Summary
Please refer to part A for the abstract.
Teaching objectives
This is a pure case on strategies for capturing 'customer value' or price discrimination. Expo organisers have market power and market the product to segments with different price elasticities (e.g. locals vs. Expo tourists). However, given that each Expo is viewed as unique, the challenge is to determine what can be learned from the pricing strategies and results of the other Expo's and to adjust it to the Portugal Expo. The case learnings can be extended to the pricing of other major events (e.g. theme parkes, sports).
Keywords
- Pricing
- Capturing customer value
- Market power
- Price discrimination
- Revenue management
- Yield management.
