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Essay / Research Paper Abstract
It was projected that the Segway would revolutionize personal transportation. The projected sales have not take p-lace. This 4 page paper looks at the case of Segway from a marketing perspective and considers the way marketing may have been improved. The bibliography cites 10 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEsegwaymar.rtf
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a number of high profile customers such as Walt Disney World where the Segways were used by staff to travel distances, especially in Epcot at a fast pace. Not only
were staff using the machines, they were also offering tours to guests using them (Powers and Boyd 7). However, despite the innovative design and the benefits there is little doubt
the predictions made that Segways would create a revolution in personal transportation have been very over estimated (Sovich 26). Figures for 2004, 3 years after the launch in 2001 appeared
to indicate sales were not even a quarter of those initially projected (Sovich 26). The marketing of the Segways must be seen as contributing to this failure. The issue
does not appear to be the product, as was the case with one of the last marketing disasters that was expected to revolutionise the personal transportation market; the Sinclar C5.
However, unlike the C5 the Segway appears to have a cool image (Leavenworth 11). There are numerous tour companies using them to provide tours all around the world. So the
questions remains; why have they failed to meet expectations? One argument is that it id a product ahead of its time; that the public were just not ready for such
a different product (Kher 48). However, there are many revolutionary products introduced that do succeed. This may also be indicative of a marketing issue, Where a product category is new
to a market there may be the need to create a market, especially if it is need that potential customers do not know exists (Hooley at al 226). A
good example of this was Tetra Pak containers, these were new, but there was a difference; the firm selling them managed to communicate with their customers regarding the benefits and
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