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 Automobile Racing) is an organization performing series of Stock Cars and truck racing in United States and acting as a sanctioning body for driving the rules for Stock Cars and truck Racing. 2) Stock Vehicle Racing by NASCAR is the second largest spectator sport, with greatest number of sponsors. 1) The other sources of revenue for Wingspanbankcom B Should This Bird Still Fly Case Study Analysis consists of; 10% of the total profits from television rights, approving charges i.e. $1-2 million per race, and licencing NASCAR brand name to companies.

NASCAR has a closed corporate culture with the non-interventionist method. This non collaborative technique brings tensions in the sport. The structure of Automobile of Tomorrow by Wingspanbankcom B Should This Bird Still Fly Case Study Solution, with an intent of safety for the drivers, brought various tensions among the stakeholders of the sport.

The communication audit, performed in 2010, revealed that regardless of the fact that the business extremely rely on the interactions in between its stakeholders, there was no recognizable service interaction technique. (

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

Wingspanbankcom B Should This Bird Still Fly Case Study Analysis viewers was highly faithful to the sport and the brand names associated with the NASCAR, making it appealing for sponsors and corporate marketers.

Problem Declaration.

The company is currently dealing with the problem of decreasing rates of presence at racing tracks and rates of tv viewers. This can put a significant impact on its incomes from sponsors, media rights, and from other sources of revenue.

Situational Analysis.

Although the company was quite successful till 2005 with its conventional marketing methods, however right after 2005 the company starts dealing with various issues including decrease of its fan base. Several external along with internal aspects are responsible for the decline. Internal aspects include; inadequate investment in social media 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 create generational loyalty. But the family system in America was changing leading to reduction of impact of married male fan base over their children. Along with it perceptions about cars and truck was also altering with perceiving automobile a lorry to reach at point B from point A, rather than as a fun task. Other obstacles for Wingspanbankcom B Should This Bird Still Fly Case Study Solution includes the shift of its fans to other sports as they were improving their fan's experience enabling access to their broadcasts out of the homes through jumbo turns, Wi-Fi gain access to, and so on. These all obstacles were tending the business to modify its marketing methods.

SWOT Analysis.


NASCAR core competencies includes it has rights of dictating guidelines as sanctioning body. Guidelines and regulations regarding professional stock cars and truck racing are dictated by NASCAR like if any team with needed abilities and resources can get in into races by following rules and guidelines determined by NASCAR. All the events of NASCAR are sponsored by corporates because of most significant brand loyalty of fans towards brand names marketed by Wingspanbankcom B Should This Bird Still Fly Case Study Help.

Weak points.

Weak points of NASCAR includes its close culture which is non collaborative. Wingspanbankcom B Should This Bird Still Fly Case Study Analysis establishes Cars and truck of Tomorrow without cooperation so result is that motorists did not like that idea. It was likewise found that NASCAR had no effective strategy for business interaction.


Opportunities in SWOT analysis are external factors which can be beneficial to company or the external aspects on which company is having competitive advantage. NASCAR typically used to count on conventional media sources like regional newspaper for promotion of its sports. Usually these standard media sources attempt to cover their home group and specific sort of events. NASCAR likewise came to know from these standard media outlets that sport was hard to cover. Media landscape also changed from traditional to digital landscape. Papers failed. NASCAR can deal with its abilities to get maximum possible benefits from this brand-new digital landscape. NASCAR have underinvestment in digital resources. So it can capitalize in digital and social media to get its benefits. Digital rights of NASCAR were also sold to Turner Sports. NASCAR used to earn money check of around $15 million annually from Turner Sports. There are number of cons behind this deal. For instance Wingspanbankcom B Should This Bird Still Fly Case Study Help had to get approval from Turner Sport if it wish to produce its Facebook page, twitter account or perhaps mobile application. Turner Sport also had rights of every single video which is shoot throughout race at track. If media sources like newspapers, magazines and cable television channels want to post videos of races on their particular pages then they are required to pay licensing charges to Turner Sport. So NASCAR can work on conditions and terms and attempt to work out with Turner Sports to get optimal benefits of it. Star power plays extremely crucial role in producing profits from every sport. Nevertheless it was noted that Wingspanbankcom B Should This Bird Still Fly Case Study Analysis is lagging in this area i.e. star power. For example when sports fans were asked concerning popular stars and stars then NASCAR motorist was not found even in top twenty reactions. NASCAR can put efforts in this location too for profits generation. They ought to direct their motorists that how they can end up being sport stars. 4 tactical focuses which are created by research group can also be functioned as opportunity for NESCAR. These 4 tactical focuses compares and analysis Wingspanbankcom B Should This Bird Still Fly Case Study Solution strategies.


