Atlantic Computers Case Essay
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 addition, Jowers also needs to take into consideration the thoughts of the sales department, lead by Jairo Cadena. Atlantic’s biggest competitor is Ontario Computer, Inc, which is a cost cutter in the industry, and …show more content…
Alternative Courses of Action: Jowers can price the Atlantic bundle four different ways:
1. Stick with the company tradition by changing only for the hardware but giving the PESA software away for free
2. Charge a price equal to what the customer would pay for the comparable competitor’s product (Ontario’s Zinc).
3. Charge a price based on a