Wingspanbankcom B Should This Bird Still Fly Online Case Study Solution

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Wingspanbankcom B Should This Bird Still Fly Case Study Solution & Analysis


NASCAR (National Association for Stock Car Car Racing) is an organization performing series of Stock Automobile racing in United States and acting as a sanctioning body for driving the guidelines for Stock Automobile Racing. 2) Stock Car Racing by NASCAR is the second biggest spectator sport, with greatest number of sponsors. 1) The other sources of earnings for Wingspanbankcom B Should This Bird Still Fly Case Study Solution includes; 10% of the total profits from tv rights, sanctioning charges i.e. $1-2 million per race, and licencing NASCAR brand name to business.

NASCAR has a closed business culture with the non-interventionist method. The building of Cars and truck of Tomorrow by NASCAR, with an intention of security for the chauffeurs, brought different stress among the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, revealed that in spite of the reality that the service highly rely on the communications between its stakeholders, there was no recognizable company interaction method. (

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

Wingspanbankcom B Should This Bird Still Fly Case Study Analysis audiences was extremely loyal to the sport and the brand names connected with the NASCAR, making it appealing for sponsors and business online marketers.

Issue Statement.

The company is currently facing the problem of declining rates of presence at racing tracks and rates of tv audiences. This can put a substantial influence on its revenues from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

Although the business was quite effective till 2005 with its conventional marketing strategies, however not long after 2005 the company starts facing numerous problems consisting of decrease of its fan base. Numerous external as well as internal factors are accountable for the decline. Internal aspects include; inadequate investment in social networks and other digital medias of.

Fan base of NASCAR made up of married males with a typical age of 47, which passes their fandom to their youngsters and create generational commitment. Other challenges for NASCAR includes the shift of its fans to other sports as they were enhancing their fan's experience allowing access to their broadcasts out of the houses through jumbo turns, Wi-Fi gain access to, and so on.

SWOT Analysis.


In SWOT analysis, strengths specified as business's qualities which are various from its competitors. These are business's core proficiencies on which business performance or company success based on. Wingspanbankcom B Should This Bird Still Fly Case Study Help core proficiencies includes it has rights of determining guidelines as approving body. Policies and rules regarding professional stock automobile racing are determined by NASCAR like if any team with needed abilities and resources can enter into races by following guidelines and regulations determined by NASCAR. So NASCAR has monopoly it this element. Its strengths also consists of that it has title of second largest viewer sport in the United States with having more fortune 500 sponsors based in United States. Its races were utilized to transmit in more than 150 nations around the world with more than $56 million incomes. The main sources of their revenues originate from television rights, sanctioning fees, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 national series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise large resource of fans and corporate sponsors. All the events of NASCAR are sponsored by corporates since of biggest brand loyalty of fans towards brands promoted by Wingspanbankcom B Should This Bird Still Fly Case Study Analysis. (See Appendix A).


Weaknesses of NASCAR includes its close culture which is non collaborative. Wingspanbankcom B Should This Bird Still Fly Case Study Solution develops Vehicle of Tomorrow without collaboration so result is that chauffeurs did not like that concept. It was likewise found that NASCAR had no reliable technique for service communication.
Porter's 5 Forces Analysis

NASCAR generally used to rely on conventional media sources like local paper for promotion of its sports. NASCAR also came to understand from these standard media outlets that sport was challenging to cover. When sports fans were asked regarding popular celebrities and stars then NASCAR motorist was not found even in leading twenty actions.


Economic down turn was experienced in late 2000 which can be danger for NASCAR since if there is financial down turn then people 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 substantial financial investments in new sections which are based on brand-new clients then it might deal with negative comments from its core fan base.

Porter's 5 Forces Analysis

It is important to comprehend market in which company is working since NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are used to recognize success, strength and appearance of NASCAR company.

Competitive Competition

These drivers can go against NASCAR if they got much better chance in terms of prizes and television direct exposure. If audiences take pleasure in other race automobiles and motorists more than NASCAR then viewers can move to those other intriguing vehicles and chauffeurs. NASCAR might be having threat from its two direct competitors that is Formula 1 and Moto GP.
Swot Analysis
Supplier Power

The supplier power suggests the variety of suppliers are offered in industry and what is the expense related to provider if business shifts from one supplier to another. Due to the fact that motorists with needed resources and abilities are restricted, in this market there is supply monopoly.

Purchaser Power

This force is regarding to clients that is it easy for consumers to move to other products. If there is more changing cost is associated then consumers are less likely to switch. When it comes to NASCAR consumers are its audiences. Due to the fact that viewers will having low changing cost, viewers can switch to other rivals easily.

Hazard of Alternative

Alternatives are referred as options. The substitutes in this case can be other entertainment suggests like viewers can shift to other sports. So there are large range of substitutes are readily available in this circumstance which recommends that threat of substitute is high.

Danger of New Entry

In the case of NASCAR hazard of new entry is low. They require to build cars and racing tracks and likewise requires to pay significant quantity to drivers for switching.

