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Word Of Mouth Referral Module Note Case Study Solution & Analysis


Word Of Mouth Referral Module Note Case Study Help (National Association for Stock Car Automobile Racing) is a company carrying out series of Stock Vehicle racing in United States and acting as an approving body for driving the guidelines for Stock Car Racing. The company was established in 1947, by "Huge Costs" France. NASCAR arrange Stock Vehicle Racing occasions in United States with the existence of about 130000 viewers typically in 2005. It likewise relayed its occasions in about 150 countries. Stock Vehicle Racing by NASCAR is the second biggest spectator sport, with highest number of sponsors. It has about 500 sponsors contributing billions of dollars in its income. The other sources of income for Word Of Mouth Referral Module Note Case Study Solution consists of; 10% of the total revenue from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed business culture with the non-interventionist method. The structure of Vehicle of Tomorrow by NASCAR, with an intention of safety for the chauffeurs, brought numerous stress among the stakeholders of the sport.
Executive Summary
The interaction audit, performed in 2010, exposed that in spite of the fact that the business highly depend on the interactions in between its stakeholders, there was no recognizable service communication technique. The industry's target clients, direction and objectives were all unidentified.

The audit explained numerous doing not have of NASCAR in terms of lack of internal combination, lack of fan management technique and absence of digital and social media of marketing. The business has intricate ecosystem with independent tracks, groups and drivers. This structure with closed corporate culture bring numerous obstacles in speeding up a modification. Other partners in community consists of the media networks i.e. television and radio, and corporate online marketers.

Word Of Mouth Referral Module Note Case Study Help viewers was extremely loyal to the sport and the brands connected with the NASCAR, making it appealing for sponsors and business marketers.

Issue Declaration.

The business is presently dealing with the problem of declining rates of participation at racing tracks and rates of television viewers. This can put a substantial effect on its earnings from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

The company was quite effective till 2005 with its traditional marketing methods, however soon after 2005 the business begins dealing with different problems including decline of its fan base. A number of external in addition to internal factors are responsible for the decrease. Internal aspects include; inadequate financial investment in social networks and other digital medias of.

Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their children and produce generational loyalty. The household system in America was changing resulting in reduction of influence of married male fan base over their children. Along with it perceptions about vehicle was also altering with perceiving automobile a car to reach at point B from point A, rather than as a fun task. Other obstacles for Word Of Mouth Referral Module 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 homes through jumbo turns, Wi-Fi gain access to, etc. These all obstacles were tending the business to modify its marketing strategies.

SWOT Analysis.


In SWOT analysis, strengths defined as company's qualities which are various from its rivals. These are company's core proficiencies on which company performance or business success based upon. Word Of Mouth Referral Module Note Case Study Solution core proficiencies includes it has rights of dictating rules as approving body. Regulations and rules regarding expert stock cars and truck racing are dictated by NASCAR like if any team with required skills and resources can enter into races by following guidelines and policies dictated by NASCAR. NASCAR has monopoly it this element. Its strengths also consists of that it has title of second largest spectator sport in the United States with having more fortune 500 sponsors based in United States. Its races were used to broadcast in more than 150 nations around the globe with more than $56 million profits. The main sources of their earnings originate from tv rights, sanctioning fees, sponsorship and licensing. It has longest season of 10 months and having ownership of three nationwide series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise big resource of fans and business sponsors. All the events of NASCAR are sponsored by corporates since of most significant brand commitment of fans towards brand names promoted by Word Of Mouth Referral Module Note Case Study Solution. (See Appendix A).


Weak Points in SWOT Analysis are thought about as external aspects. Weaknesses consists of the factors that stops business to perform at required level of performance. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist technique. They typically utilized to form rules and other needed procedures without intervention of others which leads to poor cooperation. NASCAR develops Automobile of Tomorrow without collaboration so result is that drivers did not like that idea. As this is racing sport so covering of sports by media is likewise hard. It was likewise found that NASCAR had no reliable strategy for business interaction. They do not know how to deal with issue if it happened off track. Inadequate company communication results in that they do not have clear instructions for their long term objectives. They don't know that where they want to see this sport in future.
Porter's 5 Forces Analysis

NASCAR usually utilized to rely on conventional media sources like regional newspaper for publicity of its sports. NASCAR also came to know from these traditional 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 reactions.


