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Robert Shapiro And Monsanto Case Study Solution & Analysis


NASCAR (National Association for Stock Vehicle Car Racing) is an organization conducting series of Stock Cars and truck racing in United States and acting as an approving body for driving the rules for Stock Automobile Racing. 2) Stock Car Racing by NASCAR is the 2nd biggest spectator sport, with highest number of sponsors. 1) The other sources of earnings for Robert Shapiro And Monsanto Case Study Analysis includes; 10% of the total profits from television rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed corporate culture with the non-interventionist method. This non collective technique brings stress in the sport. The structure of Automobile of Tomorrow by Robert Shapiro And Monsanto Case Study Analysis, with an objective of safety for the chauffeurs, brought different tensions among the stakeholders of the sport.
Executive Summary
The communication audit, carried out in 2010, exposed that despite the truth that the business highly depend on the communications between its stakeholders, there was no identifiable service interaction technique. The market's target clients, direction and goals were all unidentified.

The audit pointed out various lacking of NASCAR in terms of lack of internal integration, lack of fan management technique and lack of social and digital media of marketing.

Robert Shapiro And Monsanto Case Study Analysis audiences was highly loyal to the sport and the brands related to the NASCAR, making it appealing for sponsors and business marketers.

Issue Statement.

The business is currently facing the problem of declining rates of presence at racing tracks and rates of television audiences. This can put a considerable impact on its earnings from sponsors, media rights, and from other sources of revenue.

Situational Analysis.

The company was rather effective till 2005 with its traditional marketing methods, but soon after 2005 the business starts dealing with numerous issues consisting of decline of its fan base. Numerous external as well as internal factors are accountable for the decline. Internal elements consist of; insufficient 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 children and create generational commitment. The family system in America was altering resulting in reduction of influence of married male fan base over their children. Along with it understandings about vehicle was likewise altering with viewing cars and truck a vehicle to reach at point B from point A, instead of as a fun project. Other challenges for Robert Shapiro And Monsanto Case Study Help 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 houses through jumbo turns, Wi-Fi gain access to, and so on. These all challenges were tending the business to revise its marketing techniques.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of dictating guidelines as sanctioning body. Policies and rules relating to expert stock car racing are determined by NASCAR like if any group with needed abilities and resources can get in into races by following rules and policies dictated by NASCAR. All the occasions of NASCAR are sponsored by corporates since of biggest brand name loyalty of fans towards brands promoted by Robert Shapiro And Monsanto Case Study Solution.

Weak points.

Weaknesses in SWOT Analysis are thought about as external factors. Weaknesses includes the factors that stops business to perform at needed level of effectiveness. Weaknesses of NASCAR includes its close culture which is non collaborative. They have non-interventionist technique. They generally used to form rules and other required processes without intervention of others which results in bad cooperation. For example NASCAR establishes Automobile of Tomorrow without collaboration so result is that drivers did not like that principle. As this is racing sport so covering of sports by media is also challenging. It was also found that NASCAR had no effective technique for service communication. They don't understand how to deal with issue if it occurred off track. Inadequate business communication results in that they do not have clear direction for their long term goals. They do not know that where they want to see this sport in future.
Porter's 5 Forces Analysis

NASCAR typically used to rely on standard media sources like local paper for promotion of its sports. NASCAR also came to know from these traditional media outlets that sport was tough to cover. When sports fans were asked regarding popular stars and stars then NASCAR motorist was not discovered even in top twenty reactions.


Economic down turn was experienced in late 2000 which can be danger for NASCAR since if there is economic down turn then individuals would be having less return on financial investment. Economic down turn also results in boost fuel prices which likewise impacted NASCAR. Now if NASCAR make considerable financial investments in new sections which are based on new customers then it might deal with unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

Porter's 5 forces is a design that is used to analyse industry in which company is working. It helps in identifying what are strengths and weak point of any particular industry. It recommend that every industry is different from one another. Due to the fact that NASCAR's bottom line i.e. net earnings is heavily depends on this, it is crucial to understand market in which business is working. There are 5 forces that are utilized to identify profitability, strength and beauty of Robert Shapiro And Monsanto Case Study Analysis company.

