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Advertising Plan Gateway. Table of Contents 1.0 EXECUTIVE SUMMARY 2.0 MARKET
DEMOGRAPHICS 2.1 MARKET NEEDS 2.2 MARKET TRENDS 2.3 ...
... could sponsor local environmental organizations such as the gateway clean air ... While
advertising accounts for 50% of the promotional plan, public relations ...
... The location of BWA is commonly called the "Gateway to the Ozarks." From a ... Once an
advertising plan has been devised the job of hiring employees will begin. ...
... Armed with a rented computer, a three page business plan, and a ... However, in recent
years Gateway has struggled to find an advertising theme that ...
... Encouragement of PC?s with new sales commission plan instead of ... for 60 new stores
were also delayed o Gateway also dropped its advertising agency and ...
Submitted by yady83 on April 18, 2008
Category: Miscellaneous
Words: 4812 | Pages: 20
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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...
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