This case offers students the opportunity to develop and analyze strategic alternatives to IndyCars weaknesses relative to

Question:

This case offers students the opportunity to develop and analyze strategic alternatives to IndyCar’s weaknesses relative to NASCAR. A concept that can be emphasized in this case is positioning. Competition for the attention of auto racing fans is intense as NASCAR is more popular than IndyCar in the U.S. Formula 1 is a formidable competitor in global markets. IndyCar must find a way to appeal to fans. Its decision to hold more races on road and street courses enables it to differentiate itself from NASCAR. Another point of difference for IndyCar is that it has a broader reach globally in terms of race markets and drivers’ nationalities. Despite its troubles, IndyCar possesses strengths that it can leverage as it attempts to emerge stronger following reunification.
Other issues in this case pertain to the product and elements of IndyCar’s marketing strategy. Is the shift toward more road/street courses a way to differentiate from NASCAR, or will it alienate fans further that prefer oval track racing? Can IndyCar adopt the successful street festival approach developed by Champ Car, transforming events from auto races to entertainment experiences? A issue exists in the decision of which markets should IndyCar pursue to hold races? Is the decision to hold races outside the U.S. appropriate, or should IndyCar look to expand to domestic markets it currently does not serve?
1. Identify the external factors that have impacted and continue to impact the IndyCar and its marketing efforts. Which factors appear to be IndyCar’s greatest opportunities and threats?
2. What are IndyCar’s greatest strengths? Which weaknesses would you recommend IndyCar attempt to convert into strengths? How might these weaknesses be converted?
3. What advantages does IndyCar possess over NASCAR? How should these advantages be used by IndyCar to compete with NASCAR?
4. What can IndyCar learn from NASCAR's success? Are there elements of NASCAR's marketing strategy that IndyCar could adopt?
5. What steps should IndyCar take to move beyond the death of Dan Wheldon and reassure both fans and drivers about the safety of IndyCar racing?
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