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Case Study - London Olympic Games

Case Study - London Olympic Games


First, on the basis of the information provided in the case study, please create a matrix for pricing guidelines. One dimension of the matrix is the different kinds of tickets for sale, e.g. for the opening event, for football, for less popular sports, etc.; as many different kinds of tickets as you think are relevant to pricing. The other dimension of the matrix is the different kinds of target groups for buying the tickets, e.g. the National Olympic Committees, the international and domestic sponsors, the general public, etc.; as many different target groups as you think are relevant to pricing.

Under the assumption that the goal is to maximize revenues, prepare a matrix of pricing guidelines: for each combination of ticket and target group, write in the corresponding field:
- whether the price charged for that ticket to that target group should be high, medium or low
- whether the volume offered of that ticket to that target group should be high, medium or low
- whether that ticket should be offered to that target group at all; if not, leave the field blank

Write a justification of your guidelines, explaining why you have decided for high / medium / low price and volume. The justification can be in the form of sentences explaining your logic, or another matrix in which the price / volume guideline in the corresponding field is written, or the justification can be written into the matrix for pricing guidelines. Do not forget to justify why you have chosen to leave certain fields blank, i.e. explain why there is no offer of a certain ticket to a certain target group.

Second, please prepare an adjusted pricing guideline matrix, where the pricing guidelines are adjusted to take account of the targets for attendance. In the adjusted pricing guideline matrix highlight the changes by changing the color or making them in italics, or whatever.
Again write a justification of the changes to the pricing guideline matrix, using the same format as for the first task.

Third, please prepare yet another adjusted pricing guideline matrix, where the pricing guidelines are adjusted to take account of the objective of fairness / affordability, and the changes are highlighted as in the second task.
Again write a justification of the changes to the pricing guideline, matrix, using the same format as for the first task.

Are there any further objectives which you think need to be taken account of in the pricing guidelines? If yes, describe the objective in one or two sentences, adjust the pricing guideline matrix accordingly, and write a justification of the changes you have made.

Finally, consider the other sources of revenue for the London 2012 Olympic Games such as television rights etc. Should the pricing guidelines for tickets in any way be coordinated with, or take account of, the strategies and guidelines for gaining revenue from the other sources? If yes, describe what the basis of the coordination should be, and how it would impact the pricing guidelines for tickets. If no, explain why you think the strategy for ticket prices is independent of the strategy for the other revenue sources.


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