Segway Final Powerpoint
Segway Final Powerpoint
Segway Final Powerpoint
Presentation Overview
Introduction Strategic Assessment: Moore Framework Stakeholders Critical Issues Analysis Bayesian Network Analysis Strategic Implications and Recommendations
Introduction
Motor-scooter like device Powered by electric motors Movement by shifting weight, turning wrist Turning radius of zero Designed by inventor Dean Kamen (150 patents)
3 Product Models
e series - Expeditor (cargo) i series - Industrial (business) p series - Personal (consumer) Commercial models faster, longer range, heavier Max speed 10.0 - 12.5 mph Maximum distance 14 - 17 miles (single charge) Device weighs 69 - 95 lbs.
Substitute for walking Value proposition (business and consumer) Amazon.com auction - $100,000 bids Amazon.com - first customer
Technology enthusiasts
Visionaries
Pick on someone your own size Enlist the support of the economic buyer Post office, police departments Amazon.com, Michelin, GE Plastics
Government services
Production capacity 40,000 units/month Need to lower price point from $3,000/unit Builds awareness Overhype sets unrealistic expectations (e.g. artificial intelligence industry)
Stakeholders
Consumers Businesses Government Services Regulatory Authorities Environmental Interests Electric Industry Petroleum Industry Manufacturing Partners
Businesses
Regulatory Authorities
Manufacturing Partners
Highlight key issue for each area Political - Regulatory approval Behavioral - Consumer utility Economic - Segmentation Social - Fad or revolution? Technological - Segway imitators
Bayesian Network
Base scenario
Harder to enter Tornado than Bowling Alley Regulatory hurdles Consumer value key Ability to supply Competitive threats
4.17% -5.43%
4.48% -3.90%
0.10% -1.87%
1.58% -2.37%
3.78% -2.52%
2.05% -4.09%
1.67% -3.62%
-1.55% 2.55%
6,000 $ 103 $ 78 $
Scenario Base case Hi Market Demand Lo Market Demand Adequate Ability to Supply Inadequate Ability to Supply Weak Competition Strong Competition
Less automobile oriented urban infrastructure, but less Segway friendly infrastructure More receptive to cheaper transportation technology (higher customer value)
The Future?
Segway Videos
Link: http://www.segway.com/connect/multimedia.html