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Veltvest Corp Case Study Solution and Analysis


Intro

NASCAR (National Association for Stock Car Auto Racing) is an organization performing series of Stock Automobile racing in United States and acting as a sanctioning body for driving the rules for Stock Car Racing. 2) Stock Automobile Racing by NASCAR is the 2nd biggest viewer sport, with highest number of sponsors. 1) The other sources of revenue for Veltvest Corp Case Study Help consists of; 10% of the overall revenue from tv rights, sanctioning charges 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 Car of Tomorrow by NASCAR, with an intent of security for the drivers, brought various tensions among the stakeholders of the sport.
Executive Summary
The communication audit, carried out in 2010, exposed that regardless of the truth that business extremely rely on the interactions in between its stakeholders, there was no recognizable business interaction method. The market's target clients, direction and goals were all unidentified.

The audit pointed out numerous lacking of NASCAR in terms of lack of internal combination, absence of fan management method and absence of social and digital media of marketing.

Veltvest Corp Case Study Help viewers was highly loyal to the sport and the brand names related to the NASCAR, making it appealing for sponsors and business online marketers.

Issue Declaration.

The business is currently dealing with the problem of decreasing rates of attendance at racing tracks and rates of television audiences. This can put a significant effect on its incomes from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

Although the company was rather successful till 2005 with its traditional marketing techniques, but right after 2005 the business starts dealing with various issues consisting of decrease of its fan base. A number of external along with internal factors are accountable for the decline. Internal factors include; inadequate investment in social networks and other digital medias of.

Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their youngsters and create generational commitment. However the household system in America was altering resulting in decrease of impact of married male fan base over their youngsters. In addition to it understandings about cars and truck was also altering with perceiving vehicle a car to reach at point B from point A, instead of as a fun job. Other difficulties for Veltvest Corp Case Study Help consists of the shift of its fans to other sports as they were improving their fan's experience enabling access to their broadcasts out of the houses through jumbo turns, Wi-Fi access, etc. These all obstacles were tending the company to modify its marketing techniques.

SWOT Analysis.

Strengths.


NASCAR core competencies includes it has rights of determining rules as sanctioning body. Rules and policies regarding professional stock cars and truck racing are determined by NASCAR like if any team 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 due to the fact that of biggest brand name commitment of fans towards brands advertised by Veltvest Corp Case Study Analysis.

Weaknesses.

Weak Points in SWOT Analysis are considered as external aspects. Weaknesses includes the elements that stops company to carry out at needed level of effectiveness. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist approach. They normally utilized to form rules and other required processes without intervention of others which leads to bad collaboration. NASCAR develops Cars and truck of Tomorrow without partnership so result is that drivers did not like that idea. As this is racing sport so covering of sports by media is likewise tough. It was also found that NASCAR had no effective strategy for business communication. They do not know how to handle problem if it occurred off track. Inadequate service interaction results in that they don't have clear instructions for their long term goals. They do not understand that where they want to see this sport in future.
Porter's 5 Forces Analysis
Opportunities.

NASCAR typically used to rely on standard media sources like local newspaper for publicity of its sports. NASCAR likewise came to know from these standard media outlets that sport was hard to cover. When sports fans were asked relating to popular celebs and stars then NASCAR motorist was not found even in top twenty responses.

Dangers

Economic down turn was experienced in late 2000 which can be danger for NASCAR due to the fact that if there is financial down turn then individuals would be having less return on financial investment. Economic down turn likewise results in boost fuel rates which likewise affected NASCAR. Now if NASCAR make significant financial investments in brand-new sectors which are based on brand-new clients then it might face unfavorable comments from its core fan base.

Porter's 5 Forces Analysis

Porter's 5 forces is a design that is utilized to evaluate market in which company is working. It helps in determining what are strengths and weak point of any specific market. It recommend that every market is various from one another. It is necessary to comprehend market in which business is working since NASCAR's bottom line i.e. net revenue is heavily depends on this. There are 5 forces that are utilized to identify profitability, intensity and appearance of Veltvest Corp Case Study Help organisation.

