Jeff strategy to increase ticket sales revenue

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Reference no: EM132233302

Case 7: Kingston Frontenacs Synopsis

Jeff Stilwell, Director of Marketing and Communications for the Kingston Frontenacs, must develop a plan to increase revenue from ticket sales. He has a number of options: sell more tickets increase the average revenue per ticket, or some combination of these two alternatives.

Jeff must consider both revenue for the coming season, and long-term revenue as well.

Objectives

1. To consider the possibility of a variable pricing strategy in an attempt to increase average ticket sales revenue.

2. To consider a number of creative strategies to attract one or two specific market segments, thereby increasing the average number of tickets sold per game.

3. As Jeff Stilwell, to recommend a course of action for increasing ticket sales revenue.

Strategy

This case can generate considerable discussion in the classroom as the questions for discussion are considered in sequence. The case also lends itself to written case hand-ins, given the open nature of the case which will allow for considerable creativity on the part of students.

Questions for Discussion

1. How can the Kingston Frontenacs increase ticket revenues.

2. What role should variable ticket prices play in Jeff’s strategy to increase ticket sales revenue?

3. What role should increasing fan support play in Jeff’s strategy to increase ticket sales revenue?

4. What should Jeff do?

Reference no: EM132233302

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