Brompton Bicycles was founded in June 1976 by Andrew Ritchie. His flat overlooked the Brompton Oratory in South Kensington, London, thus the brand name "Brompton Bicycles" was born.
The SWOT Analysis diagram above shows a SWOT Analysis of Brompton the folding bicycle company.
Strengths
Unique folding design of bicycle. The bicycle folds in three stages to the size of a small suitcase.
Patented technology means no one can copy their design.
Profits of £2.54 million in 2018 from the sales of their bicycles.
Leading brand for folding bicycle. When consumers think of folding bicycles they think Brompton.
The iconic design of the bicycle allows people to identify a Brompton in the streets.
Hand built bicycles
Producing bicycles in the UK means they protect their intellectual property.
Weaknesses
Production limited to 43,964 in 2018 as all bicycles are hand made. This means there is a waiting list for the product and therefore Brompton can't meet all demand.
Cost of the bicycle;The entry model of the bicycle is still pricey, putting some potential buyers off and pushing them towards cheaper competitor products.
Opportunities
Increase production of electric bicycles. There is a trend towards electric bicycles within the UK.
Train and employ more staff to increase production targets.
Government schemes that encourage people to cycle to work is an opportunity for Brompton to sell more bicycles.
The market for folding bicycles is growing as more people live in smaller dwellings.
Threats
Competitors like Dahon and Tern
Counterfeit products from the Far East readily available online.
Summary
Brompton is the leading folding bicycle company within the UK and in many parts of the world. Their main strength lies in the bicycles being hand made. The opportunity for Brompton lies in electric cycles as this is the current growing trend within the cycling industry.
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