Management Report: Brompton Bicycle Company

Management Report: Brompton Bicycle Company
Name
Department, Institution Affiliation
Course Code; Course Name
Instructor's Name
Date
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 for communicating vision and vision mobilizing the employees towards the same strategic direction (Kollenscher et al., 2018). It is also a form of enhancing higher organizational productivity by promoting organizational engagement. The leadership that the Brompton CEO upholds is the servant leadership style. Servant leadership is a leadership style in which a leader puts the followers ahead of personal interest (Jabbar et al., 2018). It is a key leadership that creates a positive working environment for the employees. Importantly, it is vital to consider all the factors that promote smooth and leadership culture for organizational and development. William Butler-Adams believe in serving the customers and the employees by ensuring their expectations are met. Despite focusing on high productivity, the CEO embraces leadership as the key element for high employee productivity. The CEO upholds servant leadership by constantly engaging the employees and focusing on communication clarity and growth (Brompton Bikes, 2022). Besides, Butler-Adams creates a sustainable organizational culture that brings the employees together regardless of their background. He promotes cultural diversity and inclusivity in the organization from employees to customers. For instance, the employees are from different ethnic backgrounds and stand an equal chance of promotion or organizational reward. Therefore, servant leadership and cultural diversity are adequately considered in the company for effective growth.
The Brompton Bicycle's leadership style has allowed it to improve its performance and promote employee satisfaction. The leadership style has made the company recognized in Britain based on the previous research. It received Queen's awards due to its positive employee relationship and productivity. Besides, the company's growth has been aligned to high employee satisfaction. Servant leadership can be linked with the behavioral theory of leadership. The theory defines the relationship between the leader and followers (Kiker et al., 2019). Butler –Adams has created a positive relationship between the employees by focusing on rewards and promotions to boost the employees' morale. The CEO also fosters belonging and connection, making the employees inclusive in the firm's decision-making and growth (Brompton Bikes, 2022). The positive behaviors that the CEO establishes in the company by advocating for cultural diversity and inclusivity are essential since it promotes higher employee productivity. The main principle of the behavioral theory of leadership is embracing positive and natural attributes among the employees. Servant leadership style aligns with the theory since it allows the leader to engage the employees towards the strategic plan (Heyler & Martin, 2018). It is justifiable that the appropriate leadership that Butler-Adams, the Brompton CEO, plays a critical role in its high performance and employee satisfaction. Therefore, the CEO should maintain the style and promote cultural diversity throughout.
Market Analysis and Market Strategy
Market Analysis
Demand and supply are essential in market analysis since they determine the key factors necessary for increased product acquisition. The first factor that makes the company have high demands for the products is pricing. The company offers its products at a relatively low price, thus attracting more customers and leading to higher growth and performance. For instance, the average price for a bike is $3,499 (Brompton Bikes, 2022). The price is relatively low, thus escalating the demands as shown in the graph in figure A.
Figure A: Demands, Supply and Price variation for Brompton
Source: Baker, M. J. (2014). Marketing strategy and management.
Based on the graph, it is evident that the relatively low price of the products in the company is a significant reason for more sales. It attracts more customers regardless of socio-economic status or financial position. The data also shows that more customers need bicycle products in the market. Therefore, it is justifiable that the customer's demands are high, leading to higher growth for the company.
The second factor influencing the demand for the products and services from the company is the taste and preferences of the product. Customers play a significant role in determining market sales. The company provides high-quality, viable bicycle products to the customers, thus meeting their demands (Brompton Bikes, 2022). High-quality products enable the company to retain more customers due to increased loyalty. The company must meet the taste and preferences of the customers for loyalty and growth. Therefore, the company's position in the market is effective since it meets the e...