MKTG 524 Module 4: Assignment 2024–
Case Questions: NASCAR with complete
solution University of Louisiana at
Lafayette
Module 4: Assignment – Case Questions: NASCAR
Amanda T. Paul University of Louisiana at Lafayette MKTG 524: Marketing Management
Dr. Ramendra Thakur June 23, 2024 2
What are the main problems in this case? Why? In this case, Brett Jewkes states that the marketing communications audit went much deeper. What are the deeper issues uncovered
by the audit?
In reading the case overview provided by Anderson and Kilibarda regarding the state of NASCAR in 2010 several issues were uncovered by the expansive audit completed by Taylor, a marketing and communications strategy firm (Anderson & Kilibarda, 2017, p. 4). The state of NASCAR was denied by Brett Jewkes, a principal for Taylor during the audit as “you had a business that boldly asserted it relied on communications, but outside of publicizing races there was no identifiable [industry-wide] strategy for business communications.” (Anderson & Kilibarda, 2017, p. 4). Additionally identified in the case overview by Anderson and Kilibarda, “NASCAR suffered a lack of integration internally, had a defensive approach to crisis management, did not have a clear fan engagement strategy, and was behind the curve on digital and social media.” (Anderson & Kilibarda, 2017, p. 5)
A review of business communications found that there needed to be more overall vision of where
the state of NASCAR was moving towards or the action steps being taken to make that happen. This challenging dynamic for business communications was exacerbated by the complicated ownership structure inherent to NASCAR. Ownership is shared amongst a variety of different entities including tracks, teams, and drivers each with priorities and goals that were, at times, at odds with one or more of the other entities (Anderson & Kilibarda, 2017, pp. 5–6).
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