Brompton Bicycle
- Submitted by: urukchaji
- Views: 270
- Category: English
- Date Submitted: 10/18/2014 11:35 AM
- Pages: 2
- Report this Essay
Brompton Bicycle
Summary:
The new managing director of Brompton Bicycle, Butler – Adams wants to significantly increase the number of products the company expects to sell this year, as 19,000 folding machines seem to be much less compared to the number of bikes one of their competitors sold last year.
Brompton Bicycle is well known as a folding bike producing company, with its main site being in London where each product costs in the region of £500-£1200 and who are also expanding their sales to Europe, US and Far East where 70% of the overall profit currently stems from.
Lately, there has been a serious concern in regards to the company and its losing market share and value.
In comparison with the 20% to 25% market growth year on year, the company has not been growing concurrently and therefore to boost production, Adams decided to increase manufacturing to 50,000 bikes a year and to reach the goal he would use a system of double shifts backed by a more sophisticated system in order to increase the number of workers and improve the market place of the organisation.
Attention to detail, which seems to be the company motto, is driving Adams to believe that the bikes are built to last and the fixation on growth may lead to poor quality of product which is why Adams needs to keep a good balance between increasing production and staying brand - excellent.
The idea is to start from scratch with the company marketing, work on a more structured strategic approach and choosing the right channels to market with the right brand awareness, which Adams believes will improve the situation of the company place in the market.
Word count: 279
Reference
Summary:
The new managing director of Brompton Bicycle, Butler – Adams wants to significantly increase the number of products the company expects to sell this year, as 19,000 folding machines seem to be much less compared to the number of bikes one of their competitors sold last year.
Brompton Bicycle is well known as a folding bike producing company, with its main site being in London where each product costs in the region of £500-£1200 and who are also expanding their sales to Europe, US and Far East where 70% of the overall profit currently stems from.
Lately, there has been a serious concern in regards to the company and its losing market share and value.
In comparison with the 20% to 25% market growth year on year, the company has not been growing concurrently and therefore to boost production, Adams decided to increase manufacturing to 50,000 bikes a year and to reach the goal he would use a system of double shifts backed by a more sophisticated system in order to increase the number of workers and improve the market place of the organisation.
Attention to detail, which seems to be the company motto, is driving Adams to believe that the bikes are built to last and the fixation on growth may lead to poor quality of product which is why Adams needs to keep a good balance between increasing production and staying brand - excellent.
The idea is to start from scratch with the company marketing, work on a more structured strategic approach and choosing the right channels to market with the right brand awareness, which Adams believes will improve the situation of the company place in the market.
Word count: 279
Reference