NASCAR: Leading a Marketing Transformation in a Time of Crisis Harvard Case Solution & Analysis

It is in February 2011, that CEO of NASCAR is confronting issues. In last five years, viewership at weekend NASCAR races has dropped 22 percent and television viewership has gone down by 30%. Essential marketing sponsors have recently left the sport. The U.S economy is showing signs of recuperate from economic recession that had a negative effect on sport of auto racing as a whole.

NASCAR Leading a Marketing Transformation in a Time of Crisis - Spanish Translation, Spanish Version Case Study Solution

Some leaders within NASCAR advised Brian that viewership these tendencies in attendance were a direct result of recession, and NASCAR should continue with normal business. Brian felt the industry was in need of change and he being the CEO of NASCAR should lead this change.

With Brian at the lead, NASCAR tumbled on an unprecedented quantity of qualitative and quantitative research to evaluate the strengths and weaknesses of the whole sector. At the center of this research was the NASCAR consumer. Highly engaged, passionate consumers were at the heart of an industry business model. But in 2011, advertising within all of NASCAR needed to transform, as it was clear that consumers were disengaging with the sport. Leaders within NASCAR and Brian must make tough choices and establish priorities as the consumer research results unfold.

The case investigates four areas where decisions were required by NASCAR leadership: digital marketing and social media, focusing and targeting coming generation NASCAR consumer, improving the star power of NASCAR drivers, also improving consumer experience at NASCAR events. At its heart, this is a case about great direction and transforming advertising throughout a whole business. A wind-up video from CEO Brian France summarizes how NASCAR executives tackled the challenging questions posed in the case.

PUBLICATION DATE: March 26, 2015 PRODUCT #: KEL889-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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