Economic down turn was experienced in late 2000 which can be risk for NASCAR due to the fact that if there is economic down turn then individuals would be having less return on financial investment. Economic down turn also results in boost fuel costs which likewise affected NASCAR. Now if NASCAR make significant investments in new sectors which are based on new clients then it might deal with negative remarks from its core fan base.

Porter's 5 Forces Analysis

Porter's 5 forces is a model that is used to evaluate market in which business is working. It helps in determining what are strengths and weak point of any particular market. It suggest that every industry is different from one another. Due to the fact that NASCAR's bottom line i.e. net revenue is greatly depends on this, it is crucial to comprehend industry in which company is working. There are 5 forces that are used to recognize success, intensity and beauty of Word Of Mouth Referral Module Note Case Study Help business.

Competitive Competition

These drivers can go against NASCAR if they got better chance in terms of rewards and tv direct exposure. If audiences delight in other race cars and trucks and motorists more than NASCAR then audiences can shift to those other interesting automobiles and chauffeurs. NASCAR could be having hazard from its 2 direct rivals that is Formula 1 and Moto GP.
Swot Analysis
Supplier Power

The provider power suggests the variety of providers are readily available in market and what is the expense connected with supplier if business shifts from one supplier to another. In this market there is supply monopoly due to the fact that drivers with required abilities and resources are limited.

Buyer Power

In the case of NASCAR clients are its audiences. Viewers can switch to other rivals easily because audiences will having low switching cost.

Risk of Substitution

Alternatives are referred as alternatives. The alternatives in this case can be other home entertainment means like viewers can move to other sports. There are large range of replacements are readily available in this situation which recommends that threat of replacement is high.

Risk of New Entry

In the case of NASCAR threat of new entry is low. They require to develop cars and racing tracks and also needs to pay significant quantity to drivers for changing.

PESTEL Analysis


It can not be concluded from case research study that there would be change in resource allotments. NASCAR had got gain from lower taxation policies which results in increasing in earnings. They made heavy financial investments in the research study and advancement. As NASCAR is working in numerous markets so it requires to face various policies. It is likewise noted that Word Of Mouth Referral Module Note Case Study Help has actually faced increased scrutiny regarding regulatory. Every federal government has various priority so NASCAR needs to be gotten ready for it as concern can be shifted to other sector.


Financial factors consists of tax rate, exchange rate, economic 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 abilities of staff members to produce brand-new opportunities and enhance existing opportunities.


Every society is various from each other. Each has different social worths and norms. It helps in comprehending regarding society and choice of customers. Social factors includes traditions, culture, attitudes towards specific product and services, demographics, norms, interests and so on. It can be concluded that advertising through other ways rather than standard (i.e. paper) can be chosen in this society.


Innovation has influence on practically every company. It includes development in business strategy. In this case of Word Of Mouth Referral Module Note Case Study Help it can be kept in mind that business are greatly spending for research study and advancement. NASCAR ought to also deal with its media rights policy with Turner Broadcasting System.

Vrio Analysis
Legal plays a crucial role in every country since every nation has various legal terms. Word Of Mouth Referral Module Note Case Study Analysis needs to be make certain that they secure their legal rights in every county so any company does not harm to its legal rights.


Ecological aspects are likewise important for every organisation. NASCAR requires to make sure that its vehicles are not producing contamination more than acceptable level.

7 P's of Marketing


The items of Word Of Mouth Referral Module Note Case Study Help in its item portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, sanctioning guidelines for races and ad-space to business marketers during broadcast of NASCAR races. (Hanlon, 2018).


Pricing technique of NASCAR for its race events tickets is based upon the location and value of the racing occasions. Along with race events tickets, NASCAR likewise charge different service fees to its stakeholders and earns revenue. It charged sanctioning fees of $1-2 million per race on average in 2005.


Promotional technique of Word Of Mouth Referral Module Note 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. Nevertheless, the company is not completely relied upon its fan base for its promo and promote through local radio stations too. The company has actually likewise adopted the merchandising media of promotion, in which the business offers merchandises with its logo design.


NASCAR have its racing tracks in different cities in United States. The most important 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 grasp across the country appeal.


