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Atlantic

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Pada sore musimnya dingin di Amberville , New York , pada awal Oktober 2000, Jason Jowers mencondongkan tubuh ke depan di kursinya , tidak sabar untuk pertemuan sampai akhir , sehingga ia bisa memulai. itu manajer produk termuda di Atlantic Computer , produsen besar server dan lainnya berteknologi tinggi produk , Jowers telah bergabung dengan perusahaan hanya empat bulan lalu sebagai MBA baru dicetak . Sekarang , segar dari rotasi manajemen yang termasuk proyek-proyek dalam manajemen produk , strategi , dan pengembangan bisnis , Jowers mendapatkan tembakan pertamanya di beberapa tanggung jawab nyata . Dia akan bertanggung jawab untuk mengembangkan strategi harga untuk " Atlantic Bundle " (yaitu , server Tronn baru dan perangkat lunak PESA ) .
Jowers tahu bahwa tidak akan mudah untuk menemukan sweet spot , tapi dia yakin dan bersemangat untuk tantangan .
Ada hanya empat dari mereka pada pertemuan kick- off marketing ini : Jowers , Chris Matzer , kepala divisi server, Emily Jones , direktur tim R & D divisi , dan Harry Fowler , direktur baru pemasaran produk.

Matzer telah memulai pertemuan dengan gambaran singkat mengenai server baru. The Tronn, jelasnya, telah dikembangkan secara khusus untuk memenuhi peluang pasar AS muncul. "Tapi," dia mengatakan, "Kami benar-benar merasa bahwa kunci untuk membuat produk ini sukses akan menjadi kemampuan kita untuk menjual
Server dengan perangkat lunak baru kami. "Jones telah mengambil dari sana. Alat ini, yang disebut "Kinerja
Meningkatkan Server Accelerator, "atau PESA, akan memungkinkan Tronn untuk melakukan hingga empat kali lebih cepat dari kecepatan standar, jelasnya. Ini secara khusus dirancang untuk membuat sering diminta informasi (misalnya, file, data, gambar, dll) sangat mudah diakses. "The 'Atlantic Bundle' adalah kami jual inginkan. "
Selanjutnya, Fowler pergi melalui presentasi slide, meninjau karakteristik industri kunci dan memproyeksikan penjualan untuk server (lihat Exhibit 1 untuk penjualan diproyeksikan)."Pada akhirnya, ada dua utama segmen pasar di industri server, "katanya, mengklik untuk slide baru. "Segmen terbesar, Tinggi
Kinerja Server, merupakan penggunaan tradisional server untuk menjalankan aplikasi yang kompleks. Kami berbicara manajemen rantai pasokan, perencanaan sumber daya perusahaan, intelijen bisnis, sejenisnya. ini
Segmen diharapkan untuk menuntut sekitar 200.000 unit tahun depan dan diproyeksikan akan tumbuh sekitar 3% per tahun selama dua tahun berikut. "
Dia diklik ke slide lainnya. "Atlantic telah menjadi pemain yang kuat di segmen ini dan memiliki menangkap 20% dari pangsa pasar pendapatan. Muncul dengan pertumbuhan Internet, bagaimanapun, adalah segmen yang lebih baru untuk Basic Server. "Dia berhenti, melihat Jones. "Ini tidak semua bundel, Em, kita semua tahu itu. "
Fowler kembali menatap slide dan melanjutkan presentasinya. "perusahaan semakin membutuhkan kemampuan komputasi dasar untuk melakukan sederhana, tugas-tugas berulang, seperti menampilkan
Informasi situs web di Internet. Pasar ini harus menuntut sekitar 50.000 unit pada tahun 2001, dan mendaftar tentang tingkat pertumbuhan 36% tahunan gabungan sampai 2003

