...Analisis Situasi • Atlantic Computer adalah sebuah perusahaan manufaktur komputer server terbesar dan produk lain yang berteknologi tinggi, juga memiliki pangsa pendapatan sebesar 20% di segmen server berkinerja akhir tinggi. Server yang memiliki performa tinggi, yaitu “Radia” telah dijual kepada perusahaan besar dan telah dikenal akan kualitas dan reliabilitasnya serta memiliki layanan pasca penjualan yang baik. • Oleh karena adanya perkembangan di dunia internet, permintaan akan BS (Basic Servers) meningkat secara drastic; untuk memenuhi permintaan tersebut, perusahaan sedang merencanakan untuk memperkenalkan sebuah serve (BS), yaitu TRONN dengan software khusus “PESA” yang dapat meningkatkan tingkat efisiensi dari server tersebut hingga kurang lebih empat kali lebih cepat. • Mengenai kondisi competitor, yaitu “Ontario” dengan produknya yang dikenal dengan sebutan “ZINK” telah lama berada di segmen dasar dan memiliki hampir 50% pangsa pasar di pendapatan dan produk. Untuk kinerjanya, “ZINK” memiliki kemampuan yang sama dan sejajar dengan pesaingnya “TRONN”. Jason Jowers memiliki rencana untuk meluncurkan produk TRONN agar tetap dapat terjaga di dalam pikirannya, sedangkan ancaman terbesar datang dari kompetitornya, yaitu Ontario dimana sebagian besar pendapatannya berasal dari bisnis online. Beberapa rincian mendasar di pasar server • Kelahiran dari internet – kebutuhan akan server-server berkinerja akhir rendah atau BS (Basic Servers) • Koleksi dari BS ini dapat...
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...Atlantic Computer: A Bundle of Pricing Options Case Assignment Benjamin Athens, Alayna Boyd, Amanda Ferguson, Jessica Harper, & Emily Wagman MKT370W 11:00 a.m. Introduction. Atlantic Computer, a large manufacturer of servers and other high-tech products, is currently feeling the pressure of developing a pricing strategy for their product offering the “Atlantic Bundle”. Two markets exist in the server selling industry: traditional and basic. Atlantic is already a market leader in the traditional market with its product Radia, a price premium product. Atlantic is now looking to enter the basic market with its bundle offering. The basic market is new and fast growing- an opportunity that Jason Jowers, product manager of the Atlantic Bundle, knows he cannot miss. For the basic market, Atlantic has specifically developed a new server, Tronn. While Tronn is expected to be a success for mass sales in the basic market, Atlantic believes the key to marketing Tronn will be in bundling the server with a new software tool. PESA, Performance Enhancing Serving Accelerator, is proven to enhance Tronn’s server speed by four times. Atlantic however faces a bit of a moral dilemma with bringing PESA to market. Traditionally, Atlantic Computer has offered all software tools for free when sold in conjunction with their servers. In this case, the value of PESA is too great for Atlantic to not charge for its capabilities. The Atlantic Bundle will feature these two new product...
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...Team 7 Atlantic Computer2011. december 16. Atlantic Computer Case Study Group 7 Olivér Szabó Péter Hrobár Written by János Wicha 1 Team 7 Atlantic Computer2011. december 16. Recommendation: Use the value-in-use pricing method. 2. Recommended sales price for server: 5.500 USD/Unit 3. Recommended charge for PESA Harware as a Service (HaaS): 280 USD/month for 3 years contract. 4. For sales force new motivation package, 10% commission from every sold server and 5% from monthly fee/ month. 1. Problem statement: Jason Jowers has to develop a pricing strategy for the new Tronn server and the PESA software before the SME trade show. Server Market Overview: ● ● ● High Performance Servers ○ For Complex Applications ○ Next year marker potential 200.000 units ○ 3%/year Growth possibilities. ○ Atlantic Computer has a 20% market share. Basic servers ○ For single task, without the need of high computing performance ○ Next year market potential 50.000 units ○ Growth potential 36% till 2003 Competitor ○ Ontario Computer Inc. ZINK server is a main brand in the low end market On-line sales Low prices Company Overview: Atlantic Computer is a producer of High Performing Servers Jason Jowers joined AC four months ago and his main task is to develop the pricing strategy of the new Tronn Server with PESA support. Tronn is developed for low end market. PESA (Performance Enhancer Server Accelerator) is a software tool that was developed to allow Tronn to perform 4 times...