Competitive Competition

These chauffeurs can go against NASCAR if they got better opportunity in terms of rewards and television direct exposure. If audiences delight in other race cars and trucks and motorists more than NASCAR then audiences can shift to those other fascinating vehicles and chauffeurs. NASCAR could be having threat from its 2 direct competitors that is Formula 1 and Moto GP.
Swot Analysis
Provider Power

The provider power suggests the number of suppliers are readily available in market and what is the expense connected with supplier if business shifts from one provider to another. Since drivers with needed skills and resources are limited, in this industry there is supply monopoly.

Purchaser Power

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

Hazard of Replacement

Replacements are referred as options. The substitutes in this case can be other entertainment indicates like viewers can shift to other sports. So there are wide variety of substitutes are offered in this scenario which recommends that hazard of substitute is high.

Risk of New Entry

In the case of NASCAR danger of new entry is low. They require to construct cars and trucks and racing tracks and likewise requires to pay significant quantity to drivers for switching.

PESTEL Analysis


It can not be concluded from case research study that there would be change in resource allotments. NASCAR had got gain from lower taxation policies which results in increasing in revenues. So they made heavy financial investments in the research study and advancement. As NASCAR is operating in numerous markets so it requires to deal with various guidelines. It is also noted that Robert Shapiro And Monsanto Case Study Solution has dealt with increased scrutiny regarding regulative. Every federal government has different priority so NASCAR has to be prepared for it as concern can be moved to other sector.


Economic aspects consists of tax rate, currency exchange rate, financial efficiency of that specific business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its rivals can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can take advantage of abilities of employees to produce new opportunities and improve existing opportunities.


Each has various social worths and standards. It helps in comprehending relating to society and preference of clients.


In this case of NASCAR it can be noted that companies are heavily investing for research study and advancement. NASCAR needs to likewise work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Due to the fact that every nation has different legal terms and conditions, Legal plays an important role in every country. Robert Shapiro And Monsanto Case Study Analysis needs to be ensure that they secure their legal rights in every county so any company does not damage to its legal rights.


Ecological aspects are likewise essential for each business. Because normally federal governments don't enable those organisation which can harm to environment. These environmental aspects includes laws relating to pollution, environment change, safe waste disposal, policies relating to insurance coverage and so on. NASCAR requires to make certain that its cars are not creating contamination more than acceptable level.

7 P's of Marketing


The products of Robert Shapiro And Monsanto Case Study Solution in its item portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning rules for races and ad-space to corporate online marketers during broadcast of NASCAR races. (Hanlon, 2018).


Rates technique of NASCAR for its race events tickets is based upon the place and importance of the racing occasions. Along with race events tickets, NASCAR also charge different service fees to its stakeholders and makes profits. It charged sanctioning fees of $1-2 million per race on average in 2005.


Marketing method of Robert Shapiro And Monsanto Case Study Solution is highly based upon its fan base. A strong fan base share its fandom with others and increase the variety of viewers for NASCAR races. The company is not completely relied upon its fan base for its promo and promote through local radio stations too. The business has actually also adopted the merchandising media of promo, in which the business sells merchandises 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, Auto 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 comprehend nationwide popularity.


Nestle individuals technique is comprised of offering much better experience to its viewers, its fan base and to all of its stakeholders. Individuals are an important element of Robert Shapiro And Monsanto Case Study Analysis A marketing technique as its occasions are the source of home entertainment for crowd. Its individuals technique consists of efforts to offer better experience to its Fans, Race Drivers, Team, Event Organizers etc., all of which come under individuals technique of NASCAR.


A number of service processes are required to carry out racing events in an effective way. These processes consist of; appropriate schedule of time, plan for viewers, selling tickets, plan of area for sponsors, managing logistics etc. These all processes contribute I constructing NASCAR image, improving spectators experience and increasing fan base.

Physical Evidence.

