CASE STUDY OF

BROMPTON BICYCLE

PRESENTED BY (GROUP #1)

KAVINRAJ EASWARAMURTHI (1009218)

PARTH HITENDRABHAI VARAN (1008622)
ROHAN POKHREL (1000872)
XAVIER JOSEPH (1023509)
ABOUT US

• Manufactures folding bicycle in London, UK

• Main feature of Brompton bicycle is, it can be
folded into single and very light to carry
• Every Brompton bicycle is hand-made and
quality is assured at the factory in London
• Brompton bicycle consists of 1200 individual
pieces like curved frame, hinged main tube,
fork, hinged handle bar stem etc.
• The frames are joined by brazing rather than
welding
MAIN ISSUE
Brompton Bicycle is currently running on a
batch production with only few
technologies and all bikes are handmade.
Hence, it consumes more time for
manufacturing, they fail to meet the
customer’s demand during peak seasons
( Spring and Summer )
SEASONAL DEMANDS
Bicycles
Bicycle Units
Quarter Next year
25000

Fall 6650
20000

Winter 8900

15000
Spring 20550

10000
Summer 13900

Total demand 50000 5000

Average demand per quarter 12500 0

Fall Winter Spring Summer
ANALYSIS (1)
STRENGTH
WEAKNESS

 Their unique design and functionality have covered the market and hold good
 Bicycles are only used during the season like summer. So, the Brompton bicycle is
customers with them. Everyone can easily identify the bicycle on the roads, and
more of a seasonal product.
streets because of their design.
 There are fluctuations in the forecasting of production. Since they sell more cycles in
 Brompton has upgraded from foldable cycle to electric bicycle (Brompton bikes -
summer, it is difficult to forecast production and sale even when compared to the
folding bikes for commuters in Cities & Urban Areas).
previous year.
 Brompton cycle has generated over $190 million in revenue (Brompton Bicycle -
 All the frames are handmade, and it is a time-consuming event. For sales in the
Overview, News & competitors | Zoominfo.com).
summer season, they had to manufacture bikes months ahead of summer.
 Providing great customer service is one of the strengths of Brompton. They provide
 Increased operations overhead because handmade frames require large manpower for
free delivery in 7 working days, nationwide distribution to retailers, and gives 7 years
bigger production. Electricity, water, and heaters are used more in the winter season.
warranty which gives a positive impression on customers (Brompton bikes - folding
Repetitive work can make labors tired.
bikes for commuters in Cities & Urban Areas).

OPPORTUNITY THREAT

 Develop a creative application for customers who shop online/offline to improve ease  The possibility of losing the market share due to Intense competition.
of access and communication.  Ever-changing political conditions in the market.
 Have tie-ups with cycling federations across different nations and sponsor bikes to the  Imitation of product design by competitors and selling at a reduced price.
athletes under Brompton’s brand name (indirect marketing strategy).  The adverse climate conditions when entering into a new market.
 Borrow technologies from other vendors to reduce the cost of production.  Inability to meet the customer’s demand due to batch production.
 Diversify the product and manufacture electric bikes and mountain bikes. This is to
cater the product and services to every customer.
ANALYSIS ( 2 )
BATCH PRODUCTION:
• We recommend using this form of manufacturing
for low volume production as it reduces waste
and shortens production lead times.
• Each batch may be subject to accurate quality
control and warranties, which can result in
longer employee downtime
• Increased storage costs for large quantities of
produced products
BRAZING TECHNIQUES:
• Requires immense concentration from labors and
requires very skilled labors
• Hinges are ineffective at high temperature, due
to low melting point of filler materials
• Time consuming process, because no machine is
involved in this technique
RECOMMENDATIO
N(1)
CONTINUOUS PRODUCTION
• To meet the customer’s demand, high
production is needed during spring and
summer.
• Continuous production is used for high
volume products to meet customer’s
demand
• Low unit costs due to a high volume
of production
• Has the highest level of capacity
utilization
RECOMMENDATION ( 2 )
OUTSOURCING:
• As per the observation, we can see that the assembly line will
face the issue if the parts are not delivered at the right time and
at the right place
• Outsourcing of the material plays an important role as a
company can save costs as it has been in more demand.
Businesses utilize outsourcing to reduce labor costs, including
staff pay, overhead, equipment costs, and technology
expenditures. (Alexandra, T, 2022).
FRICTION WELDING:
 In a short amount of time, it can produce high-quality welds.
 It produces a low level of oxide films and surface impurities
("Friction Weld process”, 2019).
 Friction welding machine is not a time-consuming process,
and it is a small heat-affected zone process compared to the
brazing technique.

 It is cost effective method

 S. NO. TA S K D E S C R I P T I O N 3 MONTHS 5 MONTHS 8 MONTHS 12 MONTHS

Identify an appropriate location

1 ✓

Determine the factory layout (U-shaped or L-shaped)

2 ✓

Place the equipment according to the process flow

IMPLEMENTATI 3 ✓

ON TIMELINE 4
Draw a flow chart and understand the movement
✓

If necessary, make changes to the order in which equipment

5 were placed ✓

INSTALLATION OF FRICTION MACHINE 6

Implementing the new layout
✓

AND CONTINUOUS PROCESS

Training and development of employees to run the machine and
learn the process
7 ✓

Initiating the operations of new process (Continuous Production

Process)
8 ✓