Brompton Essay

404 WordsJun 11, 20142 Pages
The following is a SWOT analysis based on the case study provided about Brompton Bicycle. Brompton Bicycle has many strengths, weaknesses, opportunities and threats presented to it. One of its strengths is the mantra that those to who work at the Bike manufacturer believe that they are ‘not a commodity product’ (Philip Smith, 2008) and are ‘built to last’ (Philip Smith, 2008). Another one of the premium bicycle brand is that theyre attention to detail, differenciating it from other competitors. The very fact that they design, manufacture and sell their bikes in London creates that sense of “faith” in the product. Another strength that one cannot ignore is that the bike hasnt changed to far in the last 20 years from the original design. The phrase “if it’s not broke, don’t fix it” springs to mind. This means that over the last 20 years there has been very little outlay on design costs and adjustments to the production process – therefore saving costs, something that its competitors have not had the luxury of doing. However, whilst Brompton has its strengths, it also has its weaknesses. A standout weakness for me is that the companys headquarters are in London, UK. The cost for both the land and the production are extremely high and Brompton would benefit far greater if they were to have their production line based in another country, perhaps in Asia or Africa. Also, One of Brompton Bicycles main strengths is also one of its main weaknesses as with their almost single-minded approach to the biking industry they have risked being left behind by its competitors. They are now losing market share – some competitors are making upwards of 350,000 bikes each year. Their limitations on the production line has really hampered them and is certainly severing their chances of becoming one of the main players in a field where they are ‘knee-deep in competitors’ (Philip Smith,

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