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Strategic Planning At Sun Life Case Study Help (National Association for Stock Automobile Vehicle Racing) is an organization carrying out series of Stock Automobile racing in United States and acting as an approving body for driving the rules for Stock Automobile Racing. The company was established in 1947, by "Huge Bill" France. NASCAR organize Stock Cars and truck Racing occasions in United States with the presence of about 130000 viewers typically in 2005. It also broadcast its occasions in about 150 nations. Stock Automobile Racing by NASCAR is the second biggest spectator sport, with highest number of sponsors. It has about 500 sponsors contributing billions of dollars in its earnings. The other sources of earnings for Strategic Planning At Sun Life Case Study Solution consists of; 10% of the total revenue from tv rights, approving fees i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed corporate culture with the non-interventionist approach. The structure of Automobile of Tomorrow by NASCAR, with an intent of safety for the chauffeurs, brought numerous stress among the stakeholders of the sport.
Executive Summary
The interaction audit, conducted in 2010, revealed that despite the reality that business highly rely on the interactions in between its stakeholders, there was no recognizable business communication method. The market's target consumers, direction and objectives were all unknown.

The audit explained numerous doing not have of NASCAR in regards to lack of internal combination, lack of fan management strategy and absence of digital and social media of marketing. The company has intricate environment with independent tracks, motorists and teams. This structure with closed corporate culture bring numerous difficulties in speeding up a change. Other partners in environment consists of the media networks i.e. television and radio, and business online marketers.

Strategic Planning At Sun Life Case Study Analysis viewers was extremely devoted to the sport and the brands associated with the NASCAR, making it appealing for sponsors and business online marketers.

Problem Declaration.

The company is currently dealing with the problem of declining rates of presence at racing tracks and rates of television viewers. This can put a significant effect on its earnings from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

Although the company was rather successful till 2005 with its conventional marketing techniques, however soon after 2005 the business starts dealing with numerous issues consisting of decrease of its fan base. A number of external as well as internal aspects are accountable for the decrease. Internal elements include; inadequate financial investment in social networks and other digital medias of.

Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their children and produce generational commitment. The family system in America was altering resulting in decrease of impact of married male fan base over their children. In addition to it perceptions about automobile was likewise changing with perceiving cars and truck a vehicle to reach at point B from point A, rather than as a fun task. Other obstacles for Strategic Planning At Sun Life Case Study Help 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 homes through jumbo turns, Wi-Fi gain access to, etc. These all difficulties were tending the company to modify its marketing methods.

SWOT Analysis.


In SWOT analysis, strengths defined as company's qualities which are different from its rivals. These are business's core proficiencies on which company efficiency or company success based upon. Strategic Planning At Sun Life Case Study Analysis core proficiencies includes it has rights of dictating rules as approving body. Policies and rules concerning professional stock automobile racing are dictated by NASCAR like if any team with needed skills and resources can enter into races by following rules and regulations dictated by NASCAR. NASCAR has monopoly it this aspect. Its strengths also includes that it has title of second biggest spectator sport in the United States with having more fortune 500 sponsors based in US. Its races were used to transmit in more than 150 nations around the globe with more than $56 million incomes. The main sources of their profits originate from television rights, approving costs, sponsorship and licensing. It has longest season of 10 months and having ownership of three national series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise large resource of fans and corporate sponsors. Due to the fact that of greatest brand name loyalty of fans toward brands advertised by NASCAR, all the occasions of NASCAR are sponsored by corporates. (See Appendix A).


Weaknesses of NASCAR includes its close culture which is non collective. Strategic Planning At Sun Life Case Study Help develops Automobile of Tomorrow without collaboration so result is that motorists did not like that idea. It was also found that NASCAR had no effective method for service interaction.
Porter's 5 Forces Analysis

NASCAR typically utilized to rely on traditional media sources like regional paper for publicity 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 celebs and stars then NASCAR driver was not discovered even in leading twenty actions.


