Indy Car: Seeking a Return to Motorsports Fastlane
Questions
1. In some ways, the internal split that formed the Indy Racing League was a type of forced market segmentation. Given that, from a segmentation perspective, why was the split unsuccessful?
2. With respect to market segmentation, how does the typical IndyCar fan differ from other motorsports fans? Does this difference have any effect on IndyCar's success?
IndyCar has hired you as a strategic marketing analyst. The company seeks your answers to three important questions:
Be sure to explain your answers
3. What should be the mix of formats for future IndyCar races use (oval tracks, street/road courses)?
4. Where should future IndyCar Series races be located (U.S. or foreign markets)?
5. How can IndyCar prove to potential sponsors that its events are valuable entities?
Case Reading:
Chevrolet: 100 Years of Product Innovation
This case examines Chevrolet's history of product innovation, branding strategy, and successful product mix in connection with its relationship to parent General Motors and its rivalry with Ford. Chevrolet has a long history of success in developing and marketing cars, trucks, and SUVs that are practical, sporty, and affordable. The brand's relationship with General Motors is both a strength and a weakness, especially in the aftermath of the federal government's bailout of General Motors.
6. Evaluate the diversity of vehicle models and sizes sold under the Chevrolet brand name. What strengths and weaknesses are evident in the company's product mix?
7. The models sold under the Chevy brand hold very different attributes and images when compared to each other. For example, the Chevy Corvette possesses a very different image than the Chevy Sonic. Do you see this variety as a plus or a minus for the Chevy brand? Explain
8. One of the most difficult strategic decisions that a company can make is to delete one or more products from its portfolio. However, Chevrolet has asked you to do just that: cut one or more models from the Chevy brand. Which model(s) do you suggest and why? Where would you reallocate the newly available resources and why?