Crucial physical evidences for the NASCAR includes the presence of its racing tracks, stock cars and racing occasions. Together with it, its merchandising brand names consisting of tee shirts, caps, goodies and so on, also act as a physical proof for NASCAR.

Product Life Process Evaluation.

The racing occasions by NASCAR was introduced on June 19, 1949. At the first phase competition for NASCAR was low, as the rivals drove the automobiles similar to the cars driven by ordinary individuals.


After performing its first race successfully the company moved towards building its own tracks. The first Robert Shapiro And Monsanto Case Study Analysis based track, particularly the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by facility of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the business moved towards broadcasting its races on tv in 1979. The 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 changed NASCAR from a regional Sport popular organization into one with international fan base. He initiated a new period of profitable sponsorships and tv contracts for NASCAR.


The maturity duration for NASCAR began with the efforts of William France Jr., with the business having vast array of income sources. The business has about 500 sponsors with broadcasting its occasions in about 150 countries. The company has large number of tracks in the majority of the cities of United States.


The significant causes of decline consist of the monetary crisis of 2008, which increased the cost of arriving at tracks for viewers due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Division.

The market division of Robert Shapiro And Monsanto Case Study Solution can be divided into 4 sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Robert Shapiro And Monsanto Case Help is based upon the geographical existence of its tracks in different states and cities in United States, and the television broadcasting of its occasions in various countries. The company has 23 tracks in about 20 states of America and has television broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This huge geographical segmentation supplies the business local along with global fan base.


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


The mental attributes of the majority of the fans are rather similar. NASCAR has a fan base with a loyalty. NASCAR fans view it compulsive to acquire tickets and see the races once in a week. 71% of them prefer to acquire products with a NASCAR brand. They are quite extrovert and want to mingle with other fans while racing. They desire quality racing with low price at hassle-free location. Although Robert Shapiro And Monsanto Case Study Solution has attempted to increase the quality of its racing by introducing stage racing, they likewise have actually tried to lower prices and make the event more convenient by introducing live racing.


Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of watching the race live on the tv or by going in the occasions. Presently, the fans choice is towards viewing the race at home on tv rather than going, as the consumer experience at NASCAR tracks is not beneficial as well as pricey.

Target audience.


Among the prospective target market of Robert Shapiro And Monsanto Case Study Help was Hispanics; the young and growing population of United States. The market sector has excellent prospective for NASCAR as the population was growing at a higher rate and it was anticipated to become thrice after forty years and the sector has increasing wealth rate with about $1 trillion of wealth in 2014. The section shows affinity with cars and truck culture, however need a more focused marketing towards welcoming the sector towards racing.


Kids are also one of the possible target market sector for NASCAR, as they are more linked socially than other groups. Developing fan base among kids can provide a potential boost in the number of fans for racing due to their connectivity. Kids spend the majority of their times in playing and using smart devices video games. Automobile racing games established by Robert Shapiro And Monsanto Case Study Analysis can be a potential source of gaining attention of kids towards NASCAR track racing. However, NASCAR's digital functions related to kids are not capable of gaining the attention. NASCAR needs more attention towards tailoring and improving its digital functions to draw in the kids target market.

Generation Y.
Generation Y target audience consists of those who invested 5 times more resources on discretionary expenditures i.e. purchasing tickets for racing events, than others. This huge expenditure makes the segment capacity for NASCAR marketing strategy of increasing its fan base. The market segment is likewise simple to method as 81% of the Y Generation customer utilizes Facebook every day and the use is two times of utilizing tv and radio. The marketplace sector views sports as an affair, rather than adherence to sport. The marketplace sector considers NASCAR as a company lacking in producing a multiculturalism environment. Robert Shapiro And Monsanto Case Study Solution should take numerous actions to enhance the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing helps in taking decisions regarding marketing.


It requires to make PESTLE analysis in order to comprehend environment or context in which NASCAR is working. PESTLE stands for political, financial, social, technical, environmental and legal and is specified above.


