...FACULTY OF ECONOMICS AND MUALAMAT BACHELOR OF MARKETING FOR FINANCIAL SERVICES MARKETING STRATEGY CASE 4: NASCAR (A BRANDING SUCCESS) PREPARED BY: NAJIHAH BINTI AHMAD ABDILLAH 1110967 Report Submitted to Mrs. Azlinda bt Lahadzir SEMESTER V SESSION 2013 CONTENT Introduction …………………………………………….. 3 History ………………………………………………….. 4 Key Issue ………………………………………………. 5 NASCAR’S challenges ………………………………... 5 NASCAR’S Branding Strategy………………………… 6 Questions and Answers ………………………………... 7 - 9 Conclusion and Recommendation …………………… 10 INTRODUCTION The National Association for Stock Car Auto Racing (NASCAR) is a family-owned and -operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France, Sr. in 1947–48. As of 2009, the CEO for the company is Brian France, grandson of Bill France, Sr. NASCAR is the largest sanctioning body of stock car racing in the United States. The three largest racing series sanctioned by NASCAR are the Sprint Cup Series, the Nationwide Series, and the Camping World Truck Series. It also oversees NASCAR Local Racing, the Whelen Modified Tour, the Whelen All-American Series, and the NASCAR iRacing.com Series. NASCAR sanctions over 1500 races at over 100 tracks in 39 US states and Canada. NASCAR has presented exhibition races at the Suzuka and Motegi circuits in Japan, Mexico, and Calder Park Raceway in Australia. NASCAR's headquarters are located in Daytona Beach, Florida, although it also...
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...History of NASCAR Did you know NASCAR was started because of a historical event in America’s history? The reason I have chosen this project because I grew up watching NASCAR every Sunday, and helping with my dad’s best friend’s race car. The thing I was trying to accomplish in this project was to get a better understanding of the background and history of NASCAR. The process I took in accomplishing my goal was writing a rationale, writing down research questions, and finding Wisconsin’s state standards that I would meet in my project. What I hope that the reader takes from this paper is all of the things that helped NASCAR get started, what they raced on back then, and how NASCAR changed over time. In this paper you will read about the prohibition, Bootleggers tricks and advantages[, Bill Frances Sr., history of NASCAR, Technological advancements, racing legends, aerodynamics, How NASCAR got so big and Wisconsin’s traditions. NASCAR has an interesting background. It all started with bootleggers racing from town to town delivering their moonshine without getting caught. NASCAR is linked to American history and it comes with some interesting tales. This paper will tell you everything you need to know about NASCAR and aerodynamics of the car. Some things that this paper will contain are famous drivers and their impact on NASCAR, how safely has changed over time, how NASCAR got started, what NASCAR drivers first raced on and why it changed over time, how NASCAR fit its time period...
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...I. Executive Summary NASCAR is the brainchild of William France, which he started in 1948. Remaining under the control of the France family, NASCAR has since grown to become multibillion dollar business and one of the premier sports in America today. NASCAR sanctions over 1500 races at over 100 tracks in the US and Canada. NASCAR’s business model and success is heavily dependent on its relationship with big name sponsors. NASCAR strives to be the recognized leader in motorsports entertainment by improving distinctive environments for customers, participants and employees. NASCAR foresees strategic global expansion specifically in mature markets such as Europe, where Formula 1 racing has a dominant foothold. NASCAR is particularly sensitive to recessions. To combat this issue, strategic pricing will be used along with the support of loyal sponsors. To continue growing the NASCAR brand in the US we plan leverage our high profile drivers to appeal young folks. NASCAR is also cognizant of the untapped market with minorities and is committed to attracting this diverse group through target marketing and the implementation of special programs. To promote safety within professional racing NASCAR has invested in new technology and is stringent on safety procedure. NASCAR plans continue emphasizing safety and research to make the sport safer than ever. The company also plans to pursue more green initiatives to reduce its carbon footprint. As the economy improves the company will...
