Speedway hobbies regina

Please read the attachment and prepare the case according to the following questions:

If you are asked to COME UP with an action plan for the race of the season at Kings Park Speedway in Regina, Saskatchewan, what elements should it address? Why?
How should they measure their success?
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For the exclusive use of S. Abakar, 2019. W17594 RACING INTO THE FUTURE: STRATEGIC MARKETING FOR THE REGINA AUTO RACING CLUB Professors Dwight Heinrichs, Michael Taylor, and Chris Street wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. Copyright © 2017, Richard Ivey School of Business Foundation Version: 2018-02-12 “And there’s the green flag!” The race announcer shouted over the thunder of the cars passing the front straightaway in the opening lap of the last race of the 2017 season at Kings Park Speedway in Regina, Saskatchewan. It was Sunday afternoon, June 11, 2017, and Kevin Fink, president of the Regina Auto Racing Club (RARC), stood beside RARC director Kerry Maertens on the viewing platform over turn one as the 12 cars came fast into the first corner and a yellow Honda Civic took the early lead. “Jade sure drives that yellow car hard, doesn’t she?” Fink asked, after the cars had passed. “Yeah,” Maertens answered. “Between her and her sister, it’s hard to say who’s the faster driver.” Maertens turned to Fink as the cars passed into turns three and four. “Pretty sure neither is as fast as their dad though.” With a smile, Maertens stepped down from the platform to watch the rest of the race from the pit area— closer to the trailer and gear he and his daughters had brought for race day. As the cars passed the viewing area and went into the second lap, Fink took a broader look at the race facility spread out in front of him. As the number three car, driven by Dylan Street, brought up the rear of the pack going past, his thoughts turned to what he wanted the club to accomplish in the next three years. First and foremost, he needed to make a decision about how to position the track as a venue for spectator events. RARC members had approached him with ideas about what to do, and these fell into four strategies, which were not mutually exclusive: (1) repair and rebuild the facilities to renew the appeal of the venue to attract more spectators, (2) increase advertising and promotion activities to improve awareness of the club and events, (3) increase the number of race classes and special racing events, and (4) add non-racing events to improve utilization of the facility and take advantage of other revenuegenerating opportunities. As Fink watched the cars float back and forth into position, he told himself that the best way forward was to keep it simple. He believed “there’s no secret. You just press the accelerator to the floor, steer left, and commit.” As professional NASCAR driver Danica Patrick had once said, “I think you have to feel This document is authorized for use only by Siddig Abakar in ADVANCED STRATEGIC MARKETING & ANALYSIS taught by Wossen Kassaye, Metropolitan State University of Denver from Aug 2019 to Feb 2020. For the exclusive use of S. Abakar, 2019. Page 2 9B17A050 comfortable with your car. You have to go into turn one, every lap, with confidence. You have to be sure of yourself and your equipment.” 1 HISTORY OF STOCK CAR RACING AND RACE CLUBS As long as there had been cars—mass-produced or otherwise—there had been people who raced for the spectators who watched. Unlike automobiles designed and built strictly for the racetrack, stock cars were mass-produced automobiles that owners raced on weekends and drove to work during the week. Popular accounts of the sport described it as originating in the Deep South of the United States and triggered by, of all things, the Eighteenth Amendment to the U.S. Constitution, which prohibited the sale of alcohol in the United States. 2 Entrepreneurs in the hill country of North Carolina and Virginia had discovered a lucrative market for producing and distributing homemade alcohol, or moonshine. The last stage of the distribution network involved young men (bootleggers) who drove their trucks and cars through the winding country roads as quickly and efficiently as possible to avoid being seen or chased by local law