Conduct a SWOT Analysis for NASCAR

BASIC BACKGROUND

NASCAR wants to begin holding races in the New York City area and attract teenagers as new fans. It would also like to sign sponsorship deals with high-tech and financial services companies. A few of your clients fit that description.

You work with a large bank, an Internet company, a mobile phone service provider, and a teen apparel retailer. Which Company Is the Right Sponsor? Before suggesting a sponsorship to any of these clients, you need to conduct a complete analysis of NASCAR. Official sponsors have exclusive rights, which means a competing company could not be a sponsor in that category. For example, if McDonald's is the sponsor for fast food at an event, no other fast food company would be permitted to sponsor that event.

YOUR OBJECTIVE

Once you know more about NASCAR, you will be in a better position to suggest a client for a sponsorship deal. The bank has branches in four states. The Internet company is a small

auction site specializing in sports memorabilia. The cell phone company sells phones and plans

with walkie-talkie and messaging features. The apparel retailer is a chain found in major shop-

ping malls around the country.

ASSIGNMENT

AND STRATEGY

Conduct research Research NASCAR and its marketing activities. How successful is NASCAR as a business entity? How well does it follow the marketing concept? Who are NASCAR's official sponsors? Do any of them compete with your clients? What is the customer profile of NASCAR's target market? Do the demographic, psychographic, geographic, and behavior factors that describe a fan match the target markets of any of your clients?

You will need to conduct research on the Internet. You could review news coverage of

NASCAR to learn more about its operations.

Develop a SWOT analysis Use the format for conducting a SWOT analysis to analyze NASCAR's current situation. How effective are its marketing mix strategies (product, place, price, promotion)? Are there any external threats or opportunities that might impact NASCAR now or in the future? What your project should include: Select a client for NASCAR sponsorship and a specific type of sponsorship. Note the benefits of sponsorship

for the client. Develop other creative marketing strategies the client could use to make the investment worthwhile.

Conclude with a strong argument as to why your ideas are feasible and how your company can

make it happen for the client you selected.

YOUR PRODUCT

Use presentation software to prepare a an oral presentation for the client you selected.