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...Atlantic Computer is known for providing top-notch, highly reliable products and had developed a reputation for providing high quality, responsive post-sales assistance. Atlantic Computer has produced the ‘Atlantic Bundle’ (Tronn+ PESA), 4 times faster, to compete against Ontario’s Zink in the basic server market. The challenge is to get the right pricing strategy for the Atlantic bundle keeping in mind consumer behavior as well as reaction of competitors in the same market especially Ontario. Competition Analysis Ontario is a firm focused on the low-end server market with its Zink Product line. It currently claims 50% of the basic server market share. Performance of the Zink is approximately equivalent to that of the Tronn without PESA. Ontario’s mode of sales is mostly done online as their business model aims at providing leading technology to customers by way of the most flexible and innovative supply chain strategy possible. This has led to Ontario being able to drive out non value added costs and compete on price ($1,700) since it is able to produce at a lower cost ($1,214), indicating operational efficiency. Pricing Strategy for Atlantic Bundle After careful observations of the facts surrounding our competitor as well as consumer behavior in the target market segment (refer to Appendix 1), we hereby propose for Jower to give a price of $2,436 to Day Trader Journal.com using the Value –in-use pricing strategy which is a method of setting prices in which an attempt is...
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...motherboard and all other components in the computer case. It is a good idea to ground yourself to avoid electrical shock; this can also be accomplished by touching the metal edge of the computer case, antistatic wrist strap, and antistatic floor mat. Once properly grounded, we can begin removal of the motherboard by disconnecting the power, and removing data cables from the hard drive. The second step is to extract all of the PCI adapters and the video card. Keep in mind that each of the adapters attached to the motherboard are secured by a single screw on the back rail of the case. Place these screws in a container to prevent loss of the screws. Handle the adapters by the metal brackets while removing them. Now it is time to begin removing the data cables. While using both hands to disconnect the data cables, hold it as close to the connector as possible while removing it to reduce likelihood of damage to the ribbon cable. Some cables have a pull loop or tab to ease in cable removal. If so, use them to help remove the data cable with ease. The last set of connectors that have to be removed are the front panel leads, which attach to the motherboard. This includes LED’s, case speaker, and the power switch. These connectors are fairly easy to remove for the most part. Once all of the connectors have been disconnected and all the screws are removed, grasp the PCI slot and the CPU heat sink and lift the motherboard out of the computer case. The last thing to check when replacing...
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...know how to build a computer? Have you ever wondered how to make a computer on your own with step by step directions? To build a low end workstation for a business or server you would have to have the proper motherboard, computer case, RAM, power supply, hard drive, CPU, and a DVD disk drive. When you are looking to build a computer you need to make sure that all of the parts are compatible and will fit in your tower. I would first look for a motherboard and computer case. I went with a biostar G41D3 motherboard. It is a micro ATX so you will have to make all of your components will fit onto it. You will have to pick a tower that will fit the micro ATX motherboard. I chose the cooler master elite mid tower case. I chose this case because it will have more air flow since it will be a server so it will probably be running more frequently than a regular computer. I then chose a hard drive. To choose a hard drive you have to know what kind it is. Usually the motherboard will come with a list of compatible hardware. The motherboard I chose is compatible with a SATA hard drive.I chose an intel dual processor because it does not need to perform a lot of tasks at once and it goes with the motherboard. You can find out that the motherboard and the CPU fit together by looking at the specifications of the motherboard. I chose a Toshiba 1 TB hard drive. I figured since there will be a lot of information on a server it would need a lot of space to hold users and computers IP addresses. Then...
