The document discusses the history and market opportunities of Segway. It outlines key events such as Dean Kamen founding the company in 1999 and the Segway being unveiled to the public in 2001. The document also discusses Segway's international presence with over 350 retail points across 80 countries. It analyzes market opportunities in industries such as tourism, law enforcement, and postal services. Finally, it considers strategies around market segmentation and focusing on business-to-business and business-to-consumer markets in France.

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