Segway Case Stud.doc - Running head BUSINESS STUDIES 1...

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Running head: BUSINESS STUDIES 1 Segway Course Code Instructor’s Name Date
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BUSINESS STUDIES 2 Segway Case Study Segway was a self-balancing people mover that became a failure in most observers’ eyes because it failed to meet its anticipated sales. However, many things were well with the mover. First, it had brilliant technology that was patented to protect it against competitors. Second, Segway was an energy saving mover. Third, the mover was a lifestyle product that could attract loyal following. Fourth, it was a unique product with no glitches. Fifth, it was a zero-emission (Segway). A feasibility study is an important exercise to purse before starting any business because it enhances preliminary evaluation of any business idea. The Segway team failed to do a good job of anticipating the challenges that will face their business because of the following reasons. First, the team failed to carry out market research before selling the product. Secondly, the team saw the product as an ultimate solution in the market and failed to identify specific niche markets to target or start from (Aaker, 2012). Although the team carried out several product testing activities, it never made any attempt to test the feasibility of customers to accept the product. The team only concentrated on improving the quality and technological aspects of the product but never worried on how the product would be viewed by the customers (Lessons in innovation from the Segway, 2012). The team did not consider the ways in which consumers would use the product. Further, the team did not look at the target market and industry’s feasibility analysis.
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