PESTEL Analysis


As NASCAR is working in different markets so it needs to face different regulations. It is also kept in mind that NASCAR has faced increased examination relating to regulative. Every federal government has various top priority so NASCAR has actually to be prepared for it as priority can be shifted to other sector.


Financial elements consists of tax rate, exchange rate, financial performance of that specific business, conditions of labour market, inflation rate etc. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its rivals can be impacted. NASCAR can utilize abilities of workers to create new opportunities and enhance existing opportunities.


Each has various social worths and norms. It assists in comprehending concerning society and preference of customers.


Innovation has influence on nearly every organisation. It consists of development in company strategy. In this case of Wingspanbankcom B Should This Bird Still Fly Case Study Solution it can be noted that companies are greatly spending for research and advancement. NASCAR ought to likewise deal with 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. Wingspanbankcom B Should This Bird Still Fly Case Study Help requires to be make certain that they safeguard their legal rights in every county so any company does not harm to its legal rights.


Ecological factors are also essential for every organisation. NASCAR requires to make sure that its cars and trucks are not producing contamination more than acceptable level.

7 P's of Marketing


The items of Wingspanbankcom B Should This Bird Still Fly Case Study Help in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, sanctioning rules for races and ad-space to business online marketers during broadcast of NASCAR races. (Hanlon, 2018).


Rates technique of NASCAR for its race events tickets is based upon the location and significance of the racing occasions. Together with race occasions tickets, NASCAR also charge numerous service fees to its stakeholders and makes revenue. It charged approving costs of $1-2 million per race on average in 2005.


Marketing method of Wingspanbankcom B Should This Bird Still Fly Case Study Analysis is extremely 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 totally relied upon its fan base for its promo and promote through regional radio stations too. The business has likewise embraced the merchandising media of promo, in which the business offers merchandises with its logo.


NASCAR have its racing tracks in numerous cities in United States. The most important tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It attempts to conduct its races in the majority of the cities in United States to grasp nationwide appeal.


Nestle individuals technique is consisted of supplying better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an essential aspect of Wingspanbankcom B Should This Bird Still Fly Case Study Help A marketing method as its occasions are the source of entertainment for crowd. Its people strategy includes efforts to supply better experience to its Fans, Race Drivers, Team, Event Organizers and so on, all of which come under people strategy of NASCAR.


Several company processes are required to carry out racing occasions in an efficient way. These procedures include; correct schedule of time, arrangement for spectators, selling tickets, arrangement of space for sponsors, handling logistics etc. These all procedures contribute I building NASCAR image, enhancing spectators experience and increasing fan base.

Physical Evidence.

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

Product Life Cycle Assessment.

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


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

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he transformed NASCAR from a local Sport popular organization into one with worldwide fan base. He started a brand-new era of rewarding sponsorships and tv agreements for NASCAR.


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


The decline in the business's offerings began after 2005 with typical attendance rate per race declined by 22% from 2005 to 2010 and tv viewership rate declined by 30% from 2005 to 2010. The significant reasons for decline include the monetary crisis of 2008, which increased the expense of getting to tracks for audiences due to increasing fuel costs, and the moving of its fan base towards other sports.

Market Segmentation.

The marketplace segmentation of Wingspanbankcom B Should This Bird Still Fly Case Study Solution can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Wingspanbankcom B Should This Bird Still Fly Case Analysis is based upon the geographical presence of its tracks in various states and cities in United States, and the tv broadcasting of its occasions in different nations. The company 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 vast geographical segmentation provides the business regional in addition to international fan base.


The group segmentation of Wingspanbankcom B Should This Bird Still Fly Case Study Analysis is also highlydiverse based upon the gender, earnings and age of the customer. To increase the group section of its market NASCAR ought to modify its marketing strategies to draw in more age groups and lower its costs to enter in the market section with a low average income.


The mental attributes of the majority of the fans are rather similar. NASCAR has a fan base with a loyalty. NASCAR fans view 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 rather extrovert and are willing to join other fans while racing. They want quality racing with low price at practical location. Although Wingspanbankcom B Should This Bird Still Fly Case Study Analysis has tried to increase the quality of its racing by introducing stage racing, they likewise have actually attempted to lower rates and make the event easier by introducing live racing.


Behavioural segmentation of Wingspanbankcom B Should This Bird Still Fly Case Study Solution is based upon the behaviour of fans in regards to enjoying the race live on the tv or by entering the events. Currently, the fans preference is towards seeing the race at home on television instead of going, as the client experience at NASCAR tracks is not beneficial as well as pricey. This preference makes the rates for participation lower than the rates for tv audiences. NASCAR has to alter the behaviour of its fan base by presenting qualitative services at its tracks.

Target audience.


One of the possible target market of NASCAR was Hispanics; the young and growing population of United States. The market section has fantastic possible 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 segment has increasing wealth rate with about $1 trillion of wealth in 2014.


Kids are likewise one of the possible target market segment for NASCAR, as they are more linked socially than other groups. Cars and truck racing games established by Wingspanbankcom B Should This Bird Still Fly Case Study Solution can be a potential source of getting attention of kids towards NASCAR track racing. NASCAR requires more attention towards customizing and improving its digital features to bring in the kids target market.

