A Study on Competitve Strategy of Dover Motorsports (USA)
Parser, Nikolas Winthrop Goofried (2010) A Study on Competitve Strategy of Dover Motorsports (USA). [Dissertation (University of Nottingham only)] (Unpublished)
Dover Motorsports Inc (DMI), an American motorsports track operator has attracted fans and attention to their tracks for over 40 years. After considerable growth in the last two decades, the motorsports industry in the United States has been greatly affected by the economic slowdown as sponsors and fans tighten their budgets.Despite being publicly traded, DMI does not have the luxury of scale to match its rivals; its next comparable competitor has ten times its market capitalization and maintains several more tracks at its disposal; thus the importance of competitive strategy. As an exploratory study, this management report assesses considerations pertinent to DMI’s competitive strategy. After lengthy initial discussions with the company, innovation and partnership were selected as areas of strategic concern. The paper shall consider the congruence, relevance and significance of those dimensions towards the company’s strategy through assessment of stakeholder perspectives. The structure of the report begins with an assessment of the greater motorsports industry, as well as a review of the literature for innovation, as well as partnerships and relevant marketing elements. The study developed a framework to demonstrate the link between market orientation,partnerships, innovation and performance. DMI’s position and initiatives are then detailed. Findings are then presented for data collected through surveys and interviews conducted with race attendees, sponsors and agents, a fan interaction program, a causal marketing program as well as an industry association. Establishing the framework facilitated analysis of the significance of DMI’s partners as well as the congruence and relevance of their approach.
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