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...stress on the body, and not any practice needed to participate in this. This is one of the main reasons that most people believe that auto racing is not a sport. The type of racing mentioned above is not what most people consider auto racing and neither do I. Auto racing happens on ovals, drag strips, and road courses all across the world. No matter what kind of race track a driver is on it is demanding, both physically and mentally. The type of auto racing most people criticize is whether NASCAR is a sport or not. I understand why people would say that. It doesn’t take more than basic knowledge to drive a car; millions of people also drive a car on a daily basis. These people think driving a commute car and a NASCAR car is the same. Try driving a car which is heavier than a normal car and goes almost three times as fast. The National Association for Stock Car Auto Racing, most commonly known as (NASCAR) is fairly new to the kingdom of sports. There is a huge controversy about whether NASCAR is a sport, some people say it is not, but I say it is. Any activity that involves competition for me is a sport. The true definition of a sport, according to Webster’s dictionary is “An activity involving physical exertion and skill and which an individual or team competes against another or...
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...these vehicles for more than just cargo and passengers. By the beginning of the 20th century, automobile racing took off in both Europe and the United States with each having their own fledgling racing circuits. This trend continued up to present time with two of the world’s most popular racing series: WRC (World Rally Championship), which was launched in 1973 by the FIA (The International Automobile Federation.) and NASCAR (The National Association for Stock Car Auto Racing), which was founded by William France, Sr., in 1948. Although both WRC and NASCAR are extreme and captivating in their own respects there are great differences and a few similarities in the skill level of the drivers, the cars, and the fans. First, is the huge gap in the skill level between the WRC driver and the NASCAR driver. WRC drivers are some the most versatile and talented drivers in the world. WRC drivers have an endurance that cannot be matched. Each rally is a 3 day event covering typically 15 to 30 courses, or stages, which together can add up to thousands of miles. The NASCAR driver’s one day stint requires him to tackle the course, which is a combination of boring straightaways and left turns repeating over and over, until the required 500 laps have been met. This pattern continues on for a mind numbing 3 to 5 hours. A WRC rally driver’s...
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...Before there was Nascar, there were Moon runners. A guy with a souped up car with a 200-gallon moonshine tank in the back if his car. He drove his coupe at neck breaking speeds through the twisty mountain roads to deliver the moonshine to buyers. It was usually delivered at night and with the police or revenuers waiting for him. Evading the roadblocks and outrunning the chase was all part of a day’s work to a moonshine runner. They say that most of all the racecar divers were involved in bootlegging. That’s how most of them were able to afford the fastest and the most expensive machines. They ran moonshine down the twisty back roads and through the mountains to the people during the prohibition. Wilkes County products were delivered throughout...
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...NASCAR: Constant Change Park University The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for one of North America’s premier sports. NASCAR races are broadcast in more than 150 countries and in 20 languages. In the U.S., races are broadcast on FOX, TNT, ABC/ESPN/ESPN2, SPEED and SiriusXM Satellite Radio. NASCAR fans are among the most brand-loyal in all of sports, and as a result more Fortune 100 companies participate in NASCAR than any other sport. NASCAR consists of three national series (NASCAR Sprint Cup Series, NASCAR Nationwide Series and NASCAR Camping World Truck Series), four regional series, and one local grassroots series, as well as two international series. Also part of NASCAR is Grand-Am Road Racing, known for its competition on road courses with multiple classes of cars. NASCAR sanctions more than 1,200 races at 100 tracks in more than 30 U.S. states, Canada and Mexico. Based in Daytona Beach, Fla., NASCAR has offices in eight cities across North America (Baxter & Schwartz, 2012). The research conducted will influence what I believe to be true and that is that NASCAR is successful as an organization when it comes to the areas of competitive advantage, change management, diversity management, recruitment and selection, compensation and benefits, and organizational climate. These organizational aspects are truly more important than a company’s financial state because they play a large role in the lives of their...
