This Case is aboutÂ LEADERSHIP, MARKET RESEARCH, SOCIAL PLATFORMS, STRATEGIC PLANNING
PUBLICATION DATE: March 26, 2015 PRODUCT #: KEL889-HCB-ENG
The National Association for Stock Car Auto Racing (NASCAR), is confronting a disaster. Crucial advertising patrons have lately left the sport. Some leaders within NASCAR advised Brian that NASCAR should continue with business as usual and that these tendencies in attendance, viewership, and sponsorship came from the downturn. But Brian felt that he, as CEO of NASCAR, was the one that must direct this change and that fundamental change was needed by the business.NASCAR Leading a Marketing Transformation in a Time of Crisis - Spanish Translation, Spanish Version Case Solution
At the center of the research was the NASCAR consumer. Exceptionally engaged, passionate consumers were at the center of an industry business model. But in 2011, promotion within NASCAR needed to transform, as it absolutely was clear that consumers were disengaging with the sport. As the consumer research results unfolded, leaders within NASCAR and Brian must make tough choices and establish priorities.
The case focuses on four essential areas in which choices must be made by NASCAR direction: societal and digital marketing media, targeting the next-generation NASCAR consumer, improving the star power of NASCAR drivers, and improving the consumer experience at NASCAR events. At its heart, this is a case about great direction and transforming advertising throughout the whole business. A wind-up video from CEO Brian France summarizes how NASCAR executives handled the tough questions presented in the case.