Case | HBS Case Collection | July 2008 (Revised May 2009)

The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues

by Frank V. Cespedes, Christopher H. Lovelock and Laura Winig

Abstract

The marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner's goal of breaking even in the first year of play. The pricing assignment becomes more challenging when other variables like concessions revenue are considered. Students are asked to complete a quantitative assignment as part of case analysis, but they must grapple with less quantifiable factors as well.

Keywords: Market research; Quantitative analysis; Consumer marketing; Pricing strategy; Price; Marketing Strategy; Mathematical Methods; Product Launch; Sports; Sports Industry; Massachusetts;

Citation:

Cespedes, Frank V., Christopher H. Lovelock, and Laura Winig. "The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues." Harvard Business School Brief Case 082-510, July 2008. (Revised May 2009.)