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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 guidelines for Stock Cars and truck Racing. 2) Stock Vehicle Racing by NASCAR is the second biggest spectator sport, with greatest number of sponsors. 1) The other sources of earnings for Web And It Hosting Facilities Technology Note Case Study Solution includes; 10% of the overall income from television rights, approving 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 approach. The structure of Vehicle of Tomorrow by NASCAR, with an objective of security for the drivers, brought numerous tensions amongst the stakeholders of the sport.
Executive Summary
The interaction audit, conducted in 2010, exposed that despite the reality that the business extremely rely on the interactions between its stakeholders, there was no identifiable service interaction strategy. The market's target customers, instructions and goals were all unknown.

The audit pointed out various lacking of NASCAR in terms of lack of internal integration, absence of fan management technique and lack of digital and social media of marketing.

Web And It Hosting Facilities Technology Note Case Study Solution viewers was highly loyal to the sport and the brands associated with the NASCAR, making it appealing for sponsors and corporate marketers.

Issue Statement.

The business is currently facing the problem of decreasing rates of attendance at racing tracks and rates of television audiences. This can put a significant impact on its revenues from sponsors, media rights, and from other sources of profits.

Situational Analysis.

The company was rather successful till 2005 with its traditional marketing methods, but quickly after 2005 the company begins dealing with numerous problems including decrease of its fan base. Several external as well as internal elements 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 children and produce generational commitment. However the family system in America was altering resulting in reduction of influence of married male fan base over their youngsters. In addition to it perceptions about automobile was also changing with perceiving vehicle a car to reach at point B from point A, rather than as a fun job. Other difficulties for Web And It Hosting Facilities Technology Note Case Study Analysis includes the shift of its fans to other sports as they were improving their fan's experience allowing access to their broadcasts out of the houses through jumbo turns, Wi-Fi access, and so on. These all obstacles were tending the company to revise its marketing strategies.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of determining rules as approving body. Guidelines and regulations regarding expert stock automobile racing are determined by NASCAR like if any team with needed skills and resources can enter into races by following guidelines and regulations determined by NASCAR. All the events of NASCAR are sponsored by corporates because of most significant brand commitment of fans toward brand names marketed by Web And It Hosting Facilities Technology Note Case Study Solution.


Weak points of NASCAR includes its close culture which is non collective. Web And It Hosting Facilities Technology Note Case Study Solution develops Car of Tomorrow without partnership so result is that motorists did not like that idea. It was likewise found that NASCAR had no efficient method for organisation communication.
Porter's 5 Forces Analysis

Opportunities in SWOT analysis are external aspects which can be beneficial to business or the external factors on which business is having competitive advantage. NASCAR typically used to depend on traditional media sources like local paper for publicity of its sports. Usually these standard media sources attempt to cover their home group and particular kind of occasions. NASCAR also familiarized from these standard media outlets that sport was challenging to cover. Media landscape likewise changed from standard to digital landscape. Papers went out of business. NASCAR can work on its abilities to get maximum possible benefits from this brand-new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in digital and social media to get its benefits. Digital rights of NASCAR were also offered to Turner Sports. NASCAR used to get pay check of around $15 million yearly from Turner Sports. There are variety of cons behind this deal. For example Web And It Hosting Facilities Technology Note Case Study Help had to get approval from Turner Sport if it want to create 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. Then they are required to pay licensing charges to Turner Sport, if media sources like newspapers, publications and cable channels desire to publish videos of races on their respective pages. NASCAR can work on terms and conditions and attempt to work out with Turner Sports to get optimal benefits of it. Star power plays really important role in producing earnings from every sport. It was noted that NASCAR is lagging in this location i.e. star power. For instance when sports fans were asked relating to popular celebrities and stars then NASCAR chauffeur was not found even in top twenty responses. NASCAR can put efforts in this area too for income generation. They must guide their drivers that how they can become sport stars. 4 tactical focuses which are created by research study group can likewise be served as chance for NESCAR. These 4 tactical focuses compares and analysis Web And It Hosting Facilities Technology Note Case Study Analysis methods.


