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Case Study: The London 2012 Olympic Games

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1. What are the trade-offs that Williamson faces?
2. How might his pricing strategies vary by sport?
3. What are the characteristics of a good pricing strategy?
4. If you could, what would you recommend to Williamson and the LOCOG?

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The London 2012 Olympic Games case study is examined.

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1. What are the tradeoffs that Williamson faces?
In handling the ticket sales for the 2012 Olympic games in London, Williamson is facing a unique dilemma. The primary responsibility for him in these games is to sell tickets and generate revenue. However, in reviewing the previous Olympic games, one great concern is empty seats. Empty seats are not necessarily due to poor ticket sales. In fact, during the 2008 Olympic games in Beijing, many venues were sold out. The challenge is in two parts. First, you must sell the tickets. Then you must get the people that bought tickets to show up to that event. Williamson must establish ticket prices that attract the right people to the right event, and also ensure they are selling tickets to people interested in that sport. Strong ticket sales will earn great revenue for the Olympic games, but poor attendance will create a public relations issue for the International Olympic Committee. ...

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