What are the demographics of the core NASCAR fan?

Published by Jeannie R. Ferrell

Nov 16, 2022


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Case Analysis Monday @ 11:55 pm
.You will have case analysis questions to answer that mainly focused on the week’s learning module. As this is a graduate-level course, each of you must apply at least one to two marketing concepts or theories from course readings and instructor lectures and provide at least one to two original citations of appropriate literature, articles, etc. to back up your responses per question.
To receive full credit, each question response must cite at least one to two journal articles or trade publications. Please cite all sources at the bottom of your responses using your choice of either APA or MLA style (Google scholar has an easy tool for copying citations). All writing must be based on some facts or literature research, not purely based on your opinions.
Case 2: Learning Objectives
Because of its integrative nature, after studying this case, students will learn more about marketing concepts such as segmentation, targeting, and positioning, as well as, brand management. The case can serve a unique role because it allows students to see how an entire industry is driven by deep fan engagement with hundreds of brands. The case is also suited for executive training on leadership, as CEO Brian France demonstrates how to lead an entire industry through change.
After reading and analyzing the case, students will be able to:
· Understand how deep consumer engagement is at the heart of a successful marketing ecosystem. When this deep engagement is lost, all the brands in the ecosystem are affected.
· Prioritize the market segments that should be cultivated as the next-generation consumer.
· Understand how differing incentives within an industry lead to a poor customer experience and are at the heart of many marketing problems.
· Analyze a complex set of problems and set and manage priorities.
· Understand the importance of leadership in a time of crisis. When internal economic metrics point downward, it is easy to blame other factors, such as the recession. It is much more difficult to admit that your business model is broken and to have the vision to lead an entire industry through a transformation.
ANSWER Case 2: Case Analysis Questions:
(1) What are the main problems in this case? Why? In the case, Brett Jewkes states that the marketing communications audit went much deeper. What are the deeper issues uncovered by the audit?
(2) What are the demographics of the core NASCAR fan? What about the next generation fan? Explain how the inter-generational model of NASCAR has been threatened by the growing number of single-family households. Is this something specific to NASCAR or a more general trend? The case discusses three potential consumer segments that NASCAR is considering as the next-generation fan: Hispanics, kids, and Generation Y. Describe the pros and cons of pursuing each segment. Which segment should be the highest priority?
(3) Why are some fans disappointed in the NASCAR event experience? Why are fans disappointed in 2011, but twenty years ago we heard few complaints? What specific steps would you recommend to improve the fan experience? Be sure to cite specific examples from the focus group videos as part of your analysis and recommendations.
(4) What two-word phrase was used to describe the state of social and digital media at NASCAR? What problems have emerged in digital rights management? What should Brian France do to address this problem?


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