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

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Conceptual Approach
  • Situation Analysis and Benchmarking of the Sports Industry
    • The European Sports Industry
    • Ticket Pricing Situation in Europe
    • Demand Drivers
    • The American Sports Industry
  • Theoretical Pricing Approaches
    • Price Strategies as Profit Driver
    • Price Differentiation
    • Price Strategies Managing Demand and Capacity
      • Revenue Management
      • Dynamic Pricing
      • Dynamic Pricing Attempts in America
      • Usability of Dynamic Pricing Policies in the Soccer Industry
• Price Setting of Borussia Mönchengladbach
  • Season Tickets
  • Match Day Tickets
• Empirical Evaluation of the Price Setting
  • Bias Analysis
  • General Information for Clustering Purposes
    • Evaluation of General Information
    • Conclusion of General Information Survey Results
  • Van Westendorp Approach
    • Evaluation of Survey Results
      • Evaluation of the Stadium as a Whole
      • Evaluation of the North Curve
      • Evaluation of the South Curve
      • Evaluation of the West Tribune
      • Evaluation of the East Tribune
      • Evaluation of the Whole Stadium Except North Curve
    • Conclusion of Van Westendorp Survey Results
  • Dynamic Ticket Pricing Approach
    • Evaluation of Survey Results
    • Conclusion of Dynamic Pricing Survey Results
  • Discussing the Possibility of a New Pricing Strategy
  • Price Implementation Recommendation
• Conclusion
• Recommendation for Further Research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This Master Thesis examines the potential of implementing innovative pricing strategies for Bundesliga clubs, specifically focusing on Borussia Mönchengladbach, within the context of restructuring ticket pricing policies. The aim is to analyze the current pricing landscape, identify potential areas for improvement, and ultimately propose a value-based approach to ticket pricing that optimizes revenue while ensuring fan satisfaction.

• The current state of ticket pricing in the European and American sports industries
• The application of theoretical pricing approaches to the Bundesliga context
• The analysis of fan preferences and price sensitivity through empirical research
• The feasibility of implementing dynamic pricing strategies in the soccer industry
• The development of a practical recommendation for restructuring ticket pricing policies for Borussia Mönchengladbach

Zusammenfassung der Kapitel (Chapter Summaries)

The thesis begins by providing an overview of the European and American sports industries, specifically focusing on ticket pricing trends and demand drivers. Chapter 2 explores relevant theoretical pricing approaches, including price strategies as profit drivers, price differentiation, and demand management techniques such as revenue management and dynamic pricing. Chapter 3 delves into the specific price setting of Borussia Mönchengladbach, examining both season and match-day tickets.

Chapter 4 presents the empirical evaluation of the current price setting, utilizing survey data to analyze fan preferences and price sensitivity. This chapter explores the results of both the Van Westendorp price sensitivity meter and a dynamic pricing survey. Finally, Chapter 5 discusses the feasibility of implementing a new pricing strategy and presents a practical recommendation for Borussia Mönchengladbach, aiming to balance revenue generation with fan satisfaction.

Schlüsselwörter (Keywords)

This Master Thesis focuses on the intersection of sports economics, pricing strategies, and fan behavior within the context of the Bundesliga. Key terms and concepts include ticket pricing, dynamic pricing, revenue management, price sensitivity, fan preferences, Bundesliga, Borussia Mönchengladbach, and value-based pricing.