1 / 26

Segway Final Presentation “Can Segway Enter the Tornado?” Management 266A Product Strategy in the Digital Economy

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. Presentation Overview. Introduction Strategic Assessment: Moore Framework Stakeholders Critical Issues Analysis

venecia
Télécharger la présentation

Segway Final Presentation “Can Segway Enter the Tornado?” Management 266A Product Strategy in the Digital Economy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

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

  2. Presentation Overview • Introduction • Strategic Assessment: Moore Framework • Stakeholders • Critical Issues Analysis • Bayesian Network Analysis • Strategic Implications and Recommendations

  3. 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)

  4. 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.

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

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

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

  8. Stakeholders • Consumers • Businesses • Government Services • Regulatory Authorities • Environmental Interests • Electric Industry • Petroleum Industry • Manufacturing Partners

  9. Stakeholders: Consumers & Businesses

  10. Stakeholders: Government and Regulation

  11. Stakeholders: Environmental and Electric Industries

  12. Stakeholders: Petroleum and Manufacturing

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

  14. Bayesian Network

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

  16. Sensitivity Analysis: Primary Branch Nodes

  17. Sensitivity Analysis: Regulatory Issues

  18. Sensitivity Analysis: Customer Value

  19. Sensitivity Analysis: Ability to Supply

  20. Sensitivity Analysis: Competitive Threats

  21. Market Valuation (all units in ‘000s)

  22. Sensitivity Analysis - Expected Valuation • Preliminary valuation = $2.98 billion

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

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

  25. The Future?

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

More Related