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Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution & Analysis


NASCAR (National Association for Stock Car Car Racing) is an organization performing series of Stock Automobile racing in United States and acting as an approving body for driving the guidelines for Stock Car Racing. 2) Stock Car Racing by NASCAR is the 2nd largest viewer sport, with greatest number of sponsors. 1) The other sources of income for Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution consists of; 10% of the overall profits from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand name to companies.

NASCAR has a closed business culture with the non-interventionist method. The structure of Vehicle of Tomorrow by NASCAR, with an objective of safety for the chauffeurs, brought various stress amongst the stakeholders of the sport.
Executive Summary
The interaction audit, performed in 2010, exposed that in spite of the reality that the organisation highly rely on the interactions in between its stakeholders, there was no recognizable company communication method. (

The audit pointed out numerous doing not have of NASCAR in regards to absence of internal integration, absence of fan management strategy and lack of social and digital media of marketing. The business has complex environment with independent tracks, motorists and groups. This structure with closed corporate culture bring different challenges in accelerating a change. Other partners in community includes the media networks i.e. tv and radio, and business online marketers.

Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution viewers was highly faithful to the sport and the brand names connected with the NASCAR, making it appealing for sponsors and corporate online marketers.

Problem Statement.

The company is presently dealing with the issue of decreasing rates of presence at racing tracks and rates of tv viewers. This can put a substantial influence on its profits from sponsors, media rights, and from other sources of revenue.

Situational Analysis.

The company was quite successful till 2005 with its standard marketing strategies, but quickly after 2005 the company starts dealing with numerous problems consisting of decrease of its fan base. Numerous external in addition to internal factors are responsible for the decline. Internal aspects include; inadequate financial investment in social media and other digital medias of.

Fan base of NASCAR made up of married males with an average age of 47, which passes their fandom to their youngsters and create generational loyalty. Other challenges for NASCAR consists of the shift of its fans to other sports as they were enhancing their fan's experience permitting access to their broadcasts out of the homes through jumbo turns, Wi-Fi access, and so on.

SWOT Analysis.


In SWOT analysis, strengths defined as business's qualities which are various from its rivals. These are business's core proficiencies on which company performance or business success based on. Sime Darby Berhad C Responding To The Asian Crisis Case Study Analysis core proficiencies includes it has rights of dictating rules as sanctioning body. Policies and guidelines concerning expert stock vehicle racing are dictated by NASCAR like if any team with required skills and resources can enter into races by following guidelines and policies determined 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 US. Its races were utilized to transmit in more than 150 countries all over the world with more than $56 million revenues. The primary sources of their revenues originate from television rights, sanctioning charges, sponsorship and licensing. It has longest season of 10 months and having ownership of three nationwide series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise big resource of fans and corporate sponsors. All the occasions of NASCAR are sponsored by corporates since of most significant brand commitment of fans toward brands marketed by Sime Darby Berhad C Responding To The Asian Crisis Case Study Analysis. (See Appendix A).

Weak points.

Weak points of NASCAR includes its close culture which is non collaborative. Sime Darby Berhad C Responding To The Asian Crisis Case Study Help develops Automobile of Tomorrow without collaboration so result is that motorists did not like that principle. It was likewise discovered that NASCAR had no efficient technique for organisation communication.
Porter's 5 Forces Analysis

NASCAR typically utilized to rely on standard media sources like local paper for promotion of its sports. NASCAR also came to understand from these conventional media outlets that sport was hard to cover. When sports fans were asked relating to popular stars and stars then NASCAR driver was not discovered even in leading twenty actions.


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 investment. Economic down turn likewise results in increase fuel prices which also impacted NASCAR. Now if NASCAR make significant investments in new sectors which are based on brand-new clients then it may deal with negative remarks from its core fan base.

Porter's Five Forces Analysis

Porter's 5 forces is a design that is used to evaluate industry in which business is working. It assists in identifying what are strengths and weakness of any specific industry. It recommend that every market is different from one another. It is essential to comprehend market in which business is working due to the fact that NASCAR's bottom line i.e. net revenue is heavily depends on this. There are 5 forces that are utilized to recognize profitability, intensity and beauty of Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution service.

