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Ego Case Study

Essay by   •  April 17, 2011  •  Case Study  •  454 Words (2 Pages)  •  4,291 Views

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1. Discuss some of the hurdles to developing and launching a new product. What sort of obstacles did eGO face?

There is a long and complicated process in developing a new product, especially when developing a new vehicle for use on public roads and highways. Once you have a prototype for the product, consumer testing should occur to refine the product, identify its weaknesses and its strengths so the designers can try to improve the product as much as possible before it is marketed to retailers and consumers. Once that is completed the product may need to be approved by the government regulators to be manufactured and sold in a specific market, state or country. Then having gained approval if necessary you would need to develop a marketing plan to understand which channels you will offer the channels through and why. Complete that and then you have to find retail customers that want to sell your product and figure out the logistics of manufacturing and delivering your product to them. These are similar obstacles that eGO faced, the major ones being government approval, forcing the additions of headlights, tail lights and blinkers, and also the problem of finding appropriate channels of distribution willing to sell your product, which remains eGO's toughest challenge today.

2. Discuss what eGO might do next to continue its growth phase or reach maturity.

If I were in charge of eGO my next step would be to secure a retail partner to provide floor space for the bikes, or look into opening a few small stores for ourselves to provide a location were customers can see the bikes in person and take them for test drives. I believe that this would expand eGO's growth where it is having the most trouble, we know that where they do sell customer interest peaks so we need to get the bikes to the customers easily so they can spread the word to their friends and let everyone know how awesome the eGO is.

3. What is eGO's likely target segment(s)? What are your reasons for these suppositions

I believe that eGO's target audience is the urban environmentally conscious consumer. It is these consumers that will be best served by the range and mobility of eGO's scooter. College students and city dwellers would find it extremely useful being able to travel the short distance to work or school, the ease of parking the scooter, and the cheap and green costs and emissions of operation of the scooter would appeal to most people with a short commute. The majority of drives completed by these customers are short and easily replaceable with the eGO scooter and the cost savings would be most appreciated by low income college students.



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