Nestle individuals strategy is comprised of providing much better experience to its viewers, its fan base and to all of its stakeholders. People are a crucial element of Word Of Mouth Referral Module Note Case Study Help A marketing method as its occasions are the source of home entertainment for crowd. Its individuals strategy includes efforts to provide much better experience to its Fans, Race Drivers, Team, Occasion Organizers etc., all of which come under people technique of NASCAR.


A number of business procedures are required to carry out racing occasions in an effective method. These processes include; correct schedule of time, plan for viewers, offering tickets, arrangement of space for sponsors, handling logistics and so on. 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 presence of its racing tracks, stock cars and racing occasions. Along with it, its retailing brands consisting of t-shirts, caps, goodies etc., also act as a physical proof for NASCAR.

Item Life Process Assessment.

The racing events by Word Of Mouth Referral Module Note Case Study Help was introduced on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There had to do with 13000 fans present in the race. At the very first phase competition for NASCAR was low, as the rivals drove the cars and trucks comparable to the vehicles driven by ordinary people.


After performing its very first race effectively the business moved towards constructing its own tracks. The very first Word Of Mouth Referral Module Note Case Study Solution based track, particularly the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by facility of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the company moved towards broadcasting its races on tv in 1979. The very first event transmitted on television was flag-to-flag protection of Daytona.

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


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


The major causes of decline consist of the financial crisis of 2008, which increased the cost of arriving at tracks for viewers due to increasing fuel costs, and the shifting of its fan base towards other sports.

Market Division.

The marketplace division of Word Of Mouth Referral Module Note Case Study Help can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Word Of Mouth Referral Module Note Case Analysis is based upon the geographical existence of its tracks in various states and cities in United States, and the television broadcasting of its events 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 supplies the business local as well as international fan base.


The market division of Word Of Mouth Referral Module Note Case Study Help is likewise highlydiverse based upon the gender, income and age of the consumer. To increase the market sector of its market NASCAR should revise its marketing techniques to attract more age groups and lower its costs to enter in the market segment with a low typical earnings.


The mental qualities of most of the fans are quite similar. NASCAR has a fan base with a loyalty. NASCAR fans perceive it compulsive to acquire tickets and see the races once in a week. 71% of them prefer to buy items with a NASCAR trademark name. They are quite extrovert and are willing to join other fans while racing. They want quality racing with low rate at practical location. Although Word Of Mouth Referral Module Note Case Study Analysis has actually tried to increase the quality of its racing by presenting phase racing, they also have actually attempted to lower prices and make the event easier by presenting live racing.


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

Target Market.


One of the possible target market of NASCAR was Hispanics; the young and growing population of United States. The market segment has terrific prospective for NASCAR as the population was growing at a higher rate and it was anticipated to become thrice after forty years and the sector has increasing wealth rate with about $1 trillion of wealth in 2014.


Kids are likewise one of the prospective target market segment for NASCAR, as they are more connected socially than other groups. Car racing video games established by Word Of Mouth Referral Module Note Case Study Analysis can be a potential source of acquiring attention of kids towards NASCAR track racing. NASCAR needs more attention towards personalizing and enhancing its digital features to bring in the kids target market.

Generation Y.
Generation Y target market includes those who spent 5 times more resources on discretionary expenses i.e. purchasing tickets for racing events, than others. This substantial expenditure makes the section capacity for NASCAR marketing technique of increasing its fan base. The market section is likewise simple to method as 81% of the Y Generation customer uses Facebook the usage and every day is two times of using tv and radio. The marketplace section views sports as an affair, rather than adherence to sport. The market segment considers NASCAR as an organization lacking in creating a multiculturalism atmosphere. Word Of Mouth Referral Module Note Case Study Solution should take different steps to enhance the experience of Generation Y consumers in its occasions.

5 C's of Marketing

5 C's of marketing assists in taking decisions relating to marketing. These 5 C's requirements to be evaluated appropriately for taking any marketing decision. These 5 C's mean Environment, Business, Collaborators, Rivals and consumers.


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


Word Of Mouth Referral Module Note Case Study Solution is an automobile racing business with having USP of high quality car racing with a global structure. Its sector is sports group and occasions.


