Prisstrategier : En studie om dynamisk prissättning på Major events

Sammanfattning: Purpose: The purpose of this Bachelor is to analyze how the organizers of a Major event price their tickets and how these strategies consistent and differs from dynamic pricing. The study also aims to analyze whether there are conditions for dynamic pricing in Major events in the future. Theories: Dynamic pricing - Kimes model, Segmentation, price discrimination, variable ticket pricing. Method: The study used a triangulation where a qualitative interview was combined with quantitative data collection. Primary data was collected through a qualitative approach through an interview with General Secretary Tony Wiréhn and Marketing Director Malin Eldh in the local organization of the IIHF World Championship in Sweden. The quantitative data collection was to collect price information from the games played in the Swedish side of the World Championship organization arrangements. Conclusion: The conclusions that can be drawn are that the organizer of Ice Hockey World Championships today largely applies segmentation and also the second and third degree price discrimination. World Cup organization believes that it has something they call "semi-dynamic pricing", which according to this study involves a variable pricing with dynamic tendencies, then prices on some games adapted based on supply and demand during the sales period. The investigation has revealed that changes in pricing almost exclusively done by time-limited campaigns and not through a continuous influence of variables that control supply and demand. According to analysis by Kimes model revealed that future use of dynamic pricing in Major events are very possible, but there are some obstacles that must first be overcome.