Computron case study

Thèmes abordés

Computron - Scheduled bid - Proposed Bid - Ruhr Machinenfabrik - Electronische Datenverarbeitungsanlagen

Résumé du document

Company overview:
Computron Inc is an American IT firm founded in 1978. The company is a computer provider, and thus mainly operates in the electronic business.

Problem statement:
In July 1996, Mr. Thomas Zimmermann, European Manager, must select a price for a new computer, the Computron 1000X for his largest customer, König and Cie.

Scheduled bid:
$311, 200 (33 1/3% mark up to obtain U.S. list price)

Competitors propositions:
Ruhr Machinenfabrik: $218,000 (no import duty)
Electronische Datenverarbeitungsanlagen: underpriced because no import duty.
Digitex: sometimes 50% lower but not the same quality.

Extraits

[...] Computron case study Company overview: Computron Inc is an American IT firm founded in 1978. The company is a computer provider, and thus mainly operates in the electronic business. Problem statement: In July 1996, Mr. Thomas Zimmermann, European Manager, must select a price for a new computer , the Computron 1000X for his largest customer, König and Cie. Scheduled bid: $ (33 mark up to obtain U.S. [...]

[...] Digitex: sometimes 50% lower but not the same quality. SWOT Analysis: Key success factors to consider when determining the pricing strategy of 1000X digital computers in order to propose the best bidding to Konig are: 1. The price which competitors are most likely to charge and propose to König The special business impact of this client Proposed Bid: US Cost: $ Mark Up: $53760 US Price: Import Duty Transportation and installation: Total Price submitted: General Conclusion: This case deals with finding the appropriate bid to sell a specialty computer to the company's best German customer in the face of emerging, lower quality, but aggressive, competition. [...]