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COLORADO TECHNICAL UNIVERSITY
MARKETING PLAN FOR THE
THE SEGWAY HUMAN TRANSPORTER (HT)
Online essay help on segway
BY
PAUL BECKFORD
JEAN ??
SANJIT POUDYAL
HASHIM AL-GHAMDI
MGM 60
ENGLEWOOD, COLORADO
MAY, 00
CONTENTS
I. INTRODUCTION (PAUL) ……………………………………..
II. THE MARKET
CUSTOMERS (JEAN) ………………………………… 4
MARKET SIZE AND TRENDS (JEAN)………………. 6
COMPETITION (SANJIT) ………………...................... 8
ESTIMATED SALES (SANJIT) ………………….. …… 14
III. SALES AND MARKETING
STRATEGY (HASHIM) ………………………….......... 15
METHOD OF SALES (JEAN)………………………….. 16
ADVERTISING AND PROMOTION (HASHIM) ……… 18
IV. CONCLUSION (PAUL) ………………………………………… 1
I. INTRODUCTION
A transportation revolution is here for the Segway Human Transporter or "HT" will soon be hitting the market. City Planners around the world are (or should be) in a frenzy as they prepare for the Segway HT to hit the streets. On par with the invention of electricity, the telephone, the solid state circuit and the Internet itself, the Human Transporter will force a major paradigm shift in the way people work, travel, commute, protect and to serve. The Segway HT is not like your average motorized scooter, its ease of use, mobility and power put it into a class of its own. It fills the niche between pedestrian foot travel and Automobile speeds. For now on, Postal workers can carry greater loads and travel farther, Police and Security Guards can patrol greater areas yet be more approachable.
Two models will be manufactured and sold at market introduction; the Industrial model and the standard model. The Industrial model is intended primarily for commercial and government uses and will feature more robust features such as greater range, higher and higher speeds. In the interest of safety, the Public will have the opportunity to buy the standard version at half the price but with limited functionality.
As detailed in the following sections, we have chosen our target customers, primary markets and identified our closest competitors. Our marketing strategy will take a multi-tiered approach, part of which will be to open our own Store Front in Downtown Denver and organize promotional events at college campuses in order to attract future Denver Businessmen.
II. THE MARKET
CUSTOMERS (JEAN)
For the customers, we use the market segment cross-classification matrix to identify the customers. Our target market is a group of people who work or live around Denver Country. We also concentrate on the group of people who are 5 to 44 years old and have annual incomes over $50000. Because our products are made for customers who have special needs, so we use the concentrated marketing zeroing in on a single target strategy to focus on only one segment.
Here are some potential customers around Denver Country that we think Segway HT can give the most benefit for them.
Manufacturing, Distribution, and Corporate Campuses
Segway HT will be an invaluable tool in warehouses, distribution centers, manufacturing facilities, and large corporate. Segway HT is a greater idea for carrying light cargo or packages than expensive motorized transport, and its speed will help maintenance workers, messengers, and others get to their parts faster, minimizing downtime caused by any failure or time wasted traveling.
Law Enforcement and Emergency Workers
With Segway HT, police, fire, and rescue workers could arrive at the scene of an accident far faster than if they'd had to negotiate crowded streets in a vehicle. Segway HT allows police officers to spend less time walking, helping them conserve energy. It also makes them more approachable than they'd be from behind a close car window or atop a horse, bringing them into contact with the communities they serve.
Security Guards
For security guards, Segway HT's faster speed allows them to cover greater areas while conserving energy for when it need. Segway HT can help security guards work effectively either in the building or in the ground.
Postal and Delivery Service
Segway HT will enable couriers and postal workers to cover larger delivery routes. By relieving physical strain that comes with walking delivery routes, or with carrying heavy packages, Segway HT could reduce stress and injuries for workers. Giving workers the strength to carry longer.
Parks and Recreation Areas
Segway HT allows people from the park service an easier way without a big vehicle. Also Segwat HT can reduce the pollution that affects the enviroment in the parks. Moreover, tourists could travel more deeply inside the park on Segway HT.
Tourism, Hotel, and Amusement Parks
Segway HT can give many benefits to the hospitality and tourism industries. Segway HT could reduce time and space by transporting maintenance personal helping food workers get to bar and restaurants. Moreover, courtesy workers and hosts at amusement parks would be more visible.
Airport and Airlines
Airport workers could travel faster both inside and outside of terminals on Segway HT such as Segway HT can take pilots getting to a distant gate faster, baggage handlers could tow a trailer to and from planes. Also, all of this could be accomplished without having to rely on trucks to other vehicles.
