Presentation is loading. Please wait.

Presentation is loading. Please wait.

Segway Human Transporter Segway Final Presentation “Can Segway Enter the Tornado?” Management 266A Product Strategy in the Digital Economy Charles Chen.

Similar presentations


Presentation on theme: "Segway Human Transporter Segway Final Presentation “Can Segway Enter the Tornado?” Management 266A Product Strategy in the Digital Economy Charles Chen."— Presentation transcript:

1 Segway Human Transporter Segway Final Presentation “Can Segway Enter the Tornado?” Management 266A Product Strategy in the Digital Economy Charles Chen Miro Curac Antonio Gomez Dwight Huang Len Tiso

2 Segway Human Transporter Presentation Overview u Introduction u Strategic Assessment: Moore Framework u Stakeholders u Critical Issues Analysis u Bayesian Network Analysis u Strategic Implications and Recommendations

3 Segway Human Transporter Introduction u Motor-scooter like device u Powered by electric motors u Movement by shifting weight, turning wrist u Turning radius of zero u Designed by inventor Dean Kamen (150 patents)

4 Segway Human Transporter 3 Product Models u e series - Expeditor (cargo) u i series - Industrial (business) u p series - Personal (consumer) u Commercial models faster, longer range, heavier u Max speed 10.0 - 12.5 mph u Maximum distance 14 - 17 miles (single charge) u Device weighs 69 - 95 lbs.

5 Segway Human Transporter Strategic Assessment: Crossing the Chasm u Segway in infancy stage of TALC u Discontinuous innovation u Substitute for walking u Value proposition (business and consumer) u Technology enthusiasts u Amazon.com auction - $100,000 bids u Visionaries u Amazon.com - first customer

6 Segway Human Transporter Strategic Assessment: In the Bowling Alley u Whole product solutions to niche segments u Pick on someone your own size u Enlist the support of the economic buyer u Government services u Post office, police departments u Businesses with warehouses u Amazon.com, Michelin, GE Plastics

7 Segway Human Transporter Strategic Assessment: Inside the Tornado u Hypergrowth stage years away u Consumers are ultimate target market u Production capacity 40,000 units/month u Need to lower price point from $3,000/unit u Media coverage is a double edged sword u Builds awareness u Overhype sets unrealistic expectations (e.g. artificial intelligence industry)

8 Segway Human Transporter Stakeholders u Consumers u Businesses u Government Services u Regulatory Authorities u Environmental Interests u Electric Industry u Petroleum Industry u Manufacturing Partners

9 Segway Human Transporter Stakeholders: Consumers & Businesses

10 Segway Human Transporter Stakeholders: Government and Regulation

11 Segway Human Transporter Stakeholders: Environmental and Electric Industries

12 Segway Human Transporter Stakeholders: Petroleum and Manufacturing

13 Segway Human Transporter Critical Issues Analysis u Highlight key issue for each area u Political - Regulatory approval u Behavioral - Consumer utility u Economic - Segmentation u Social - Fad or revolution? u Technological - Segway imitators

14 Segway Human Transporter Bayesian Network

15 Segway Human Transporter Bayesian Network Analysis u Base scenario u Tornado viability = 12.10% u Reasons for low percentage u Harder to enter Tornado than Bowling Alley u Regulatory hurdles u Consumer value key u Ability to supply u Competitive threats

16 Segway Human Transporter Sensitivity Analysis: Primary Branch Nodes

17 Segway Human Transporter Sensitivity Analysis: Regulatory Issues

18 Segway Human Transporter Sensitivity Analysis: Customer Value

19 Segway Human Transporter Sensitivity Analysis: Ability to Supply

20 Segway Human Transporter Sensitivity Analysis: Competitive Threats

21 Segway Human Transporter Market Valuation (all units in ‘000s)

22 Segway Human Transporter Sensitivity Analysis - Expected Valuation u Preliminary valuation = $2.98 billion

23 Segway Human Transporter Strategic Implications and Recommendations u Prioritize regulatory approval efforts u Municipal approval is key u Beta testing with government services u Consider international consumer market first u Less automobile oriented urban infrastructure, but less Segway friendly infrastructure u More receptive to cheaper transportation technology (higher customer value)

24 Segway Human Transporter Strategic Implications and Recommendations u Continue expanding production capacity u Hypergrowth demands rapid scalability u Continue conservative patent protection policy u Barrier to entry in a new market u Alternative electric transportation threat

25 Segway Human Transporter The Future?

26 Segway Human Transporter Segway Videos Link: http://www.segway.com/connect/multimedia.html


Download ppt "Segway Human Transporter Segway Final Presentation “Can Segway Enter the Tornado?” Management 266A Product Strategy in the Digital Economy Charles Chen."

Similar presentations


Ads by Google