Robert Shapiro And Monsanto Case Study Solution is an automobile racing company with having USP of high quality auto racing with an international structure. Its sector is sports group and events.


Collaborations consists of distributors, 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 desire to develop its Facebook page, twitter account or even mobile application.


The consumer of Robert Shapiro And Monsanto Case Study Help are its audiences. They target customers 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 produce generational commitment.


The direct competitors of NASCAR are Formula 1 and Moto GP. Groups generally represents sponsors in NASCAR and the medium of advertising is drivers. Therefore it can be stated that chauffeurs and race cars are rivals. If they got better chance in terms of rewards and tv exposure, these drivers can go versus NASCAR.

Marketing Strategies.

1. Establishing and Keeping Facebook Page.
One of the possible target markets sections for NASCAR is Hispanics which is the growing population sector of U.S.A. but unfortunately NASCAR had actually been unable to attract the this targeted sector. It needs to develop a Facebook page consisting of the info regarding the races and the locations of tracks to make the customer informative about the core operations of NASCAR.
2. Developing and Updating Accounts of Secret Drivers.
Robert Shapiro And Monsanto Case Study Solution drivers has a low star power as compare to gamers of other sports. The bad contacts with fans result in less tourist attraction of audiences towards the racers and a low star power. Star power is a crucial element for bring in audiences towards tracks and towards tv.
3. Establishing New Games and enhancing current games for kids.
Kids spent the majority of their time on playing games and using smart devices. Sadly, kids playing NASCARA have a worst experience of playing its games. As a result, they are less attracted towards the sport. In order to attract these kids, NASCARA ought to enhance its current racing video games by presenting customization in the cars and trucks i.e. changing colours, choice of speed, presenting group racing in the game, using better graphics related to the racing tracks and introducing numerous levels in the video game. All these adjustments in the current video game would provide better experience to kids.
Along with it, NASCAR ought to likewise develop brand-new games associated with racing like kids racing with kids characters as drivers, cartoon racing with racing between different cartoon characters with an option of choosing the favourite animation character for the kids. These methods would enable the business to attract among its possible target segments.
4. Introducing multiculturalism at occasions.
Robert Shapiro And Monsanto Case Study Solution events are consisted of fans with really few cultural diversity, due to expense of arrival in occasions, making it unsightly for the clients perceiving sport events as social occasions i.e. Generation Y clients. As the Generation Y clients are a possible target audience for NASCAR, therefore the company should take certain measures to attract this prospective target audience. It needs to embrace strategies to attract the customers far from the tracks place with various culture. The method to do so might be supplying unique discounts on tickets or complimentary tickets to viewers coming from a specific range or from another state. It would increase multiculturalism of the fans and would make Generation Y clients more satisfied.
5. Improving Consumer Experience at Tracks.
Robert Shapiro And Monsanto Case Study Help should deal with facilities and facilities at tracks since on the race day audiences got dissatisfied. Viewers have numerous expectations from NASCAR since in exact same industry other companies are supplying much better services than NASCAR. IF NASCAR don't work on this concern then its fans might moved to its competitors. According to fans there were not appropriate centers were readily available as compare to other sports companies. So NASCAR should make sure that it offer sufficient centers that consists of cleaned restrooms, comfortable seating plan. They should likewise supply WIFI services and availability of credit cards throughout that track. It should be also make certain that there suffice jumbo turns put at all needed places. There ought to be likewise food stalls that provide quality food to viewers. In this method audiences 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 methods for the period of 5 years from 2011 to 2015, reveals the cost associated information for the marketing techniques. It can be seen that strategy 5 of enhancing client experience at tracks would need greatest initial financial investment and cost and method 4 of presenting multiculturalism will need lowest initial financial investment with most affordable further per year expense.
NOTE: The worths about cost are assumed on logical basis due the absence of truths and figures related to 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 factors of Robert Shapiro And Monsanto Case Study Solution triggering 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 run. These techniques would manage internal aspects like bad customer experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., as well as with external factors like moving of fans towards other sports, demographical changes in America and altering domesticity styles.