Economic down turn was experienced in late 2000 which can be danger for NASCAR since if there is economic down turn then people would be having less return on investment. Economic down turn also results in boost fuel costs which also affected NASCAR. Now if NASCAR make substantial financial investments in new sections which are based on brand-new customers then it might deal with unfavorable remarks from its core fan base.

Porter's 5 Forces Analysis

Porter's 5 forces is a model that is used to analyse market in which business is working. It assists in determining what are strengths and weak point of any specific market. It recommend that every market is different from one another. Because NASCAR's bottom line i.e. net profit is greatly depends on this, it is essential to understand industry in which company is working. There are 5 forces that are used to determine profitability, strength and appearance of Web And It Hosting Facilities Technology Note Case Study Solution service.

Competitive Competition

This force shows capability of competitors. Groups typically represents sponsors in NASCAR and the medium of marketing is chauffeurs. It can be said that motorists and race automobiles are rivals. If they got much better chance in terms of rewards and television direct exposure, these chauffeurs can go against Web And It Hosting Facilities Technology Note Case Study Solution. If viewers take pleasure in other race cars and drivers more than NASCAR then viewers can shift to those other fascinating cars and trucks and drivers. NASCAR might be having risk from its 2 direct rivals that is Formula 1 and Moto GP. They need to create competitive advantages for motorists so they do not move to other competitors.
Swot Analysis
Provider Power

The supplier power shows the variety of suppliers are available in industry and what is the cost connected with supplier if business shifts from one provider to another. Since motorists with needed abilities and resources are limited, in this market there is supply monopoly.

Purchaser Power

This force is concerning to clients that is it easy for clients to move to other items. Then clients are less likely to switch, if there is more switching expense is associated. When it comes to NASCAR customers are its viewers. Audiences can change to other competitors easily since viewers will having low switching expense.

Risk of Replacement

Substitutes are referred as options. The substitutes in this case can be other home entertainment indicates like audiences can shift to other sports. There are broad range of replacements are readily available in this circumstance which recommends that hazard of alternative is high.

Hazard of New Entry

It is defined as how it is simple for any business to enter in that particular industry. When it comes to Web And It Hosting Facilities Technology Note Case Study Help hazard of new entry is low. Due to the fact that if any company requires to go into in this business than they need to make heavy investments. They require to build cars and trucks and racing tracks and likewise needs to pay significant total up to drivers for switching.

PESTEL Analysis


As NASCAR is working in numerous markets so it needs to face various guidelines. It is likewise kept in mind that NASCAR has actually faced increased scrutiny regarding regulatory. Every federal government has different concern so NASCAR has actually to be prepared for it as concern can be moved to other sector.


Financial elements includes tax rate, exchange rate, financial efficiency of that particular company, conditions of labour market, inflation rate etc. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its competitors can be impacted. NASCAR can take advantage of capabilities of employees to produce brand-new opportunities and improve existing chances.


Every society is different from each other. Each has different social values and norms. It helps in understanding regarding society and preference of clients. Social elements consists of traditions, culture, attitudes towards particular services and products, demographics, standards, interests etc. It can be concluded that advertising through other ways instead of traditional (i.e. paper) can be preferred in this society.


In this case of NASCAR it can be kept in mind that companies are heavily investing for research study and development. NASCAR ought to also work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Legal plays an important function in every nation due to the fact that every country has various legal terms and conditions. Web And It Hosting Facilities Technology Note Case Study Analysis requires to be make sure that they secure their legal rights in every county so any business does not harm to its legal rights.


Environmental aspects are likewise important for every business. NASCAR needs to make sure that its cars are not producing pollution more than appropriate level.

7 P's of Marketing


The items of Web And It Hosting Facilities Technology Note Case Study Solution in its product portfolio are; racing occasions 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).


Prices technique of NASCAR for its race events tickets is based upon the location and value of the racing events. In addition to race events tickets, NASCAR also charge numerous service charge to its stakeholders and earns revenue. For example it charged sanctioning fees of $1-2 million per race on average in 2005.


Promotional method 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.


