Technology Strategy For A Diversified Corporation Case Study Solution and Analysis
Intro
NASCAR (National Association for Stock Car Vehicle Racing) is an organization conducting series of Stock Vehicle racing in United States and acting as a sanctioning body for driving the rules 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 profits for Technology Strategy For A Diversified Corporation Case Study Analysis includes; 10% of the total income from tv rights, approving charges i.e. $1-2 million per race, and licencing NASCAR brand to business.
NASCAR has a closed corporate culture with the non-interventionist method. The building of Automobile of Tomorrow by NASCAR, with an objective of security for the chauffeurs, brought various tensions amongst the stakeholders of the sport.
The interaction audit, conducted in 2010, exposed that in spite of the truth that business highly depend on the interactions in between its stakeholders, there was no identifiable business interaction method. The industry's target clients, instructions and goals were all unidentified.
The audit mentioned different doing not have of NASCAR in regards to absence of internal integration, lack of fan management technique and lack of digital and social media of marketing. The business has intricate environment with independent tracks, groups and drivers. This structure with closed corporate culture bring different difficulties in speeding up a modification. Other partners in ecosystem consists of the media networks i.e. television and radio, and corporate marketers.
Technology Strategy For A Diversified Corporation Case Study Solution audiences was highly faithful to the sport and the brand names related to the NASCAR, making it appealing for sponsors and business online marketers.
Issue Declaration.
The company is currently facing the problem of decreasing rates of attendance at racing tracks and rates of television audiences. This can put a considerable influence on its incomes from sponsors, media rights, and from other sources of profits.
Situational Analysis.
The company was quite effective till 2005 with its conventional marketing methods, but quickly after 2005 the company begins facing different issues including decrease of its fan base. Several external along with internal aspects are responsible for the decrease. Internal factors include; insufficient financial investment in social networks and other digital medias of.
Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their youngsters and create generational commitment. Other obstacles for NASCAR includes the shift of its fans to other sports as they were enhancing their fan's experience enabling access to their broadcasts out of the homes through jumbo turns, Wi-Fi gain access to, and so on.
SWOT Analysis.
Strengths.
NASCAR core competencies includes it has rights of determining guidelines as sanctioning body. Rules and guidelines relating to professional stock automobile racing are determined by NASCAR like if any group with required skills and resources can get in into races by following guidelines and guidelines determined by NASCAR. All the events of NASCAR are sponsored by corporates since of greatest brand name loyalty of fans towards brands advertised by Technology Strategy For A Diversified Corporation Case Study Help.
Weaknesses.
Weak Points in SWOT Analysis are thought about as external elements. Weak points consists of the aspects that stops company to carry out at required level of efficiency. Weak points of NASCAR includes its close culture which is non collective. They have non-interventionist technique. They generally used to form guidelines and other needed procedures without intervention of others which results in poor partnership. For instance NASCAR establishes Car of Tomorrow without partnership so result is that chauffeurs did not like that concept. As this is racing sport so covering of sports by media is likewise tough. It was also discovered that NASCAR had no efficient strategy for business interaction. They do not know how to manage concern if it took place off track. Ineffective organisation communication leads to that they don't have clear instructions for their long term goals. They don't know that where they wish to see this sport in future.
Opportunities.
NASCAR typically used to rely on traditional media sources like local newspaper for publicity of its sports. NASCAR also came to understand from these traditional media outlets that sport was hard to cover. When sports fans were asked relating to popular stars and stars then NASCAR driver was not found even in leading twenty reactions.
Hazards
Dangers in SWOT analysis are defined as external aspects that can hazard to business's success. Due to the fact that if there is financial down turn then people would be having less return on investment, Economic down turn was experienced in late 2000 which can be hazard for NASCAR. Earning of people would be effected and they would be more mindful in spending their loan. Economic down turn also results in increase fuel costs which likewise impacted NASCAR. Due to the fact that fans of NASCAR utilized to attend its occasion from cross countries. NESCAR had a guideline of 65/25/10 for income circulation. 65 percent incomes from media rights would be dispersed to race course, 25 percent profits would be distributed to contending team and staying 10 percent would be retained by NESCAR which is sanctioning body. Contending group wished to increase their part of income from 25 percent since of increase in running expense of a race group and likewise there is decline in the variety of full-season sponsorship. NESCAR likewise faces dangers from other sponsors because they are making massive financial investments to enhance experience of fans. Which includes upgrading existing opportunities, constructing brand-new opportunities, offering Wi-Fi center and likewise supplying other interactive mediums to connect sports on smart devices. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their youngsters and create 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. In addition to it perceptions about car was also altering with perceiving automobile a lorry to reach at point B from point A, rather than as an enjoyable task. Now if Technology Strategy For A Diversified Corporation Case Study Analysis make considerable investments in new segments which are based on new clients then it may deal with negative comments from its core fan base.
