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Developing Countries

  • Reduces over-crowding on roadways as is often seen in many developing countries
  • Volume can meet high consumer demand for solution
  • More eco-friendly than automobiles, pollution is not a concern with Segway
  • Potential solution for personal transportation needs in developing countries
  • where to find the material & energy resources to meet the demand for automobiles, roads, and vehicle storage
  • "most people in the developing world can't afford cars, and if they could, it a complete disaster"

How is it Innovative?

  • First of its kind design
  • A clean, green machine (no gas, battery charging)

What is a Segway?

  • Dean Kamen-inventor and founder of DEKA
  • Manufactured in February of 2001
  • Battery operated scooter-like personal transporter
  • Body weight and movement assumes control through a gyro-stabilized balancing system
  • Time Efficient - Travel short or moderate distances in less time than walking
  • Multi-purpose use - Can navigate through various terrains
  • User-friendly
  • Energy efficient, pro-green, and fun

Made to Specification

Critical Issues

  • Could not etch an identity between cars and bicycles, additional cost of adding Segway lanes to streets
  • No prior market data and defined target market
  • Lack of regulation and state legislation
  • Made to handle harder terrains at higher speeds
  • Equipped with remote-technology in order to gather surveillance data, environmental analysis, etc.

Do you think Kamen should move forward with the Segway HT?

  • Can be specifically customized in an MTO- Pull method for markets such as the military and handicapped consumers
  • Segway was a product, not a solution - too disruptive and a high risk of failure
  • Unreasonably high expectations were set
  • Begin by specifically targeting Made-to-specification markets and Commercial/Industrial markets
  • Transition into selling to regular consumer markets

Commercial Uses

  • Police and tour operators
  • Low purchase and maintenance cost compared to motor vehicle
  • Ergonomic benefits for workers who carry load over distance
  • Benefit for the people who have to carry more in the day like: supplies in industrial plan, parcel, mail etc.

What should Kamen's priorities be over the next 12 months?

Personal Mobility

Consumer Research

Next Steps

Promotional Plan

Action Plan

  • Need to bring in Voice of the Customer early
  • Consumer Research- surveys and interviews
  • Convenience and efficiency for consumers traveling local distances
  • Reduce transportation costs and serve as a more energy-efficient alternative

  • This market was targeted because there was a visible need for consumers, primarily in urban city locations, to have an easy-to-use form of transportation between using a car and walking that didn’t get in the way of general pedestrian traffic.

  • Work on establishing proper regulations so that Segway’s use and purpose is properly identified besides “a luxury toy”
  • Offer a 10 year warranty
  • Online tutorial provided
  • Work with local authorities in a controlled test market to establish proper regulation
  • Use these results to build foundations
  • Focused groups: Get customer feedback through focused groups and conduct tests in order to get a better understanding of customers needs

Pricing Strategy

  • Use results to build the foundation for a general regulation to be passed in terms of using the Segway
  • Look into offering free training videos along with product or online
  • Work with suppliers through methods such as reverse auctioning in order to have parts supplied and manufactured for less cost

Targeted Markets

  • Work on a procurement strategy with suppliers and manufacturers to lower the cost so it is more accessible to regular consumers when they become a more intensive target market
  • Look into substitute components in order to produce the product for less money to be able to sell it to consumers for less money
  • Conduct primary research such as surveys and interviews in major urban areas and cities in order to determine what percentage of people walk medium-to-long distances that Segway would be applicable for
  • Work with local authorities in a controlled test market to establish proper regulations and collect consumer data based on feedback

Agenda

  • What is Segway?
  • How is it Innovative?
  • Targeted Markets
  • Critical Issues
  • Should Kamen Move Forward?
  • 12 Month Scope

Segway Human Transporter

Parth Patel, Hector Mendoza, Urmi Karambelkar, Bansri Shah, Fariha Chowdhury, Eeshanee Dixit

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