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Six Sigma Fx Cascade Case Study Solution and Analysis


Intro

NASCAR (National Association for Stock Vehicle Automobile Racing) is an organization conducting series of Stock Car racing in United States and acting as an approving body for driving the rules for Stock Car Racing. 2) Stock Car Racing by NASCAR is the second biggest spectator sport, with highest number of sponsors. 1) The other sources of income for Six Sigma Fx Cascade Case Study Help consists of; 10% of the total income from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand name to business.

NASCAR has a closed corporate culture with the non-interventionist method. The structure of Cars and truck of Tomorrow by NASCAR, with an intention of safety for the drivers, brought different tensions amongst the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, revealed that in spite of the fact that the business highly rely on the interactions between its stakeholders, there was no recognizable service communication method. The industry's target customers, instructions and objectives were all unidentified.

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 digital and social media of marketing.

Six Sigma Fx Cascade Case Study Help audiences was extremely loyal to the sport and the brands related to the NASCAR, making it appealing for sponsors and corporate online marketers.

Issue Statement.

The company is currently facing the issue of declining rates of attendance at racing tracks and rates of television audiences. This can put a considerable effect on its profits from sponsors, media rights, and from other sources of revenue.

Situational Analysis.

Although the company was quite successful till 2005 with its conventional marketing techniques, however right after 2005 the business begins facing different issues consisting of decline of its fan base. Several external as well as internal aspects are accountable for the decline. Internal aspects consist of; insufficient 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 develop generational commitment. Other obstacles for NASCAR includes the shift of its fans to other sports as they were improving their fan's experience allowing access to their broadcasts out of the houses through jumbo turns, Wi-Fi gain access to, etc.

SWOT Analysis.

Strengths.


In SWOT analysis, strengths specified as business's qualities which are various from its rivals. These are company's core competencies on which business performance or company success based on. Six Sigma Fx Cascade Case Study Solution core competencies includes it has rights of determining guidelines as approving body. Rules and guidelines regarding expert stock cars and truck racing are determined by NASCAR like if any group with needed abilities and resources can participate in races by following guidelines and regulations dictated by NASCAR. NASCAR has monopoly it this aspect. 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 relay in more than 150 countries around the world with more than $56 million revenues. The main sources of their revenues come from tv rights, approving costs, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 nationwide series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise big resource of fans and business sponsors. All the occasions of NASCAR are sponsored by corporates because of biggest brand loyalty of fans toward brands marketed by Six Sigma Fx Cascade Case Study Help. (See Appendix A).

Weak points.

Weak Points in SWOT Analysis are thought about as external aspects. Weaknesses consists of the aspects that stops business to perform at needed level of efficiency. Weaknesses of NASCAR includes its close culture which is non collective. They have non-interventionist technique. They typically utilized to form guidelines and other required processes without intervention of others which results in poor collaboration. NASCAR develops Car of Tomorrow without collaboration so result is that chauffeurs did not like that idea. As this is racing sport so covering of sports by media is also difficult. It was likewise found that NASCAR had no reliable strategy for company communication. If it took place off track, they don't understand how to deal with problem. Inefficient business interaction results in that they don't have clear instructions for their long term objectives. They do not understand that where they wish to see this sport in future.
Porter's 5 Forces Analysis
Opportunities.

Opportunities in SWOT analysis are external aspects which can be favourable to business or the external elements on which business is having competitive advantage. NASCAR normally utilized to count on traditional media sources like local newspaper for promotion of its sports. Usually these standard media sources try to cover their home team and particular kind of events. NASCAR also came to know from these standard media outlets that sport was hard to cover. Media landscape also changed from traditional to digital landscape. Papers failed. NASCAR can deal with its capabilities to get optimal possible benefits from this new digital landscape. NASCAR have underinvestment in digital resources. So it can capitalize in digital and social media to get its benefits. Digital rights of NASCAR were also offered to Turner Sports. NASCAR utilized to make money check of around $15 million yearly from Turner Sports. There are number of cons behind this deal. For example Six Sigma Fx Cascade Case Study Analysis had to get approval from Turner Sport if it want to produce its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of every single video which is shoot throughout race at track. If media sources like newspapers, publications and cable channels wish to publish videos of races on their particular pages then they are required to pay licensing fees to Turner Sport. NASCAR can work on terms and conditions and attempt to work out with Turner Sports to get optimal benefits of it. Star power plays very important role in generating incomes from every sport. It was noted that NASCAR is lagging in this location i.e. star power. For example when sports fans were asked regarding popular celebs and stars then NASCAR motorist was not found even in top twenty reactions. NASCAR can put efforts in this area too for income generation. They should guide their drivers that how they can end up being sport stars. 4 tactical focuses which are created by research team can also be worked as chance for NESCAR. These four tactical focuses compares and analysis Six Sigma Fx Cascade Case Study Analysis techniques.