Porter's Five Forces Analysis
It is crucial to comprehend market in which business is working due to the fact that NASCAR's bottom line i.e. net profit is greatly depends on this. There are 5 forces that are used to recognize success, strength and beauty of NASCAR service.
Competitive Rivalry
This force shows ability of competitors. Groups generally represents sponsors in NASCAR and the medium of advertising is motorists. For that reason it can be stated that motorists and race vehicles are competitors. If they got much better opportunity in terms of prizes and tv exposure, these drivers can go versus Technology Strategy For A Diversified Corporation Case Study Solution. Then audiences can move to those other fascinating cars and trucks and drivers, if viewers enjoy other race cars and trucks and motorists more than NASCAR. NASCAR might be having risk from its two direct rivals that is Formula 1 and Moto GP. They need to develop competitive advantages for drivers so they do not shift to other rivals.
Supplier Power
The supplier power shows the variety of providers are readily available in market and what is the expense associated with provider if company shifts from one provider to another. Due to the fact that chauffeurs with required abilities and resources are limited, in this industry there is supply monopoly.
Purchaser Power
In the case of NASCAR customers are its audiences. Audiences can switch to other competitors easily since audiences will having low changing cost.
Hazard of Alternative
Alternatives are referred as options. The replacements in this case can be other entertainment implies like viewers can shift to other sports. There are wide variety of alternatives are available in this scenario which recommends that danger of substitute is high.
Hazard of New Entry
In the case of NASCAR risk of brand-new entry is low. They need to build cars and trucks and racing tracks and likewise requires to pay large amount to motorists for changing.
PESTEL Analysis
Political
It can not be concluded from case research study that there would be modification in resource allocations. NASCAR had actually got gain from lower taxation policies which results in increasing in revenues. They made heavy financial investments in the research study and advancement. As NASCAR is working in various markets so it needs to deal with various guidelines. It is also kept in mind that Technology Strategy For A Diversified Corporation Case Study Solution has actually faced increased scrutiny relating to regulative. Every federal government has various priority so NASCAR needs to be gotten ready for it as top priority can be shifted to other sector.
Cost-effective
Financial aspects includes tax rate, exchange rate, financial efficiency of that specific business, 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 affected. NASCAR can leverage abilities of employees to develop brand-new opportunities and enhance existing opportunities.
Social
Every society is various from each other. Each has different social worths and norms. It helps in understanding relating to society and preference of customers. Social elements consists of traditions, culture, mindsets towards specific product and services, demographics, norms, interests etc. It can be concluded that advertising through other means rather than standard (i.e. newspaper) can be preferred in this society.
Technical
Innovation has impact on almost every service. It consists of innovation in service method. In this case of Technology Strategy For A Diversified Corporation Case Study Help it can be noted that companies are greatly spending for research and advancement. NASCAR should also deal with its media rights policy with Turner Broadcasting System.
Legal
Because every nation has different legal terms and conditions, Legal plays an important function in every nation. Technology Strategy For A Diversified Corporation Case Study Solution requires to be make certain that they safeguard their legal rights in every county so any business does not hurt to its legal rights.
Environmental
Ecological elements are also important for every single company. Since typically federal governments don't permit those service which can damage to environment. These ecological elements includes laws regarding pollution, climate modification, safe garbage disposal, policies concerning insurance and so on. NASCAR needs to make sure that its automobiles are not creating contamination more than acceptable level.
7 P's of Marketing
Item
The items of Technology Strategy For A Diversified Corporation Case Study Help in its item portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving rules for races and ad-space to business online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).
Rate.
Prices technique of NASCAR for its race occasions tickets is based upon the location and importance of the racing occasions. Along with race occasions tickets, NASCAR likewise charge various service fees to its stakeholders and earns income. For example it charged approving charges of $1-2 million per race on average in 2005.
Promo.
Advertising technique of NASCAR is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of audiences for NASCAR races.
Location.
NASCAR have its racing tracks in different cities in United States. The most important tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Automobile 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 comprehend across the country popularity.
People.
Nestle individuals technique is consisted of providing better experience to its viewers, its fan base and to all of its stakeholders. People are a crucial aspect of Technology Strategy For A Diversified Corporation Case Study Help A marketing technique as its occasions are the source of home entertainment for crowd. Its individuals technique 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 method of NASCAR.
Processes.
Numerous company procedures are needed to carry out racing occasions in an effective method. These procedures consist of; correct schedule of time, arrangement for viewers, selling tickets, plan of space for sponsors, managing logistics and so on. These all processes contribute I developing NASCAR image, enhancing viewers experience and increasing fan base.
