Executive Summary : Gateway Computers

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Executive Summary
Gateway computers was incorporated in the year 1985 and gained high popularity amongst the target audiences ever since then. The organization has always promised high technology to the customers and maximum value to the stakeholders (Azad, 2011). Gateway has been highly recognized as one of the first organizations to sell the computers online apart from its brick and mortar retail stores. This has also helped the organization to gain a competitive advantage in the market. With the intensifying competition, Gateway 2000 had to shift to the contemporary means of communication and hence started advertising for its products aggressively (Sharma, 2012). The organization started with the print advertisements that were designed by the in house team. However, the organization soon realized the need of an outhouse expert agency and hence hired Carmichael Lynch for creating a marketing campaign. In the year 1993, the company hired the global advertising agency D’Arcy Masius Benton & Bowles to ensure that the marketing communications get the maximum reach and coverage (Fill, 2002). The change in marketing communications has created a lot of confusion and hence this paper proposes a situational analysis for the company along with some recommendations for the better management in the future. Also, a contingency plan has been advised during the course of this research to ensure that the organization is competent with its strategic advertising management.


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