Springfield Nor'easters case

2780 Words Feb 22nd, 2015 12 Pages
Kevin Tame
Business Research


Springfield Nor’easters Case
#1 Evaluate the research survey undertaken by the League Sports Association and by Larry
Buckingham, Nor’easters marketing director. Consider each step in the process that led to the findings of the survey

Buckingham started his research by using the League Sports Association survey done in
2005 and confirmed that families with school age children were more likely to attend sporting events. He also found that 73% of the audience of baseball games had an income ranging from
$22,500 to $75,000. This information was useful however Buckingham had done this only to confirm some of the anecdotal findings listed in the local newspaper. He knew that just a newspaper article and
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This means the Buckingham can assume that 21,582 people will at least come once in the season.
Another take away is that Buckingham has a good idea of what customers are willing to pay for a ticket. Most customers are not willing to pay more for premium seating and are willing to pay between $10-$14 per game. The market for single ticket buying is the biggest and it is assumed that attendees are attending in substitution of other entertainment options and pricing has to be set as such. There is only a small amount of market for the full season tickets and lowering the price of tickets will be necessary to increase demand. However, concession will make up for the lowering of the ticket price.
#3 What considerations should the Nor’easters take into account in establishing a pricing policy?

The few consideration that need to be addressed in establishing a pricing policy are tickets and concessions revenue at each price point, attendance at each price point, and the discounts offered amongst different price points. As addressed in the next previous question assumptions of how many people will eventually go to each game is key to establishing a price.
However, if no one goes at all there is no reasonable price that can compensate for lack of attendance. Competing with other forms of entertainment such as movies and bowling is also important to consider.
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