OPPapers.com

Advertising Plan Gateway

Table of Contents
1.0 EXECUTIVE SUMMARY
2.0 MARKET DEMOGRAPHICS
2.1 MARKET NEEDS
2.2 MARKET TRENDS
2.3 MARKET GROWTH
2.5 GATEWAY S.W.O.T. ANALYSIS
2.6 COMPETITION
2:7 PRODUCT OFFERING
2:8 KEYS TO SUCCESS
2:9 CRITICAL ISSUES
3.0 MARKETING STRATEGY
3.1 MISSION STATEMENT
3.2 MARKETING OBJECTIVES
3.3 BRAND RECOGNITION
3.4 PRODUCT DESIGN AND DIFFERENTIATION
3.5 LOYAL MARKET
3.6 CELEBRITY ENDORSEMENT
3.7 BUSINESS SEGMENTS
3.8 TARGET MARKETS
3.9 POSITIONING
4.0 STRATEGIES
4.1 MARKETING MIX
4.2 ADVERTISING
4.3 FINANCIAL OBJECTIVES
4.4 POTENTIAL SAVINGS
4.5 3-5 YEAR SALES FORECAST

1.0 Executive Summary

Initially called Gateway 2000, Gateway computer was founded in 1985, in an Iowa farmhouse by Ted Waitt, then 22, and his brother Norm with $10,000 loan guaranteed by their grandmother. “Gateway’s brand embraced a folksy, down-home image by packaging its simple, user friendly products in distinctive boxes with cow spots”. In 1993, the company went public and started selling shares, and was named a Fortune 500 company.

In 2004, Gateway acquired the maker of PC’s “E Machines”, and moved its headquarters to Irvine, CA. The company has devoted itself to “treating customers with respect, while focusing on service, quality, and value.”

On August 27, 2007, PC Maker Acer of Taiwan announced “it would acquire Gateway, the third biggest U.S. personal computer company, for $710 million in cash”. The deal is still pending as it requires regulatory and antitrust approvals, but is scheduled to be closed in December. This acquisition will increase Gateway’s brand recognition in China and Europe.

On September 4, 2007, Gateway signed an agreement to “sell its professional business segment, including Nashville-based configuration centre, to MPC Corporation, to help simplify its business model”. This transaction will consolidate assets, benefit existing business clients...