NASCAR have its racing tracks in various cities in United States. The most essential 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 the majority of the cities in United States to grasp nationwide appeal.


Nestle people method is comprised of offering much better experience to its audiences, its fan base and to all of its stakeholders. People are an essential aspect of Web And It Hosting Facilities Technology Note Case Study Solution A marketing strategy as its events 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 strategy of NASCAR.


Several business procedures are required to perform racing events in an effective way. These procedures include; proper schedule of time, arrangement for viewers, offering tickets, plan of area for sponsors, handling logistics etc. These all processes contribute I developing NASCAR image, improving viewers experience and increasing fan base.

Physical Proof.

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

Product Life Cycle Evaluation.

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


After conducting its first race successfully the company moved towards building its own tracks. The very first Web And It Hosting Facilities Technology Note 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 relaying its races on tv in 1979. The first event transmitted on television was flag-to-flag protection of Daytona.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he changed NASCAR from a local Sport popular company into one with global fan base. He started a 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 company having wide variety of earnings sources. The company has about 500 sponsors with transmitting its occasions in about 150 nations. The company has a great deal of tracks in most of the cities of United States.


The significant causes of decrease include the monetary 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 market division of Web And It Hosting Facilities Technology Note Case Study Help can be divided into 4 segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Web And It Hosting Facilities Technology Note Case Analysis is based upon the geographical presence of its tracks in numerous states and cities in United States, and the tv broadcasting of its events in numerous nations. The company has 23 tracks in about 20 states of America and has television broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical segmentation provides the business regional in addition to international fan base.


The market segmentation of Web And It Hosting Facilities Technology Note Case Study Solution is likewise highlydiverse based upon the gender, income and age of the consumer. To increase the demographic segment of its market NASCAR ought to modify its marketing techniques to draw in more age groups and lower its prices to go into in the market sector with a low typical income.


The mental qualities of the majority of the fans are quite comparable. NASCAR has a fan base with a loyalty. NASCAR fans perceive it compulsive to buy tickets and see the races once in a week. 71% of them prefer to acquire products with a NASCAR brand name. They are quite extrovert and want to join other fans while racing. They desire quality racing with low rate at convenient place. Although Web And It Hosting Facilities Technology Note Case Study Analysis has tried to increase the quality of its racing by introducing phase racing, they also have attempted to lower prices and make the occasion easier by introducing live racing.


Behavioural division of NASCAR is based upon the behaviour of fans in terms of enjoying the race live on the tv or by going in the occasions. Presently, the fans choice is towards seeing the race at home on tv rather than going, as the customer experience at NASCAR tracks is not beneficial as well as pricey.

Target Market.


One of the possible target market of Web And It Hosting Facilities Technology Note Case Study Solution was Hispanics; the young and growing population of United States. The marketplace sector has fantastic prospective for NASCAR as the population was growing at a higher rate and it was expected to become thrice after forty years and the sector has increasing wealth rate with about $1 trillion of wealth in 2014. The section reveals affinity with car culture, but need a more concentrated marketing towards inviting the sector towards racing.


Kids are likewise one of the possible target market section for NASCAR, as they are more connected socially than other groups. Developing fan base amongst kids can provide a potential increase in the number of fans for racing due to their connection. Kids invest most of their times in playing and using mobile phones computer game. Car racing video games established by Web And It Hosting Facilities Technology Note Case Study Analysis can be a potential source of acquiring attention of kids towards NASCAR track racing. However, NASCAR's digital features connected to kids are not capable of acquiring the attention. NASCAR requires more attention towards tailoring and improving its digital features to bring in the kids target audience.

This huge expense makes the segment capacity for NASCAR marketing strategy of increasing its fan base. The market sector thinks about NASCAR as a company lacking in developing a multiculturalism environment. NASCAR must take numerous actions to enhance the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing helps in taking choices concerning marketing. These 5 C's requirements to be analysed properly for taking any marketing choice. These 5 C's mean Climate, Company, Collaborators, Customers and Rivals.