Jowers mengangguk , mencatat pada hard copy dari slide deck dia di depannya . dia berharap bahwa Fowler akan membungkusnya , untungnya , ia tampak mereda .
Matzer berdeham dan melompat masuk " Terima kasih , Harry . Jadi, di sanalah kita berdiri . Ini adalah ulasan bermanfaat. Ada baiknya untuk mengetahui bahwa kita semua pada halaman yang sama seperti kita maju . " Dia berpaling ke
Jowers . " Jason , Anda memiliki kesempatan untuk membuat percikan besar di sini . Server baru kami , yang Tronn , dan alat software PESA akan membantu kita memasuki pasar - baru yang telah didominasi oleh
Ontario Komputer selama lebih dari saya peduli untuk mengingat . " Tapi kita perlu mendapatkan harga yang tepat untuk kami
' Atlantic Bundle . "Kau akan harus mencari tahu mana bisnis yang paling mungkin untuk mendapatkan keuntungan dari penawaran baru kami . Anda juga akan perlu mempertimbangkan bagaimana kemungkinan pelanggan untuk bereaksi dan bagaimana pesaing cenderung untuk menanggapi strategi harga yang direkomendasikan. "
Dia tampak Jones dan Fowler untuk kesepakatan , dan melihat mereka mengangguk , terus berbicara dengan Jason .
" Mari kita menetapkan batas waktu dua minggu keluar . Saya ingin melihat struktur harga di tempat untuk pameran dagang di awal November . " Jowers mengangguk juga. Dia tahu bahwa Matzer ingin dia menjadi siap untuk pertunjukan itu. Secara resmi disebut " The Kecil dan Menengah Sistem Enterprise Solutions
Trade Show " - UKM untuk pendek - ini acara adalah masalah besar untuk Atlantic Computer . Mendapatkan harga mereka
Strategi turun dingin sebelum acara itu suatu keharusan

Pertemuan ditunda; Jowers kembali ke kantornya. Duduk di depan komputer sendiri, dia menarik beberapa penelitian sekunder yang sudah ada dalam beberapa laporan internal perusahaan. dia memutuskan bahwa tak ada salahnya untuk mengambil beberapa waktu dan hanya meninjau pasar dan Atlantik bagian dari itu-in stroke luas. Di sekolah bisnis, ia sering menemukan dirinya terjebak dalam rincian satu atau kasus lain, dan telah berhenti singkat, lebih dari sekali, oleh seorang profesor mengatakan, "Jason, kau jelas memenangkan pertempuran, tetapi Anda sudah kalah perang. Dapatkan kepala Anda dan melihat keluar, melihat kembali dan berharap. Anda mengabaikan gambaran besar pada bahaya Anda. "

Dia pertama kali terakhir dokumen merinci sejarah perusahaan . Atlantic Computer , Inc , adalah pemain terbesar di industri komputer secara keseluruhan . Itu telah bersaing di pasar server selama 30 tahun dengan menjual server yang high-end kinerja , disebut Radia , untuk pelanggan perusahaan besar . itu perusahaan secara umum dan Divisi Server pada khususnya telah datang dikenal untuk menyediakan top-notch , produk yang sangat handal , dan telah mengembangkan reputasi untuk memberikan kualitas tinggi , responsif pasca - bantuan penjualan . Ini adalah akibat langsung dari strategi menyeluruh mereka yang berbasis pada pelanggan keintiman dan diferensiasi produk .
Dia kemudian membacakan sebuah memo yang ditulis oleh Matzer menyampaikan bahwa Internet telah menghasilkan pasar untuk low- mengakhiri sistem , tentu saja. Meskipun pasar server secara historis ditandai dengan kompleks , kuat
Sistem mampu menangani aplikasi bisnis penting , Internet dan proliferasi aplikasi di akhir 1990-an telah mengubah semua itu . Sebagai contoh, sebuah perusahaan sekarang bisa membangun website dengan memanfaatkan beberapa server dasar yang lebih kecil yang berbagi pekerjaan .
Jowers menarik laporan dari Maret 1999 , juga disiapkan oleh Matzer . Mengingat diproyeksikan pertumbuhan untuk low-end , server dasar, Matzer ( seorang veteran 20 tahun dari bisnis komputer ) telah memutuskan untuk meregangkan lini produk divisi bawah dengan tujuan memperkenalkan model yang disebut Tronn pada akhir tahun 2000 . Keyakinannya yang kuat adalah bahwa server kinerja tinggi dan server dasar tidak akan dipandang sebagai pengganti oleh pelanggan .…...

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