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...I. Cost Analysis for Gaming Computer A. List of components to purchase: 1. CPU 2. Case 3. Power supply 4. Motherboard 5. Hard Drive 6. RAM 7. DVD 8. Sound Card 9. Monitor 10. Graphics Card 11. Operating System 1. CPU: Compare Intel Core i7-3770K BX80667i73770K Processor - Quad Core, 8MB L3 Cache, 3.50GHz (3.90GHz Max Turbo), Socket H2 (LGA1155), 77W, Fan, Unlocked, Retail (Refurbished) Item#: I69-3770K RF | Model#: BX80667i73770K Be the first to write a review Available While Supplies Last (Details) $287.96 2. Case: | Cooler Master HAF 912 RC-912-KKN1 Mid-Tower Computer Case - ATX, mATX, 4 x 5.25" Drive Bays, 7 x 3.5" Drive Bays, 2 x USB 2.0 Ports, 2 x Audio Ports, Water Cooling outletsItem#: C283-2094 | Model#: RC-912-KKN1 Bottom of Form Price: $59.99 3. Power Supply: | Corsair CMPSU-750TXV2 Enthusiast Series TX750 V2 Power Supply - 750 Watts, ATX, 140mm Fan, 80 Plus Bronze, SLI Ready, Active PFCItem#: C13-2802 | Model#: CP-9020042-NA Price: $119.99 4. Mother Board: | * LGA 1155 / Socket H2 * G452-2363 GIGABYTE GA-Z77X-UD3H Intel 7 Series Motherboard - ATX, Socket H2 (LGA1155), Intel Z77 Express, 1600MHz DDR3, SATA III (6Gb/s), RAID, 8-Ch Audio, Gigabit LAN, USB 3.0, PCIe 3.0, CrossFireX/SLIItem#: G452-2363 | Model#: GA-Z77X-UD3H Price: $14499 5. Hard Drive: | ...
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...Instructions on replacing motherboard If you are replacing the motherboard with the same model, you should not have to reload the chipset or have to re-install the operating system. This is not always the case but normally it is. If you have access to your personal data, you may want to back it up before replacing the motherboard just to be safe. If you are replacing the motherboard with a different model, then the chances are good that you will have to reload windows. You might be able to install just the chipset and be OK but if that doesn't work, then a re-install is needed. Below is instructions on replacing a motherboard. This is general instructions. Due to the numerous variations of computers, I am not able to go into detail but can give general instructions. For more specific instructions, consult the manufacturer of your computer. NOTE: Most if all cables and connections are easy to determine where they go. Most cables will only plug into one location only so there is no confusion where they plug in at. Also most connections are keyed so they will only go in one direction so you can't accidentally reverse them. However there are a few motherboards that uses cables that you may not be able to determine which one goes where. Before removing cables, check to see if there is more than one location that cable can plug into. You can also do the following to make sure you don't plug it in the wrong place. 1. Draw a diagram of the motherboard. 2. On the diagram...
