Case Study_Secondary Ticket Market Study Example | Topics and Well Written Essays - 750 words

Study_Secondary Ticket Market - Case Study Example Whilst the teams earn extra revenue from this practice, the main problem is that tickets that are acquired through bad ways are set to tarnish their image. The success in sport is about creating good reputation so as to be in a position to create mutual understanding with the fans. The other problem is that the tickets sold at secondary markets are overpriced and this is detrimental to the teams involved. This is just as good as parallel market where in some instances the tickets are sold for a premium price while their actual value is far below that. This negatively impacts on the fans though the team owners benefit from this practice because they would be working hand in glove with the â€Å"scalpers.† In other words, some people end up reaping from where they did not sow and this is not good practice in as far as sport and gaming are concerned. The image of the team will be tarnished at the end of day and this is the reason why a team should make sure that opportunists do n ot short change the supporters. In the long run, it can be seen that the team will end up losing credibility as a result of the activities of the secondary ticket sellers who may be bent on fulfilling their selfish interests. When people lose trust in the team, it may not be able to generate more revenue since people may end up shunning it. It is problematic for a team to lose the supporters through unethical conduct by the secondary sellers of the tickets. This task should be performed by the agents employed by the team. Analysis and evaluation of the alternatives In the first place, the problem exists because there are some holders of seasonal tickets who feel that they cannot attend all games. As such they decide to sell these tickets to the secondary markets which will later resell them to the people who may be interested in buying them. Whilst this is not a very bad idea since it entails that the team will generate more revenue from this practice, it can be noted that there are certain problems associated with the whole arrangement. In order to address the loopholes identified above, it is imperative for the respective teams to put control measures that are meant to ensure that all unwanted tickets are sold through their offices. Instead of engaging secondary sellers to perform this particular function, the respective teams should create channels that are meant to ensure that unwanted tickets are sold through their office. However, the only disadvantage of this alternative is that the team may not be able to manage all centers that will be responsible for this exercise across the whole country. The other alternative is that the team involved should harness new information and communication technology such that the fans who want to resell their tickets can do it through its official website. If the team harnesses new information and technology, there are likely chances that the loopholes in the secondary ticketing system are eliminated. It also becomes eas y to communicate with the fans intending to sell their tickets such that there is transparency in all the transactions that may ensue. The major advantage of this method is that the internet is secure and transparency is likely to be enhanced since all transactions can be accounted for. All the ticket holders who feel that they no longer need to go to a particular game should approach the registered agents instead of going to secondary ticket holders