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Case: Reinventing the Wheel. Dec. 2, 2001, Time Magazine

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Case: Reinventing the Wheel. Dec. 2, 2001, Time Magazine

By:

Vikas Mohan Aggarwal

1. What is the Segway, what are its potential applications, and how big of a commercial opportunity does it represent at the time of the case?

Segway was a hydrogen-powered hovercraft. Or a magnetic antigravity device. Or, closer to the mark, a souped-up scooter. Segway will be the fastest outfit in history to reach $1 billion in sales. Can be used in parks and at Disneyland, on battlefields and factory floors, but especially on downtown sidewalks from Seattle to Shanghai. Segway will replace cars as cars will be banished from urban centers to make room for millions of "empowered pedestrians"--empowered, naturally, by Kamen's brainchild Segway.

It represents less of a big commercial opportunity as priced higher of about 8000$ at the time of case .

2. What sources of uncertainty does the venture face?

Regulators decision on if the Segway is safe and if it will be allowed to roll on sidewalks.

How useful the Segway will be for people who love walking.

Will the Segway product be appreciated and be popular in consumer market apart from the institutional and corporate bulk buyers with deep pockets?

3. Kamen plans to manufacture and market the Segway through his own firm. Is that a good idea? What alternatives would he have?

It must be marketed in such a way it makes people believe it as a revolutionary product. It can be done via media influencers on social media by tech speakers, influencers and people should be allowed to test this on the stores of these products so as to make them satisfy to buy this product.

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