new product development Segway

3,331 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,331
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
163
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

new product development Segway

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

×