Risks in SWOT analysis are specified as external aspects that can hazard to company's success. Because if there is economic down turn then individuals would be having less return on financial investment, Economic down turn was experienced in late 2000 which can be threat for NASCAR. Earning of individuals would be effected and they would be more mindful in investing their money. Economic down turn also leads to boost fuel rates which likewise impacted NASCAR. Since fans of NASCAR utilized to attend its event from long distances. NESCAR had a rule of 65/25/10 for earnings circulation. 65 percent incomes from media rights would be dispersed to race tracks, 25 percent revenue would be dispersed to contending team and remaining 10 percent would be retained by NESCAR which is sanctioning body. Contending team wished to increase their portion of earnings from 25 percent because of boost in running expense of a race group and likewise there is decrease in the variety of full-season sponsorship. Because they are making huge investments to enhance experience of fans, nescar likewise faces hazards from other sponsors. Which consists of upgrading existing avenues, building brand-new avenues, providing Wi-Fi facility and likewise providing other interactive mediums to interact sports on smartphones. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their children and develop generational loyalty. So the difficulty is that the household system in America was changing resulting in reduction of influence of married male fan base over their youngsters. Together with it perceptions about car was also altering with viewing cars and truck a vehicle to reach at point B from point A, rather than as an enjoyable project. If NASCAR make considerable investments in brand-new sections which are based on brand-new customers then it might face negative remarks from its core fan base, now.

Porter's 5 Forces Analysis

It is essential to understand market in which company is working due to the fact that NASCAR's bottom line i.e. net revenue is heavily depends on this. There are 5 forces that are utilized to recognize profitability, strength and attractiveness of NASCAR organisation.

Competitive Competition

These motorists can go versus NASCAR if they got much better opportunity in terms of rewards and television direct exposure. If audiences take pleasure in other race cars and trucks and chauffeurs more than NASCAR then audiences can shift to those other fascinating automobiles and chauffeurs. NASCAR could be having risk from its two direct rivals that is Solution 1 and Moto GP.

Provider Power

If business shifts from one supplier to another, the provider power shows the number of providers are available in market and what is the expense associated with provider. Due to the fact that chauffeurs with required resources and abilities are restricted, in this market there is supply monopoly.

Buyer Power

This force is regarding to customers that is it simple for clients to shift to other items. If there is more changing cost is associated then customers are less most likely to change. When it comes to NASCAR customers are its audiences. Viewers can switch to other competitors quickly because audiences will having low changing cost.

Hazard of Replacement

Alternatives are referred as alternatives. The alternatives in this case can be other home entertainment implies like audiences can shift to other sports. There are broad variety of alternatives are available in this situation which suggests that danger of substitute is high.

Threat of New Entry

It is defined as how it is easy for any business to go into in that specific industry. In the case of Wingspanbankcom B Should This Bird Still Fly Case Study Analysis hazard of new entry is low. If any company needs to enter in this company than they have to make heavy investments, due to the fact that. They require to develop cars and trucks and racing tracks and also requires to pay hefty total up to drivers for switching.

PESTEL Analysis


It can not be concluded from case study that there would be change in resource allowances. NASCAR had got take advantage of lower tax policies which leads to increasing in revenues. So they made heavy financial investments in the research and advancement. As NASCAR is operating in different markets so it needs to deal with various policies. It is likewise kept in mind that Wingspanbankcom B Should This Bird Still Fly Case Study Solution has faced increased scrutiny concerning regulative. Every federal government has various concern so NASCAR has to be gotten ready for it as top priority can be moved to other sector.


Financial aspects consists of tax rate, currency exchange rate, financial efficiency 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 affected. NASCAR can utilize capabilities of employees to produce brand-new chances and improve existing opportunities.


Every society is different from each other. Each has different social worths and norms. It helps in comprehending regarding society and preference of customers. Social aspects consists of customs, culture, mindsets towards specific services and products, demographics, norms, interests and so on. It can be concluded that marketing through other ways instead of conventional (i.e. paper) can be chosen in this society.


Innovation has impact on almost every organisation. It includes innovation in company method. In this case of Wingspanbankcom B Should This Bird Still Fly Case Study Solution it can be kept in mind that companies are greatly spending for research and development. NASCAR should also work on its media rights policy with Turner Broadcasting System.


