Marketing
Conduct a SWOT Analysis for a NASCAR Team
 Basic Background
You have recently acquired rights to a NASCAR (National Association of Stock Car
Auto Racing) Racing Team on the Sprint Cup Circuit and you want to attract teenagers as
new fans of the sport and more importantly, your car, driver and team. First you will have
to search for a company or product that is not currently a sponsored team in the Sprint
Cup Circuit .
List of Current Sponsors - http://fantasyracingcheatsheet.com/nascar/drivers/current
Try and think of a product or company you or your friends find interesting.
 Which Company is the Right Sponsor?
Before suggesting a sponsorship, you need to conduct a competitive analysis of
NASCAR as a platform to reach your customers.
 Your Objective
Once you know more about NASCAR, you will be in a better position to suggest a client
for a sponsorship deal.
 Assignment and Strategy



Conduct Research—Research NASCAR and its marketing activities. You may start by
checking NASCAR 101 on the NASCAR website. How successful is NASCAR as a
business entity? How well does it follow the marketing concept? Who are NASCAR’s
official sponsors? Do they 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? Do research on the Internet. Review
news coverage of NASCAR to learn more.
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? Are there
threats or opportunities that might impact NASCAR now or in the future in terms of
popularity, fan base and overall success?
What your project should include
o Select a client for NASCAR team sponsorship.
o Note the benefits of sponsorship for the client.
o Develop creative marketing strategies that clients could use to make the
investment worthwhile, how the company can use the team sponsorship to build
more loyalty from their target market.
o Conclude with a strong argument as to why your ideas are feasible and how your
team can make it happen.
Marketing
 Your Report


Using Word, prepare a double-spaced report revealing and explaining the client you
selected.
Your report should be 2-4 pages double spaced in a Time New Roman font no larger than
12 pt.
o Margins should all be set to 1 inch.
o Don’t include Bibliography or Appendix pages as any of the pages.
 Suggested Report Outline
The following is a Suggested Outline and a Rubric for this Project.
I.
II.
III.
IV.
NASCAR Background
A.
Marketing Activities
B.
Official (Exclusive) Sponsorships
C.
Customer profile of a NASCAR fan
1.
Demographic
2.
Psychographic
3.
Geographic
4.
Buying behavior
SWOT Analysis
A.
Strengths
B.
Weaknesses
C.
Opportunities
D.
Threats
Client Selection
A.
Rationale for client selected
B.
Benefits of sponsorship for client
C.
Type of sponsorship suggested
D.
Suggestions for coordination of marketing mix
strategies with NASCAR sponsorship
E.
Your company's role
Bibliography
Marketing
 Presentation and Evaluation Rubric
Present your ideas in a written report with your auto image. Imagine your report and accompanying
auto will be shown to your client. You will be evaluated on your report based on the following:
Grading Category
15-12
11-8
7-4
3-0
Knowledge of NASCAR
Excellent understanding
of its operations,
sponsorships, and
current situation
(SWOT analysis)
Above
Average
Average
Needs
Improvement
Proper use of marketing
terminology,
Excellent use of
marketing concept,
customer profile,
market segmentation,
demographics,
psychographics,
geographics, buying
behavior, and
marketing mix
strategies (four Ps –
product, place, price,
and promotion)
Above
Average
Average
Needs
Improvement
Clear rationale and
relevant examples
Clear
rationale
with one or
fewer
examples
Client
selected
but no
rationale
No selection
or rationale
Two Ps
One or no Ps
of marketing
mix
mentioned
Rationale for client
selection and type of
sponsorship suggested
Suggestions of client's
marketing mix which
coordinate with NASCAR
sponsorship
All four Ps mentioned
Three Ps
Evidence that research
was conducted to
support decisions made
Work Cited page (MLA)
Work Cited
Project submitted on
time
Yes
No Effort of
work cited or
citations
No
Total out of 75
Earned