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...Float //Prompt for and input the computer price: Write “Enter the computer price:” Input ComputerPrice Call Compute_CPU_Cost module Call Compute_Case_Cost module Call Compute_Power_Supply_Cost module Call Compute_Motherboard_Cost module Call Compute_Hard_Drive_Cost module Call Compute_RAM_Cost module Call Compute_DVD_Cost module Call Compute_Monitor_Card_Cost module Call Compute_Graphics_Card_Cost module Call Compute_Operating_System_Cost module End Program Declare CPUCost as Character //Display the menu and input user selection: Write “S – Intel i7” Write “E – Intel i5” Write “D – Intel i3” Write “Selection” Input CPU Choice Select Case of CPU Choice Case “S”: Set CPUCost = 319 Break Case “E”: Set CPUCost = 229 Break Case “D”: Set CPUCost = 119 Break Default: Write” Invalid Selection” End Case Declare CaseCost as Character //Display the menu and input user selection: Write “V – Thermaltake V3” Write “C – NZXT Guardian” Write “L – Cooler Master Elite 430” Write “Selection” Input Case Choice Select Case of Case Choice Case “V”: Set CPUCost = 50 Break Case “C”: Set CPUCost = 60 Break Case “L”: Set CPUCost = 70 Break Default: Write” Invalid Selection” End Case Declare PowerSupplyCost as Character //Display the menu and input user selection: Write “R – Corsair Builder Series CX 600W” Write “D Logisys Corp. 550W” Write “T – Corsair CX750 Builder Series ATX 80” Write “Selection” Input Case Choice Select...
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...Atlantic computers are the largest manufacturer of servers and other high tech products with a 20% market revenue share in the segment. The company plans to launch a basic server TRONN and software PESA due to growth in demand for basic servers. Important Details * competitor: ONTARIO ZINK * CAGR: 3%(BS segment) * TRONN along with PESA works FOUR times more efficiently. * Value of 2 TRONNs = Value of 4 ZINKs Four types of pricing strategies: * Competition based pricing * Cost plus pricing * Charging only for TRON * Value in use pricing RECOMMENDATION: The company should adopt COST PLUS PRICING with a price of $2245.5 because: * Charging for PESA would increase its value and act as a key feature * Although revenues will not be the highest, but the possibility is that the customers might not be willing to pay a very high price as in case of value in use. * It has a 30% margin which means that the company will surely make 30% profit CALCULATING PRICE IN EACH MODEL(* all calculations done based on assumptions and figures given in case) MARKET SHARE | 2001 | 2002 | 2003 | Total | Basic server | 50000 | 70000 | 92000 | 212000 | Market share | 4% | 9% | 14% | | Share | 2000 | 6300 | 12880 | 21180 | 1. Competition based pricing Price for 2 TRONN = 2 * $2000 = $4000 Price for 4 ZINK = 4 * $1700 = $6800 Acc to competition based pricing, Price for 2 TRONN= $6800 Price for 1 TRONN= $ 3400 2. Charging only for TRONN Price for 1 TRONN= $2000 3. Cost...
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...Atlantic 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 four Ontario Zink servers. 1. * Status-Quo Pricing This pricing strategy considers only the cost of server and gives PESA software tool away for free. Therefore, the price of two Atlantic Bundles is $4,000. ------------------------------------------------- Price of 1 Tronn server $2,000 ------------------------------------------------- 2 Tronn servers + PESA software (Free) $4,000 This pricing strategy gives the lowest price. However, by giving PESA for free, there is no substantial difference between Tronn and Zink. This would be difficult for Atlantic Computer to gain market shares in the basic servers segment. * Competition Based Pricing Using price of competing products as a benchmark instead of considering own costs or the customer demand, we price the Tronn server based on the price of competitive server, Zink by Ontario, rather than considering costs and give PESA away for free. ------------------------------------------------- ...
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...Executive summary Atlantic Computer is a firm that specializes in high performance servers and is known for selling top notch and highly reliable products. It has been the market leader of the high performance server segment with its Radia server for the last 30 years. However, the trend shows that the basic segment is growing significantly faster than the high performance segment in terms of growth. Now, this firm’s mail goal is to enter the basic segment by launching its new basic server “Tronn”. Ontario Computer, the leader of this market, with its basic server “Zink” is the main competitor. Ontario Computer has got 50% of the market share and offers lower prices. Atlantic computer’s basic server Tronn, when combined with the PESA software, performs four times faster than Zink. To enter this new market successfully, it is necessary to choose the right pricing strategy that is value in use pricing strategy, focus on target customer segment and use a proper marketing and promotion tactic. Problem statement Atlantic computers faces some issues before the launch of the product. These are which pricing strategy to use, the competition from Ontario Computer, difficulty of entering a new market, Matzer’s and sales force’s reaction to the pricing strategy, the customers’ perception in the target market and the competitor’s reaction. Situation Analysis Competition: Ontario holds 50% revenue market share of the basic server market. It has been able to drive out many non-value...