Collaborations consists of distributors, providers and alliances of Word Of Mouth Referral Module Note Case Study Solution. It is collaborated with different racing teams which are taking part in racing. It likewise collaborated with Turners Sport for digital rights. NASCAR utilized to earn money check of around $15 million each year from Turner Sports. There are number of cons behind this deal. NASCAR had to get approval from Turner Sport if it desire to create its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of every video which is shoot during race at track.


The consumer of Word Of Mouth Referral Module Note Case Study Analysis are its audiences. They target consumers 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 create generational loyalty.


The direct competitors of NASCAR are Formula 1 and Moto GP. Groups normally represents sponsors in NASCAR and the medium of advertising is chauffeurs. Therefore it can be stated that chauffeurs and race automobiles are rivals. These chauffeurs can break Word Of Mouth Referral Module Note Case Study Solution if they improved opportunity in terms of rewards and television exposure.

Marketing Techniques.

1. Preserving and establishing Facebook Page.
One of the possible target markets segments for NASCAR is Hispanics which is the growing population sector of USA but unfortunately NASCAR had actually been unable to draw in the this targeted segment. It needs to establish a Facebook page including the info relating to the races and the locations of tracks to make the consumer helpful about the core operations of NASCAR.
2. Establishing and Upgrading Accounts of Key Drivers.
Word Of Mouth Referral Module Note Case Study Help drivers has a low star power as compare to gamers of other sports. The poor contacts with fans result in less tourist attraction of viewers towards the racers and a low star power. Star power is an essential factor for drawing in viewers towards tracks and towards tv.
3. Establishing New Games and enhancing current video games for kids.
Kids spent the majority of their time on playing video games and utilizing smartphones. Sadly, kids playing NASCARA have a worst experience of playing its video games. As a result, they are less drawn in towards the sport. In order to draw in these kids, NASCARA needs to enhance its current racing games by introducing personalization in the cars and trucks i.e. changing colours, selection of speed, presenting group racing in the game, using better graphics associated with the racing tracks and presenting various levels in the video game. All these adjustments in the existing video game would supply better experience to kids.
Together with it, NASCAR needs to also develop new games connected to racing like kids racing with kids characters as motorists, animation racing with racing in between different animation characters with an option of picking the preferred cartoon character for the kids. These strategies would make it possible for the business to draw in one of its potential target sectors.
4. Presenting multiculturalism at occasions.
Word Of Mouth Referral Module Note Case Study Analysis occasions are comprised of fans with extremely couple of multiculturalism, due to cost of arrival in events, making it unappealing for the customers viewing sport occasions as social occasions i.e. Generation Y customers. As the Generation Y clients are a possible target audience for NASCAR, therefore the business needs to take particular steps to attract this possible target audience. It ought to adopt techniques to attract the clients far from the tracks area with different culture. The strategy to do so could be offering special discounts on tickets or free tickets to audiences coming from a specific distance or from another state. It would increase multiculturalism of the fans and would make Generation Y clients more satisfied.
5. Improving Consumer Experience at Tracks.
NASCAR needs to work on facilities and facilities at tracks due to the fact that on the race day audiences got disappointed. Audiences have lots of expectations from Word Of Mouth Referral Module Note Case Study Help because in exact same industry other companies are supplying better services than NASCAR. IF NASCAR don't work on this problem then its fans might shifted 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 cost related data for the marketing methods. (See Appendix B). It can be seen that technique 5 of improving customer experience at tracks would need greatest preliminary financial investment and cost and method 4 of presenting multiculturalism will need most affordable preliminary investment with lowest further each year cost. The business should prioritize the resource allowance on these strategies on the basis of its offered resources and the potential advantages which the method would supply.
KEEP IN MIND: The values about expense are presumed on reasonable basis due the lack of figures and facts related to cost in the case research study. Inflation rate of United States is assumed to be 10%.

On the basis of deep analysis of the external and internal elements of Word Of Mouth Referral Module Note Case Study Help triggering the decline of television viewership rate and participation rate at tracks, the above marketing strategies are suggested to NASCAR to increase its fan base in long run. These techniques would deal with internal factors like poor customer experience at tracks, insufficient social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks and so on, along with with external factors like moving of fans towards other sports, demographical modifications in America and altering domesticity designs.