Sony AIBO: The World’s First Entertainment Robot

Posted: January 10th, 2014

The paper should answer the following questions probably in an format similar to opportunity study.

1. Analysis and Re-Design

a) How would you adapt the AIBO concept in terms of features and benefits – to make a hit in the US?
b) Evaluate the opportunity of your revamped AIBO for the US market in terms of potential customers and expected gains compared to LEGO Mindstorm and Pleo
c) What are the rationales for proceeding, or not, to a further feasibility study phase?

2. Constrains and Risks

a) What are the risks related to the revamped AIBO launch in the US on an institutional, commercial, technological, economic, financial/budgetary, environmental, gender and social, political level?

b) Express the constraints related to the project in terms of budget, regulations, timeline, results and methodology.

3. Market Opportunity and Recommendations
a) Provide an analysis of the original AIBO market situation in Japan
b) Why did Sony target the American market?
c) Which alternative markets would you recommend for your revamped AIBO? Justify your answer.