Segway
A ‘Segway’ to Profits
Apple recently rolled out a new product line of table PCs named the iPad. In recent history, there hasn’t been a product that has sparked as much controversy as this product. It’s not offensive, it doesn’t break any laws, and it hasn’t been monopolized in the marketplace by Apple, at least not yet anyway. So what is the controversy? People haven’t recognized the need for this product. A company as massive as Apple wouldn’t produce such a product that wouldn’t sell, would they? So what is their plan? How will they succeed? These are the questions we are faced with in producing a marketing strategy for the Segway HT. The Segway HT is a lot more than just a cool, innovative invention. With the proper marketing strategy, it will become a staple mode of transportation in the 21st century. Our job as a marketing team is to show the world the unmet need that they have and how it can be addressed with the Segway HT.
A Disappointing Start
The initial projections of the Segway HT, which was recently introduced to the market, indicate that it has not hit sales targets. There are a number of factors contributing to the non-success of the Segway HT thus far. While it is impossible to address them all, we have narrowed it down to a few of the major reasons why we believe the projections have come up short.
Dean Kamen, whose company designed the Segway HT, has been one of the most prolific and successful inventors. At one point, if he had a hand in any invention, it usually turned to gold. His resume includes an electronic lighting show control, a drug infusion machine, a climate control system, a highly functional wheelchair, and much more. Most of his products were created and designed for institutional use. The Segway HT at its inception was designed for consumer use. Despite targeting a completely different market, the expectations for the consumer-focused Segway HT were that it would succeed just as his inventions for
Apple recently rolled out a new product line of table PCs named the iPad. In recent history, there hasn’t been a product that has sparked as much controversy as this product. It’s not offensive, it doesn’t break any laws, and it hasn’t been monopolized in the marketplace by Apple, at least not yet anyway. So what is the controversy? People haven’t recognized the need for this product. A company as massive as Apple wouldn’t produce such a product that wouldn’t sell, would they? So what is their plan? How will they succeed? These are the questions we are faced with in producing a marketing strategy for the Segway HT. The Segway HT is a lot more than just a cool, innovative invention. With the proper marketing strategy, it will become a staple mode of transportation in the 21st century. Our job as a marketing team is to show the world the unmet need that they have and how it can be addressed with the Segway HT.
A Disappointing Start
The initial projections of the Segway HT, which was recently introduced to the market, indicate that it has not hit sales targets. There are a number of factors contributing to the non-success of the Segway HT thus far. While it is impossible to address them all, we have narrowed it down to a few of the major reasons why we believe the projections have come up short.
Dean Kamen, whose company designed the Segway HT, has been one of the most prolific and successful inventors. At one point, if he had a hand in any invention, it usually turned to gold. His resume includes an electronic lighting show control, a drug infusion machine, a climate control system, a highly functional wheelchair, and much more. Most of his products were created and designed for institutional use. The Segway HT at its inception was designed for consumer use. Despite targeting a completely different market, the expectations for the consumer-focused Segway HT were that it would succeed just as his inventions for