Competitive Competition

This force indicates capability of competitors. Groups normally represents sponsors in NASCAR and the medium of advertising is motorists. Therefore it can be said that motorists and race cars and trucks are rivals. These chauffeurs can go against NASCAR if they improved chance in terms of prizes and television direct exposure. If audiences enjoy other race cars and trucks and motorists more than NASCAR then viewers can move to those other intriguing vehicles and drivers. NASCAR could be having danger from its 2 direct competitors that is Formula 1 and Moto GP. They require to develop competitive benefits for chauffeurs so they do not shift to other rivals.
Swot Analysis
Supplier Power

If business shifts from one supplier to another, the supplier power suggests the number of providers are offered in industry and what is the expense associated with supplier. Because motorists with required resources and abilities are limited, in this market there is supply monopoly.

Buyer Power

This force is concerning to clients that is it simple for clients to shift to other items. Then customers are less most likely to switch, if there is more switching expense is associated. In the case of NASCAR clients are its viewers. Due to the fact that viewers will having low changing cost, viewers can change to other rivals easily.

Hazard of Replacement

Substitutes are referred as alternatives. The alternatives in this case can be other home entertainment indicates like viewers can shift to other sports. There are large variety of alternatives are available in this situation which recommends that risk of substitute is high.

Risk of New Entry

It is defined as how it is simple for any business to go into in that particular market. When it comes to Sime Darby Berhad C Responding To The Asian Crisis Case Study Help risk of brand-new entry is low. Due to the fact that if any business needs to enter in this organisation than they need to make heavy investments. They need to construct cars and trucks and racing tracks and also requires to pay substantial total up to motorists for changing.

PESTEL Analysis


It can not be concluded from case research study that there would be modification in resource allocations. NASCAR had got gain from lower taxation policies which results in increasing in profits. They made heavy investments in the research study and development. As NASCAR is operating in various markets so it requires to face various guidelines. It is also kept in mind that Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution has actually faced increased examination regarding regulatory. Every federal government has different priority so NASCAR has to be gotten ready for it as concern can be shifted to other sector.


Economic aspects includes tax rate, exchange rate, economic performance of that specific business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its competitors can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can take advantage of capabilities of employees to create brand-new opportunities and improve existing opportunities.


Each has different social values and norms. It helps in comprehending concerning society and preference of clients.


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

Vrio Analysis
Legal plays an important role in every nation due to the fact that every nation has various legal terms and conditions. Sime Darby Berhad C Responding To The Asian Crisis Case Study Analysis needs to be ensure that they protect their legal rights in every county so any company does not damage to its legal rights.


Ecological elements are likewise essential for every single company. Due to the fact that generally governments don't permit those company which can harm to environment. These environmental factors includes laws concerning contamination, environment modification, safe garbage disposal, policies relating to insurance coverage and so on. NASCAR needs to make sure that its cars are not creating contamination more than acceptable level.

7 P's of Marketing


The items of Sime Darby Berhad C Responding To The Asian Crisis Case Study Analysis in its product portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving rules for races and ad-space to business marketers during broadcast of NASCAR races. (Hanlon, 2018).


Rates strategy of NASCAR for its race events tickets is based upon the place and significance of the racing events. Together with race occasions tickets, NASCAR likewise charge numerous service fees to its stakeholders and makes revenue. For instance it charged approving costs of $1-2 million per race on average in 2005.


Advertising strategy of Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution is highly based upon its fan base. A strong fan base share its fandom with others and increase the variety of audiences for NASCAR races. The business is not entirely relied upon its fan base for its promotion and promote through regional radio stations too. The business has also adopted the retailing 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 consists of 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 nationwide popularity.


Nestle individuals method is consisted of supplying much better experience to its audiences, its fan base and to all of its stakeholders. Individuals are a crucial aspect of Sime Darby Berhad C Responding To The Asian Crisis Case Study Help A marketing strategy as its events are the source of entertainment for crowd. Its people strategy includes efforts to supply much better experience to its Fans, Race Drivers, Crew, Event Organizers and so on, all of which come under individuals strategy of NASCAR.


