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Restructuring Ticket Pricing Policies by Implementing Innovative Pricing Strategies for Bundesliga Clubs

Author: Alexander Rings

Publisher: GRIN Verlag

Published: 2016-09-21

Total Pages: 84

ISBN-13: 3668303320

Master's Thesis from the year 2016 in the subject Business economics - Miscellaneous, grade: 1,0, Cologne Business School Köln, course: Preispolitik, language: English, abstract: For hundreds of years people have been highly affine to any kind of sports. Thousands of people regularly watch sports events online and offline and in society the topic of a team‟s or an individual‟s performance is always passionately discussed. Taking a look at Europe the most popular sport is football. Mughai (2016, p. 13) elaborates that football – or sometimes called soccer to avoid interchanging with American football – is globally ranked first in terms of popularity. Supporters that are very passionate about their team are visiting the huge football stadiums week by week. As the capacity of a stadium is limited sometimes fans are even purchasing their entrance tickets weeks or months ahead of the event itself. Especially the German Bundesliga has been facing an enormous interest growth within the last years resulting in an average of 42.609 visitors per match day making the league the most visited one in Europe. (DFL, 2015, p. 22f) Similar to the ever-growing popularity of sports, the costs are rising. This is caused by mounting player salaries, increased transfer fees and other operational expenses. (Drayer, Lee & Shapiro, 2012, p. 184; Breuer & Kemper, 2015, p. 142) Sport clubs therefore need to steadily open up and augment their sources of revenue: match day revenues, advertising, broadcasting, transfer fees and merchandising. (DFL, 2015, p. 26f) Some of these revenue streams can be actively influenced by the Bundesliga clubs whilst others are hard to affect. One of the determinants that can be modified is ticket pricing. The objective of this Master Thesis is to explain the prevailing pricing strategy in the German Bundesliga and to present innovative, value-based pricing approaches which can be tested. Creating an understanding of the fans‟ willingness to pay and factors having impact on the purchase decision making process, a gap in research is supposed to be filled. In this Master Thesis the author aims to find sufficient, relevant, reliable and empirically proven answers to the following research questions: 1) Why have innovative value-based pricing strategies like dynamic pricing not yet been implemented in the German Bundesliga? 2) To what extant are fans willing to pay different prices depending on dynamic factors? 3) What determinants need to be taken care of when changing the prevailing pricing strategies of Bundesliga clubs?

Ticket Pricing within the German Bundesliga

Author: Sanja Beck

Publisher: GRIN Verlag

Published: 2017-11-28

Total Pages: 44

ISBN-13: 366858091X

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Seminar paper from the year 2016 in the subject Business economics - Investment and Finance, grade: 1,7, Pforzheim University, language: English, abstract: This work aims to assess whether German Bundesliga clubs can use dynamic pricing as a profit enhancing pricing tool in the future. In Chapter 2, the reader will get an introduction to the German Bundesliga. The economic development of the German Bundesliga is presented and the current pricing system within the German Bundesliga will be analysed. At this point, the reader will be introduced into the different forms of price discrimination applied by the football clubs. Subsequently, the reader will be introduced to German football culture and, finally, ticket prices in connection with fan acceptance are pointed out. In Chapter 3, Revenue Management, better known in sports context as dynamic pricing, will be introduced as future ticket pricing strategy. The reader will get basic information about Revenue Management, its field of application as well as the general conditions for its successful application. Then, the opportunities and threats of dynamic pricing for football clubs with both high and low capacity utilisation will be analysed. Additionally, a numerical example concerning a possible revenue maximisation through dynamic pricing for Bayern Munich will be presented. The conclusion to chapter 4 will give an answer to the question of whether German Bundesliga clubs can use dynamic pricing as a profit enhancing pricing tool in the future as well as some recommendations for future research.

Task Analysis and Usability Analysis of a Ticket Machine

Author: Sebastian A. Wagner

Publisher: GRIN Verlag

Published: 2011-04-18

Total Pages: 8

ISBN-13: 3640895282

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Research paper from the year 2008 in the subject Ergonomics, grade: 1,3, University of Derby (Institut für Psychologie), course: Ergonomics, language: English, abstract: This report examines the car park ticket machine (TM). The Hierarchical Task Analysis (HTA; Sheperd, 2000; cited in Mills, 2007) is used as a framework: Firstly, psychological issues related to using the TM are discussed. Secondly, an usability analysis of the TM is conducted, whereupon principles of usability (Jordan, 1998) are applied. The result is that the design has major issues. Subsequently, an improved design is sketched out – considering identified issues. Finally, an evaluation method for the redesign is introduced.

