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
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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 R&D team (Jones), and the director of new product marketing (Fowler). In
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There are four pricing strategies that Atlantic Computer can choose from, each of these alternatives have positive and negative aspects, so I’m going to evaluate the four of them: status-quo pricing, competition-based pricing, cost-plus pricing and value-in-use pricing. The final recommendation is based on the points of differentiation between the Atlantic Bundle and its competition Zink Server (Ontario Computer). a. Stick with the traditional approach, charging for hardware and give the PESA (Performance
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Atlantic Computer needs to make an important decision on the pricing strategy of its new product, the Atlantic Bundle. It is the development of a basic server model called The Tronn. Until now, Atlantic has been recognized, with a 20% of the market share, for the development and distribution of high performance servers. It is estimated that this market segment will keep growing around 3% annually in the next two years. However, with the growth of the Internet, it has become convenient for many companies
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ATLANTIC COMPUTER: A Bundle of Pricing Options Case# 4, Donny Hamilton June 29th, 2014 ATLANTIC COMPUTER: A Bundle of Pricing Options Case# 4, Donny Hamilton June 29th, 2014 Problem Definition: We need to develop a pricing strategy for our ‘Atlantic Bundle’ – the new Tronn Server and the PESA (Performance Enhancing Server Accelerator) software before the SME trade show.ATLANTIC COMPUTER: A Bundle of Pricing Options Case# 4, Donny Hamilton June 29th, 2014 ATLANTIC COMPUTER: A Bundle of
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Server Division, Atlantic Computer Subject: The Current Situation at Atlantic Computer Company Introduction Atlantic Computer Company is currently in a crisis, determining how to price the Atlantic bundle is a decision that is crucial at this time. Atlantic is a manufacturer of servers and highly technological products and is currently in the process of entering a market that is led by Ontario Computers. This market is within the basic server segment, where Ontario Computers has 50% market share
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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
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Atlantic Computer Case Study Marketing II Assignment Group 17 AMITESH PRIOLKAR (2009009) MANISH ARORA (2009022) NEELAY THALY (2009026) SAGAR KHICHADE (2009040) ALOK SHETTY (2009047) SIDDHARTH CHAKU (2009048) Case Issue Develop a pricing strategy for ¶Atlantic bundle· - the new Tronn server and the PESA (Performance Enhancing Server Accelerator) software tool before SME trade show Company Overview y y Atlantic Computers is a manufacturer of Servers and High-tech products Jason Jowers
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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
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Atlantic Computer: A Bundle of Pricing Options Names: ______________________________________________ 1. List the products to be evaluated and priced: _______________________ _______________________ 2. What is the reference product against which the above is to be evaluated? List the main incremental benefits over the reference product. Reference Product: ____________________________ Main Benefits: _____________________________________________________________________ _
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