Competitive Rivalry

These chauffeurs can go versus NASCAR if they got much better chance in terms of rewards and television direct exposure. If viewers delight in other race cars and trucks and drivers more than NASCAR then viewers can shift to those other fascinating cars and trucks and motorists. NASCAR might be having danger from its 2 direct rivals that is Solution 1 and Moto GP.
Swot Analysis
Provider Power

If business shifts from one provider to another, the supplier power suggests the number of providers are readily available in market and what is the expense associated with supplier. In this industry there is supply monopoly due to the fact that drivers with required resources and skills are limited.

Buyer Power

In the case of NASCAR customers are its audiences. Viewers can change to other competitors easily since viewers will having low changing cost.

Hazard of Substitution

Replacements are referred as alternatives. The replacements in this case can be other entertainment indicates like audiences can move to other sports. There are large range of replacements are readily available in this situation which suggests that threat 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 industry. When it comes to Veltvest Corp Case Study Solution risk of new entry is low. If any business needs to enter in this company than they have to make heavy financial investments, since. They need to build vehicles and racing tracks and also requires to pay large total up to chauffeurs for switching.

PESTEL Analysis

Political


It can not be concluded from case research study that there would be change in resource allowances. NASCAR had actually got benefit from lower tax policies which leads to increasing in profits. So they made heavy investments in the research and development. As NASCAR is operating in various markets so it needs to deal with different policies. It is likewise noted that Veltvest Corp Case Study Solution has faced increased examination regarding regulative. Every government has different concern so NASCAR needs to be prepared for it as priority can be shifted to other sector.

Economical

Economic aspects includes tax rate, currency exchange rate, economic performance of that particular company, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its rivals can be impacted if there is federal government intervention in the marketing and sales sector. NASCAR can take advantage of capabilities of staff members to produce 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 comprehending concerning society and choice of customers. Social aspects consists of traditions, culture, attitudes towards specific services and products, demographics, standards, interests etc. It can be concluded that marketing through other ways rather than standard (i.e. paper) can be chosen in this society.

Technical

Innovation has influence on almost every company. It includes innovation in service strategy. In this case of Veltvest Corp Case Study Solution it can be noted that companies are greatly investing for research study and development. NASCAR ought to also deal with its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Legal plays a crucial role in every nation due to the fact that every nation has various legal conditions. Veltvest Corp Case Study Analysis requires to be make certain that they safeguard their legal rights in every county so any business does not damage to its legal rights.

Environmental

Ecological aspects are also essential for each organisation. Because generally governments don't enable those company which can harm to environment. These ecological elements consists of laws concerning pollution, environment change, safe garbage disposal, policies relating to insurance coverage etc. NASCAR needs to ensure that its cars and trucks are not creating pollution more than appropriate level.

7 P's of Marketing

Item

The items of Veltvest Corp Case Study Solution in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving guidelines for races and ad-space to corporate online marketers during broadcast of NASCAR races. (Hanlon, 2018).

Rate.

Prices method of NASCAR for its race events tickets is based upon the venue and importance of the racing events. Along with race events tickets, NASCAR likewise charge numerous service charge to its stakeholders and earns income. It charged sanctioning fees of $1-2 million per race on average in 2005.

Promotion.

Advertising technique of Veltvest Corp Case Study Help 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. The company is not completely relied upon its fan base for its promo and promote through local radio stations too. The business has also embraced the merchandising media of promotion, in which the business offers products with its logo.

Location.

NASCAR have its racing tracks in numerous cities in United States. The most essential tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Vehicle Club Speedway in California and Darlington Raceway in South Carolina. It tries to perform its races in the majority of the cities in United States to understand nationwide popularity.

People.

Nestle people strategy is consisted of providing much better experience to its audiences, its fan base and to all of its stakeholders. People are an essential element of Veltvest Corp Case Study Help A marketing technique as its events are the source of entertainment for crowd. Its individuals method consists of efforts to supply much better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under individuals strategy of NASCAR.