Legal plays an important function in every nation due to the fact that every country has different legal terms and conditions. Wingspanbankcom B Should This Bird Still Fly Case Study Help requires to be make certain that they secure their legal rights in every county so any business does not damage to its legal rights.


Environmental factors are also important for every business. NASCAR needs to make sure that its cars are not creating pollution more than acceptable level.

7 P's of Marketing


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


Rates method of NASCAR for its race events tickets is based upon the location and significance of the racing events. Along with race occasions tickets, NASCAR also charge various service fees to its stakeholders and makes revenue. For example it charged sanctioning fees of $1-2 million per race typically in 2005.


Advertising technique of Wingspanbankcom B Should This Bird Still Fly Case Study Help is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of viewers for NASCAR races. The business is not completely relied upon its fan base for its promo and promote through local radio stations too. The business has actually also embraced the retailing media of promo, in which the company offers merchandises with its logo design.


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


Nestle people strategy is comprised of providing much 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 strategy as its events are the source of entertainment for crowd. Its individuals method consists of efforts to supply better experience to its Fans, Race Drivers, Crew, Event Organizers etc., all of which come under people strategy of NASCAR.


Several company processes are needed to perform racing events in an efficient method. These procedures include; appropriate schedule of time, arrangement for viewers, offering tickets, arrangement of space for sponsors, managing logistics and so on. These all processes contribute I building 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 racing occasions. In addition to it, its retailing brands consisting of t-shirts, caps, goodies and so on, likewise serve as a physical proof for NASCAR.

Product Life Cycle Assessment.

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


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

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


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


The major causes of decrease include the monetary crisis of 2008, which increased the cost of arriving at tracks for viewers due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Division.

The market segmentation of Wingspanbankcom B Should This Bird Still Fly Case Study Help can be divided into 4 sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Wingspanbankcom B Should This Bird Still Fly Case Solution is based upon the geographical presence of its tracks in numerous states and cities in United States, and the television broadcasting of its events in numerous nations. The company has 23 tracks in about 20 states of America and has tv broadcast through numerous Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical division supplies the business local as well as international fan base.


The demographic segmentation of NASCAR is likewise highlydiverse based upon the gender, income and age of the consumer. Its current fan base is majorly consisted of male married fans with a typical age of 47 years and an earnings around $30-50 thousands. However currently NASCAR is attempting to increase its target market to the young growing population and kinds as well. To increase the market segment of its market NASCAR ought to modify its marketing methods to draw in more age groups and lower its costs to go into in the market sector with a low typical income.( htt1).


NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to acquire tickets and see the races as soon as in a week. NASCAR has attempted to increase the quality of its racing by introducing phase racing, they also have actually attempted to lower costs and make the occasion more convenient by presenting live racing.


Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of seeing the race live on the television or by going in the events. Presently, the fans choice is towards viewing the race at house on tv rather than going, as the consumer experience at NASCAR tracks is not beneficial as well as pricey.

Target Market.


One of the prospective target audience of Wingspanbankcom B Should This Bird Still Fly Case Study Analysis was Hispanics; the young and growing population of United States. The market section has terrific potential for NASCAR as the population was growing at a greater rate and it was anticipated to end up being thrice after forty years and the section has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the section shows affinity with automobile culture, but need a more focused marketing towards inviting the section towards racing.


Kids are likewise one of the potential target market sector for NASCAR, as they are more connected socially than other groups. Vehicle racing games established by Wingspanbankcom B Should This Bird Still Fly Case Study Solution can be a prospective source of getting attention of kids towards NASCAR track racing. NASCAR requires more attention towards personalizing and enhancing its digital features to attract the kids target market.

Generation Y.
Generation Y target audience consists of those who spent five times more resources on discretionary expenditures i.e. purchasing tickets for racing events, than others. This huge expense makes the sector potential for NASCAR marketing strategy of increasing its fan base. The market sector is also easy to technique as 81% of the Y Generation consumer utilizes Facebook every day and the usage is two times of utilizing tv and radio. The marketplace section views sports as a get-together, instead of adherence to sport. The marketplace section considers NASCAR as a company lacking in producing a multiculturalism environment. Wingspanbankcom B Should This Bird Still Fly Case Study Analysis ought to take various actions to enhance the experience of Generation Y consumers in its occasions.

5 C's of Marketing

5 C's of marketing helps in taking decisions concerning marketing. These 5 C's requirements to be evaluated appropriately for taking any marketing decision. These 5 C's mean Climate, Company, Collaborators, Consumers and Rivals.


