경영 case summary] MBA 분석 자료 Atlantic Computer 'A bundle of pricing options'(영문)

소개글

해당 Case summary는 atlantic computer 社 의 case에 관한 내용이다.

Case study 분석 제작 멤버는 국내 Top MBA 재학중인 삼성,LG,현대자동차등 국내 최우수 기업 출신등으로 구성되어있으며, MBA학위중 수십번의 발표를 통해 나온 스크립트 기법으로 단순히 설명나열식이 아닌, 실제적이고 더욱 디테일한 부분을 포함하고 있으며,
실 사용 타겟은, 학부, 대학원의 사례등을 조사함을 필요로하는 경영학 공부를 하는 학생이다.

목차

1. Primary Question to be addressed:
2. Model Customer:
3. Analysis
4. Status Quo Pricing:
5. Competition-Based Pricing:
6. Cost-Plus Pricing
7. Value-in-use Pricing:
8. Value-in-use pricing is the best method:
9. Which market should be targeted?
10. How are customers likely to respond?
11. How will Ontario’s top management likely respond?
12. Other problems associated with using Value-in-use pricing
13. Conclusion:

본문내용

ATLANTIC COMPUTER: A BUNDLE OF PRICING OPTIONS Summary of the Situation Analysis
Atlantic Computer is a manufacturer of servers and high-tech products. Two marketsegments exist in the server industry: High performance and Basic Servers. AtlanticComputers 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 hascaused Atlantic Computers to develop and introduce a Basic Server called the Tronn and asoftware tool called the “Performance Enhancing Server Accelerator” (PESA). The Tronnwas developed mainly for the emerging US market opportunity for basic servers. The PESAwould allow the Tronn to perform up to four times faster than its standard speed and makefrequently requested information more accessible. Thus, bundling the Tronn and PESA mademore sense. Atlantic is not concerned that the Tronn will be considered a substitute for itsHigh Performance servers.

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