Segway - Still Off-balance?
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(Case Code: MKTG125) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG125 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes- |
| Case Length |
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17 Pages |
| Period |
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2001-2005 |
| Organization |
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| Pub Date |
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2006 |
| Teaching Note |
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Not Available |
| Countries
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US |
| Industry |
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Automobile |
Abstract:
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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.
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Issues::
» 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
Contents:
Keywords:
Segway, Human Transporter, Segmentation, Targeting, New product launch, Pricing, Pedestrian safety, Lobbying, Promotion, Hype, New technology, Distribution, Amazon.com
Segway - Still Off-balance?
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