top-rated free essay

London Olympics 2012 Case Analysis

By prateekdayal Sep 09, 2011 556 Words
Solution 1) The core issues which Paul Williamson has to Solve are as follows :- A. PRICING DECISION MAKING
The core problem which Paul Williamson is facing is how to decide the price of the ticket. The price should be fixed at that much cost that can be also purchased by the average Londoners or the public can afford. As correctly said it is “everybody’s games”.

The managing of attendance is a very big concern for Paul Williamson as most of times it has been seen that even the tickets are sold the seats are lying vacant. This situation happened during the BEIJING 2008 games that even the tickets were sold out but most of the people were not there at the time of games , these people were mainly VIP’S and many of the famous media persons.
Solution 2) The dilemma of Paul Williamson - It is given in the first instance that how the importance of ticketing plays a vital role in maximizing the revenue .As if the price is higher the higher will be the revenue.

Another instance being given is that the organizing committee knows that most of the countries would be watching the opening ceremony and also the swimming finals but Paul Williamson wants to not only maximize the attendance during the above two events but also during the events like handball and table tennis.

The third instance which has been discussed is mainly to sell the tickets to those persons who are considered to be the “Knowledgeable Fans”.

The final and major concern is to provide tickets not only to high class society and elites but should be costed at that much price that can be easily afforded by average Londoners who are living in the nearby areas of East London.

Solution 4) In London Olympics 2012 the characteristics of a good pricing strategy are as follows:- A. PRICE DISCRIMINATION
Price discrimination is the selling of similar goods and items at different prices to different consumers. As in the case London Olympics 2012 the tickets will be sold at different prices to different consumers ready to purchase the tickets. For instance say in Sydney 2000 the price of ticket was different for various “TIERS” e.g. for Tier 1,Tier 2, Tier 3 , Tier 4 , Tier 5 the prices will be 869, 619,318,66 in dollars($). So if the effective pricing strategy has to be implemented the LOCOG should fix the prices according the given class of consumers which consists of Average and Elite consumers. Paul Williamson must follow the policy of “Third degree price discrimination”.

In big four events like swimming, artistic gymnastics , athletics and the ceremonies where demand is more than supply in that case the ticket can be sold easily at any price. Due to this relation the profit gained on sale of ticket are used to subsidize sales of tickets of the rest of sports other than swimming, artistic gymnastics, athletics and the ceremonies as mentioned above.

A. The price of the ticket should be fixed at that much amount that should be easily afforded by the average Londoners other than Elite consumers who are ready to purchase the ticket at any price even the price is higher.

Cite This Document

Related Documents

  • London 2012 Olympics Case

    ...Date: March 3, 2013 Re: London 2012 Olympic Games Background Paul Williamson and his team were responsible for developing the policies for pricing and distributing the tickets for the 2012 London Olympic Games. He along with team members Chris Townsend, the Commercial Director of the LOCOG and Joanna Manning-Cooper, Head of Public Relations...

    Read More
  • London 2012: Did the olympics

    ...Running head: DID THE LONDON OLYMPICS BENEFIT ALL? London 2012: Did the Olympics benefit all, or leave a legacy of widening social inequality? Word Count: 2194 London 2012: Did the Olympics benefit all, or leave a legacy of widening social inequality? The Olympic Games have become a much sort after event b...

    Read More
  • First Solar Powered Case: An Analysis

    ...First Solar Case Analysis Due to consideration of rising energy demand, global warming and nature of solar power, the solar industry has experienced a rapid development these years. First Solar, as one of the dominant companies in the industry, is suspected and scrutinized by CFRA for aggressive accounting practices. CFRA’s investigation ai...

    Read More
  • London Olympics 2012 for Hs Student

    ...Assistant Professors/Librarian Score Pattern General Degree Colleges Music / Fine Arts Other Subjects 05 05 10 10 18(15+3) 18(15+3) [3 marks(fixed) [3 marks (fixed)for Hons. for Hons. in in the same/relevant the subject] same/relevant subject] 20 20 04 04 07 07 04 04 06 06 06(Max) 06(Max) Only for Commerce*/C...

    Read More
  • The London 2012 Olympic Games Case Study

    ...9-510-039 REV: FEBRUARY 4, 2011 JOHN T. GOURVILLE MARCO BERTINI The Lond don 2012 Olym mpic Gaames Paaul Williamso on could not help h but be am mazed. As hee looked dow wn from the 233rd-floor offices of the Lo ondon Organ nizing Commiittee of the Ollympic Gamees (LOCOG), he h could see all a of East Lon ndon, one of the poorest areas in Grea...

    Read More
  • London Olympics 2012: a Pre-Event Analysis.

    ...In this assignment I was asked to plan and design a research project to examine event Behaviour and experiences. The purpose of this assessment is to communicate key issues in the required format of a written presentation; and prepare and present a research report, which aims to develop knowledge in a relevant events-related area. The event I p...

    Read More
  • Ticket Pricing Policy for the London 2012 Olympic Games

    ...Required Reading * Collis, D.J., & Montgomery, C.A. (1995, July/August). Competing on resources: Strategy in the 1990s. Harvard Business Review, 73 (4). (Custom Textbook (2012), Managing Strategy in the Global Marketplace. Chapter 21.) * Porter, M.E. (1996). What is Strategy? Harvard Business Review, 74 (6). In HBR’s 10 Must Rea...

    Read More
  • London Olympics 2012 Ticket Pricing Strategy

    ...To: Dr. Judson From: Jessica Feldman Date: March 3, 2013 Re: London 2012 Olympics Background In 2005, to the delight of millions of English citizens, London won the rights to the 2012 Summer Olympics. London had previously hosted the Olympic games in 1908 and 1948, while bidding on the 1992,1996, and 100 games. In 2012 London had decided ...

    Read More

Discover the Best Free Essays on StudyMode

Conquer writer's block once and for all.

High Quality Essays

Our library contains thousands of carefully selected free research papers and essays.

Popular Topics

No matter the topic you're researching, chances are we have it covered.