Risks in SWOT analysis are defined as external factors that can risk to company's success. Because if there is economic down turn then individuals would be having less return on investment, Economic down turn was experienced in late 2000 which can be danger for NASCAR. Earning of people would be effected and they would be more conscious in investing their loan. Economic down turn likewise leads to increase fuel prices which also impacted NASCAR. Due to the fact that fans of NASCAR used to attend its event from fars away. NESCAR had a guideline of 65/25/10 for income circulation. 65 percent revenues from media rights would be distributed to race tracks, 25 percent income would be distributed to competing team and remaining 10 percent would be retained by NESCAR which is approving body. Competing team wished to increase their portion of income from 25 percent due to the fact that of increase in operating cost of a race group and also there is decrease in the variety of full-season sponsorship. Since they are making massive investments to improve experience of fans, nescar likewise deals with hazards from other sponsors. Which includes updating existing opportunities, developing brand-new avenues, supplying Wi-Fi center and likewise providing other interactive mediums to communicate sports on mobile phones. Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their youngsters and develop generational loyalty. The challenge is that the household system in America was changing resulting in decrease of impact of married male fan base over their children. Along with it understandings about car was also changing with viewing automobile a lorry to reach at point B from point A, instead of as an enjoyable job. If NASCAR make significant financial investments in new segments which are based on new clients then it might face negative comments from its core fan base, now.

Porter's 5 Forces Analysis

It is crucial to comprehend industry in which business is working since NASCAR's bottom line i.e. net profit is greatly depends on this. There are 5 forces that are utilized to determine success, strength and appearance of NASCAR service.

Competitive Competition

These motorists can go versus NASCAR if they got much better chance in terms of rewards and tv direct exposure. If audiences delight in other race vehicles and motorists more than NASCAR then audiences can shift to those other intriguing automobiles and chauffeurs. NASCAR might be having risk from its 2 direct competitors that is Solution 1 and Moto GP.
Swot Analysis
Supplier Power

If company shifts from one provider to another, the supplier power suggests the number of suppliers are readily available in industry and what is the cost associated with supplier. In this industry there is supply monopoly since drivers with needed resources and skills are restricted.

Buyer Power

This force is regarding to customers that is it simple for customers to shift to other products. If there is more switching cost is associated then consumers are less likely to switch. In the case of NASCAR consumers are its viewers. Audiences can change to other rivals easily because audiences will having low changing cost.

Danger of Replacement

Alternatives are referred as options. The replacements in this case can be other home entertainment implies like viewers can move to other sports. So there are wide range of alternatives are offered in this circumstance which suggests that threat of alternative is high.

Threat of New Entry

In the case of NASCAR danger of brand-new entry is low. They require to construct vehicles and racing tracks and also needs to pay significant quantity to motorists for changing.

PESTEL Analysis


It can not be concluded from case research study that there would be modification in resource allowances. NASCAR had actually got gain from lower taxation policies which results in increasing in profits. They made heavy investments in the research and advancement. As NASCAR is working in different markets so it requires to deal with various policies. It is also noted that Strategic Planning At Sun Life Case Study Help has actually faced increased analysis relating to regulatory. Every federal government has different concern so NASCAR needs to be gotten ready for it as top priority can be shifted to other sector.


Economic aspects consists of taxation rate, currency exchange rate, financial efficiency 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 competitors can be impacted. NASCAR can utilize capabilities of employees to develop brand-new chances and enhance existing chances.


Each has different social values and standards. It assists in understanding concerning society and preference of consumers.


Innovation has effect on nearly every service. It consists of development in organisation method. In this case of Strategic Planning At Sun Life Case Study Help it can be kept in mind that companies are greatly investing for research and advancement. NASCAR needs to also work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Legal plays an important function in every country since every country has different legal terms and conditions. Strategic Planning At Sun Life Case Study Solution requires to be make certain that they safeguard their legal rights in every county so any company does not damage to its legal rights.


Environmental aspects are also crucial for each business. Because usually governments don't allow those service which can damage to environment. These ecological factors consists of laws regarding contamination, environment change, safe garbage disposal, policies regarding insurance coverage etc. NASCAR needs to make certain that its automobiles are not generating contamination more than acceptable level.

7 P's of Marketing


The products of Strategic Planning At Sun Life Case Study Help in its item portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning guidelines for races and ad-space to corporate marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Rates strategy of NASCAR for its race events tickets is based upon the place and value of the racing occasions. Together with race events tickets, NASCAR also charge numerous service charge to its stakeholders and earns profits. For instance it charged sanctioning costs of $1-2 million per race typically in 2005.


