Atlantic Computers Case Essay - 1454 Words

Atlantic Computer Case Introduction: Jason Jowers, who had recently been hired by the computer manufacturer, Atlantic Computer, needed to devise a pricing plan for the company’s newest products: The Atlantic Bundle. This bundle contained the Tronn server and its corresponding software, the PESA. After an initial marketing meeting with a few key players, Jowers had input from the head of the server division (Matzer), the director of the division’s RD team (Jones), and the director of new product marketing (Fowler). In addition, Jowers also needs to take into consideration the thoughts of the sales department, lead by Jairo Cadena. Atlantic’s biggest competitor is Ontario Computer, Inc, which is a cost cutter in the industry, and†¦show more content†¦Minimizing these costs as well as the acquisition costs are important to customers in the basic server segment. Moreover, customers in this segment are interested in sales support and want their servers to be able to handle informa tion requests from websites and have information readily available to the employees. This is an opportunity for Atlantic because the PESA software allows four servers to run simultaneously, lowering the procession costs significantly. The software also helped administrators monitor the health of the systems and be more responsive regarding to repairs. Atlantic can leverage the benefits that the software brings to the customers that Ontario computers does not have. Internal Analysis: Atlantic company is the largest player in the overall industry and has been in the server market for over 30 years selling high end performance servers. They had captured the large enterprise customer segment and also captured the reputation for providing top-notch, reliable products. This corresponded with their reputation for providing quality and responsive sales assistance. Their customer intimacy and product differentiation is what leads them in the market. A weakness in the company is the divergent opinions and goals internally. This was apparent in the initial meeting, where Jowers was bombarded with different ideas and suggestions as to how to viewShow MoreRelatedAtlantic Computer Case Study1225 Words   |  5 PagesAtlantic Computer: Case Study Strategic Management Mitchell D. Upchurch Dr. Johnny Eluka July 19, 2011 Amidst an emerging U.S. marketplace opportunity, Atlantic Computers tasked the newly appointed product manager, Jason Jowers, with marketing and selling the company’s new product, the Atlantic Bundle. A server, software combination, the Atlantic Bundle would offer performance up to four times faster than the competitions standard speed, all within one machine. External Analysis: ExternallyRead MoreAtlantic Computer - Business Case1307 Words   |  6 PagesAtlantic Computer – Business case Case introduction Atlantic Computer is a manufacturer of servers and other high-tech products. Following the growth of the internet there has been an increase of demand for cheaper, Basic Segment Servers. Atlantic Computer, currently having a 20% market share in the High Performance Server market, has decided to expand their product range and enter the Basic Segment market. Their response to the projected 36% compound annual growth in demand for Basic ServersRead MoreAtlantic Computer Case Study - 11092 Words   |  5 PagesATLANTIC COMPUTER Atlantic Computer, a large manufacturer of servers and other high-tech products, has assigned Jason Jowers the responsibility of developing the pricing strategy for the new ‘Atlantic Bundle’. The bundle incorporates a new Tronn server and the Performance Enhancing Server Accelerator (PESA) software tool which allows the Tronn to perform up to four (4) times faster than its standard speed. The Tronn was specifically developed to meet an emerging U.S. marketplace opportunity andRead MoreAtlantic Computer Case Study1535 Words   |  7 PagesAtlantic Computer is a large manufacturer for servers and other technology products. They have seen great success in the last 30 years since they have been competing in the market. While they have previously dominated the high-end server market, they are looking to expand to an emerging market, the basic server market. In order to do so, they have developed Tronn along with the Performance Enhancing Server Accelerator, otherwise known a s PESA. Because Atlantic is penetrating new market segment thanRead MoreAtlantic Computer Case Study1279 Words   |  6 PagesIntroduction Atlantic Computer developed a product, the â€Å"Atlantic Bundle†, to meet an emerging basic server market. The Atlantic Bundle is a Tronn server coupled with the Performance Enhancing Server Accelerator software tool â€Å"PESA†. Atlantic Computer must decide on the pricing strategy. Situational Analysis The external analysis is as follows: †¢ Customers: The first customer identified has a primary need to host websites, â€Å"Web Server† customer. The second customer identified has a primaryRead MoreThe Atlantic Bundle1461 Words   |  6 PagesCompQuestion 1: What price should Jowers charge DayTraderJournal.com for the ‘’Atlantic Bundle’’? There are four pricing strategies where Atlantic computer can choose from. These strategies are: status-quo pricing, competition-based pricing, cost-plus pricing and value-in-use pricing. Each strategy has a calculation and a price outcome. Below I will describe all strategies and all advantages and disadvantages of that particular strategy. 1. Status-quo pricing: Status-quo pricing | Price ofRead MoreThe Atlantic Bundle1454 Words   |  6 PagesCompQuestion 1: What price should Jowers charge DayTraderJournal.com for the ‘’Atlantic Bundle’’? There are four pricing strategies where Atlantic computer can choose from. These strategies are: status-quo pricing, competition-based pricing, cost-plus pricing and value-in-use pricing. Each strategy has a calculation and a price outcome. Below I will describe all strategies and all advantages and disadvantages of that particular strategy. 1. Status-quo pricing: Status-quo pricing | PriceRead MoreAtlantic Computer1597 Words   |  7 PagesAtlantic Computers: A bundle of pricing options In the case, it mentioned that, conservatively, one Tronn server equals to two Zink servers; Aggressively, one Tronn equals to four Zink servers. Within the premise that Matzer and his colleagues were quite conservative, he decided to compare two basic servers loaded with the PESA versus four basic servers. In this case, therefore, we calculate the price of Atlantic Bundle with the assumption that two Atlantic Bundles is the equivalent of fourRead MoreAtlantic Computer Is A Leading Developer Company Of High Tech Servers832 Words   |  4 PagesIntroduction Atlantic Computer is a leading developer company of High Tech Servers; it has recently started manufacturing Basic servers and now company is looking to decide the pricing of the servers based on the four models given in the case i.e status-Quo pricing, competition based pricing, cost-plus pricing and then there is value-in pricing. Situation analysis For this situation, Atlantic Computer is a producer of servers and technology products. 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