Procedures.

A number of organisation procedures are needed to conduct racing occasions in an effective method. These processes consist of; correct schedule of time, arrangement for spectators, offering tickets, arrangement of area for sponsors, managing logistics etc. These all procedures contribute I building NASCAR image, improving spectators experience and increasing fan base.

Physical Evidence.

Essential physical evidences for the NASCAR includes the existence of its racing tracks, stock cars and trucks and racing occasions. In addition to it, its merchandising brand names including t-shirts, caps, goodies and so on, also serve as a physical proof for NASCAR.

Item Life Cycle Assessment.

The racing occasions by NASCAR was introduced on June 19, 1949. At the very first stage competitors for NASCAR was low, as the rivals drove the automobiles similar to the cars and trucks driven by ordinary individuals.

Growth.

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

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he changed NASCAR from a regional Sport popular company into one with global fan base. He started a brand-new age of profitable sponsorships and tv agreements for NASCAR.

Maturity.

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

Decrease.

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

Market Segmentation.

The marketplace segmentation of Veltvest Corp Case Study Help can be divided into four sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographical.

The geographical segmentation of Veltvest Corp Case Analysis is based upon the geographical presence of its tracks in numerous states and cities in United States, and the television broadcasting of its events in different 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 supplies the company regional along with international fan base.

Demographic.

The demographic division of Veltvest Corp Case Study Help is also highlydiverse based upon the gender, earnings and age of the customer. To increase the demographic sector of its market NASCAR should modify its marketing methods to attract more age groups and lower its prices to enter in the market segment with a low average earnings.

Psychographic.

NASCAR has a fan base with a loyalty. NASCAR fans perceive it compulsive to buy tickets and see the races when in a week. NASCAR has attempted to increase the quality of its racing by introducing phase racing, they also have tried to lower rates and make the event more practical 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 television or by going in the events. Presently, the fans preference is towards enjoying the race at home on television rather than going, as the consumer experience at NASCAR tracks is not beneficial as well as pricey.

Target audience.

Hispanics.

Among the potential target audience of Veltvest Corp Case Study Analysis was Hispanics; the young and growing population of United States. The market sector has terrific possible for NASCAR as the population was growing at a higher rate and it was expected to become thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the section reveals affinity with vehicle culture, however require a more focused marketing towards welcoming the segment towards racing.

Kids.

Kids are also one of the possible target audience section for NASCAR, as they are more linked socially than other groups. Developing fan base amongst kids can offer a possible boost in the variety of fans for racing due to their connectivity. Kids invest the majority of their times in playing and using mobile phones video games. Automobile racing video games established by Veltvest Corp Case Study Solution can be a possible source of getting attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital functions associated with kids are not capable of gaining the attention. NASCAR needs more attention towards customizing and enhancing its digital features to draw in the kids target audience.

Generation Y.
Generation Y target audience consists of those who invested 5 times more resources on discretionary expenditures 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 sector is likewise simple to approach as 81% of the Y Generation customer uses Facebook the usage and every day is two times of utilizing television and radio. The marketplace segment views sports as a get-together, instead of adherence to sport. The market sector considers NASCAR as a company lacking in creating a multiculturalism atmosphere. Veltvest Corp Case Study Analysis ought to take various steps to improve the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing assists in taking choices concerning marketing. These 5 C's requirements to be analysed properly for taking any marketing choice. These 5 C's stands for Environment, Company, Collaborators, Competitors and customers.

Climate/Context.

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

Company.

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

Partnerships.

Collaborations consists of suppliers, providers and alliances of Veltvest Corp Case Study Analysis. It is worked together with various racing groups which are participating in racing. It likewise collaborated with Turners Sport for digital rights. NASCAR utilized to get pay check of around $15 million annually from Turner Sports. There are number of cons behind this deal. For instance NASCAR needed 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.