Numerous business processes are needed to carry out racing events in an effective way. These procedures consist of; correct schedule of time, plan for viewers, offering tickets, plan of area for sponsors, managing logistics and so on. These all procedures contribute I building NASCAR image, improving spectators experience and increasing fan base.

Physical Evidence.

Essential physical evidences for the NASCAR includes the presence of its racing tracks, stock vehicles 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.

Item Life Cycle Assessment.

The racing occasions by NASCAR was introduced on June 19, 1949. At the very first phase competitors for NASCAR was low, as the rivals drove the automobiles comparable to the vehicles driven by regular individuals.


After performing its very first race successfully the business moved towards developing its own tracks. The first Sime Darby Berhad C Responding To The Asian Crisis Case Study Analysis based track, specifically the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by establishment of more raceways consisting of Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the company moved towards relaying its races on television in 1979. The very first event transmitted 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 decades, he transformed NASCAR from a regional Sport popular organization into one with worldwide fan base. He initiated a new period of profitable sponsorships and tv contracts for NASCAR.


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


The decline in the business's offerings started after 2005 with typical presence rate per race declined by 22% from 2005 to 2010 and television viewership rate declined by 30% from 2005 to 2010. The significant reasons for decrease consist of the financial crisis of 2008, which increased the cost of getting to tracks for viewers due to increasing fuel prices, and the shifting of its fan base towards other sports.

Market Division.

The market segmentation of Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Sime Darby Berhad C Responding To The Asian Crisis Case Solution is based upon the geographical existence of its tracks in numerous states and cities in United States, and the tv broadcasting of its occasions in different countries. The business has 23 tracks in about 20 states of America and has television broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This huge geographical division supplies the business local in addition to worldwide fan base.


The market division of Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution is also highlydiverse based upon the gender, income and age of the consumer. To increase the market segment of its market NASCAR need to modify its marketing strategies to bring in more age groups and lower its costs to enter in the market section with a low typical earnings.


The mental characteristics of most of the fans are rather similar. NASCAR has a fan base with a commitment. NASCAR fans view it compulsive to buy tickets and see the races as soon as in a week. 71% of them prefer to purchase items with a NASCAR brand name. They are rather extrovert and are willing to join other fans while racing. They want quality racing with low price at practical place. Although Sime Darby Berhad C Responding To The Asian Crisis Case Study Analysis has actually attempted to increase the quality of its racing by presenting phase racing, they likewise have attempted to lower rates and make the event easier by introducing live racing.


Behavioural division of NASCAR is based upon the behaviour of fans in terms of enjoying the race live on the television or by going in the events. Currently, the fans preference is towards watching the race at house on television rather than going, as the consumer experience at NASCAR tracks is not beneficial as well as expensive.

Target Market.


Among the possible target audience of Sime Darby Berhad C Responding To The Asian Crisis Case Study Help was Hispanics; the young and growing population of United States. The marketplace section has great potential 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 segment has increasing wealth rate with about $1 trillion of wealth in 2014. The segment shows affinity with automobile culture, but need a more focused marketing towards inviting the segment towards racing.


Kids are likewise one of the prospective target audience sector for NASCAR, as they are more connected socially than other groups. Producing fan base amongst kids can offer a potential increase in the number of fans for racing due to their connectivity. Kids spend the majority of their times in playing and using mobile phones computer game. Car racing games established by Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution can be a possible source of acquiring attention of kids towards NASCAR track racing. NASCAR's digital features related to kids are not capable of gaining the attention. NASCAR needs more attention towards customizing and improving its digital functions to bring in the kids target audience.

This big expense makes the sector capacity for NASCAR marketing strategy of increasing its fan base. The market segment thinks about NASCAR as an organization doing not have in developing a multiculturalism atmosphere. NASCAR ought to take numerous steps to improve the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing assists in taking choices regarding marketing. These 5 C's needs to be evaluated appropriately for taking any marketing choice. These 5 C's mean Environment, Company, Collaborators, Rivals and clients.


It needs to make PESTLE analysis in order to understand climate or context in which NASCAR is working. PESTLE represents political, financial, social, technical, legal and ecological and is mentioned above.