MARKET SIZE AND TRENDS (JEAN)
For our market size, we can infer to people who live and work in Denver area, so it can be everyone who live in Denver, age more than 4, and have annual incomes over $ 50000. From the data of the population in Denver, Colorado in 000 are used for estimate market size and trend for Segway HT.
General Demographic Characteristic 000 Denver Country, Colorado
Total population in Denver country, Colorado 554,66, however we target on people who have chance to purchase Segway HT
Sex and Age
Male 80,07
Female 74,4
Age Number of Population Percent
15 to 1 ,5 5.8
0 to 4 45,54 8.
5 to 4 11,676 0.5
5 to 44 86,40 15.6
45 to 54 71,000 1.8
18 yrs & over 4,870 78.0
Male 17,604 .
Female 15,66 8.8
Median age (years) .1
Total Market Size 00,06 people (from people who age 5 to 44) as of 6%
From http//www.census.gov/prod/cen000/dp1/kh08.pdf
From our discussion, we think, we should focus on customers who live in Denver because the number of people in Denver Country is the largest city in Colorado and large enough to be profit, also easy to advertise all of them. We don't want to target people all Colorado because the big expense have to spend on advertising and distribution. Moreover, people in one area have similar behavior, values, background and characteristics. It is easier to fulfill smaller group expectation in Denver Country more than people all state or around USA.
As the data, we can see obliviously that people who age around 5-4 are the largest group and people who age 5-44 are the second group, so we deiced target on these groups as our market. Also people from these groups have trend to interest in Segway HT. They are not too young or not too old. We don't want to target on teenager because roller-blades, Skateboards and bicycles may be our competitors in teenager market target. The most important thing, we may be the only one product in this market or we don't have any competitor.
In the future, we predict to increases our sell around 7 % for next 5 years by compare from trend of population increasing in Colorado.
Colorado Population in 000 4,168,000
Colorado Population in 005 4,468,000
In next 5 years population increase 7%
From http//www.census.gov
COMPETITION (SANJIT)
In the market plan study, my case is to derive Competitor and Estimated Sales for Segway product.
Competitor of Segway
This is the age of intense competition. Marketers must carefully identify and analyze their current and potential competitors. New technologies pose serious competitive challenge. Marketing competition refers to many firm engaged in satisfying the customer needs. There are two kind of competition in marketing the product. One is Industrial competition and other is Market competition. My goal is to analyze the marketing competitors of the product 'Segway' based on Objective, Features, Price, Quality, and User's view.
Segway is the members of scooter's family. There are mainly two types of scooter found in the market. One is Manually scooter and other is Electrical scooter. The purpose of manually scooter is to play. Electric scooters are used for play and are also used for short distance travel. Segway fall into the Human Transportation categories, which is also known as light vehicle. Actually, Segway didn't have a direct competitor. I am trying to compare with other scooter because they fall in the same family. X-port SLX/707, Great White E6, XTR are the most popular electrical scooter found in the market, can be the segway's competitors. Here, I am trying to analyze Segway marketing competitor with electrical scooters.
• Objective of the Product Every product has its own objective for consumer's attraction. Segway's is mainly used for Human Transporter and other electric scooter is used for playing. Due to use for human transportation, it is more popular.
• Features Since the purpose of the Segway is different. It has more advanced features than other electrical scooter. It is also called as transportation vehicle. See appendix for tabular presentation of each scooter type.
• Price Price of a product plays the major role in the market. Even the Objective of the product is for general use, quality is excellent still the product may not sustained in the marketing competition. This is due to the pricing policies. Generally, people looks at a price before buy and tries to compare with other similar product. Segway has two kind of model (Industrial and user's) and price varies based upon the model. Price for industrial model is around 8000$ and user's model is around 000$. If we compare the price with other electric scoter, segway's price is very high. As, I have already mentioned above that this is not an actual electric scooter only the fall in the same family. Segway has multi functional use, which varies the price with other scooter. The highest price of the electric scooter is around 00$.
• Quality Quality varies the price. Logically, if the price of the product is low, consumer cannot expect high quality. Segway has series like e-series, I-series and p-series. This is not due to vary in quality but due to feature change in each series. Analyzing the quality of electric series, there is lots of variation on price. In average it starts from 00$ goes up to 00$. It cannot be that 00$ scoter's quality is as of 00$ scooter. In my view, Segway never compromise with price and quality.
