Case Analysis
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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.
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(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? The focus group video password link is not working. You are not required to include this in your response to this question. Dr. Anne Gottfried 2.1.18
(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?
