Marketing Profile of Gateway essays

Marketing Profile of Gateway essays Gateway, Inc., founded in 1985, started with two people working out of an Iowa farmhouse. Gateway, Inc. has grown rapidly since it went public 8 years after the company started. Today, Gateway is a 7.5 billion Fortune 250 company that has 19,000 people on its payroll and prides itself on building lifelong relationships with its customers. Gateway has risen to power based almost solely on its innovative marketing technique and by sticking to their original philosophy to keep it personal, make it simple. Gateway, Inc. tries very hard to portray themselves as a small hometown business. One of the many ways it does this is by using the spotted cow motif. Across the United States, the black spots on the white background will almost instantly be recognized as a Gateway product. Gateway also started the trend of creating personalized systems. Each system is personalized for each client, from the consumer to the large business customer. Uniquely, Gateway sells PCs without the merchandise, which in turn gives the consumer more options. Gateway advertises actively on all forms of media. Their television promotional campaigns seem largely focused towards the middle class family. Depicting each member of the family using the computer separately. They offer complete computer packages, with software and internet included for a reasonable price. Recently they have introduced the idea of being able to trade in your computer after a two-year period for the latest version. Global marketing is important to Gateway, they have active markets all over the globe and have opened manufacturing facilities in Ireland, Singapore, and Malaysia. In the US Gateway has focused on targeting Hispanics, the fastest growing group here. To attract this target audience, Gateway is running advertisements in Spanish, adding bilingual sales and technical staff, and offering computers equipped with Spanish software and keyboards. One of the main reasons Ga...