The first are ardent sports lovers that drive to Boston for The minor league teams were responsible for all other expenses. Based on data provision in the case brief, I have established from market research information show that two alternative pricing strategies that both offer strengths and weaknesses.
Difficult and Complicated 12 How should we price and package different types of tickets to properly maximize received revenues from different types of consumers. Cost here will include the cost of all borrowed capitals that have been invested in the business. As the most potential and lucrative target segment since the electrify the arena and thereby providing a fun atmosphere, their limited funds will be considered a weakness and need to enjoy large ticket discounts to retain their fan-base.
Springfield is a city with poor tradition of going to see games. Since the research mentions that most of the family in Springfield has children under 18 years old, the marketing strategies of the baseball team should be more specify to this kind of target market.
However, this marketing research was sampled from 10, participants and the data was from responses from the sample. Recommendations should be operational and realistic given case situation.
However, you should be sure to link it to your discussion of the alternatives. Tickets to the Red Sox are expensive and hard to come by given their miniature stadium, and it is unlikely that Springfield residents would travel to see minor league ball. Difficult and Complicated 13 How should we price and package different types of tickets to properly maximize received revenues from different types of consumers.
We would recommend them to randomly give free team T- shirt and souvenirs during the games. First, the question itself was worded in a way that made little intuitive sense: Under this situation you ask the effect of slight change in prices.
With a heavier weight on sports fans, this potentially distorts the information collected from the survey in regards to sports attendance rates and willingness-to-pay for sporting events.
California Management Review, 50 1David Wan Case Write-up: Difficult and Complicated 14 Do people have any interest in watching minor-league baseball, and if so, is this factor affected by other aspects such as demography i. Cross-tabulating these two categories can correlate purchasing habits between the number of games any individual may attend, and how much they feel is appropriate to spend on concessions per game.
Warm-up 4 Do people have any interest in watching minor-league baseball, and if so, is this factor affected by other aspects such as demography i. Lovelock 1 Identification of the strategic issues and problems- This section contains a focused paragraph defining the problem.
As seen in Exhibit 5, the survey was completed by a marginally larger amount of females than males, in addition to several parents of young children. That there is no summer sport in Springfield represents a significant opportunity.
A dashboard for online pricing. As a result, this can also help uncover insight about trade-offs between concession sales and ticket pricing: Such an electric atmosphere can mainly be provided by young energetic students with great enthusiasm for sports.
It is an imperative factor that companies must set a pricing structure when they are offering new products or services Kotler ; Keller, Plus, Buckingham has to satisfy the owner Jimmy Mercante who expected to at least break even in the first year. However, Buckingham has a deep marketing background but little sports industry experience.
Also some recommendations are offered based on the pricing strategies. It is expected that price calculation should be done in order to work out the accurate cost of the entire process of offering a service or product to the marketplace.
Retrieved September 23,from Business Source Complete. Screener 3 Do people have any interest in watching minor-league baseball, and if so, is this factor affected by other aspects such as demography i.
A loyal fan base makes successful minor league baseball team Cespedes, Winig, and Lovelock, Accurate figures can be obtained by research and mathematical calculations through simple steps. Warm-up 5 Do people have any interest in watching minor-league baseball, and if so, is this factor affected by other aspects such as demography i.
Unfortunately, low number of respondents and inaccurate data posed another challenge. You may use Exhibit 6 as the template to work your analysis. Another cost to be considered will be operating cost. However, this marketing research was sampled from 10, participants and the data was from responses from the sample.
Total The sunk costs of market research are not included in these figures. Springfield market for sports tickets consists of two segments. Overall, the Springfield Nor’easters are expected to turn a profit of approximately $ 10 if all the assumptions made are valid.
5. (9 points) If you have access to survey data, suggest three cross-tabulations you may want to create. Kevin Tame Business Research Springfield Nor’easters Case. 2/23/ #1 Evaluate the research survey undertaken by the League Sports Association and by Larry Buckingham, Nor’easters marketing director.5/5(3).
Nor'Easters Case Analysis Words | 12 Pages. Executive Summary In Springfield Nor’easters case study, Larry Buckingham is the marketing director for the Nor'easters, a class A minor league baseball team in Springfield, MA. Excerpt from Case Study: Springfield Nor'Easters Identification of Strategic Issues Larry Buckingham needs to make some determinations about the pricing strategy for the Nor'Easters.
The team needs to sort out its pricing strategy in the coming weeks. Springfield Nor’easters Group 9 Larry Buckingham, Marketing director for Nor’easters, a new Class A minor league baseball team in Springfield, Massachusetts had been to come up with the pricing strategy for tickets.
Challenge for him is to achieve break even on the first year, also by handling the marketing strategies for the team, and. Springfield Nor’ Easters can expect to pass the breakeven point and make $Total concession revenue is estimated at $ in profit in the first year.
In addition to the revenue from tickets and concession. the team can obtain $ based on the sum of: # of tickets per package sold x # of games x $8 per ticket holder x occupancy rate.Case 1 the springfield nor easters