2/22/2012 5:33:00 AM Bachelor project Title: The implementation of an auction price mechanism for SAS tickets.

Theory: Micro economics: 1. Price elasticity theory. 2. Revenue and cost theory. 3. 4. 5. 6. Consumer surplus theory. Physiological perspective auctions. Sales cannibalization. Auction theory.

Marketing: 1. Buzz-marketing theory. 2. Media value. (?) Strategy: 3. First/second mover advantage/disadvantage.

Management: 4. Yield management. Finance: 1. NPV/pay back period investments and expected cash flows Profit. 2. Financial Scenario/sensitivity analysis. Data: SAS: 1. Sas 2. Sas 3. Sas 4. Sas 5. Sas

passenger occupancy rate/connection popularity. ticket prices averages, top and low. ticket sales business, private, youngsters/last minute. customer purchase behaviour price elasticity etc. ticket issuing cost structure intermediaries charges.

SJ: 1: 2: 3: 4: 5: SJ occupancy rates before and after auction system. Average, top and low ticket prices before and after auction system. Auction target groups. SJ ticketing cost structure auction and traditional sales channels. Marketing effect.

SAS passengers: 1: Purchasing behaviour of tickets price/time elasticity. 2: Attitude towards auctions target groups. Tradera: 1: User profiles and data. 2: Synergies. Data collection: SAS: Direct contact with price/ticketing/sales and finance department. SJ: Direct contact with price/ticketing/sales and finance department. SAS customers: Interviews/surveys with SAS customers on site (Kastrup).

Analysis: We will start put by analysing the auction systems impact on SJ sales/occupancy rates and profitability. The history of SJs implementation will be the foundation of our analysis hence we will benchmark the SJ case to SAS. Current occupancy rates and profitability, together with customer profiles on different connections will be the base analysis for identifying possible implementation routes. The data collected from SAS customers will give support to the analysis by taking the customers attitude towards such a system into consideration. This will also help to identify what customer groups to target.

2/22/2012 5:33:00 AM Theory: Choose a direction that is interesting and choose the theory after that. Find a specific direction yield management and auctions. Auctions Today: Business jets. Empty seats are sold when the jet and the real customer is on different spots.

Data: Occupancy rates Check prices on time a day for one month. Also check for competitors.

Load factor: Check on investors page plus the number of seats that are sold every day. Customer groups: Make assumptions on what a business man looks like observation to collect customer groups. Strategy: Is this suitable for SAS based on the customer group. Only mentioned as further investigation.

Theory: Auction theory Data: Secondary data Methods to gather: Analysis:

Routes: Sthlm Copenhagen - high competiton and one low competition connection. Go in depth to compare.

2/22/2012 5:33:00 AM Only use SAS as a case and look at auction tickets in aviation, and then use SAS figures. Competitors: Only mention who they have and not go in depth on them. Theory: Dont just look at auctioning within aviation but also outside aviation auction in services/auctions in general. Pick out the main points and scale it down to aviation, but dont start out by aviation and auctioning. E-resources.