Advertising strategy of Strategic Planning At Sun Life Case Study Analysis 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 company is not entirely relied upon its fan base for its promotion and promote through local radio stations too. The company has likewise adopted the merchandising media of promo, in which the company sells merchandises with its logo design.


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


Nestle people strategy is consisted of supplying much better experience to its viewers, its fan base and to all of its stakeholders. Individuals are an important element of Strategic Planning At Sun Life Case Study Help A marketing method as its events are the source of entertainment for crowd. Its individuals technique consists of efforts to supply better experience to its Fans, Race Drivers, Crew, Event Organizers etc., all of which come under individuals method of NASCAR.


Several organisation procedures are required to perform racing occasions in an effective way. These procedures consist of; proper schedule of time, arrangement for spectators, selling tickets, plan of area for sponsors, managing logistics etc. These all processes contribute I building NASCAR image, improving spectators experience and increasing fan base.

Physical Evidence.

Most important physical proofs for the NASCAR consists of the presence of its racing tracks, stock cars and racing occasions. In addition to it, its retailing brands consisting of tee shirts, caps, goodies etc., likewise function as a physical proof for NASCAR.

Item Life Cycle Evaluation.

The racing occasions by NASCAR was presented on June 19, 1949. At the first phase competitors for NASCAR was low, as the competitors drove the automobiles similar to the cars driven by normal people.


The first NASCAR based track, particularly the Darlington Raceway track, was started in 1950 in South Carolina. After the growth of racing tracks the company moved towards relaying its races on tv in 1979.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 years, he changed NASCAR from a regional Sport popular company into one with international fan base. He initiated a brand-new era of profitable sponsorships and television contracts for NASCAR.


The maturity period for NASCAR started with the efforts of William France Jr., with the business having wide variety of profits sources. The business has about 500 sponsors with transmitting its occasions in about 150 nations. The company has large number of tracks in most of the cities of United States.


The major causes of decline include the financial crisis of 2008, which increased the cost of showing up at tracks for viewers due to increasing fuel costs, and the shifting of its fan base towards other sports.

Market Division.

The marketplace division of Strategic Planning At Sun Life Case Study Analysis can be divided into four segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Strategic Planning At Sun Life Case Help 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 nations. The business 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 huge geographical segmentation offers the business local along with global fan base.


The group segmentation of NASCAR is likewise highlydiverse based upon the gender, earnings and age of the customer. Its present fan base is majorly comprised of male married fans with an average age of 47 years and an income around $30-50 thousands. Presently NASCAR is trying to increase its target market to the young growing population and kinds. To increase the market sector of its market NASCAR should revise its marketing techniques to bring in more age groups and lower its rates to enter in the marketplace segment with a low average earnings.( htt1).


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


Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of viewing the race live on the television or by going in the events. Presently, the fans choice is towards viewing the race at house on tv rather than going, as the client experience at NASCAR tracks is not beneficial as well as expensive.

Target audience.


One of the possible target audience of Strategic Planning At Sun Life Case Study Help was Hispanics; the young and growing population of United States. The market sector has fantastic prospective 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 section has increasing wealth rate with about $1 trillion of wealth in 2014. The section reveals affinity with automobile culture, but require a more concentrated marketing towards inviting the segment towards racing.


Kids are also one of the possible target audience segment for NASCAR, as they are more linked socially than other groups. Producing fan base amongst kids can provide a potential increase in the variety of fans for racing due to their connectivity. Kids spend most of their times in playing and using smart devices computer game. Automobile racing games established by Strategic Planning At Sun Life Case Study Help can be a possible source of getting attention of kids towards NASCAR track racing. NASCAR's digital functions related to kids are not capable of acquiring the attention. NASCAR requires more attention towards customizing and improving its digital functions to attract the kids target audience.

Generation Y.
Generation Y target market includes those who spent 5 times more resources on discretionary costs i.e. buying tickets for racing events, than others. This substantial expenditure makes the segment capacity for NASCAR marketing strategy of increasing its fan base. The marketplace segment is also simple to method as 81% of the Y Generation consumer uses Facebook every day and the usage is two times of using tv and radio. The market segment views sports as an affair, rather than adherence to sport. The marketplace segment thinks about NASCAR as a company doing not have in creating a multiculturalism atmosphere. Strategic Planning At Sun Life Case Study Help should take different actions to improve the experience of Generation Y consumers in its occasions.

