credit cards throughout that track. It must be likewise make certain that there are enough jumbo turns placed at all needed locations. There ought to be also food stalls that provide quality food to audiences. In this way viewers will be having enjoyable experience at the day of occasion. (See Appendix B).

Marketing Budget

Marketing spending plan made on the basis of the above techniques for the duration of 5 years from 2011 to 2015, shows the cost related data for the marketing strategies. It can be seen that strategy 5 of enhancing consumer experience at tracks would need greatest preliminary investment and cost and strategy 4 of presenting multiculturalism will require lowest initial investment with lowest even more per year expense.
KEEP IN MIND: The worths about cost are assumed on reasonable basis due the absence of realities and figures connected to cost in the event study. Inflation rate of United States is presumed to be 10%.

Suggestions.
Recommendations
On the basis of deep analysis of the internal and external aspects of Risk Management At Apache Case Study Analysis causing the decrease of tv viewership rate and attendance rate at tracks, the above marketing techniques are recommended to NASCAR to increase its fan base in long run. These methods would handle internal elements like poor client experience at tracks, insufficient social media marketing, incapable digital medias like video games, absence of culturalisms at tracks etc., in addition to with external aspects like moving of fans towards other sports, demographical changes in America and changing domesticity styles.