Sime Darby Berhad C Responding To The Asian Crisis Case Study Help is a vehicle racing company with having USP of high quality automobile racing with a global structure. Its sector is sports team and events.


Collaborations consists of distributors, providers and alliances of Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution. It is worked together with various racing groups which are participating in racing. It also collaborated with Turners Sport for digital rights. NASCAR used to get pay check of around $15 million annually from Turner Sports. There are variety of cons behind this deal. For example NASCAR had to get approval from Turner Sport if it wish to develop its Facebook page, twitter account and even mobile application. Turner Sport also had rights of every single video which is shoot during race at track.


The consumer of Sime Darby Berhad C Responding To The Asian Crisis 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 youngsters and create generational loyalty.


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

Marketing Strategies.

1. Preserving and developing Facebook Page.
Among the potential target audience sectors for NASCAR is Hispanics which is the growing population segment of U.S.A. however regrettably NASCAR had actually been not able to attract the this targeted section. In order to attract the young growing generation the NASCAR must market by utilizing social networks like Facebook. It needs to establish a Facebook page consisting of the info relating to the races and the locations of tracks to make the consumer helpful about the core operations of Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution. It must likewise update its Facebook page on daily basis to supply details about its upcoming occasions. This would make the target audience sector more useful about business and would result in drawing in large fans base.
2. Establishing and Upgrading Accounts of Secret Drivers.
Sime Darby Berhad C Responding To The Asian Crisis Case Study Analysis motorists has a low star power as compare to gamers of other sports. The poor contacts with fans result in less destination of audiences towards the racers and a low star power. Star power is an important element for attracting audiences towards tracks and towards television.
3. Developing New Games and enhancing existing games for kids.
In order to bring in these kids, NASCARA ought to enhance its current racing video games by presenting customization in the vehicles i.e. changing colours, selection of speed, presenting group racing in the video game, using much better graphics related to the racing tracks and introducing numerous levels in the video game. All these modifications in the existing video game would offer better experience to kids.
Together with it, NASCAR ought to also build new games connected to racing like kids racing with kids characters as drivers, cartoon racing with racing in between numerous animation characters with an option of picking the preferred animation character for the kids. These strategies would allow the company to bring in among its potential target sections.
4. Presenting multiculturalism at events.
NASCAR occasions are comprised of fans with very couple of cultural variety, due to expense of arrival in events, making it unappealing for the customers viewing sport events as social events i.e. Generation Y clients. As the Generation Y customers are a potential target market for NASCAR, for that reason the company should take particular measures to attract this prospective target market.
5. Improving Client Experience at Tracks.
NASCAR should work on infrastructure and amenities at tracks due to the fact that on the race day audiences got dissatisfied. Viewers have numerous expectations from Sime Darby Berhad C Responding To The Asian Crisis Case Study Solution since in exact same market other business are supplying much better services than NASCAR. IF NASCAR don't work on this problem then its fans might shifted to its rivals.

Marketing Budget plan

Marketing budget made on the basis of the above strategies for the duration of 5 years from 2011 to 2015, reveals the cost related data for the marketing techniques. (See Appendix B). It can be seen that technique 5 of improving client experience at tracks would need highest initial investment and cost and method 4 of presenting multiculturalism will need lowest initial investment with lowest further per year cost. The company needs to focus on the resource allowance on these techniques on the basis of its available resources and the possible benefits which the method would offer.
KEEP IN MIND: The worths about expense are presumed on logical basis due the lack of realities and figures related to cost in the case study. Inflation rate of United States is assumed to be 10%.

On the basis of deep analysis of the external and internal elements of Sime Darby Berhad C Responding To The Asian Crisis Case Study Help triggering the decrease of television viewership rate and presence rate at tracks, the above marketing methods are recommended to NASCAR to increase its fan base in long term. These methods would handle internal elements like bad consumer experience at tracks, inadequate social media marketing, incapable digital medias like games, absence of culturalisms at tracks etc., as well as with external factors like shifting of fans towards other sports, demographical changes in America and changing domesticity designs.