• User's View I had a short conversation with my apartment's children who are playing an electric scooter. And found that they bought the scooter just to keep their children busy in summer. I also found that the children feel good when they play with electric scooter. It runs fast and enjoy in playing. It concludes that, the purpose of the electric scooter is play rather than travel.
Segway performs a feasibility study on Tampa post office. Post office announced completion of the feasibility test of the Segway Human transporter, a-self balancing, and electric powered transportation device for use of mail delivery. The Segway used on five residential delivery routes where a portion of delivery are made by the letter carrier on foot. Each delivery has approximately 500 deliveries address. The postal service evaluation of the Segway test data will include safety and ergonomics, ease of use and adaptability. Segway are testing in lots of company such as National Park Service (NPS), GE Plastic (Unit of General Electric Company (NYSEGE)), Atlanta Organization etc. The company they are testing Segway are very positive about the product and willing to use.
Student's view
In short, electric scooter and segway are basically used for human transporter. Electric scooters are more used for playing purpose and segway are testing as transportation. There are not closely competitors for segway in the market. It is a new product and use for multiple purposes. Segway are also used for cart carry. Eg. Post office personal can dump the letters and packages in the cart and use segway to pull along their way. About the pricing, even the price of a segway is higher than general electric scooter companies are willing to use segway for safety and for multi purpose transporter. I think that segway is having the monopoly market.
Segway
Manufacturer Segway LLC
Price Industrials Model 8000
User's Model 000
Top Speed 1.5 mph
Weight 65 to 80 lbs (Depending on model)
Turning Radius Zero
Climbing Capacity 0 Degree incline at full payload
Wheelbase 0 (Single Axis)
Width 5 or inches depending upon the model
Tire size/type 16 x inches or 1 x 4 inches depending upon the model, Michelin-developed tube pneumatic
Motor type Redundant, integrated dc brushless servo motor withintegral magnetic feedback device.
Braking system Regenerative
Battery type x 7V or 58V nickel metal hydride or nickel cadmium, depending on model
Distance on Battery 10 to 15 miles (7V niMH model)
Battery charge time 4 6 hours
What makes the product Unique? Self balancing capability; on-board, smart charging system; high-technology electromechanical system like solid-stage gyros and brushless dc servomotors; extensive use of redundant systems for fault-tolerance.
X-Port SLC/707
Manufacturer EV Rider, Inc
Price $ 6
Top Speed 18 mph
Weight 5 lbs
Turning Radius Within its own Wheelbase
Climbing Capacity 150 lbs @ 15 degree
Wheelbase 5.5 inches
Tire size/type 1.50 x .5 inches, pneumatic
Motor type 50 W, 4V dc rare-earth magnetic
Braking system Front V-brakes; Rear drum brake
Battery type 4V lead acid battery
Distance on Battery 10 miles
Battery charge time 4 6 hours
What makes the product Unique? Has both front and rear suspension, adjustable seat and handlebars.
Great White E6
Manufacturer RadGo
Price $ 5 ( $6 with seat)
Top Speed 5 mph
Weight 68 lbs
Turning Radius About 8 ft, through depend on speed
Climbing Capacity 10 degree incline
Wheelbase 8.5 inches
Tire size/type 10 inches pneumatic (85 psi)
Motor type 800W, 6V dc brush motor
Braking system Cable actuated
Battery type x 1V x lead acid
Distance on Battery 18.5 miles
Battery charge time 6 8 hours
What makes the product Unique? Most powerful electric scooter
XTR
Manufacturer BladeZ
Price $ 74
Top Speed 18 mph
Weight 46 lbs
Turning Radius Not available
Climbing Capacity 10-15 degree grade, depending upon weight of rider
Wheelbase 46 inches
Tire size/type 10 inches Kenda slick pneumatic
Motor type 450W, 4V dc brush motor
Braking system Disk/Caliper
Battery type x 1V nickel metal hydride
Distance on Battery 1 14 miles
Battery charge time hours
What makes the product Unique? First use of nickel metal hydride battery on an utilitarian (non-toy) scooter
ESTIMATED SALES
The product is basically designed for organization in reducing a walk. I found that the product is not useful for homely purpose. Lots of organizations are in a feasibility test of the product. If feasibility report shows a success then only the sale of the product is high. Estimated sales based upon the interest of the organization.
III. SALES AND MARKETING
STRATEGY (HASHIM)
Our strategy is divided into three stages, short term, med term and long term.
