Beyond the Fold: Riding off the Front at Brompton
商品編號：W47063
出版日期：2025/10/28
再版日期：
商品來源：
商品主題：General Management/Strategy; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：Strategy;generic strategies;competitive positioning;differentiation (focused);competitive advantage
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：United Kingdom
產業：Manufacturing
事件年度：2025
In January 2025, Brompton Bicycle Limited (Brompton), the British folding bicycle (bike) manufacturer, was at a strategic crossroads. For decades the company’s success had rested on the Classic model—a compact, precisely engineered commuter bike—before carefully extending into the Electric model, while preserving its strategic coherence. The recent launch of the G Line, a gravel-oriented performance model, changed this balance. Early demand was strong, particularly in Asia Pacific markets, but internally the G Line provoked debate: Was it a natural extension or a risky distraction? The case challenges students to evaluate Brompton’s positioning, its external environment, and its distinctive capabilities, and to make a recommendation about the future of the G Line.
教學手冊：Beyond the Fold: Riding off the Front at Brompton - Teaching Note
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