Physical Evidence.
Most important physical evidences for the NASCAR consists of the existence of its racing tracks, stock vehicles and racing events. Together with it, its merchandising brands including tee shirts, caps, goodies and so on, also serve as a physical evidence for NASCAR.
Item Life Cycle Assessment.
The racing occasions by Technology Strategy For A Diversified Corporation Case Study Analysis was presented on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the first phase competition for NASCAR was low, as the rivals drove the automobiles similar to the vehicles driven by ordinary people.
Growth.
After conducting its very first race effectively the company moved towards constructing its own tracks. The first Technology Strategy For A Diversified Corporation Case Study Help based track, namely 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 development of racing tracks the business moved towards transmitting its races on tv in 1979. The very first event relayed on tv was flag-to-flag coverage of Daytona.
In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he transformed NASCAR from a local Sport popular company into one with international fan base. He started a new period of profitable sponsorships and television agreements for NASCAR.
Maturity.
The maturity duration for NASCAR started with the efforts of William France Jr., with the business having large range of income sources. The company has about 500 sponsors with broadcasting its events in about 150 nations. The company has large number of tracks in the majority of the cities of United States.
Decrease.
The decline in the business's offerings began after 2005 with typical attendance rate per race declined by 22% from 2005 to 2010 and television viewership rate decreased by 30% from 2005 to 2010. The significant causes of decrease include the monetary crisis of 2008, which increased the expense of coming to tracks for viewers due to increasing fuel costs, and the moving of its fan base towards other sports.
Market Division.
The marketplace segmentation of Technology Strategy For A Diversified Corporation Case Study Solution can be divided into four sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).
Geographical.
The geographical segmentation of Technology Strategy For A Diversified Corporation Case Analysis 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 company has 23 tracks in about 20 states of America and has television broadcast through numerous Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical division provides the company local as well as global fan base.
Market.
The group division of Technology Strategy For A Diversified Corporation Case Study Solution is also highlydiverse based upon the gender, income and age of the consumer. To increase the group sector of its market NASCAR must revise its marketing strategies to draw in more age groups and lower its rates to go into in the market section with a low typical earnings.
Psychographic.
The mental characteristics of the majority of the fans are rather comparable. NASCAR has a fan base with a commitment. When in a week, NASCAR fans view it compulsive to purchase tickets and see the races. 71% of them prefer to purchase products with a NASCAR trademark name. They are quite extrovert and want to join other fans while racing. They want quality racing with low price at convenient place. Although Technology Strategy For A Diversified Corporation Case Study Analysis has actually tried to increase the quality of its racing by introducing phase racing, they also have actually attempted to lower costs and make the event more convenient by presenting live racing.
Behavioural.
Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of watching the race live on the tv or by going in the occasions. Currently, the fans choice 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 pricey.
Target audience.
Hispanics.
Among the possible target market of Technology Strategy For A Diversified Corporation Case Study Analysis was Hispanics; the young and growing population of United States. The market segment has great prospective for NASCAR as the population was growing at a higher 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. Although, the section shows affinity with car culture, but require a more focused marketing towards inviting the sector towards racing.
Kids.
Kids are also one of the possible target audience segment for NASCAR, as they are more linked socially than other groups. Developing fan base amongst kids can provide a potential increase in the variety of fans for racing due to their connectivity. Kids invest most of their times in utilizing smart devices and playing video games. Automobile racing games developed by Technology Strategy For A Diversified Corporation Case Study Analysis can be a prospective 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 needs more attention towards customizing and enhancing its digital functions to bring in the kids target market.
Generation Y.
Generation Y target audience consists of those who spent 5 times more resources on discretionary expenditures i.e. purchasing tickets for racing occasions, than others. This huge expense makes the segment capacity for NASCAR marketing strategy of increasing its fan base. The marketplace section is also easy to method as 81% of the Y Generation customer utilizes Facebook every day and the use is twice of utilizing television and radio. The market sector views sports as a social occasion, instead of adherence to sport. The marketplace sector thinks about NASCAR as an organization lacking in developing a multiculturalism atmosphere. Technology Strategy For A Diversified Corporation Case Study Solution must take various actions 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 concerning marketing. These 5 C's needs to be analysed appropriately for taking any marketing decision. These 5 C's stands for Climate, Business, Collaborators, Customers and Competitors.
Climate/Context.
It needs to make PESTLE analysis in order to comprehend environment or context in which NASCAR is working. PESTLE represents political, economic, social, technical, legal and ecological and is specified above.
Business.
NASCAR is a vehicle racing business with having USP of high quality car racing with a global structure. Its sector is sports group and occasions. Its target audience is males in the age of 15-60 years. Business has closed corporate culture and having non-interventionist method.