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...William Bill France Sr The founder of NASCAR Who was a mechanic and would later own an auto repair shop owner got into Daytona’s racing scene and help promote races but ,After witnessing that ruled that very from race to race and how it dishonest promotion were. Bill felt that there was a need for rules and restrictions. Bill gathered a group of racing members to Discuss about stock car racing and they came up with Nascar or The National Association for stock car auto racing and NASCAR was born Being officially Corporation in 1948. The first NASCAR race was raced on Sandy beaches of Daytona Beach course on February 15, 1948 but Nascars first race on a paved surface was in Darlington International Raceway in on September 4th 1950 they raced...
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...Analyze the motivational factors that promote cheating in NASCAR I believe that the largest motivational factor of any NASCAR team owner, crew member, or driver is that of winning. Each team represents not only a number on the side of a car but the entire organization, the sponsors, the driver, the crew chief, their crew and their families. NASCAR is big into the family values and your team is your family; you never let your family down. To win a race at any track is to bring honor to your team, revenue to your sponsors, and notoriety to your name. To win for oneself may not be enough motivation to cause a driver to cheat; however, most often times the driver is not the one that sets up the car, which is the crew and crew chief’s duty. Drivers can aide in the facilitation of cheating by requesting that their car be tweaked to their liking, how this is done however is the crew’s job. To win for a cause or for a team gives more pressure to win because there are other people counting on your success. Other motivational factors that promote cheating within NASCAR are that everyone knows everyone cheats. Each and every team in the NASCAR garage has tried and tested the very vague rules of the governing body, sometimes they get caught and others they don’t. To the teams it is worth a chance to try and get away with a tweak that may not be entirely within the rule book and get that little bit of an edge than to finish last on race day. The more lenient the attitude is towards...
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...Case Study 4: Cheating and NASCAR: Who’s at the Wheel? This paper embarks on a road trip to NASCAR, the National Association for Stock Car Auto Racing, to take a close look at why cheating occurs within that organization. Two arguments drive the article, namely that NASCAR (1) may not be able to stop cheating particularly within the current context, and (2) might not want or be motivated to stop cheating. Obstacles complicating NASCAR''s efforts to stop cheating include the long-standing culture of unethical behavior within stock car racing, and the inconsistent imposition of punishments by NASCAR which drivers and race teams perceive as favoritism and unfair treatment. Yellow flags that raise caution include pressure from unwavering fans, and the friction between innovation and maintaining parity among teams. Proposed solutions include changing the culture within the NASCAR community, as well as developing ethical role models, both of which require major action by NASCAR''s top managers to signal the importance of ethical behavior. Other key stakeholders such as sponsors and fans must create incentives and rewards for ethical behavior, and consider reducing or ending support for drivers and teams that engage in unethical conduct. Our analysis and recommendations have broad applications because NASCAR is an archetype of a large organization attempting to reduce cheating and unethical behavior. As you think of NASCAR, the first thing comes to mind is cars racing round...
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...NASCAR: Lessons Learned About Safety By Kai McLemore Columbia Southern University MOS 5101 Abstract The National Association for Stock Car Auto Racing (NASCAR) seems to always be a few steps behind when it comes to initiating safety practices. They wait until there is a reason in implementing a change. This paper covers the changes that has been mandated over the past decade and why these changes have occurred. Changes ere not just to the car but includes the whole NASCAR package. Changes were made to the car, the track, the driver’s gear, and pit road. Unfortunately, these changes were too late for some of NASCAR’s most legendary drivers, to include Dale Earnhardt. However, NASCAR officials have attempted to rectify their wrongs by ensuring the safety of the driver over the past 10 years. One can hope that they do not stop there and continue to look towards the future and they can continue to improve with the increase of changes to machine and man. The National Association for Stock Car Auto Racing (NASCAR) has been an exhilarating sport since the mid 1940s, and has thousands of spectators at each race cheering for their favorite driver. But then again, what other sport can be as exciting as watching an extremely super fast car that weighs approximately 3,400 pounds (Online NASCAR, 2010) bulleting around a track at speeds ranging close to 200 mph and merely inches from each other. Unfortunately, there are downsides to this sport which keeps every fan, spouse...
