Segway - Global Marketing

Segway will begin our global strategy by exporting our products to Japan. The company will set up distribution centers in Japan and staff the operations with management personnel from the United States. In order to ensure successful integration, the company will also hire Human Resource Management and Marketing Specialist from Japan. Segway believes that hiring Japanese staff for Human Resources and Marketing would be in the best interest of the company. The Japanese have legendary culture for their loyalty to employers. Among the implementation plan, is the study of the culture and how it interrelates to the economic success of the company. By hiring from the local culture, there is a two-fold benefit, first, the cultural communication and secondly, the loyalty of staff from inception

Because Segway will be exporting, the product will be sent to distribution centers staffed by locals. Although the top management team will be blended cultures, it is anticipated that line staff will be primarily Japanese. From the distribution center, the product will be marketed to motor scooter or bicycle shops that will be granted exclusivity to the sale of our product. In addition to sales, the personnel will be trained by American technicians to provide service and repair on the product. By providing the Japanese with the knowledge to service and repair our product we will be able to maintain an affordable product.

It will be important to the success of Segway in Japan to ultimately hire Japanese for all local job positions such as management, warehousemen, sales and R&D wherever possible. Hiring

In conclusion our group in visions a locally hired HR group to work with a locally hired employee group. We anticipate retaining a local legal firm to help us deal with Japanese legal issues. We intend to partner with established companies to market and distribute our scooters to the Japanese market and we are planning to set up a local R&D department that will help tailor our product for the Japanese consumer. Above all else we still believe that the Segway Scooter is destined for success in Japan.

2. New products are designed for ease of manufacture.

Segway will need to send a member of their Information Technology (IT) staff to Japan to call upon local internet service providers in order to recommend what carrier to use depending on pricing, reliability, and service. For example if the IT staff member recommends a T1 Internet service through Nippon because of their reliability, Nippon will be the service provider. Once Nippon installs the T1 line then an IT security member from Segway will need to set up a Cisco Pix firewall and configure the Virtual Private Network (VPN) between the US and Japan’s

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