Threats

Economic down turn was experienced in late 2000 which can be hazard 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 rates which also impacted NASCAR. Now if NASCAR make considerable financial investments in new sectors which are based on brand-new customers then it might face unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

It is crucial to comprehend market in which business is working because NASCAR's bottom line i.e. net revenue is greatly depends on this. There are 5 forces that are utilized to determine success, intensity and attractiveness of NASCAR organisation.

Competitive Rivalry

This force shows ability of competitors. Teams generally represents sponsors in NASCAR and the medium of marketing is drivers. Therefore it can be said that chauffeurs and race cars are competitors. If they got much better chance in terms of prizes and tv direct exposure, these drivers can go versus Six Sigma Fx Cascade Case Study Solution. If audiences delight in other race automobiles and motorists more than NASCAR then viewers can shift to those other interesting cars and motorists. NASCAR could be having danger from its 2 direct rivals that is Solution 1 and Moto GP. They need to develop competitive advantages for motorists so they do not move to other competitors.
Swot Analysis
Provider Power

The provider power suggests the variety of suppliers are readily available in industry and what is the cost associated with provider if business shifts from one provider to another. Because chauffeurs with required resources and skills are restricted, in this industry there is supply monopoly.

Buyer Power

This force is regarding to clients that is it easy for customers to shift to other items. If there is more changing cost is associated then consumers are less most likely to change. When it comes to NASCAR customers are its viewers. Because audiences will having low switching cost, audiences can switch to other rivals quickly.

Hazard of Replacement

Substitutes are referred as options. The replacements in this case can be other home entertainment indicates like audiences can move to other sports. So there are wide range of replacements are readily available in this scenario which recommends that danger of replacement is high.

Threat of New Entry

In the case of NASCAR threat of brand-new entry is low. They require to develop cars and trucks and racing tracks and also requires to pay substantial quantity to motorists for switching.

PESTEL Analysis

Political


It can not be concluded from case study that there would be modification in resource allowances. 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 various markets so it requires to face various policies. It is also kept in mind that Six Sigma Fx Cascade Case Study Solution has actually faced increased examination relating to regulative. Every government has various concern so NASCAR has to be prepared for it as priority can be shifted to other sector.

Cost-effective

Economic elements consists of taxation rate, currency exchange rate, financial performance of that particular company, 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 utilize abilities of employees to develop brand-new chances and enhance existing opportunities.

Social

Every society is various from each other. Each has different social values and norms. It assists in understanding concerning society and choice of clients. Social elements consists of customs, culture, mindsets towards particular services and products, demographics, standards, interests and so on. It can be concluded that advertising through other means instead of traditional (i.e. newspaper) can be preferred in this society.

Technical

Innovation has effect on almost every organisation. It includes innovation in organisation method. In this case of Six Sigma Fx Cascade Case Study Help it can be noted that business are heavily spending for research study and advancement. NASCAR ought to also deal with its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Legal plays an essential function in every country due to the fact that every country has various legal conditions. Six Sigma Fx Cascade Case Study Analysis needs to be ensure that they protect their legal rights in every county so any business does not hurt to its legal rights.

Environmental

Environmental aspects are likewise crucial for every organisation. NASCAR needs to make sure that its automobiles are not creating contamination more than appropriate level.

7 P's of Marketing

Item

The items of Six Sigma Fx Cascade Case Study Help in its product portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, sanctioning guidelines for races and ad-space to corporate online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).

Cost.

Pricing technique of NASCAR for its race events tickets is based upon the place and importance of the racing events. Together with race occasions tickets, NASCAR likewise charge different service charge to its stakeholders and earns revenue. It charged sanctioning charges of $1-2 million per race on average in 2005.

Promo.

Marketing technique of Six Sigma Fx Cascade Case Study Solution is extremely based upon its fan base. A strong fan base share its fandom with others and increase the number of audiences for NASCAR races. The business is not entirely relied upon its fan base for its promo and promote through local radio stations too. The company has likewise adopted the retailing media of promotion, in which the business offers merchandises with its logo design.

Location.

