STP FRAMEWORK

Segmentation :

 Industry sector : Software server

 Geography : U.S
 Demographics : Small and medium enterprise
 Frequency of purchase :
 Develop profiles of the resulting segments : Bundling sales of tronn and
PESA

Targeting :
Atlantic computer as a server provider company targeted to main market
segment. The high performance server that is expexted to demmand
approximately 200.000 units next years and is projected to grow around 3%
anually the following 2 years. The second segment is basic server which is
expected demand about 50.000 units in 2001 and register about a 36%
compound annual growth rate through 2003

Positioning
 Level 1
With the new PESA server from Atlantic computer, will help to improve
your server performance.
 Level 2
To those who need to improve server performance, PESA product from
Atlantic computer would allow the Tronn to perform up to four time
faster than its standard speed.
 Level 3
Atlantic computer as the new player software for basic server segment.

MARKETING PLANNING
Develop marketing plan for each segment
 Means and frequency of communication:
For the basic server we should sell in bundle because according to exhibit
2 for basic servis such as file sharing and web server, Tronn with PESA as
a high ratio compare to Tronn without PESA.
 Market knowledge system:
Besides personal selling to small and medium enterprise, sales promotion
can be conduct through live demo during tech convention.
 Database for projected market volumes by segment:
Exhibit 2: shows comparison between the performance of Tronn with and
without PESA
Exhibit 3: compares the pricing between Atlantic and Ontario Computer
Exhibit 4: customer profile