Assignment 3

1. What appears to be the company’s mission statement? How did you determine
this?

The company tried to make their values, vision and mission clear and define what they do. So
as stated in the company’s site they are committed to delivering innovative technology solutions
and an outstanding customer experience.

So, they try to make profitable customer relationship and to accomplish this, they are asking
their customers what they want from technology and how to make it better. They are also
dedicated to listening to the feedback they receive, which will then be incorporated into their
products and services to better serve our customers' needs.

Gateway became a leading manufacturer of personal computers and was a pioneer in

developing and engineering several products that continued to move Windows-based
computing forward throughout its history. In the early nineties, Gateway introduced one of the
first practical portable computers, the Nomad. Shortly thereafter, the first practical Windows
sub-notebook, the Handbook, and with the assistance of Toshiba Corporation, Gateway
released the 486-based sub-notebook the Liberty

In 1997, Gateway released The Destination, the first version of a smart TV, which included a
32-inch monitor

Gateway was also an innovator in low-end computers with the first sub-$1,000 name-brand PC,
the all-in-one Astro. With the Astro's introduction, Gateway also introduced Gateway for All, the
industry's first sub-prime financing program. So, this assure that they go for innovation always

And for the outstanding customer experience part. They put many ways of contacting them as
they facilitated the search making support site that has self-help tutorials, technical articles,
product specifications and much more. They also made an option for chatting with gateway
technician to get live technical support. And for immediate solutions to common issues they
made free support services as: FAQ, Acer Community and the Acer Service YouTube Channel
and in addition to this they participated effectively in the community doing recycling projects to
maintain their good image in front of their customer.

2. Who are Gateway’s target customer? What leads you to believe this? What new
customer groups should Gateway consider? Why?
Gateway 2000, Inc. operates around the world with many clients, including business and
consumer decision makers, divided into many categories such as home and home office, small
business, medium and large businesses, government or education. Our belief is that the
company's business marks are sold through major retailers, e-retailers and channel partners in
the United States, Mexico, Canada, Japan and China, and an expanded list of markets in South
America and Asia-Pacific regions.

The company needs to expand its dealings with electronics companies by contracting with
computer equipment companies such as AMD, Nivida and so on for better devices. This will
lead to increase product quality and collectibles; therefore, it will lead to greater expansion in
dealing and increase existing customers. It is also necessary to focus on what is currently
happening in youth world, it is the contract with the online gaming companies such as League
of Legends and Data, where there are millions of computer users only for such things, which
will create a special part only for the establishment of devices capable of upgrading the devices
efficiency to run these games without any problems. This will help them deal with millions of
new users to the abundance of these games and their users while increasing them daily.

3. What market position does Gateway appear to be seeking?

Gateway inc is widely known as a pioneer, a creative and innovative company, it was the first to
explore convergence of the computers and televisions, the first successful direct sales of PCs so
it differs than its competitors in terms of:
1) Careful Strategic Planning: which provides a sense of direction and outline goals
2) Marketing Skill

As the company has a lot of products each of them have a unique characteristic as they
mentioned on their site such as:

1-NE series: Productive –Slim- Entertaining- Secure

2-NV series: Productive –Slender- Entertaining- Secure

3-SX series : Compact Style -Fine Performance - Entertaining-.Simple to Use

So it’s clear that the company is positioned as productive and entertaining and of
course as mentioned in the mission innovated

Frame of reference:
The company is mentioning the processors and in most of its products assuring its
effectiveness and high performance as they work with intel processors which is
one of the biggest companies in this field and also working with some other big
companies .Also mentioning the large memory, connectivity and speed that the
product work with.

And entertaining as the company assures using of good graphics and monitors that
make it produce better sound and visuals which make it more entertaining to watch
movies or play games and have a lot fun.

Innovation as mentioned in the mission statement by entering new products and

new ideas in the market.

Segmentation and Target audience:

Behavioral:

1) Occassions : the products are used in many different occasions since the
company makes computers and the technology is much used nowadays

Demographic:

1- age: the age that is targeted ranges from 8 to 65 as they can understand the
technology and have a passion for it and of course the range from 15-45 is more
targeted

2-occupation: Of course some jobs and organizations are more targeted that needs
typing reports or having an online connection.

3-income: Different types of products are made so we can target those who have
high or low disposable income as even some people with low disposable income
would like to buy computer as way of entertaining the family or for working and
keeping updated with other people life styles

Geographical

1-the company can target organizations that must have computers, and schools,
universities that have computers labs for students all over the world
2-Regions: the company mainly target south and north America and Asia as their
site only have these places and doesn’t have Africa. But still some products can
come to these places through trades and resellers.