Part II - Case (14 marks)____________

Read the case on Segway S-Pod and answer the questions that follow. Assume you are the marketing manager on this product and are writing the marketing plan to launch in the Canadian market April 1, 2021.

Introducing Segway's newest personal transportation device, the Segway S-Pod!

The S-Pod is an all-electric, single-passenger two wheel "self-balancing" personal transportation vehicle. It is fun to drive a Segway S-Pod! It can accommodate a weight load of 150 kg and has an impressive top speed of 40 km/hr.

Driving and parking an S-Pod is easy.It is controlled with a joystick on the right side of the seat. Push forward to go forward, push back to go in reverse, and push to the left or right to spin in place. Moving the joystick between 10 and 11 o'clock or 1 and 2 o'clock will let you turn left or right, respectively, while maintaining speed.

Order online starting April 1, 2021.

Features

• Lithium-ion battery allows riders to travel up to 30 km on a single charge with a top-speed of 40 km/hour (many "occasional" cyclists ride around 20 km/hr)
• Full charge within 60 minutes
• Easy to master with new "how to ride" tutorials available at Segway.com
• Environmentally friendly; zero emissions
• Colour: white
• Price C$5,000

1) Write one SMART marketing objective for the launch of Segway S-Pod. (2 marks)

2) SWOT analysis: Clearly identify one distinct strength, weakness, opportunity and threat for the Segway S-Pod. (4 marks)

3) Positioning

• Identify the benefit of Segway S-Pod (2 marks)
• We discussed several positioning strategies in class. What positioning strategy do you recommend and why? (2 marks)

4) Use a "Product-Market Analysis" to identify four new ideas to grow the Segway S-Pod business. (One idea per each of the 4 strategies.) (4 marks)

• Market penetration
• Product development
• Market development
• Diversification