Week 2 Assignment: Case Analysis – Segway Not all products succeed. For many, challenges arise from the failure to do basic marketing research. Utilizing the Segway case, you will apply learnings on research techniques to demonstrate how proper research could have impacted the success of Segway. Instructions Read and analyze the case Segway: A Unique Personal Transportation Device. Imagine you are the Product Manager for the Segway Personal Transportation Device and need to determine what its market potential is. What questions do you need to answer? What types of research will you perform? What internal and external sources will you utilize? Why? What will you do with the data outputs? Examine the macro-environment, what does it tell about the potential for the Segway? What mistakes and pitfalls could have been avoided if your research plan had been implemented? I need helping creating a 3-year forecast for Segway based on current market conditions. Be sure to explain your methodology and defend your reasoning. You are allowed to make your own assumptions in situations where the data is incomplete.
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