Clients.

The customer of Veltvest Corp Case Study Analysis are its audiences. 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 youngsters and develop generational loyalty.

Competitors.

The direct competitors of NASCAR are Formula 1 and Moto GP. Teams normally represents sponsors in NASCAR and the medium of advertising is drivers. For that reason it can be said that motorists and race automobiles are competitors. If they got much better chance in terms of rewards and tv exposure, these chauffeurs can go against NASCAR.

Marketing Strategies.

1. Establishing and Preserving Facebook Page.
One of the potential target markets segments for NASCAR is Hispanics which is the growing population section of USA however sadly NASCAR had been not able to bring in the this targeted section. It should establish a Facebook page consisting of the info regarding the races and the places of tracks to make the consumer helpful about the core operations of NASCAR.
2. Developing and Updating Accounts of Secret Drivers.
NASCAR motorists has a low star power as compare to players of other sports. Its ranks 7th in terms of star power (see Case Exhibition). The significant reason behind it is that, the racers mostly play in teams and are not able to construct a crucial account and maintain a close contact with fans. The bad contacts with fans lead to less destination of audiences towards the racers and a low star power. Star power is an important factor for bring in audiences towards tracks and towards tv. The star power for the drivers at NASCARA might be improved by producing and upgrading accounts of essential motorists by NASCARA itself. This would get rid of the requirement of forcing motorists to maintain their accounts and would lead to increasing fans attention towards NASCARA drivers.
3. Establishing New Games and improving existing games for kids.
In order to draw in these kids, NASCARA should enhance its existing racing games by introducing customization in the cars i.e. altering colours, selection of speed, introducing group racing in the video game, utilizing much better graphics related to the racing tracks and presenting various levels in the game. All these adjustments in the current game would supply better experience to kids.
Together with it, NASCAR should also build brand-new video games related to racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between different cartoon characters with an option of selecting the preferred animation character for the kids. These methods would enable the business to bring in among its potential target sectors.
4. Presenting multiculturalism at occasions.
NASCAR events are comprised of fans with very couple of cultural variety, due to expense of arrival in events, making it unsightly for the customers perceiving sport events as social events i.e. Generation Y clients. As the Generation Y customers are a possible target market for NASCAR, therefore the business should take certain procedures to attract this potential target market.
5. Improving Client Experience at Tracks.
Due to the fact that on the race day viewers got dissatisfied, NASCAR needs to work on facilities and facilities at tracks. Since in very same industry other business are providing better services than NASCAR, audiences have numerous expectations from Veltvest Corp Case Study Help. Then its fans might shifted to its rivals, if NASCAR do not work on this problem. According to fans there were not appropriate facilities were readily available as compare to other sports providers. NASCAR should make sure that it offer appropriate facilities that consists of cleaned up toilets, comfy seating plan. They ought to likewise supply WIFI services and accessibility of charge card throughout that track. It must be also make sure that there are enough jumbo turns put at all needed locations. There must be likewise 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 budget plan made on the basis of the above techniques for the duration of 5 years from 2011 to 2015, shows the expense associated information for the marketing methods. It can be seen that strategy 5 of improving client experience at tracks would require highest initial financial investment and cost and strategy 4 of introducing multiculturalism will require lowest initial financial investment with most affordable even more per year expense.
NOTE: The worths about cost are presumed on logical basis due the lack of figures and realities associated with cost in the event study. Inflation rate of United States is assumed to be 10%.

Recommendations.
Recommendations
On the basis of deep analysis of the external and internal elements of Veltvest Corp Case Study Help triggering the decline of tv viewership rate and participation rate at tracks, the above marketing methods are suggested to NASCAR to increase its fan base in long run. These strategies would deal with internal factors like bad consumer experience at tracks, insufficient social networks marketing, incapable digital medias like games, absence of culturalisms at tracks etc., along with with external elements like moving of fans towards other sports, demographical changes in America and changing domesticity styles.