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new product development Segway

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  • 1. An investigation of the NPD Process: a case study of Segway Trang Nguyen
  • 2. Problem
    • Case study: Segway
      • A controversial and interesting product
      • First ever self balancing human transporter
      • Many successes and failures experienced
      • Many lessons learnt for management
  • 3. Segway Inc.
    • US-based company
    • Founded in 1999 by Dean Kamen
    • Vision: to develop highly-efficient, zero-emission transportation solutions using “dynamic stabilization” technology
    • Segway on sale on Amazon.com in 2002
    • As of 2007, present in 60 countries
    • Main consumers: security, police, mass retailers, university, theme parks
  • 4. Opportunity identification and selection
    • Dean Kamen saw opportunity to solve urban problems
      • Create vehicles of minimal space, able to maneuver and use on pavements
    • Inspiration from IBOT wheelchair, a 6-wheel balancing machine for the disabled
  • 5. Concept generation
  • 6. Concept evaluation
  • 7. Development
  • 8. Launch
    • Segway was one of the most eagerly anticipated pieces of new technology in history
    • The subject of unprecedented speculation about what it might be, or do
    • Thus when Segway was revealed to the US, it was an anti-climax
    • Kamen later described the information leak about Segway as 'the single worst thing that has ever happened to me in business'.
  • 9. What went wrong?
  • 10. Analysis
    • Concept generation
      • Consumer research found wanting in terms of price and safety
    • Concept evaluation
      • No proper forecasting method
    • Launch
      • Miscalculated marketing strategy
      • Wrong distribution channel
      • Insufficient advertising
      • Lack of diverse expertise from management
  • 11. Conclusion
    • Better financing options to alleviate high price
    • Better safety measures and testing
    • More consumer research
    • More accurate forecasting method
    • Control the information flow in the media
    • Stages of preview provided
    • Aggressive advertising during launch
    • Better choice of distribution channel
    • A diverse team of management