- Short term (introduction)
This is the most important stage for two reasons
1- Its totally new product and idea, so it needs a lot of conviction for its benefit and feasibility.
- This stage is the base for the two other stages, so if we fail to market this product and convince the people in this stage we will not success to reach our goals and thus the whole project will cascade.
Anyway, in this stage we are planning to introduce and market the idea of the Segway before the product, we will focus on two points, the environment and the energy. After the idea introduction we will introduce our product by focusing on price, ease of use and safety. We dont expect high sales but we expect government incorporeal support and worm welcome from people.
- Med term (circulation and publicity)
Our two main goals in this term are
1- Make customers depend on Segway in their transportation.
- Draw our product in the transportation map.
We should sell as much products as we can with a very reasonable price. We expect to gain some profit at the end of this stage.
- Long term (replacement)
Our goal in this stage is to replace our product instead of cars. We expect to invest more money in this stage to develop Segway and its research. We are planning to look for outside markets and study different cultures to suite our products in everywhere.
This is our main strategies, but of course there are smaller goals such as selling our idea to other company in another country such as Japan if we are shortage of money. Its important to take strong control of the financial sources during the work on these strategies. We know that sometimes shortage of money is the cause of frailer, not another reason.
METHOD OF SALES (JEAN)
From our market size and market target that focus on Denver Country area only. It is necessary to use appropriate method of sales. We decided to open The Segway Shop in Denver Downtown as a Bulk-Breaking Function because this Segway Shop buy large quantities of products and sell to customers in each item.
The Segway Shop performs as a Manufacturers' agent because this shop is manufacturers' representative that is totally controlled by producer. This shop is operating in geographically limited area (Denver Country only) and this shop sells products, parts, and accessories from Segway HT only. There are many benefits of Segway Shop in Denver Downtown.
-The Denver Downtown area is the center of Denver Country and many people have chances to come in downtown area.
-Many companies and government organizations that is our target market are located in Denver Downtown. We can advertise, distribute, and reach easily to our prospect customers.
-Everyday, there are many people pass around the Segway Shop. We can have many chances to meet new customers without any cost.
-Because the most our target group live near Denver Downtown, we can safe the cost for shipping products to customer that ordered them.
In the first 5 years, we have only one Segway shop. This shop is not only opened for sell but also it is opened for give services too. A mechanic team is available every business day in Segway Shop. Moreover, customers could find all parts and accessories too. We still offer the customer service for new customers and old customers to keep the good relationship for customers.
We can conclude that The Segway Shop works as an Agent of Segway company. The first function is bringing customers to meet producers easily. This shop is allow taking possession of goods but cannot take the title. This shop offers products, service, and delivery (without extra charge in Denver Country area) too. Also this shop has an expert knowledge about product and operation.
ADVERTISING AND PROMOTION (HASHIM)
Although this mission will be commission to an advertising agency; we should put together a guideline that contains the following points
- The main media will be our voice to our customers such as, TV, Radio, Theaters, The Internet, Newspapers, Magazines and other communication media.
- Present our product in the famous night shows such as tonight with Jay Leno.
- Call our target of customers by phone and invite them to come over and try our product.
- Focus our advertisement broadcasting at the high traffic time (morning and evening).
- Setup agreements with large and mid companies to bring our product to their offices and present it there to the company and its employments.
- We should sit tight with the environment-friendly emblem.
- We should focus our ads in the bus stop parking for long time.
- Promote Segway in the universities and colleges between the students and give them chance to try it on the campuses.
IV. CONCLUSION
With its far superior mobility, incredible power, versatility and stability, the Segway HT is going to change the way we do business and how we get to our respective businesses. Our target market of Medium Income earners, living in densely populated areas are, sure to be our most valuable customers. Government agencies such as police departments, military and the postal service will benefit from wider areas of coverage and the ability to move quickly on sidewalks, even amid crowds. Commercial enterprises are going to increase efficiency and cut costs by decreasing worker fatigue, increase mobility and speed.
We don't believe our closest competitors, whom are using completely different technologies in their scooters, will be much of a threat. For the most part, their products are cheap and primarily intended for recreation. Despite the fact that our product will cost considerably more than these other products, we feel that the Segway HT fills a void in human transportation, it empowers the pedestrian.
By now, you are probably wondering, "where can I buy my HT"? Well that is a good question as they are not yet for sale but you can get on a waiting list at Amazon.com or stop by our Downtown location in Denver, if you've heard our Radio and TV spots, they you'll know the way.
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