1. THE SEGWAY CASE STUDY
BY
DIANA ALEKSANDROVA, CHEN QUANFEI, FAYAZ HASSANALLY
MAYANK KULSHRESHTHA AND WANG EUGENE PATRICK

2.  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

3.  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

4.  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

5.  350 RETAIL POINTS ACROSS 80 COUNTRIES
 47 DEALERS WORLD WIDE
 MORE THAN 500 GOVERNMENT ORGANISATION WORLDWIDE USE SEGWAY
FOR POLICE PATROLLING
INTERNATIONAL PRESENCE

6. BROAD MARKET
OPPORTUNITIES
Segway Trial Experience

7. 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.

8. MARKET OPPORTUNITIES
 Customers Targeted
Tourism companies
General Public
 Key Value
Efficiency
Environmental friendliness

9.  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

10.  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

11. 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

12. 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

13. Conclusion
 GOOD GLOBAL POSITION
 SOURCE ADDITIONAL GROWTH IN FRANCE
FOCUS ON B2B MARKET
FOCUS ON B2C MARKET