1. Is this the right time for Brompton to try to aggressively grow in the U.S. market? and, if so, how should they capitalize on their leading market share in the U.K.?

2. How can a small foreign company like themselves best aggressively grow their presence in the U.S. market and might they have to make changes from the way they have been historically building the company in the U.S.?

3. What steps could they take to responsibly increase the impact on the U.S. market?

UK base bicycle company making foldable, compactable bikes *A smaller company (just under $100 million) that is located in the UK and does all of its manufacturing in the UK. It has strong sales in the UK, Singapore, Japan and is just commencing marketing into the US. In the UK they have a few stores of their own in the major UK markets and then sell on-line and through independent bike dealers. *The company believes its customers are attracted to them because of the convenience of their product (can be taken on a commuter train and can be stored in small homes/apartments), the fitness that comes from biking, and the chance to enjoy nature quickly and conveniently. Background: *Brompton was one of the original companies in its category but has seen competitors copying their concept using lower cost, Asian production. Brompton growth has been consistent and measured. They still maintain the dominant share of the market of the foldable bike market in the UK and have had very pleasing success in their recent foray into the Singapore market. They pride themselves on being a British Engineering company with the highest quality and top of the market priced product in the market. Recently they added a removable electric motor which can be attached to any of their bikes which has been well received. They believe further expansion into other geographical areas which will support the high price which they need to charge for making the best product in the market as a superior option to going down market to compete with the Asian competitors. Their belief is that the U.S. represents that best market. They set up a wholly owned subsidiary in Florida using one of their employees from the UK who married a woman who has her own business in Florida. They have been mostly selling throuhg small, independent bike dealers scattered around the country to sell and service their products. That effort has been slow to take off as the independent bike dealers are generally not well financed and many have gone out of business. The recent pandemic which has forced people to shelter in place in the U.S. and has diminished the options has for entertainment, has been a boon for all the bike manufacturers and retailers in the U.S. So, Brompton thinks this is the time to double down on their investment in the pursuit of the market. UK base bicycle company making foldable, compactable bikes *A smaller company (just under $100 million) that is located in the UK and does all of its manufacturing in the UK. It has strong sales in the UK, Singapore, Japan and is just commencing marketing into the US. In the UK they have a few stores of their own in the major UK markets and then sell on-line and through independent bike dealers. *The company believes its customers are attracted to them because of the convenience of their product (can be taken on a commuter train and can be stored in small homes/apartments), the fitness that comes from biking, and the chance to enjoy nature quickly and conveniently. Background: *Brompton was one of the original companies in its category but has seen competitors copying their concept using lower cost, Asian production. Brompton growth has been consistent and measured. They still maintain the dominant share of the market of the foldable bike market in the UK and have had very pleasing success in their recent foray into the Singapore market. They pride themselves on being a British Engineering company with the highest quality and top of the market priced product in the market. Recently they added a removable electric motor which can be attached to any of their bikes which has been well received. They believe further expansion into other geographical areas which will support the high price which they need to charge for making the best product in the market as a superior option to going down market to compete with the Asian competitors. Their belief is that the U.S. represents that best market. They set up a wholly owned subsidiary in Florida using one of their employees from the UK who married a woman who has her own business in Florida. They have been mostly selling throuhg small, independent bike dealers scattered around the country to sell and service their products. That effort has been slow to take off as the independent bike dealers are generally not well financed and many have gone out of business. The recent pandemic which has forced people to shelter in place in the U.S. and has diminished the options has for entertainment, has been a boon for all the bike manufacturers and retailers in the U.S. So, Brompton thinks this is the time to double down on their investment in the pursuit of the market