NASCAR have its racing tracks in different cities in United States. The most essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Automobile 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 understand nationwide popularity.

Individuals.

Nestle individuals technique is consisted of supplying much better experience to its audiences, its fan base and to all of its stakeholders. People are an essential element of Six Sigma Fx Cascade Case Study Help A marketing strategy as its occasions are the source of home entertainment for crowd. Its individuals technique includes efforts to offer much better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under individuals method of NASCAR.

Processes.

Numerous service processes are required to perform racing occasions in an effective way. These processes consist of; appropriate schedule of time, arrangement for spectators, selling tickets, arrangement of space for sponsors, handling logistics and so on. These all processes contribute I constructing NASCAR image, enhancing viewers experience and increasing fan base.

Physical Proof.

Essential physical evidences for the NASCAR includes the presence of its racing tracks, stock cars and racing occasions. In addition to it, its retailing brand names including tee shirts, caps, goodies and so on, likewise serve as a physical evidence for NASCAR.

Item Life Cycle Assessment.

The racing events by NASCAR was presented on June 19, 1949. At the very first phase competitors for NASCAR was low, as the rivals drove the automobiles similar to the cars and trucks driven by regular individuals.

Development.

After performing its first race effectively the company moved towards constructing its own tracks. The very first Six Sigma Fx Cascade Case Study Analysis based track, particularly the Darlington Raceway track, was started 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 transmitting its races on tv 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 international fan base. He initiated a brand-new period of 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 profits sources. The company has about 500 sponsors with relaying its occasions in about 150 nations. The business has a great deal of tracks in the majority of the cities of United States.

Decrease.

The decline in the business's offerings began after 2005 with average presence rate per race decreased by 22% from 2005 to 2010 and tv viewership rate decreased by 30% from 2005 to 2010. The significant causes of decrease consist of the financial crisis of 2008, which increased the cost of coming to tracks for viewers due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Division.

The marketplace segmentation of Six Sigma Fx Cascade Case Study Help can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographic.

The geographical segmentation of Six Sigma Fx Cascade Case Solution is based upon the geographical presence of its tracks in various states and cities in United States, and the television broadcasting of its events in various countries. The company has 23 tracks in about 20 states of America and has tv broadcast through numerous Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This huge geographical division offers the company regional along with international fan base.

Market.

The market division of Six Sigma Fx Cascade Case Study Solution is likewise highlydiverse based upon the gender, income and age of the consumer. To increase the group sector of its market NASCAR should modify its marketing methods to bring in more age groups and lower its prices to go into in the market segment with a low average income.

Psychographic.

The mental characteristics of the majority of the fans are quite similar. NASCAR has a fan base with a loyalty. Once in a week, NASCAR fans view it compulsive to purchase tickets and see the races. 71% of them prefer to purchase items with a NASCAR brand. They are rather extrovert and want to mingle with other fans while racing. They want quality racing with low rate at practical area. Although Six Sigma Fx Cascade Case Study Analysis has tried to increase the quality of its racing by presenting phase racing, they also have actually attempted to lower prices and make the event easier by introducing live racing.

Behavioural.

Behavioural division of NASCAR is based upon the behaviour of fans in terms of viewing the race live on the tv or by going in the occasions. Presently, the fans preference is towards enjoying the race at house on television rather than going, as the consumer experience at NASCAR tracks is not favourable as well as costly.

Target Market.

Hispanics.

One of the potential target market of Six Sigma Fx Cascade Case Study Analysis was Hispanics; the young and growing population of United States. The market segment has excellent possible for NASCAR as the population was growing at a greater 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 automobile culture, but require a more focused marketing towards welcoming the segment towards racing.

Kids.

Kids are likewise among the prospective target market section for NASCAR, as they are more connected socially than other groups. Developing fan base among kids can supply a possible increase in the number of fans for racing due to their connectivity. Kids spend the majority of their times in playing and using smart devices computer game. Car racing games established by Six Sigma Fx Cascade Case Study Analysis can be a potential source of getting attention of kids towards NASCAR track racing. NASCAR's digital functions related to kids are not capable of gaining the attention. NASCAR requires more attention towards customizing and improving its digital features to draw in the kids target market.

Generation Y.
Generation Y target audience includes those who spent five times more resources on discretionary costs i.e. purchasing tickets for racing occasions, than others. This substantial expense makes the section capacity for NASCAR marketing technique of increasing its fan base. The market section is likewise easy to technique as 81% of the Y Generation consumer utilizes Facebook every day and the usage is twice of using 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 developing a multiculturalism environment. Six Sigma Fx Cascade Case Study Solution ought to take various steps to improve the experience of Generation Y consumers in its occasions.