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


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


Collaborations consists of suppliers, suppliers and alliances of Wingspanbankcom B Should This Bird Still Fly Case Study Help. It is collaborated with various racing teams which are taking part in racing. It also collaborated with Turners Sport for digital rights. NASCAR utilized to make money check of around $15 million yearly from Turner Sports. There are number of cons behind this deal. For instance NASCAR needed to get approval from Turner Sport if it want to develop 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.


The customer of Wingspanbankcom B Should This Bird Still Fly 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 produce generational loyalty.


Groups generally represents sponsors in NASCAR and the medium of advertising is chauffeurs. These chauffeurs can go versus NASCAR if they got much better chance in terms of prizes and tv exposure.

Marketing Strategies.

1. Developing and Maintaining Facebook Page.
One of the possible target markets sectors for NASCAR is Hispanics which is the growing population sector of USA but regrettably NASCAR had been not able to bring in the this targeted section. It must develop a Facebook page including the details relating to the races and the locations of tracks to make the consumer helpful about the core operations of NASCAR.
2. Establishing and Updating Accounts of Key Drivers.
NASCAR drivers has a low star power as compare to players of other sports. Its ranks 7th in regards to star power (see Case Exhibit). The significant factor behind it is that, the racers mainly play in groups and are unable to develop a key account and maintain a close contact with fans. The bad contacts with fans result in less attraction of viewers towards the racers and a low star power. Star power is an important element for attracting viewers towards tracks and towards tv. The star power for the drivers at NASCARA might be enhanced by creating and upgrading accounts of essential chauffeurs by NASCARA itself. This would remove the requirement of requiring motorists to maintain their accounts and would result in increasing fans attention towards NASCARA motorists.
3. Developing New Games and enhancing existing video games for kids.
Kids spent the majority of their time on playing video games and utilizing smartphones. But regrettably, kids playing NASCARA have a worst experience of playing its games. As a result, they are less drawn in towards the sport. In order to bring in these kids, NASCARA should enhance its current racing video games by presenting modification in the automobiles i.e. altering colours, selection of speed, presenting group racing in the game, utilizing better graphics associated with the racing tracks and introducing different levels in the game. All these adjustments in the current game would offer much better experience to kids.
Along with it, NASCAR needs to likewise build new games related to racing like kids racing with kids characters as motorists, animation racing with racing between various cartoon characters with an option of choosing the preferred animation character for the kids. These strategies would enable the business to draw in among its potential target sections.
4. Introducing multiculturalism at events.
Wingspanbankcom B Should This Bird Still Fly Case Study Solution events are consisted of fans with very couple of cultural diversity, due to expense of arrival in occasions, making it unappealing for the clients viewing sport occasions as social occasions i.e. Generation Y consumers. As the Generation Y clients are a prospective target market for NASCAR, therefore the company must take specific steps to attract this prospective target audience. It must adopt strategies to bring in the consumers far from the tracks area with various culture. The technique to do so might be providing special discounts on tickets or free tickets to viewers originating from a particular range or from another state. It would increase multiculturalism of the fans and would make Generation Y customers more satisfied.
5. Improving Customer Experience at Tracks.
NASCAR ought to work on facilities and facilities at tracks because on the race day audiences got disappointed. Audiences have numerous expectations from Wingspanbankcom B Should This Bird Still Fly Case Study Help since in exact same market other companies are providing better services than NASCAR. IF NASCAR don't work on this issue then its fans may moved to its competitors.
Marketing Budget.
Marketing budget plan made on the basis of the above strategies for the period of 5 years from 2011 to 2015, shows the expense associated data for the marketing techniques. (See Appendix B). It can be seen that strategy 5 of improving client experience at tracks would need highest preliminary investment and cost and strategy 4 of presenting multiculturalism will require most affordable initial financial investment with lowest even more annually expense. The business should prioritize the resource allotment on these techniques on the basis of its available resources and the prospective advantages which the strategy would provide.
NOTE: The worths about expense are presumed on rational basis due the absence of figures and truths related to cost in the case study. Inflation rate of United States is presumed to be 10%.


On the basis of deep analysis of the external and internal elements of Wingspanbankcom B Should This Bird Still Fly Case Study Solution causing 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 techniques would deal with internal elements like poor client experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., along with with external aspects like moving of fans towards other sports, demographical changes in America and altering domesticity designs.

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