Essay about Irobot Market Mix

5103 Words May 4th, 2013 21 Pages
CASE

8

iRobot: Finding the Right Market Mix?
Alan N. Hoffman

CORPORATION, FOUNDED IN 1990 IN DELAWARE, designed and built a vast array of behavior-based robots for home, military, and industrial uses. iRobot was among the first companies to introduce robotic technology into the consumer market. Home care robots were iRobot’s most successful products, with over 5 million units sold worldwide and accounting for over half of its total annual revenue. iRobot had a long-standing contractual relationship with the U.S. government to produce robots for military defense. iRobot was fully gauged toward first mover radical innovation with an extensive R&D budget. Made up of over 500 of the most distinguished robotics professionals in the
…show more content…
The potential to fully clean one’s house using automated robots is appealing to customers. On the government and industrial robotics front, iRobot offered both ground and maritime unmanned vehicles, selling the vehicles directly to end-users or through prime contractors and distributors.3 Its government customers included the U.S. Army, U.S. Marine Corp, U.S. Army and Marine Corps Robotic Systems Joint Program office, U.S. Navy EOD Technical Division, U.S. Air Force, and Domestic Police and First Responders. For 2009 and 2008, 36.9% and 40.3% (respectively) of iRobot total revenue came from the U.S. government.

EXHIBIT 1 iRobot Complete Product Listing

Consumer Products:
{

{

{

{

{

Roomba floor vacuuming robot: vacuum floors and rugs at the press of a button (US$129–US$549). Scooba floor washing robot: preps, washes, scrubs, and dries hard floor surfaces (US$299–US$499). Verro pool cleaning robot: cleans a standard size pool in about an hour while removing debris as small as two microns from the pool floor, walls, and stairs (US$399–US$999). Looj gutter cleaning robot: simplifies the difficult and dangerous job of gutter cleaning (US$69–US$129). Create programmable robot: a fully assembled programmable robot based on

Related Documents