Evaluation of the value added for a car manufacturer to participate in Formula 1 Championship

Résumé du document

Participating in Formula 1 World Championship is a huge enterprise that requires state of the art technology knowledge and a big amount of money, so how can Formula 1 be profitable?
As it is for sponsors or car manufacturer engaged in Formula One, the main objective is to sell their products through the publicity generate by the team, but for a team like Renault or Honda it doesn't seem evident to associate the Formula One team and the car manufacturer. The question that will be discussed in this study is to know how a car manufacturer involves in Formula 1 Championship can manage its involvement in order that it benefits to the Brand. "Formula 1 has a cost if you don't have results. It's an investment if you have results and you know how to exploit them" says the CEO of Renault Nissan, Carlos Ghosn

Extraits

[...] Harrow has the lowest rates of unemployment in London with Regarding the National Statistics Socio-Economic Classification the majority of Harrow citizens aged 16-74 ( 22.4 ) are grouped in Class 2 (lower managerial and professional occupations category) are in Class 1 (higher managerial and professional occupations), the remaining are equally share between Class 3 (intermediate occupations) and Class 4 (small employers and own account workers) (The Census statistics for Harrow, 2001). Within the questionnaire, the population will be divided into three groups, students, employed and self employed as the study is focused on young to middle age people and on people with substantial revenues Results a. Analysis of the frequencies After having submitted 120 questionnaires, I have analyzed the data thanks to the software called SPSS and found the following results. i. [...]

[...] In spite of the fact that 20% find that car is an expensive means of transportation probably due to the increasing price of petrol consider car as essential to their way of life. At last associate car with pleasure and sensation. Answering the question on the interest in Formula of Harrow citizens said that they were little bit or moderately interested not interested and 17% are interested, only are very interested of the interviewees never watch Formula 1 championship or no more than five times a year watch it more than 5 times a year and only watch all the races. [...]

[...] It's only at the end of the previous century that the brands appeared for a large range of products. Today the large majority of products have a brand, according to Kotler and Dubois, the five main reasons to justify the use of a brand are: A brand makes the identification of a product easier and simplifies the handling and localization. Registered trade mark protects the characteristics of the products against eventual copy. A brand promotes the idea of a certain level of quality of the product and allows securing the loyalty of the customers. [...]

[...] This study has been done through 120 questionnaires, submitted to Harrow citizens. The results show that even if Harrow citizens are not fans of Formula they are concerned about the fact the major car manufactures are involve in this sport. Moreover they agree the fact to participate in Formula 1 Championship profits to the brand image of the car manufacturers Literature Review a. Background Whether it is in formula in rally or other mechanical sport events, car manufacturers are very present and they invest a lot of money. [...]

[...] Analysis of the frequencies 17 i. Social background 17 ii. Product related 17 iii. General awareness 18 b. Looking for factors which influence responses Conclusion and recommendations 23 a. First objective, determine the general awareness of people towards Formula One b. Second objective, the understanding of Formula One's brand image is perceived by potential car buyers Limits of this study Abstract Participating in Formula 1 World Championship is a huge enterprise that requires state of the art technology knowledge and a big amount of money, so how can Formula 1 be profitable? [...]