5 C's of Marketing

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


It needs 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 mentioned above.


Strategic Planning At Sun Life Case Study Solution is an automobile racing business with having USP of high quality automobile racing with a worldwide structure. Its sector is sports group and occasions.


Collaborations includes suppliers, providers and alliances of Strategic Planning At Sun Life Case Study Analysis. It is collaborated with various racing teams which are participating in racing. It also worked together with Turners Sport for digital rights. NASCAR utilized to earn money check of around $15 million yearly from Turner Sports. There are variety of cons behind this offer. NASCAR had to get approval from Turner Sport if it desire to produce its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of every video which is shoot during race at track.


The customer of Strategic Planning At Sun Life Case Study Solution are its viewers. They target clients with having age of 15-60 years. Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their children and produce generational loyalty.


Groups typically represents sponsors in NASCAR and the medium of marketing is chauffeurs. These chauffeurs can go versus NASCAR if they got better opportunity in terms of rewards and television direct exposure.

Marketing Techniques.

1. Keeping and establishing Facebook Page.
One of the potential target markets sectors for NASCAR is Hispanics which is the growing population sector of USA however sadly NASCAR had actually been not able to bring in the this targeted section. In order to attract the young growing generation the NASCAR need to market by utilizing social media like Facebook. It needs to develop a Facebook page containing the information concerning the races and the locations of tracks to make the consumer useful about the core operations of Strategic Planning At Sun Life Case Study Help. It should likewise upgrade its Facebook page on day-to-day basis to provide information about its upcoming events. This would make the target market section more helpful about the business and would lead to bring in large fans base.
2. Establishing and Updating Accounts of Key Drivers.
Strategic Planning At Sun Life Case Study Solution motorists has a low star power as compare to players of other sports. The bad contacts with fans result in less attraction of viewers towards the racers and a low star power. Star power is an essential element for drawing in audiences towards tracks and towards tv.
3. Establishing New Games and improving current games for kids.
Kids invested the majority of their time on playing games and utilizing smartphones. However unfortunately, kids playing NASCARA have a worst experience of playing its games. As an outcome, they are less attracted towards the sport. In order to bring in these kids, NASCARA ought to improve its current racing games by presenting personalization in the cars and trucks i.e. altering colours, selection of speed, presenting group racing in the game, utilizing much better graphics connected to the racing tracks and presenting numerous levels in the game. All these adjustments in the present game would supply better experience to kids.
Together with it, NASCAR should likewise construct brand-new games related to racing like kids racing with kids characters as drivers, animation racing with racing between numerous cartoon characters with an option of choosing the favourite cartoon character for the kids. These techniques would make it possible for the business to draw in one of its possible target sections.
4. Introducing multiculturalism at events.
NASCAR occasions are made up of fans with extremely couple of cultural variety, due to cost of arrival in occasions, making it unappealing for the clients viewing sport occasions as social occasions i.e. Generation Y clients. As the Generation Y customers are a possible target market for NASCAR, therefore the business ought to take certain measures to attract this potential target market.
5. Improving Customer Experience at Tracks.
NASCAR must work on infrastructure and features at tracks since on the race day viewers got disappointed. Audiences have many expectations from Strategic Planning At Sun Life Case Study Analysis since in same industry other business are supplying much better services than NASCAR. IF NASCAR do not work on this issue then its fans may shifted to its rivals.

Marketing Budget plan

Marketing budget made on the basis of the above methods for the duration of 5 years from 2011 to 2015, reveals the expense related information for the marketing methods. It can be seen that method 5 of improving client experience at tracks would need highest preliminary investment and cost and strategy 4 of introducing multiculturalism will require most affordable preliminary investment with least expensive further per year cost.
KEEP IN MIND: The worths about expense are assumed on logical basis due the lack of figures and truths related to cost in the case research study. Inflation rate of United States is presumed to be 10%.

On the basis of deep analysis of the external and internal factors of Strategic Planning At Sun Life Case Study Solution triggering the decrease of television viewership rate and participation rate at tracks, the above marketing strategies are recommended to NASCAR to increase its fan base in long term. These methods would manage internal elements like bad customer experience at tracks, inadequate social media marketing, incapable digital medias like games, lack of culturalisms at tracks and so on, as well as with external factors like moving of fans towards other sports, demographical changes in America and changing family life designs.