Brompton Essay

Brompton is a specialised, London based company that manufactures lightweight, custom-made folding bicycles (Ball et.al 2007). The company prides themselves on design as well as quality and as a result all bikes are made to order in their own factory in London, so that they can guarantee consistent high quality. They are one of only 2 major bicycle manufacturers in the UK today but due to operating in a growing market have recently had to adapt their manufacturing strategy to accommodate the increasing demand.

In order to understand more about the company and their marketing strategy, the Brompton folding bicycle can be considered by looking at Brompton’s use of a marketing framework known as the “4P’s”. This framework enables the following aspects of Brompton’s marketing mix to be taken into account; product, price, place and promotion. By analysing these elements as well as the company’s use of segmentation, targeting and positioning, Brompton’s intended marketing strategy can be evaluated and alternatives suggested.

Brompton has a varied target market however it is predominantly young working professionals, in particular commuters as the Brompton is ideal for taking on trains or buses due to its ability to fold so quickly and compactly. Smallest, cleverest fold - The Brompton compacts into an amazing 22-in. x 23-in. x 11-in. bundle, making it the easiest to put in a trunk or take on the train (Carey 2006). In order to target this market Brompton have established their brand image so that customers perceive their products as stylish, convenient to use and of a high quality. By segmenting their market Brompton has created a differential marketing strategy which allows them to target the specific needs of individuals in their target market. Specifically Brompton caters to the needs of different demographics. They do this by using profile segmentation which allows them to cater to the needs of men

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and woman within their target market. Brompton appeals to these...