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