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Case
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Reference no. 506-053-1
Subject category: Marketing
Authors: Saji Sam George; Sachin Govind
Published by: IBS Center for Management Research
Published in: 2006
Length: 18 pages
Data source: Published sources
Topics: Segway; Human transporter; Segmentation; Targeting; New product launch; Pricing; Pedestrian safety; Lobbying; Promotion; Hype; New technology; Distribution; Amazon.com
Share a link: https://casecent.re/p/68266
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Abstract

The case deals with the Segway Human Transporter (HT), 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.

Teaching and learning

This item is suitable for postgraduate courses.
Location:
US
Industry:
Automobile
Size:
Small
Other setting(s):
2001-2005
Teaching note
-
Reference no. 506-053-8
Subject category: Marketing
Authors: Saji Sam George; Sachin Govind
Published by: IBS Center for Management Research
Published in: 2006
Length: 4 pages
Data source: Published sources
View full details

About

Abstract

The case deals with the Segway Human Transporter (HT), 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.

Teaching and learning

This item is suitable for postgraduate courses.

Settings

Location:
US
Industry:
Automobile
Size:
Small
Other setting(s):
2001-2005

Related

Teaching note
-
Reference no. 506-053-8
Subject category: Marketing
Authors: Saji Sam George; Sachin Govind
Published by: IBS Center for Management Research
Published in: 2006
Length: 4 pages
Data source: Published sources
View full details