Segway - Still Off-balance?

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG125 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Case Length : 17 Pages
Period : 2001-2005
Organization : -
Pub Date : 2006
Teaching Note : Not Available
Countries : US
Industry : Automobile


The case deals with the Segway HT (Human Transporter), the hype surrounding its launch, and the criticisms and the obstacles the company faced in selling the product.

It also discusses the strategies followed by the company in marketing the product and its failure so far to achieve widespread acceptance and usage.

The case ends with a brief discussion on the future prospects of the device.


To analyze the launch of a new product

To highlight the significance of media/publicity with respect to new launches

To appreciate the importance of segmentation, targeting and pricing in marketing unique/high-tech products

To understand the impact of legal/social issues vis--vis new products


  Page No.
Introduction 1
The Segway HT - What is it? 2
The Segway Story 4
The Hype 6
The Launch 7
A Bumpy Road 8
What Went Wrong? 8
Segway Rethinks its Strategy 10
The Road Ahead 11
Exhibits 13


Segway, Human Transporter, Segmentation, Targeting, New product launch, Pricing, Pedestrian safety, Lobbying, Promotion, Hype, New technology, Distribution,

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