Please read the Segway S-Pod case (page 2) and answer the 5 questions (page 3). Relevant theories from the course readings should be applied to support your response to each question.
(You do not need to define or describe the theory. Instead, focus on applying the theory.) Please bold high-tech marketing theories referred to and include an in-text citation e.g., Based on its focus on research and development, combined with an apparent lack of market research, Damon
X can be described as an engineering-driven organization ( Mohr, and Sengupta, 2019, “Strategic Planning, p. 6).
Please do not conduct any external research for this assignment. I want your responses to be based on you own ideas supported by course concepts! (Note: You are permitted to use the information from the links at the end of the case to support your answers.)
your exam in Word file format (no pdfs) to the dropbox in MyLS.
Length & Format: The exam will be no longer than 5 pages (double-spaced), exclusive of a title page. If necessary, 3 pages of exhibits (single-spaced) can be included. Use size 12 font and 1” margins all around.
Weighting: The exam will account for 25% of the total course grade. Each of the 5 questions will be weighted equally, i.e., 5 marks per question.
Grading: Grading will be based on the application of appropriate high-tech marketing theories; and organization, depth, and overall professionalism of responses (i.e., well written and free of grammatical and spelling errors).
BU 479 Fall 2020 Take-Home Midterm
The Segway S-Pod
In January 2020, Segway-Ninebot announced the S-Pod, a new product concept at the Consumer Electronics Show (CES) in Las Vegas. Unlike the original Segway, the S-Pod won’t require you to stand up. The S-Pod is an egg-shaped two-wheeler designed to let people sit while they effortlessly cruise around campuses, theme parks, airports, and maybe even cities.
“Segway-Ninebot has established itself as a category leader in short distance transportation solutions, from innovative delivery robots to kickscooters now used in cities across the world,” said CEO Luke Gao. “We are changing the way people move from place to place.”
(https://www.dezeen.com/2020/01/15/segway-s-pod-armchair-vehicle/). According to the
company, the S-Pod is “the first step in Segway working towards their goal of bringing new transportation options to cities” (https://www.dezeen.com/2020/01/15/segway-s-pod-armchairvehicle/).
The S-Pod is powered by the same gyroscopic self-balancing technology as a traditional Segway.
However unlike a traditional Segway, which is driven by leaning forward, backward, and to the sides, the S-Pod is controlled using a joystick on the right side of the seat. The self-balancing technology is designed to always keep the chair level and the two-wheel setup is intended to allow for quick changes in direction even while stopped.
At a weight of 150 kg, the S-Pod has a maximum speed of 40 km/hour and a typical range of 70 kms. The vehicle can carry a weight load of 330.7 lbs and climb hills of an angle of 10 degrees.
Automatic braking on turns and exterior lights are included as standard safety features.
The S-Pod will debut in the third quarter of 2020, with availability to the public in 2021. Although the target market for the S-Pod has not been determined, the concept may appeal to the same sorts of use cases the traditional Segway did (e.g., mall security, sightseeing tours, etc.) while also
offering an option for people who can’t or don’t want to stand for long periods of time. SegwayNinebot may even market the S-Pod as something that doesn’t need to be driven as it may be easier to automate than the traditional Segway. Although the company plans to use its established
distribution channels (https://www.segway.com/where-to-buy?tab=tabs_desc_10916_1), the retail price of the S-Pod has not been determined. Similar Segway-Ninebot products are the Segway
Ninebot-S ($399.99 US) and the Segway Ninebot-S Plus ($849.99).
Major competitors to the S-Pod include GenZe (https://www.genze.com), Airwheel
(https://www.airwheel.net), Ather (https://www.atherenergy.com), and Razor
(https://www.razor.com). Prices of competing products vary widely.
BU 479 Fall 2020 Take-Home Midterm
What type of innovation best describes the Segway S-Pod (breakthrough, sustaining, or disruptive)? Support your response.
Segway-Ninebot needs to identify a target market for the Segway S-Pod. Identify and develop a detailed profile (i.e., using relevant B2C and/or B2B segmentation bases) of the following two groups: a) technology enthusiasts (innovators), and b) visionaries (early adopters) for the Segway S-Pod. Discuss how each group meets the criteria for an attractive segment (i.e., substantial, profitable, identifiable, reachable, and responsive). Using relevant segmentation bases (B2C or
B2B), suggest an initial beachhead that will enable Segway S-Pod to cross the chasm with the Segway S-Pod to reach the pragmatists (early majority). Discuss how this beachhead will a) have a compelling reason to purchase the Segway S-Pod, and b) provide adjacencies to other related market segments, i.e. bowling alley analogy.
Identify an appropriate positioning strategy for the Segway S-Pod. Support your response.
Segway-Ninebot needs to forecast sales for the Segway S-Pod. Outline a specific process (i.e., step
by step approach) that the company can follow to develop a one year sales forecast for the product.
Segway-Ninebot needs to decide on a price for the Segway S-Pod. Making reference to the three C’s of pricing, recommend an appropriate retail price for the Segway S-Pod. Support your response.
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