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THE SEGWAY CASE STUDY
BY
DIANA ALEKSANDROVA, CHEN QUANFEI, FAYAZ HASSANALLY
MAYANK KULSHRESHTHA AND WANG EUGENE PATRICK
27 JULY 1999 – DEAN CARMEN FOUNDED A COMPANY TO DEVELOP A TRANSPORTER
01 DEC 2001- SEGWAY NAME ADOPTED
03 DEC 2001- SEGWAY UNVIELED TO PUBLIC
15 SEPT 2002- CLASSIFIED AS EPMAD
08 NOV 2002- AWARDED ‘WHATS NEW’ AWARD BY POPULAR SCIENCE MAGAZINE
18 NOV 2002- SEGWAY SOLD ON AMAZON.COM
PAST AND PRESENT
OCT, 2004- US TRANSPORT DEPT RELEASES A STUDY ON ROAD SAFETY
SEGWAY IS FOUND TO BE:-
• SHORTEST BREAKING DISTANCE
• HIGHEST EYE HEIGHT
• SMALLEST FOOTPRINT
• QUICKEST PERCEPTION TIME
PAST AND PRESENT
MARCH, 2005 - SEGWAY GOLF TRANSPORTER UNVIELED
12 DEC 2005 – SEGWAY LAUNCHED IN WALT DISNEY WORLD RESORT
MAY 2007- SEGWAY REACHES 250 RETAIL POINTS ACROSS 60 COUNTRIES
10 SEPT 2007- SEGWAY GETS INTO A COLLABORATION WITH GENERAL MOTORS.
DEC 2009 - SEGWAY IS BOUGHT BY HESCO BASTION PVT LTD.
PAST AND PRESENT
350 RETAIL POINTS ACROSS 80 COUNTRIES
47 DEALERS WORLD WIDE
MORE THAN 500 GOVERNMENT ORGANISATION WORLDWIDE USE SEGWAY
FOR POLICE PATROLLING
INTERNATIONAL PRESENCE
BROAD MARKET OPPORTUNITIES
Segway Trial Experience
MARKET OPPORTUNITIES
CUSTOMERS TARGETED
GOLF COURSES & LUXURIOUS ESTATES
NATIONAL PARK & UNIVERSITIES
LAW-ENFORCEMENT UNITS
SHIPPING COMPANIES
POSTAL SERVICES
KEY VALUE
HIGH EFFICIENCY - HELP CUSTOMER’S STAFF AND THEIR
CUSTOMERS MOVE FASTER WITH MORE LOAD.
MARKET OPPORTUNITIES
Customers Targeted
Tourism companies
General Public
Key Value
Efficiency
Environmental friendliness
NEW INNOVATIVE & HIGH TECH PRODUCT
IDENTIFIED OPPORTUNITIES WITH HUGE
POTENTIAL
RISK OF TARGETTING TOO MANY CUSTOMERS
(LACK OF RESOURCES…)
NEED TO FOCUS AND NARROW SEGWAY
TARGET TO A SPECIFIC AREA
SEGMENTATION
FOCUS ON B2B MARKET
UNDERSTANDING AND MEETING THEIR NEEDS
ON THE LONG TERM
STRENGTHS WEAKNESSES
Increase of productivity & efficiency (saving cost, more efficient employees,
less number of employees… )High investment (price)
Result in increased work capacity or coverage (example: national police,
security companies…) Security/Safety
Eco label & high tech label Battery life
Our proposal
SEGWAY FOCUS ON B2C MARKET
IDENTIFY MARKET DEMAND / TREND
DEVELOP MARKETING STRATEGY BASED ON MARKET
RESEARCH RESULTS
CULTIVATE FOR LONG TERM GROWTH IN FRENCH B2C
MARKET
Target for Market Research
PRIOR PRODUCT AWARENESS
LENGTH AND EMPHASIS OF THE TRAINING PROGRAM
USER GROUP
RECEPTION BY POLICE, PEDESTRIANS, MOTORISTS, AND
BICYCLISTS
USER EXPERIENCE DURING THE TRAINING PROGRAM AND
ACTUAL USAGE
Conclusion
GOOD GLOBAL POSITION
SOURCE ADDITIONAL GROWTH IN FRANCE
FOCUS ON B2B MARKET
FOCUS ON B2C MARKET