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Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Solution and Analysis


Intro

Sustainable Development And Socially Responsible Investing Abb In 2000 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 a sanctioning body for driving the guidelines for Stock Automobile Racing. The organization was founded in 1947, by "Huge Bill" France. NASCAR arrange Stock Car Racing events in United States with the existence of about 130000 viewers typically in 2005. It likewise transmitted its occasions in about 150 nations. Stock Car Racing by NASCAR is the second biggest viewer sport, with highest number of sponsors. It has about 500 sponsors contributing billions of dollars in its income. The other sources of profits for Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Help includes; 10% of the total earnings from television rights, approving fees i.e. $1-2 million per race, and licencing NASCAR brand name to companies.

NASCAR has a closed corporate culture with the non-interventionist approach. The building of Automobile of Tomorrow by NASCAR, with an objective of safety for the drivers, brought numerous tensions amongst the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, revealed that regardless of the truth that the business highly rely on the interactions in between its stakeholders, there was no recognizable business interaction strategy. The industry's target consumers, instructions and objectives were all unidentified.

The audit mentioned numerous lacking of NASCAR in regards to absence of internal combination, absence of fan management method and absence of digital and social media of marketing. The business has complex environment with independent tracks, groups and drivers. This structure with closed business culture bring numerous obstacles in speeding up a change. Other partners in community consists of the media networks i.e. television and radio, and corporate online marketers.

Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Help viewers was extremely faithful to the sport and the brands associated with the NASCAR, making it appealing for sponsors and business online marketers.

Issue Statement.

The company is presently facing the problem of declining rates of attendance at racing tracks and rates of tv viewers. This can put a significant effect on its revenues from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

Although the business was rather effective till 2005 with its conventional marketing strategies, but soon after 2005 the business starts dealing with different problems consisting of decrease of its fan base. Numerous external along with internal factors are responsible for the decrease. Internal aspects include; inadequate investment in social networks and other digital medias of.

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. But the household system in America was altering leading to reduction of impact of married male fan base over their children. Along with it understandings about vehicle was likewise changing with viewing car an automobile to reach at point B from point A, rather than as a fun job. Other obstacles for Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Analysis consists of the shift of its fans to other sports as they were improving their fan's experience permitting access to their broadcasts out of the homes through jumbo turns, Wi-Fi gain access to, and so on. These all challenges were tending the business to modify its marketing techniques.

SWOT Analysis.

Strengths.


In SWOT analysis, strengths specified as company's qualities which are different from its competitors. These are business's core competencies on which business performance or business success based on. Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Help core competencies includes it has rights of determining rules as sanctioning body. Rules and regulations relating to professional stock cars and truck racing are dictated by NASCAR like if any team with needed abilities and resources can participate in races by following rules and guidelines determined by NASCAR. So NASCAR has monopoly it this element. 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 United States. Its races were utilized to relay in more than 150 countries around the globe with more than $56 million profits. The main sources of their earnings originate from television rights, sanctioning fees, 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 also large resource of fans and business sponsors. All the occasions of NASCAR are sponsored by corporates because of most significant brand commitment of fans towards brand names advertised by Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Help. (See Appendix A).

Weaknesses.

Weaknesses in SWOT Analysis are thought about as external factors. Weak points consists of the aspects that stops business to carry out at needed level of performance. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist technique. They usually utilized to form guidelines and other required processes without intervention of others which leads to bad collaboration. NASCAR develops Car of Tomorrow without collaboration so result is that chauffeurs did not like that concept. As this is racing sport so covering of sports by media is likewise hard. It was likewise found that NASCAR had no reliable method for business communication. They do not know how to deal with concern if it happened off track. Inadequate organisation interaction leads to that they don't have clear direction for their long term objectives. They don't know that where they want to see this sport in future.
Porter's 5 Forces Analysis
Opportunities.

