Atlantic Computer
* Introduction and statement of purpose
Atlantic Computer Inc. is a large manufacturer of servers and other high end products and is presently the one of the biggest player in the computer industry. The company is planning to introduce a new product “Atlantic Bundle” into the market. The “Atlantic Bundle” consists of a new basic server Tronn and a newly developed “Performance Enhancing Server Accelerator” (PESA) software tool. Ontario Computer, Inc, which has majority revenue market share in the segment is Atlantic’s biggest competitor and differentiates itself with competitive pricing and innovative business solutions. A newly hired Product Manager, Jason Jowers, is responsible for developing a pricing strategy for the new product keeping in mind his peers inputs, customer needs, competition and company and industry norms. * Situation Analysis: * External situation The computer server industry is mainly divided into two segments: High-end performance servers and basic server. The high performance market segment is the bigger market segment (with 80% of the market) but is anticipated to increase at 3% for the next 3 years, whereas, the basic market segment, with remaining 20%, is expected to increase by 36% for the same period. Hence at the end of 3 years, basic market segment is expected to constitute 30% of the server market. Ontario Computers presently has biggest market share in basic server market segment and differentiates itself by * Internal situation * Alternatives: * 3 alternatives * Pros and cons * Recommendation * Conclusion
Case Study (report and presentation format) I. Introduction and statement of purpose II. Situation Analysis: a. 4 pages
External situation b. Internal situation III. Alternatives: c. 3 alternatives d. Pros and cons IV. Recommendation V. Conclusion
Appendix A
SWOT Analysis * Strengths: * Well established name in the industry:
Atlantic Computer Inc. is a large manufacturer of servers and other high end products and is presently the one of the biggest player in the computer industry. The company is planning to introduce a new product “Atlantic Bundle” into the market. The “Atlantic Bundle” consists of a new basic server Tronn and a newly developed “Performance Enhancing Server Accelerator” (PESA) software tool. Ontario Computer, Inc, which has majority revenue market share in the segment is Atlantic’s biggest competitor and differentiates itself with competitive pricing and innovative business solutions. A newly hired Product Manager, Jason Jowers, is responsible for developing a pricing strategy for the new product keeping in mind his peers inputs, customer needs, competition and company and industry norms. * Situation Analysis: * External situation The computer server industry is mainly divided into two segments: High-end performance servers and basic server. The high performance market segment is the bigger market segment (with 80% of the market) but is anticipated to increase at 3% for the next 3 years, whereas, the basic market segment, with remaining 20%, is expected to increase by 36% for the same period. Hence at the end of 3 years, basic market segment is expected to constitute 30% of the server market. Ontario Computers presently has biggest market share in basic server market segment and differentiates itself by * Internal situation * Alternatives: * 3 alternatives * Pros and cons * Recommendation * Conclusion
Case Study (report and presentation format) I. Introduction and statement of purpose II. Situation Analysis: a. 4 pages
External situation b. Internal situation III. Alternatives: c. 3 alternatives d. Pros and cons IV. Recommendation V. Conclusion
Appendix A
SWOT Analysis * Strengths: * Well established name in the industry: