Market Management
Instructions and assigned reading is attached below. The page number for the cases are wrong. However, they are normally located at the end of the reading. If you have any questions please feel free to ask questions.
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Market Management
Case One
- A split out in the Championship Auto Racing Teams resulted to the formation of the Indy Racing League. The Championship Auto Racing Teams was also referred to as the CART (Whitaker 2015). There were very many ways in which the split of the ILR was unsuccessful. Firstly, the ILR introduced the rule that participants who will be allowed to race in the competition of Indianapolis 500 will be specific individuals. The rule stated that only members will be allowed to race during the competition. Market segmentation is a critical factor in marketing strategies and therefore a major role in the organization for many departments.
Due to this rule, the CART was forced to create their own racing competition. According to a research by Ferrell & Hartline (2014), IRL was disappointed because CART came up with their racing competition that was held on the same day with the Indianapolis 500.
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