This substantial expense makes the sector capacity for NASCAR marketing strategy of increasing its fan base. The market segment thinks about NASCAR as a company doing not have in developing a multiculturalism environment. NASCAR needs to take numerous steps to improve the experience of Generation Y consumers in its events.

5 C's of Marketing

5 C's of marketing assists in taking decisions concerning marketing.


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


NASCAR is a vehicle racing company with having USP of high quality vehicle racing with a worldwide structure. Its sector is sports team and occasions. Its target market is males in the age of 15-60 years. Business has closed business culture and having non-interventionist approach.


Collaborations consists of distributors, providers and alliances of NASCAR. NASCAR utilized to get pay check of around $15 million every year 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 consumer of Wingspanbankcom B Should This Bird Still Fly Case Study Solution are its audiences. They target customers with having age of 15-60 years. Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their children and develop generational loyalty.


The direct rivals of NASCAR are Formula 1 and Moto GP. Teams generally represents sponsors in NASCAR and the medium of advertising is motorists. Therefore it can be said that chauffeurs and race cars and trucks are competitors. If they got much better chance in terms of rewards and television direct exposure, these motorists can go against NASCAR.

Marketing Methods.

1. Establishing and Preserving Facebook Page.
Among the potential target audience segments for NASCAR is Hispanics which is the growing population section of USA but sadly NASCAR had been unable to attract the this targeted segment. In order to bring in the young growing generation the NASCAR should market by using social media like Facebook. It must develop a Facebook page consisting of the info relating to the races and the locations of tracks to make the customer helpful about the core operations of Wingspanbankcom B Should This Bird Still Fly Case Study Solution. It must likewise upgrade its Facebook page on day-to-day basis to offer info about its approaching events. This would make the target market section more useful about business and would lead to drawing in large fans base.
2. Establishing and Updating Accounts of Secret Drivers.
NASCAR motorists has a low star power as compare to gamers of other sports. Its ranks 7th in regards to star power (see Case Exhibition). The significant factor behind it is that, the racers mostly play in groups and are not able to build an essential account and keep a close contact with fans. The poor contacts with fans result in less destination of audiences towards the racers and a low star power. Star power is a crucial factor for bring in audiences towards tracks and towards tv. The star power for the drivers at NASCARA might be enhanced by developing and upgrading accounts of crucial drivers by NASCARA itself. This would remove the requirement of forcing chauffeurs to maintain their accounts and would lead to increasing fans attention towards NASCARA chauffeurs.
3. Developing New Games and improving present games for kids.
In order to attract these kids, NASCARA ought to enhance its present racing games by presenting personalization in the cars i.e. altering colours, choice of speed, introducing group racing in the video game, utilizing better graphics related to the racing tracks and presenting various levels in the video game. All these adjustments in the existing game would offer much better experience to kids.
Along with it, NASCAR should likewise build brand-new video games related to racing like kids racing with kids characters as motorists, cartoon racing with racing in between numerous animation characters with an option of picking the preferred animation character for the kids. These strategies would allow the business to attract among its potential target segments.
4. Introducing multiculturalism at occasions.
Wingspanbankcom B Should This Bird Still Fly Case Study Solution events are comprised of fans with really couple of cultural diversity, due to cost of arrival in events, making it unsightly for the consumers perceiving sport events as social occasions i.e. Generation Y customers. As the Generation Y customers are a prospective target market for NASCAR, therefore the business ought to take particular procedures to attract this potential target audience. It must adopt techniques to draw in the customers far from the tracks place with various culture. The method to do so might be providing special discount rates on tickets or totally free tickets to audiences coming from a specific range or from another state. It would increase cultural diversity of the fans and would make Generation Y consumers more pleased.
5. Improving Customer Experience at Tracks.
NASCAR should work on facilities and facilities at tracks because on the race day viewers got disappointed. Audiences have lots of expectations from Wingspanbankcom B Should This Bird Still Fly Case Study Analysis since in very same industry other companies are supplying better services than NASCAR. IF NASCAR don't work on this issue then its fans may moved to its rivals.

Marketing Budget

Marketing budget made on the basis of the above methods for the duration of 5 years from 2011 to 2015, reveals the cost associated information for the marketing methods. It can be seen that technique 5 of improving consumer experience at tracks would need greatest preliminary investment and expense and strategy 4 of introducing multiculturalism will require most affordable initial financial investment with lowest even more per year expense.
NOTE: The values about cost are assumed on reasonable 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%.

On the basis of deep analysis of the external and internal factors of Wingspanbankcom B Should This Bird Still Fly Case Study Help causing the decline of television viewership rate and presence rate at tracks, the above marketing techniques are suggested to NASCAR to increase its fan base in long run. These techniques would manage internal elements like poor client experience at tracks, insufficient social networks marketing, incapable digital medias like games, lack of culturalisms at tracks and so on, as well as with external factors like shifting of fans towards other sports, demographical changes in America and changing family life styles.