Partnerships.
Collaborations consists of distributors, suppliers and alliances of NASCAR. NASCAR used to get pay check of around $15 million annually from Turner Sports. NASCAR had to get approval from Turner Sport if it want to create its Facebook page, twitter account or even mobile application.
Customers.
The customer of Technology Strategy For A Diversified Corporation Case Study Solution are its audiences. They target clients 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 youngsters and develop generational commitment.
Competitors.
The direct competitors of NASCAR are Solution 1 and Moto GP. Teams usually represents sponsors in NASCAR and the medium of marketing is drivers. Therefore it can be said that motorists and race automobiles are rivals. These chauffeurs can break Technology Strategy For A Diversified Corporation Case Study Help if they improved opportunity in terms of prizes and tv direct exposure.
Marketing Strategies.
1. Maintaining and establishing Facebook Page.
One of the potential target markets sections for NASCAR is Hispanics which is the growing population segment of USA but regrettably NASCAR had been unable to draw in the this targeted sector. It should develop a Facebook page containing the info relating to the races and the places of tracks to make the customer useful about the core operations of NASCAR.
2. Establishing and Updating Accounts of Key Drivers.
NASCAR motorists has a low star power as compare to players of other sports. Its ranks 7th in regards to star power (see Case Exhibition). The significant factor behind it is that, the racers mainly play in groups and are not able to build a crucial account and keep a close contact with fans. The bad contacts with fans lead to 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 television. The star power for the drivers at NASCARA might be improved by creating and upgrading accounts of essential drivers by NASCARA itself. This would eliminate the requirement of forcing drivers to keep their accounts and would result in increasing fans attention towards NASCARA drivers.
3. Establishing New Games and enhancing current video games for kids.
In order to draw in these kids, NASCARA must improve its present racing games by presenting customization in the vehicles i.e. altering colours, selection of speed, introducing group racing in the game, using better graphics related to the racing tracks and introducing various levels in the video game. All these adjustments in the present game would provide better experience to kids.
In addition to it, NASCAR ought to likewise construct new games connected to racing like kids racing with kids characters as chauffeurs, animation racing with racing in between different animation characters with a choice of picking the preferred animation character for the kids. These techniques would make it possible for the company to draw in one of its potential target segments.
4. Presenting multiculturalism at occasions.
Technology Strategy For A Diversified Corporation Case Study Analysis events are comprised of fans with very couple of multiculturalism, due to cost of arrival in occasions, making it unappealing for the consumers perceiving sport events as social occasions i.e. Generation Y customers. As the Generation Y customers are a possible target audience for NASCAR, therefore the business needs to take specific measures to attract this prospective target audience. It should adopt strategies to draw in the clients far from the tracks place with various culture. The method to do so might be offering special discounts on tickets or free tickets to audiences coming from a particular distance or from another state. It would increase multiculturalism of the fans and would make Generation Y consumers more pleased.
5. Improving Customer Experience at Tracks.
Technology Strategy For A Diversified Corporation Case Study Analysis needs to deal with infrastructure and features at tracks since on the race day viewers got dissatisfied. Audiences have lots of expectations from NASCAR since in very same market other companies are providing much better services than NASCAR. Then its fans might moved to its competitors, if NASCAR do not work on this concern. According to fans there were not adequate facilities were available as compare to other sports providers. So NASCAR should make sure that it offer appropriate facilities that consists of cleaned restrooms, comfortable seating plan. They ought to likewise provide WIFI services and accessibility of credit cards throughout that track. It should be likewise make sure that there suffice jumbo turns put at all required locations. There should be also food stalls that provide quality food to audiences. In this method viewers will be having enjoyable experience at the day of occasion. (See Appendix B).
Marketing Budget plan
Marketing spending plan made on the basis of the above techniques for the period of 5 years from 2011 to 2015, reveals the expense associated data for the marketing methods. It can be seen that strategy 5 of improving consumer experience at tracks would require highest initial investment and cost and technique 4 of presenting multiculturalism will require most affordable initial financial investment with least expensive even more per year cost.
KEEP IN MIND: The worths about cost are assumed on reasonable basis due the absence of figures and facts connected to cost in the case study. Inflation rate of United States is presumed to be 10%.
Suggestions.
On the basis of deep analysis of the internal and external factors of Technology Strategy For A Diversified Corporation Case Study Help triggering the decrease of tv viewership rate and presence rate at tracks, the above marketing methods are suggested to NASCAR to increase its fan base in long term. These strategies would manage internal factors like poor customer experience at tracks, inadequate social networks marketing, incapable digital medias like games, lack of culturalisms at tracks and so on, in addition to with external aspects like shifting of fans towards other sports, demographical modifications in America and altering family life designs.