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...Atlantic Computers Case Study Analysis: A Bundle of Pricing Options Margaret Bednarowicz MKT 520: Marketing Management Morris Graduate School of Management Robert Morris University Mr. William Briner January 29, 2011 Case Background Atlantic Computer is a company which specializes in high performance servers and high tech products. With its Radia server, the company is considered to be one of the most important competitors in the high performance server market. Market trends are showing, however, that basic server market is steadily growing, and faster than the high performance server market. The company’s objective is to enter the basic server market by introducing their new basic server called “Tronn. This new server will be combined with the PESA software which would allow the Tronn to improve its overall performance so it can successfully compete against the leader of the market, Ontario Computer, and their basic server “Zink. Problem Statement The key problem of this case is competition. Currently, the basic server market is dominated by Ontario Computer. This competitor holds 50% revenue market share of the basic server market. Ontario Computer has achieved this with cutting pricing and utilizing a flexible and innovative supply chain strategy. Besides competition, the following concerns need to be addressed when determining a pricing strategy such as: Price of the Tronn server is higher than Zink. The Zink server costs $1...
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...uCASE SUMMARY Atlantic Computers A Bundle of Pricing Options 4/4/2011 Atlantic Computers is a leading developer of high-tech servers. It has recently decided to expand its product line downwards in order to take advantage of an emerging market for basic servers. Before it can launch the “Atlantic Bundle”, Atlantic Computers must decide which pricing strategy to implement. Of the four options: Status Quo, Competition Based, Cost-Plus, and Value in Use pricing, I believe the best option is Value-in-Use pricing. ATLANTIC COMPUTER: A BUNDLE OF PRICING OPTIONS Summary of the Situation Analysis Atlantic Computer is a manufacturer of servers and high-tech products. Two market segments exist in the server industry: High performance and Basic Servers. Atlantic Computers has held a 20% share of the High Performance market with their Radia servers being their premier product. However, the market for Basic servers is growing and this has caused Atlantic Computers to develop and introduce a Basic Server called the Tronn and a software tool called the “Performance Enhancing Server Accelerator” (PESA). The Tronn was developed mainly for the emerging US market opportunity for basic servers. The PESA would allow the Tronn to perform up to four times faster than its standard speed and make frequently requested information more accessible. Thus, bundling the Tronn and PESA made more sense. Atlantic is not concerned that the Tronn will be considered a substitute for its High Performance...
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...ATLANTIC COMPUTER: A BUNDLE OF PRICING OPTIONS Situation Analysis Atlantic Computer is a manufacturer of servers and high-tech products. Two market segments exist in the server industry: High performance and Basic Servers. Atlantic Computers has held a 20% share of the High Performance market with their Radia servers being their premier product. However, the market for Basic servers is growing and this has caused Atlantic Computers to develop and introduce a Basic Server called the Tronn and a software tool called the “Performance Enhancing Server Accelerator” (PESA). The Tronn was developed mainly for the emerging US market opportunity for basic servers. The PESA would allow the Tronn to perform up to four times faster than its standard speed and make frequently requested information more accessible. Thus, bundling the Tronn and PESA made more sense. Atlantic is not concerned that the Tronn will be considered a substitute for its High Performance servers. Primary Concerns: What pricing strategy should Atlantic Computers implement to price the Atlantic Bundle? Model Customer In order to decide which pricing strategy to use, it is best to identify and use the basic server needs of a model customer. In this case, DayTraderJournal.com will be used as the model customer. DayTrader.com is seeking four basic servers for their new website where day traders will be able to review articles and relevant training information. Their top requirements for a basic server purchase...
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