Global Pricing Strategies. Theoretical Concepts and Practical Experience

Author: Jochen Volm

Publisher: GRIN Verlag

Published: 2002-09-15

Total Pages: 33

ISBN-13: 3638142566

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Seminar paper from the year 2001 in the subject Business economics - Investment and Finance, grade: 1,7 (A-), Pforzheim University (Economics), course: International Activities, language: English, abstract: Falling trade barriers between national markets, the rise of newly industrialized countries and technological changes have affected the structure of international markets and imposed new challenges on the international business environment. The bases of competition within many markets are changing so much that the opportunities to survive with purely domestic strategies are becoming limited. One of the implications of these developments is that the efforts of many international firms to maintain profits by reducing costs or increasing production quantities has reached a limit in many markets. Therefore a lot of managers are concentrating more and more on another determinant of profit: pricing. Indeed, a good pricing management is able to increase profits and liquidity, and therefore shareholder value. While achieving economies of scale through their global operations, companies still have to act locally. The increasing importance of the price suggests that traditionally simple methods (e.g. cost or competition related pricing) are not enough to meet the requirements anymore. As a consequence, more comprehensive pricing strategies have to be developed in order to still be successful in future. When defining a global pricing strategy, international firms should consider several determinants that influence pricing decisions in international markets. The following paper takes a closer look at the different significant determinants required to set up a global pricing strategy as well as the different pricing strategies that can be used to reach the determined goals. In order to visualize aspects of the pricing process, practical examples are used to help to understand the importance of different elements within pricing management.

Global Corruption Report: Sport

Author: Transparency International

Publisher: Routledge

Published: 2016-02-05

Total Pages: 399

ISBN-13: 1317443756

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Sport is a global phenomenon engaging billions of people and generating annual revenues of more than US$ 145 billion. Problems in the governance of sports organisations, fixing of matches and staging of major sporting events have spurred action on many fronts. Yet attempts to stop corruption in sport are still at an early stage. The Global Corruption Report (GCR) on sport is the most comprehensive analysis of sports corruption to date. It consists of more than 60 contributions from leading experts in the fields of corruption and sport, from sports organisations, governments, multilateral institutions, sponsors, athletes, supporters, academia and the wider anti-corruption movement. This GCR provides essential analysis for understanding the corruption risks in sport, focusing on sports governance, the business of sport, planning of major events, and match-fixing. It highlights the significant work that has already been done and presents new approaches to strengthening integrity in sport. In addition to measuring transparency and accountability, the GCR gives priority to participation, from sponsors to athletes to supporters an essential to restoring trust in sport.

Collective Action and Football Fandom

Author: Jamie Cleland

Publisher: Springer

Published: 2018-02-21

Total Pages: 231

ISBN-13: 3319731416

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This book draws upon a relational sociological paradigm to explore the processes of collective action in football fandom across Europe and the UK. Through a range of case studies, the authors address pertinent themes in football fandom, including anti-discrimination, ‘home,’ ticketing, name changes, ‘ownership,’ and broader leftist politics. Each of these case studies engages with the theoretical framework of cultural relational sociology, highlighting the different social and cultural changes English and European football has undergone, often over a very short period of time.

Advanced Theory and Practice in Sport Marketing

Author: Eric C. Schwarz

Publisher: Routledge

Published: 2017-12-18

Total Pages: 613

ISBN-13: 1351667629

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Effective marketing is essential for any successful sport organization, from elite international teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. This new edition goes beyond the introductory marketing course by exploring advanced marketing theories related to social responsibility, global issues, information systems, consumer behavior, product management, logistics, sales, promotions, and social/digital/mobile media. New to the edition are sections on branding, destination marketing, and performance evaluation that demonstrate how to measure impacts through sport marketing and how to use analytics to determine sport marketing success. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world and a companion website includes an impressive array of additional teaching and learning resources. Advanced Theory and Practice in Sport Marketing goes further than any other textbook to prepare students for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business.

The Global Football League

Author: P. Millward

Publisher: Springer

Published: 2011-10-12

Total Pages: 229

ISBN-13: 0230348637

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This book tackles issues of globalization in the English Premier League and unpicks what this means to fan groups around the world, drawing upon a range of sociological theories to tell the story of the local and global repertoires of action emanating from the popular protests at Liverpool and Manchester United football clubs.

The Organisation and Governance of Top Football Across Europe

Author: Hallgeir Gammelsæter

Publisher: Routledge

Published: 2011-07-07

Total Pages: 310

ISBN-13: 1136705333

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This book aims to provide an extensive overview of how football is organized and managed on a European level and in individual European countries, and to account for the evolution of the national, international and transnational management of football over the last decades.

Sports law and policy in the European Union

Author: Richard Parrish

Publisher: Manchester University Press

Published: 2013-07-19

Total Pages: 292

ISBN-13: 1847795838

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This electronic version has been made available under a Creative Commons (BY-NC-ND) open access license. Adopting a distinctive legal and political analysis, this book argues that the EU is receptive to the sports sectors claims for special treatment before the law. The book investigates the birth of EU sports law and policy by examining significant court decisions, the possibility of exempting sport from EU law, sport and the EU treaty, and more.