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Company: eMachines
Description: eMachines came into existence through the collaboration of the Korean companies TriGem and Korean Data Systems (KDS). The combination of the two companies was ideal since KDS was involved with the manufacturing of computer display monitors and TriGem was involved in the assembly of the Computer Processing Unit (CPU).
eMachines is currently headquartered in Irvine, California and maintains a labor force of 135 employees. The company successfully markets anywhere from one to two million computer units every year. Aside from its specialty in Personal Computer units, the company also exhibits proficiency in the manufacturing and distribution of computer display monitors.
Bulk of the company’s profits come from the contribution of its network of distributors including retail chains such as Best Buy, Circuit City, and Office Depot. It also markets computer systems and peripherals online.
The current set of executive leaders of the company is made up of J. Edward Coleman (President and CEO), John P. Goldsberry (Senior Vice President and Chief Financial Officer), and Robert V. Davidson (Senior Vice President for Worldwide Retail).
The pricing strategy implemented by the company allows it to actively compete in the computer market with industry stalwarts like Hewlett-Packard, Dell Computers, and Acer Corporation. From the company’s substantial consumer market share, it was able to generate a $2.15 billion revenue for the year 2007 alone.
The joint venture began in 1998 with the production of the first batch of computer systems that carried a price tag from $399 to $599 without a computer monitor. A complete system would cost the consumer $999. Most of the computer systems released by the company were sold with accompanying rebates when they were purchased as a bundled product with specific Internet Service Providers (ISPs).
By March 2000, eMachines made its Initial Public Offering (IPO) with stocks valued at $9 per share. This ventured proved to be highly unsuccessful for the company and by December of 2001 it went back to being a privately held corporation.
In a deal that reportedly costs $262 million (combination of cash and stock options) Gateway Inc. initiated the acquisition of eMachines in January 2004. By March of that same year, the deal had been consummated which resulted in Wayne Inouye’s ascension to the post of Chief Executive Officer, a post previously held by Gateway’s founder, Ted Waitt. This management team restructuring was part of the specifics of the acquisition process.
In October 2007 Gateway eventually took over Acer with eMachines remaining as a standalone brand closely identified with low cost computer systems. During the early part of 2000 eMachines ranked fifth in the world in terms of computer system manufacturers. Experts believe that this caused companies like IBM and Packard Bell to withdraw from the US desktop computer market.
Some sectors suggest that the lower pricing strategy of eMachine along with the aggressive marketing campaign of Dell to control the home computer market prompted the merger between Compaq and HP. During the later part of 2003 eMachines became the third largest computer system producer in the world behind Hewlett-Packard and Dell.
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