Opportunities in SWOT analysis are external elements which can be beneficial to company or the external elements on which company is having competitive benefit. NASCAR generally used to rely on traditional media sources like local paper for promotion of its sports. Generally these conventional media sources try to cover their home team and particular kind of occasions. NASCAR also came to know from these conventional media outlets that sport was difficult to cover. Media landscape likewise changed from standard to digital landscape. Newspapers failed. NASCAR can deal with its abilities to get optimal possible gain from this brand-new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in social and digital media to get its advantages. Digital rights of NASCAR were also offered to Turner Sports. NASCAR used to make money check of around $15 million yearly from Turner Sports. There are number of cons behind this deal. NASCAR had to get approval from Turner Sport if it desire to create its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every single video which is shoot throughout race at track. If media sources like papers, magazines and cable channels want to publish videos of races on their particular pages then they are required to pay licensing fees to Turner Sport. So NASCAR can work on terms and try to negotiate with Turner Sports to get maximum advantages of it. Star power plays very crucial function in creating incomes from every sport. It was kept in mind that NASCAR is lagging in this area i.e. star power. When sports fans were asked regarding popular celebs and stars then NASCAR motorist was not found even in leading twenty responses. NASCAR can put efforts in this area too for earnings generation. They ought to direct their motorists that how they can become sport stars. Four tactical focuses which are generated by research study group can likewise be worked as chance for NESCAR. These four tactical focuses compares and analysis Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Solution strategies.

Risks

Economic down turn was experienced in late 2000 which can be risk for NASCAR due to the fact that if there is economic down turn then individuals would be having less return on financial investment. Economic down turn also results in boost fuel rates which likewise impacted NASCAR. Now if NASCAR make considerable financial investments in new sections which are based on new customers then it may deal with negative comments from its core fan base.

Porter's 5 Forces Analysis

It is crucial to understand market in which business is working due to the fact that NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are utilized to recognize success, strength and attractiveness of NASCAR business.

Competitive Rivalry

These drivers can go versus NASCAR if they got better opportunity in terms of rewards and tv exposure. If audiences delight in other race vehicles and motorists more than NASCAR then audiences can shift to those other interesting automobiles and drivers. NASCAR could be having danger from its two direct rivals that is Solution 1 and Moto GP.
Swot Analysis
Supplier Power

The provider power suggests the variety of suppliers are available in market and what is the expense related to provider if business shifts from one provider to another. Since chauffeurs with needed resources and abilities are restricted, in this market there is supply monopoly.

Buyer Power

In the case of NASCAR clients are its viewers. Audiences can switch to other competitors quickly because audiences will having low changing cost.

Risk of Alternative

Substitutes are referred as alternatives. The alternatives in this case can be other home entertainment means like viewers can move to other sports. There are broad range of alternatives are offered in this scenario which recommends that risk of replacement is high.

Risk of New Entry

It is specified as how it is easy for any company to go into in that specific market. When it comes to Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Analysis threat of new entry is low. Since if any business requires to enter in this organisation than they need to make heavy financial investments. They need to construct cars and trucks and racing tracks and likewise requires to pay large total up to chauffeurs for changing.

PESTEL Analysis

Political


As NASCAR is working in different markets so it requires to deal with various policies. It is also noted that NASCAR has dealt with increased scrutiny relating to regulatory. Every federal government has various priority so NASCAR has actually to be prepared for it as priority can be shifted to other sector.

Affordable

Economic aspects includes tax rate, currency exchange rate, economic performance of that particular business, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its competitors can be impacted if there is government intervention in the marketing and sales sector. NASCAR can utilize capabilities of employees to develop new chances and improve existing chances.

Social

Each has various social values and standards. It assists in comprehending regarding society and choice of clients.

Technical

Technology has impact on almost every business. It consists of innovation in business technique. In this case of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Help it can be kept in mind that companies are greatly investing for research and advancement. NASCAR should also deal with its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Legal plays an important function in every nation because every nation has different legal terms and conditions. Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Analysis needs to be make sure that they safeguard their legal rights in every county so any business does not hurt to its legal rights.

Environmental

Ecological aspects are also essential for every company. NASCAR requires to make sure that its automobiles are not producing contamination more than acceptable level.

7 P's of Marketing

Item

The products of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Solution in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, approving guidelines for races and ad-space to business online marketers during broadcast of NASCAR races. (Hanlon, 2018).

Price.

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

Promo.

Marketing strategy of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Help is extremely based upon its fan base. A strong fan base share its fandom with others and increase the number of viewers for NASCAR races. The business is not completely relied upon its fan base for its promo and promote through local radio stations too. The business has also adopted the retailing media of promotion, in which the company offers merchandises with its logo design.