5 C's of Marketing

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

Climate/Context.

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

Business.

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

Collaborations.

Collaborations includes distributors, suppliers and alliances of Six Sigma Fx Cascade Case Study Help. It is teamed up with different racing teams which are taking part in racing. It also teamed up with Turners Sport for digital rights. NASCAR used to make money check of around $15 million annually from Turner Sports. There are variety of cons behind this deal. For instance NASCAR had to get approval from Turner Sport if it wish to create its Facebook page, twitter account or perhaps mobile application. Turner Sport likewise had rights of every video which is shoot during race at track.

Consumers.

The client of Six Sigma Fx Cascade Case Study Help are its audiences. They target consumers with having age of 15-60 years. Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their youngsters and develop generational loyalty.

Competitors.

Teams generally represents sponsors in NASCAR and the medium of advertising is drivers. These motorists can go versus NASCAR if they got much better opportunity in terms of prizes and tv direct exposure.

Marketing Methods.

1. Developing and Maintaining Facebook Page.
One of the prospective target markets sections for NASCAR is Hispanics which is the growing population segment of USA however unfortunately NASCAR had been unable to attract the this targeted section. It ought to develop a Facebook page consisting of the info relating to the races and the areas of tracks to make the customer helpful about the core operations of NASCAR.
2. Developing and Updating Accounts of Key Drivers.
Six Sigma Fx Cascade Case Study Solution chauffeurs has a low star power as compare to gamers of other sports. The poor contacts with fans result in less attraction of viewers towards the racers and a low star power. Star power is an important aspect for drawing in audiences towards tracks and towards television.
3. Establishing New Games and enhancing existing games for kids.
Kids invested the majority of their time on playing games and using smart devices. But regrettably, kids playing NASCARA have a worst experience of playing its video games. As an outcome, they are less drawn in towards the sport. In order to draw in these kids, NASCARA ought to enhance its current racing games by presenting customization in the cars and trucks i.e. altering colours, selection of speed, presenting group racing in the game, utilizing better graphics connected to the racing tracks and presenting different levels in the game. All these modifications in the existing video game would supply much better experience to kids.
In addition to it, NASCAR must likewise construct new video games related to racing like kids racing with kids characters as motorists, cartoon racing with racing between various cartoon characters with a choice of choosing the favourite cartoon character for the kids. These methods would allow the company to bring in one of its potential target sectors.
4. Presenting multiculturalism at events.
NASCAR events are made up of fans with very couple of cultural variety, due to expense of arrival in occasions, making it unsightly for the customers viewing sport occasions as social occasions i.e. Generation Y clients. As the Generation Y clients are a possible target market for NASCAR, therefore the company should take particular measures to attract this possible target market.
5. Improving Client Experience at Tracks.
Because on the race day audiences got disappointed, NASCAR must work on facilities and amenities at tracks. Since in exact same market other business are offering better services than NASCAR, viewers have lots of expectations from Six Sigma Fx Cascade Case Study Analysis. Then its fans might shifted to its competitors, if NASCAR don't work on this problem. According to fans there were not appropriate facilities were available as compare to other sports suppliers. NASCAR must make sure that it provide sufficient centers that includes cleaned restrooms, comfy seating arrangement. They ought to likewise supply WIFI services and accessibility of credit cards throughout that track. It should be also make certain that there are enough jumbo turns put at all needed locations. There should be also food stalls that provide quality food to audiences. In this method audiences will be having pleasant experience at the day of event. (See Appendix B).

Marketing Budget plan

Marketing spending plan made on the basis of the above methods for the period of 5 years from 2011 to 2015, reveals the cost related data for the marketing strategies. It can be seen that method 5 of enhancing consumer experience at tracks would require greatest preliminary financial investment and cost and technique 4 of presenting multiculturalism will need most affordable initial financial investment with least expensive further per year expense.
NOTE: The values about cost are assumed on reasonable basis due the absence of facts and figures associated with cost in the event study. Inflation rate of United States is presumed to be 10%.

Recommendations.
Recommendations
On the basis of deep analysis of the external and internal elements of Six Sigma Fx Cascade Case Study Solution causing the decrease 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, insufficient social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks and so on, in addition to with external factors like moving of fans towards other sports, demographical changes in America and altering family life designs.