Gateway Computer and Electronics

¶ … organization's marketing strategy and planning process. Gateway computer and electronics in this case will be used to present the views and facts regarding the organization's marketing strategies, their implementations and the planning process by the relative organizational authorities. The paper will broadly identify and assess their marketing strategy and planning process. The paper will consider as to how efficient their marketing process is. The external environment will be covered in the paper by including the topics such as segmentation, differentiation and positioning.

The paper will analyze the strategic plans of the company which helps the authorities to view new market opportunities and through which the Gateway Computers and Electronics have attained competitive advantage. Initially, the paper will provide brief introduction of the firm and further the analysis and relative information will be presented in the paper with respect to strategic planning and marketing of Gateway Computers and Electronics. INTRODUCTION OF THE FIRM: Gateway (NYSE: GTW) is also a San Diego, California-based Computer Company founded in 1985 by Ted Waitt.

Originally called Gateway 2000, it was one of the first widely successful direct order companies, utilizing a sales model similar to that of Dell, and playing up its South Dakota roots with folksy advertisements and shipping computers in cow-spotted boxes. It dropped the "2000" from its name in 1998.

Gateway struggled after the dot-com bust and tried several strategies to return to profitability, including withdrawal from international markets and opening a chain of retail stores called Gateway Country across the United States, then shuttering a number of them, and entering the consumer electronics business. By April 1, 2004, Gateway had announced that it would shutter its 188 remaining stores. On January 30, 2004, Gateway purchased low-cost PC maker eMachines, in hopes that it's manufacturing process would help them cut costs and that eMachines' profitable retail business would help its bottom line.

Gateway announced its intention to keep the eMachines brand. Gateway will move its headquarters to Orange County, California. http://www.sciencedaily.com/encyclopedia/gateway_computers The analysis and researches regarding the organization, declares the fact that the company has gained considerable position in the business world by applying its strategies and unmatchable methodologies.

The researches show that the authorities of the organization have implied profitable strategies to the organization and they have worked hard to stabilize the organizational affairs so that a better environment can be given to the employees and in turn the business can gain more and more profits. The organization's success is a result of the combination of various factors, hence, in this case it has been noted that many factors have combined and as a result the company has gained success and prosperity.

The organizational authorities know that a perfect marketing strategy is the major factor in an organization's success. After developing a suitable marketing strategy the authorities should also consider the elements such as segmentation and differentiation. The Gateway computers and electronics have become successful in their business because they have developed excellent marketing strategies, which are made, keeping in view the relative demands and wishes of the ultimate consumers.

MARKETING STRATEGY, DIFFERENTIATION AND POSITIONING: The paper will present a brief review of these elements, which are major factors in the development of suitable marketing strategies. The organizational authorities of gateway computers develop their marketing strategy keeping in view the following factors: What business are you in? Who are your customers and what will you sell them? What are the products to sell? These are the major questions, which are taken into consideration while developing a suitable marketing strategy for the organization.

The strategy makers research the relative answers for the questions and then they visualize these answers and on the basis of these answers and investigations, the strategy makers develop and plan their strategies. These questions are the major questions, which are linked with the profitability of the business, therefore the authorities pay special attention to these relative questions and they develop their strategies.

Similarly, the Gateway Computers and Electronics also give special importance to positioning and differentiating their products, the authorities make specific plans and then they introduce their products to the customers. Positioning: refers to how customers think about and/or present brands in a market and differentiation: refers to the uniqueness of the firm's product, what makes it different than the similar products available in the market. While developing suitable strategies for the company's products, the strategy makers keep in view the relative demands and wishes of the customers.

Proper researches are made and the surveys are conducted so as to know the relative demands of.