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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Problem Definition Jason Jowers, a newly minted MBA, had joined Atlantic Computer just four months ago as the youngest product manager. He would be responsible for developing the pricing strategy for the "Atlantic Bundle" (i.e., the new Tronn server and the PESA software tool), which had been developed specifically to meet an emerging basic server market, a new market to the company. But it had to compete with Zink server of Ontario Computer, its major rival in this market. 2. Situation analysis
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Evaluate the four pricing options available to Atlantic Computer. What would be the most effective pricing strategy for Atlantic Computer? Why? Jowers has four pricing options for Atlantic Computers. He must decide to either: 1) keep the company's tradition of charging for software and providing PESA software for free, 2) charge a price equal to what the customer would pay for four Ontario Zink servers, 3) charge a price based on a cost-plus approach to pricing PESA, or 4) charge a price based on
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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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Atlantic Computer: A Bundle of Pricing Options 1. Determine the price for two Tronn servers plus PESA according to the following pricing methods: * Status-quo pricing * Competition-based pricing * Cost-plus Pricing (Hint: footnote # 5) Note: Jowers makes a conservative estimate that two Tronn servers plus PESA equals the performance of four Ontario Zink servers. To calculate the prices you could use the spreadsheet file included in the course content (Week 3). 2
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• Virgin Atlantic provides a very exceptional service to its customers. People have been transported with a high level of accommodation and efficiency that is not provided by their competitors such as British Airways, Qatar airline etc. Virgin Atlantic pride themselves of how they treat their customers on each flight. However, they provide, food, drinks, entertainment with advanced technology and a welcoming staff. The geographic scope in presence is minimal. “They concentrates on Europe and especially
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Mountain Man Brewing Company: Bringing the Brand to Light 1. What are the pros and cons of introducing or not introducing Mountain Man Light to the market? Read carefully the case and make a list of the pros and cons of each possible action. Use the following table to summarize your findings. Consider the following points: Introducing Mountain Man Light Not introducing Mountain Man Light Pros Cons 2. Estimate the financial projections of MMBC from 2006-2010 assuming the
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Case # 4: Atlantic Computer: A Bundle of Pricing Options Marketing Management II 2/11/2014 DayTraderJournal.com Price Recommendation The Value-in-Use (50/50) Pricing is the preferred pricing method to charge DayTraderJournal.com because it provides maximum profit to Atlantic while offering an extremely competitive product and value to the consumer. However, due to how conservative DayTraderJournal purchasers are, we recommend that this price is slightly reduced from $8,400 to $6,800 (profit-sharing
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18_solomon_cases.qxd 2/18/10 4:47 PM Page 1 Case 6 CASE 6: ATLANTICRIDER.COM “Opportunities are always there. But only people who are prepared get them. If you are prepared, you are lucky. If you are not prepared, you are unlucky.” —Jane Savoie, U.S. Olympic Equestrian Athlete AtlanticRider.com has established itself as the most popular website for horse enthusiasts in Atlantic Canada. In the first 10 days of 2004, the Riders’ Forum alone hosted more than 85 000 page views by
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patient #1298 visit the doctor’s office? What is the patient’s name and date of birth? Lucy Ann Johnson was born on 6/12/1975. She was seen by a doctor on 06/04/2011 5. What patient lives in 1704 N. Atlantic Ave Ontario, AZ 85320? What is its encounter number? John Peters lives on 1704 N. Atlantic Ave in Ontario, AZ. His encounter number is 111218. Patient Info Table | Pat# | Last_Name | First_Name | Middle_Name | Birthdate | 10259 | Pallares | Sofia | Yakaria | 9/18/1985 | 30528 | Peters
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