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...Cheating and NASCAR: Who’s at the Wheel? ACC 571: Forensic Accounting May 29, 2012 My first thought when I hear NASCAR, is cars, fans and a whole lot of noise. Who knew that it is one of the top selling sports in the USA. According to the article “10 Interesting NASCAR facts”, There are over 75 million NASCAR fans in the United States and over 6 million attended races in 2010. NASCAR has grown increasingly in its popularity and is now the second largest grossing sport. NASCAR founder William France “Bill” France Sr. founded the sport in 1948. Bill was a mechanic and auto shop owner from Washington, DC. He moved to Daytona Florida in the 1930’s. At the time, Daytona was a great spot for racing enthusiasts. William got involved in racing cars and promoting events. He soon realized that, at different races, rules would vary, and certain promoters were dishonest and would steal money from the contestants. William France Sr. felt the need for a governing body to sanction events. He chose members of the community, discussed this with them. This idea gave birth to NASCAR. . (www.History.com) Analyze the motivational factors that promote cheating at NASCAR. In the article “Is it Easy to Cheat in NASCAR?”, since stock car racing is such a big business, sponsors do not like to hear of any bad publicity when it comes to their particular team(s). Neither do the teams want to lose their sponsorship. When the sport tried to change the culture of NASCAR by giving stiffer...
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...Nascar (National Association for Stock Car Racing) is a world apart from Formula One. Both are exceedingly popular, yet they lie at diverse ends of the motor sports spectrum. Most people who have an obsession with cars and racing may know about Nascar and Formula One, the two most respected names in motorsports today. At first glance, Nascar and Formula One seem very similar; however, a closer look reveals many differences such as aerodynamics, mechanical caliber, speed and horsepower, race tracks, fan base, and histories. Auto racing is a popular, fast paced sport. Nascar and Formula One draw large audiences on television, radio and at live events. Spectators are drawn by the danger, speed, competition, and displays of automotive machinery and the drivers behind the steering wheels. However, Nascar and Formula One are separated in numerous ways. The car chassis style is so different that they conduct races in notably different ways and the organizational rules that they must follow, makes for a different driving experience. Formula One vehicles depend so much on aerodynamics, passing other cars on the track is not a main part of the Formula One racing strategy. Formula One races aim to be fast, but the cars do not change positions, very often. Nascar, on the other hand, rely on passing other cars on the track, to run and win the races. While Formula One may have too little passing abilities, Nascar may suffer from too much of it. Furthermore, bumping or trading paint, is against...
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...One of the first organized stock car races took place on June 19, 1949, set up by NASCAR National Stock Car Auto Race. (www.history.com). Some of the most talented and highly revered drivers came from early stock car racing, names like Red Byron, Louis Ossinski, Fonty Flock, and Paul Pappy. Along with NASCAR, some other racing associations that came from the bootlegger community were; National Hot Rod Association, National Auto Sports Association, and the Automobile Racing Club of America. All of these groups have in some way share or form has a connection to the small races held by...
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...of the United States is the National Association for Stock Car Auto Racing more formerly known as NASCAR. Some people may not know about the other auto racing series that occasionally comes to the United States to compete. That series is known as Formula 1. NASCAR and Formula 1 have stark differences in where they race, how they race. Did you know that both series average speed is faster than the speed needed for a Boeing 747? A Boeing 747 requires between 150 to 200 miles per hour to take off. Right off the bat, the differences start. One of the biggest differences is the locations that these two series race. NASCAR primary races in the United States but does occasionally race in Mexico and Canada, although they did not during this past year’s season. NASCAR races in 23 cities around the country hitting many of them twice a season (2013 NASCAR Sprint Cup Series TV Broadcast Schedule). Formula 1 currently races in 19 different countries, spanning four continents and hitting each track only once during the season. NASCAR has an average of 36 races a season, while Formula 1 currently has 20 races a season. The next comparison is the vehicles that are used to provide all of the entertainment value that we see on television on a weekly basis. NASCAR drivers race in a closed wheel, closed driver compartment car. Due to NASCAR’s ongoing commitment to safety and entertainment NASCAR recently developed a brand new type of car for their series called the Generation 6 car, or Gen 6...
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