Abstract

The case deals with the Segway HT (Human Transporter), the hype surrounding its launch, and the criticisms and the obstacles the company faced in selling the product. It also discusses the strategies followed by the company in marketing the product and its failure so far to achieve widespread acceptance and usage. The case ends with a brief discussion on the future prospects of the device.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To analyze the launch of a new product
• To highlight the significance of media/publicity with respect to new launches
• To appreciate the importance of segmentation, targeting and pricing in marketing unique/high-tech products
• To understand the impact of legal/social issues vis-à-vis new products.

Keywords

Segway, Human Transporter, Segmentation, Targeting, New product launch, Pricing, Pedestrian safety, Lobbying, Promotion, Hype, New technology, Distribution, Amazon.com