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


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


Collaborations includes suppliers, providers and alliances of NASCAR. NASCAR utilized to get pay check of around $15 million yearly from Turner Sports. NASCAR had to get approval from Turner Sport if it want to develop its Facebook page, twitter account or even mobile application.


The client of Web And It Hosting Facilities Technology Note Case Study Analysis are its viewers. 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 children and create generational loyalty.


Teams generally represents sponsors in NASCAR and the medium of marketing is chauffeurs. These drivers can go against NASCAR if they got much better opportunity in terms of prizes and tv exposure.

Marketing Techniques.

1. Preserving and establishing Facebook Page.
One of the potential target markets sections for NASCAR is Hispanics which is the growing population segment of U.S.A. but regrettably NASCAR had actually been not able to draw in the this targeted section. It must develop a Facebook page containing the details concerning the races and the locations of tracks to make the customer useful about the core operations of NASCAR.
2. Establishing and Updating Accounts of Key Drivers.
Web And It Hosting Facilities Technology Note Case Study Solution motorists has a low star power as compare to gamers 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 important factor for drawing in viewers towards tracks and towards tv.
3. Developing New Games and improving existing games for kids.
Kids invested most of their time on playing games and utilizing mobile phones. Sadly, kids playing NASCARA have a worst experience of playing its video games. As an outcome, they are less drawn in towards the sport. In order to draw in these kids, NASCARA should enhance its present racing video games by presenting customization in the cars and trucks i.e. altering colours, selection of speed, presenting group racing in the game, utilizing better graphics related to the racing tracks and presenting numerous levels in the game. All these adjustments in the existing game would offer better experience to kids.
Along with it, NASCAR ought to also develop brand-new games associated with racing like kids racing with kids characters as drivers, cartoon racing with racing in between different animation characters with a choice of selecting the preferred cartoon character for the kids. These strategies would enable the business to draw in one of its potential target sectors.
4. Introducing multiculturalism at occasions.
NASCAR events are made up of fans with extremely couple of cultural variety, due to cost of arrival in events, making it unappealing for the customers viewing sport events as social events i.e. Generation Y clients. As the Generation Y customers are a possible target market for NASCAR, for that reason the business should take certain procedures to attract this prospective target market.
5. Improving Client Experience at Tracks.
Web And It Hosting Facilities Technology Note Case Study Help needs to work on infrastructure and amenities at tracks because on the race day viewers got disappointed. Since in same industry other companies are supplying much better services than NASCAR, audiences have lots of expectations from Web And It Hosting Facilities Technology Note Case Study Help. IF NASCAR do not deal with this problem then its fans may moved to its competitors. According to fans there were not appropriate centers were readily available as compare to other sports suppliers. So NASCAR should make certain that it provide sufficient centers that includes cleaned up toilets, comfy seating plan. They ought to likewise provide WIFI services and ease of access of credit cards throughout that track. It ought to be also make sure that there suffice jumbo turns positioned at all required places. There need to be also food stalls that provide quality food to audiences. In this method audiences will be having pleasant experience at the day of event. (See Appendix B).

Marketing Spending plan

Marketing budget plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, shows the cost related information for the marketing techniques. (See Appendix B). It can be seen that strategy 5 of improving customer experience at tracks would need greatest preliminary financial investment and expense and method 4 of introducing multiculturalism will need least expensive initial financial investment with most affordable even more annually cost. The company needs to focus on the resource allotment on these methods on the basis of its readily available resources and the potential advantages which the technique would supply.
KEEP IN MIND: The values about expense are assumed on reasonable basis due the absence of figures and realities connected to cost in the event research study. Inflation rate of United States is presumed to be 10%.

On the basis of deep analysis of the external and internal aspects of Web And It Hosting Facilities Technology Note Case Study Help causing the decrease of television viewership rate and attendance rate at tracks, the above marketing methods are advised to NASCAR to increase its fan base in long term. These techniques would handle internal elements like bad consumer experience at tracks, insufficient social networks marketing, incapable digital medias like video games, absence of culturalisms at tracks and so on, along with with external factors like moving of fans towards other sports, demographical modifications in America and changing family life designs.