The Segway Human Transporter is an invention of Mr. Dean
Kamen of DEKA Research & Development, and was originally positioned as
“a personal transportation device to be used on sidewalks.”
Industrial and consumer models have been developed. According to the case, at
least $100 million has been invested in the development and marketing of the
product so far, however, there are no details on how the money was spent. The
case does not offer any documentation to suggest that research was conducted to
verify that sufficient demand for the product actually exists, who would buy it
or for what purpose
1. Identify the most critical marketing management problems
faced by the Segway HT marketing team for both the B2C and B2B markets. Provide
rationale to support your answer.
2. Based on the marketing management problems you identified
above, begin to develop a research strategy and design. You should address if /
how you would use exploratory, descriptive and causal research in your research
design