Location.

NASCAR have its racing tracks in different cities in United States. The most essential tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It tries to perform its races in most of the cities in United States to grasp across the country appeal.

People.

Nestle individuals technique is consisted of offering better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an important element of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Help A marketing method as its events are the source of home entertainment for crowd. Its individuals method consists of efforts to offer much better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under individuals technique of NASCAR.

Processes.

Several organisation processes are needed to conduct racing events in an efficient way. These processes include; correct schedule of time, plan for spectators, selling tickets, arrangement of area for sponsors, managing logistics etc. These all processes contribute I developing NASCAR image, enhancing viewers experience and increasing fan base.

Physical Evidence.

Crucial physical proofs for the NASCAR includes the existence of its racing tracks, stock automobiles and racing events. Along with it, its retailing brands including t-shirts, caps, goodies and so on, also function as a physical evidence for NASCAR.

Item Life Cycle Assessment.

The racing occasions by Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Analysis was presented on June 19, 1949. The first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the very first stage competitors for NASCAR was low, as the competitors drove the cars and trucks comparable to the vehicles driven by ordinary individuals.

Development.

After conducting its first race successfully the business moved towards building its own tracks. The first Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Analysis based track, particularly the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by establishment of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the company moved towards broadcasting its races on television in 1979. The first event broadcasted on tv was flag-to-flag protection of Daytona.

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he changed NASCAR from a regional Sport popular organization into one with global fan base. He started a new period of rewarding sponsorships and tv contracts for NASCAR.

Maturity.

The maturity period for NASCAR began with the efforts of William France Jr., with the business having wide range of profits sources. The company has about 500 sponsors with broadcasting its events in about 150 nations. The company has a great deal of tracks in the majority of the cities of United States.

Decline.

The significant causes of decrease include the financial crisis of 2008, which increased the expense of showing up at tracks for audiences due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Division.

The marketplace division of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Analysis can be divided into four sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographic.

The geographical division of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Solution is based upon the geographical presence of its tracks in numerous states and cities in United States, and the television broadcasting of its occasions in different nations. The company has 23 tracks in about 20 states of America and has tv broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This huge geographical segmentation provides the business local in addition to global fan base.

Market.

The demographic division of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Solution is likewise highlydiverse based upon the gender, earnings and age of the consumer. To increase the group sector of its market NASCAR ought to revise its marketing methods to bring in more age groups and lower its prices to enter in the market sector with a low average income.

Psychographic.

NASCAR has a fan base with a loyalty. NASCAR fans view it compulsive to acquire tickets and see the races as soon as in a week. NASCAR has actually tried to increase the quality of its racing by introducing stage racing, they likewise have tried to lower prices and make the occasion more convenient 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 television or by going in the events. Presently, the fans preference is towards seeing the race at home on television rather than going, as the customer experience at NASCAR tracks is not favourable as well as costly.

Target audience.

Hispanics.

Among the possible target market of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Analysis was Hispanics; the young and growing population of United States. The marketplace segment has fantastic possible for NASCAR as the population was growing at a greater rate and it was anticipated to become thrice after forty years and the section has increasing wealth rate with about $1 trillion of wealth in 2014. The section reveals affinity with car culture, however need a more concentrated marketing towards welcoming the sector towards racing.

Kids.

Kids are likewise one of the possible target audience section for NASCAR, as they are more connected socially than other groups. Producing fan base among kids can provide a possible boost in the number of fans for racing due to their connectivity. Kids spend the majority of their times in using mobile phones and playing video games. Car racing games developed by Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Solution can be a possible source of acquiring attention of kids towards NASCAR track racing. However, NASCAR's digital functions related to kids are not efficient in gaining the attention. NASCAR needs more attention towards customizing and enhancing its digital features to draw in the kids target audience.

This substantial expenditure makes the segment potential for NASCAR marketing strategy of increasing its fan base. The market section considers NASCAR as an organization lacking in producing a multiculturalism atmosphere. NASCAR needs to take different actions to improve the experience of Generation Y consumers in its events.

5 C's of Marketing

5 C's of marketing assists in taking choices relating to marketing. These 5 C's requirements to be evaluated properly for taking any marketing decision. These 5 C's represent Climate, Business, Collaborators, Competitors and clients.

