Nascar Case Analysis

Topics: NASCAR, Auto racing, Bill France, Jr. Pages: 13 (4270 words) Published: October 14, 2012
NASCAR: A Branding Success
A Case Study
Prepared by Narek Nersisyan
Melkon Bakhshetsyan
Arpine Manukyan
Levon Baghdasaryan
Instructor Dr. Armen Tashchian
American University of Armenia

TABLE OF CONTENTS
History---------------------------------------------------------------------------------------------------------------------------4 Situation analysis--------------------------------------------------------------------------------------------------------------4 Strengths----------------------------------------------------------------------------------------------------------------------5 Mass media coverage-----------------------------------------------------------------------------------------------------5 Branding partnership----------------------------------------------------------------------------------------------------6 Brand loyal customers---------------------------------------------------------------------------------------------------6 Brand equity---------------------------------------------------------------------------------------------------------------6 Innovation – Chase for the Cup Championship--------------------------------------------------------------------7 Long experience-----------------------------------------------------------------------------------------------------------7 Customer understanding------------------------------------------------------------------------------------------------7 Weaknesses-------------------------------------------------------------------------------------------------------------------7 Benevolent dictatorship--------------------------------------------------------------------------------------------------7 Too much financial dependence from sponsors---------------------------------------------------------------------8 Lack of driver diversity--------------------------------------------------------------------------------------------------8 Lack of safety---------------------------------------------------------------------------------------------------------------9 Opportunities-----------------------------------------------------------------------------------------------------------------9 Toyota’s loyalty------------------------------------------------------------------------------------------------------------9 Increase of investment in NASCAR by AFLAC and Camping World-----------------------------------------9 Level of Internet penetration--------------------------------------------------------------------------------------------9 Threats------------------------------------------------------------------------------------------------------------------------10 Instability among sponsors and partners----------------------------------------------------------------------------10 Changes in people’s perception----------------------------------------------------------------------------------------10 Downturn in attendance-------------------------------------------------------------------------------------------------10 Drop in television rating-------------------------------------------------------------------------------------------------11 Demanding sponsors-----------------------------------------------------------------------------------------------------11 Identification of the problem-----------------------------------------------------------------------------------------------11 Identification of alternatives------------------------------------------------------------------------------------------------12 Production of a NASCAR game-----------------------------------------------------------------------------------------12 Making NASCAR races accessible on mobile and online---------------------------------------------------------12 Market...
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