Atlantic Computer Case

In: Business and Management

Submitted By callmelife
Words 2532
Pages 11
Date: 12/9/12
To: Chris Matzer, Head of the 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, meaning that Atlantic has less experience and knowledge of the market in regards to what is valued and expected. A complete evaluation and analysis of the benefits and drawbacks of different pricing strategies will help determine the proper pricing strategy.
In addition to the problem of the pricing strategy, Atlantic also has to determine the proper marketing approach for salespeople to utilize in order to communicate the reasoning behind this price. Atlantic will also have to take steps in regards to problems related to our marketing organization. With the upcoming Small and Medium-Sized Enterprise Systems Solution Trade show, Atlantic has the ability to communicate our pricing strategy for the PESA software to potential customers, gauge both the competition’s and customer’s reactions to the pricing strategy and organize the Salesforce and business model in a more effective and efficient manner.

Problems * First Problem: Determining Price and Pricing Strategy
Firstly, Atlantic’s largest problem is which pricing strategy to utilize and how to create a price to propose to DayTraderJournal.com for the Atlantic bundle. Clearly this issue is the most pressing due to time constraints and will require a close analysis and evaluation of multiple alternatives in order to select the option that is the most desirable.…...

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