Climate/Context.

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

Business.

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

Cooperations.

Collaborations includes suppliers, suppliers and alliances of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Help. It is collaborated with various racing groups which are participating in racing. It likewise worked together with Turners Sport for digital rights. NASCAR utilized to get pay check of around $15 million each year from Turner Sports. There are number of cons behind this offer. For example NASCAR had to get approval from Turner Sport if it want to produce 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.

Clients.

The client of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Solution are its audiences. They target consumers with having age of 15-60 years. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their children and produce generational commitment.

Competitors.

Teams normally represents sponsors in NASCAR and the medium of marketing is drivers. These motorists can go versus NASCAR if they got much better chance in terms of rewards and television exposure.

Marketing Strategies.

1. Establishing and Keeping Facebook Page.
One of the potential target markets segments for NASCAR is Hispanics which is the growing population sector of U.S.A. however sadly NASCAR had actually been unable to bring in the this targeted segment. In order to bring in the young growing generation the NASCAR need to market by using social networks like Facebook. It ought to establish a Facebook page consisting of the information relating to the races and the locations of tracks to make the consumer useful about the core operations of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Analysis. It ought to also upgrade its Facebook page on day-to-day basis to provide info about its approaching events. This would make the target audience segment more helpful about the business and would lead to drawing in big fans base.
2. Establishing and Upgrading Accounts of Secret Drivers.
Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Solution chauffeurs has a low star power as compare to gamers of other sports. The bad contacts with fans result in less tourist attraction of viewers towards the racers and a low star power. Star power is an important factor for drawing in viewers towards tracks and towards television.
3. Developing New Games and improving existing games for kids.
In order to attract these kids, NASCARA must improve its present racing video games by introducing personalization in the cars and trucks i.e. altering colours, selection of speed, presenting group racing in the video game, utilizing much better graphics related to the racing tracks and presenting numerous levels in the video game. All these adjustments in the current video game would supply better experience to kids.
Along with it, NASCAR should also develop brand-new games associated with racing like kids racing with kids characters as drivers, animation racing with racing in between numerous cartoon characters with an option of picking the favourite cartoon character for the kids. These strategies would enable the business to attract one of its prospective target sections.
4. Introducing multiculturalism at events.
Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Help occasions are consisted of fans with really few multiculturalism, due to expense of arrival in occasions, making it unsightly for the customers viewing sport occasions as affairs i.e. Generation Y clients. As the Generation Y clients are a possible target audience for NASCAR, therefore the company should take certain procedures to attract this possible target audience. It should adopt strategies to bring in the consumers far from the tracks area with different culture. The method to do so might be supplying special discounts on tickets or totally free tickets to viewers originating from a specific distance or from another state. It would increase multiculturalism of the fans and would make Generation Y consumers more satisfied.
5. Improving Customer Experience at Tracks.
Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Solution ought to work on infrastructure and amenities at tracks due to the fact that on the race day viewers got disappointed. Viewers have lots of expectations from NASCAR because in same industry other business are offering much better services than NASCAR. Then its fans may shifted to its competitors, if NASCAR do not work on this problem. According to fans there were not appropriate facilities were readily available as compare to other sports suppliers. NASCAR needs to make sure that it offer sufficient centers that includes cleaned up bathrooms, comfy seating plan. They need to also supply WIFI services and ease of access of charge card throughout that track. It ought to be likewise ensure that there suffice jumbo turns positioned at all needed places. There need to be likewise food stalls that supply quality food to viewers. In this way viewers will be having pleasant experience at the day of event. (See Appendix B).

Marketing Budget plan

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

Recommendations.
Recommendations
On the basis of deep analysis of the internal and external elements of Sustainable Development And Socially Responsible Investing Abb In 2000 Case Study Solution causing the decline of television viewership rate and attendance rate at tracks, the above marketing techniques are recommended to NASCAR to increase its fan base in long run. These techniques would deal with internal aspects like bad customer experience at tracks, inadequate social media marketing, incapable digital medias like games, absence of culturalisms at tracks etc., in addition to with external aspects like moving of fans towards other sports, demographical changes in America and altering family life styles.