Management Report: Brompton Bicycle Company

Management Report: Brompton Bicycle Company
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Management Report: Brompton Bicycle Company
Introduction and Background
Brompton is a bicycle manufacturing company located in London. The company is known for the folding nature of bicycles, making it outcompete other companies. Brompton was established in 1975 by Ritchie Andrew. It is one of the largest bike manufacturers in the United Kingdom, with approximately 50,000 bikes annually (Brompton Bikes, 2022). Despite different models that the company considers, it maintains a hinged frame and tire size for uniformity and high quality. The company also offer bicycle for hire, which also improves its growth and development. It also uses a similar curved model for its bikes to retain customers and limit possible competition. Besides, the main model code that the company has considered in the last 4.5 decades is based on factory-attached fixtures, gears, and a handlebar comprising titanium. Therefore, all the design factors that the company finds are to reduce threats of new entrants by using a complex approach.
Historically, the company was initially named Brompton Oratory since Ritchie Andrew wanted to leave a landmark after building the prototypes in his bedroom. After building the prototypes, his friends supported him, ensuring he obtained the design's license. However, Ritchie became independent five years later and started manufacturing the bicycle products alone (Brompton Bikes, 2022). Ritchie expanded to large-scale production in 1986 and received adequate backup from the customer. He also applied for a bank loan to boost his business. In 1988, the vehicles' high quality and mass production attracted more customers. Butler-Adams joined the company in 2002 and was crowned as the managing director, increasing the production to approximately 40,000 annually by 2013. Due to high performance and positive consideration of the employees' welfare, the company has received different awards such as Queen's awards. Therefore, the company has a positively established history which adequately determines its growth and success.
The company has a better market position concerning its competitors. According to Kuncoro and Suriani (2018), the market composition is defined by many factors, such as higher competitive advantage. Brompton has a higher competitive advantage than many bicycle companies due to its bicycle's high quality and unique designs. Competition in contemporary business is a key element that many companies should consider for a better market position. The key product of Brompton Bicycle is a curved type bicycle with different models (Brompton Bikes, 2022). Besides, the main service is hiring specific models of vehicles for certain groups, especially University students. The report examines Brompton Bicycle by considering its leadership, market analysis, marketing strategy, and strategic human resources.
Leadership and Culture
Leadership and culture is essential element for every organization. A firm can only succeed whenever it has a reliable leadership style and positive culture which promotes growth and development. Effective organizational leadership is necessary ...