Segway - Still Off-balance?

            
 
Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG125
Case Length : 17 Pages
Period : 2001-2005
Organization : -
Pub Date : 2006
Teaching Note :Not Available
Countries : US
Industry : Automobile

To download Segway - Still Off-balance? case study (Case Code: MKTG125) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies

Business Case Studies

Custom Search


Please note:

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.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

The Segway HT -What is it?

The Segway HT was a two-wheeled device that looked something like a lawn mower (Refer Exhibit I for a photograph of the Segway HT), with a platform for the rider to stand on. It had no accelerator or brakes - instead, sophisticated electronics made the machine responsive to the body position of the rider. If the rider leaned forward, the Segway HT moved forward.

To slow down or stop the device, he had to lean backwards. The device moved backwards if the rider leaned still further back. The rider could steer right or left by turning a handgrip clockwise or counterclockwise. Gyroscopes and tilt sensors tracked the rider's position and movements, and allowed him to control the machine.

The Segway HT came with three keys -a black key that limited the speed to 6 miles per hour (could be considered as the “training wheel” mode), a yellow key that limited the speed of the device to 9 miles per hour, and finally a red key which enabled the 'open environment' mode where the device could move at 12.5 miles per hour.

Although the company claimed that the device was user-friendly, it did require some training to handle it. The user had to practice on a variety of surfaces - uneven pavement, sand, gravel, and even puddles, before he could feel confident. "It takes a while to learn. You can learn the basic operation in just a few minutes, but you need practice to really know how to use it on the sidewalk, how to mix with the pedestrian flow, how to handle curbs and driveway cuts," said Tom Weyandt, Director of Comprehensive Planning, Atlanta Regional Commission and a Segway HT user.

The Segway HT was also described by the company as extremely safe, thanks to its sophisticated electronics, and redundant electrical and mechanical systems. Many of its important components had at least one backup substitute. For example there were two rechargeable batteries, five gyros, two motors (each with two sets of windings), two controller boards, and a frame that could bear up to seven tons of force. The machine was tested and retested in extreme temperature variations, in water and in snow, in high humidity, salt and dust contact, and UV exposure. “The track record of the machine in the field has been absolutely spectacular. We have tens and thousands of hours (riding) the machines...,” said Doug Field, Vice President (Product Development), Segway...

Excerpts >>


3] Marsha Walton, "Months after the Hype: Is Segway Still It?" www.cnn.com, September 12, 2002.

4] "Make Way for the Segway," www.web.ics.purdue.edu.


Custom Search





Fundamentals of Marketing Management
Textbooks Collection

Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.