Business Strategy for Bentley Motors: Evaluating External and Internal Environments

This article discusses the business strategy of Bentley Motors by evaluating its external and internal environments. It covers topics such as thorough evaluation of the exterior environment, determining intrinsic competencies, analyzing intrinsic company context, and using Porter's 5 forces framework to assess marketplace competing factors.

Business Strategy

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
The effects and influences of the outside surroundings.........................................................3
Thoroughly evaluate the exterior environment......................................................................6
With the aid of inner surroundings assessment, determine the intrinsic competencies.........6
Analyze the intrinsic company context thoroughly................................................................8
Porter's 5 forces framework use to assess marketplace competing factors............................8
Methods to strengthen competitive positioning.....................................................................9
PART B............................................................................................................................................9
The utilization of many ideas, systems, and principles that are beneficial for creating a
successful comprehensive strategy.........................................................................................9
Strategic management plan...................................................................................................11
Analyze and understand important data to create approaches..............................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Company approach is related to the effective program of technique that is mostly developed
by the organisation in event of getting a greater number of customer methods (Aguinis, and
Glavas, 2012). It additionally typically tends to enhance the income of selling in the sector
wherein the corporate firm is operating. This is additionally important for the proper course of
conduct that is essentially created by the corporate firm, and it aids in the decision-making
process that the industrial organisation needs to make in addition to accomplish its long-term
aims and targets. The organisation Bentley Motors, the one of the top automotive manufacturers
in the UK, is the subject of the study that follows. Bentley Motors mostly produces premium
vehicles. The organisation was established in 1919 and was co-founded by HM and W0 Bentley.
The company has its center in Britain, and because of this, luxurious automobiles are essentially
connected to it. In addition, the study that follows would then discuss the intrinsic and extrinsic
environments wherein firm is conducted. In a sequence to achieve this, the corporation must put
into practise a variety of strategies and structures that are beneficial to the development and
improvement of the organisation and that would then give it an advantage over rivals in the field.
Additionally, in addition to this, the corporate firm is often given the appropriate suggestions in
attempt to help the firm survive and succeed.
PART A
The effects and influences of the outside surroundings
 Vision: The primary goal is to provide customers with a sufficient turnover and an
efficient process from the outset in regard to helping them build a standing in the market
that would be advantageous for their long-term progress (Ahmed, 2022).
 Mission: The primary objective of each organisation is to offer its customer foundation
with top-notch amenities and service providers across all company divisions in sequence
to achieve its objectives and give customers a more positive expertise. This would then
help the organisation achieve its objective of establishing a significant presence in
societal structure.
 Objective: The major goal of a corporate enterprise is to concentrate on the right
operations, and it must be determined to upholding honesty in both its acts and products.
In parallel to this, managers concentrated on offering products and amenities to

customers with the intention of improving the organisation by ensuring that they had a
positive interaction.
The formation of a strategy of activity is the proper collection of critical techniques which
are essentially mandated by the supervisor or chief of the advertising enterprise in regards to
making a number of decision making which would then be beneficial for the organisation in
sequence to achieve the strategic goals and targets successfully and satisfactory (Avetisyan, and
Ferrary, 2013). By developing a variety of methods, each organisation can get an advantage
above their rivals in the industry by providing customers with products that suit their unique
tastes and needs. Efficient approaches are also useful for identifying the exterior environment
that the particular organisation is concentrating in attempt to develop a number of efficient
procedures and plans.
PESTLE Evaluation: A PESTLE analysis is a methodology for examining the key external
variables influencing an organisation. Political, economic, social, technological, legal, and
ecological are its abbreviations. The examination of the macro environment elements in the
instance of Cadbury is as described in the following:
 Political: It is vital for the leadership or management of the specific Bentley Motors
organisation to ensure that their key regulatory or regulatory interventions are evaluated
at the point of developing a variety of company plans if they want to execute the
company effectively. Additionally, if the organisation in question adheres to the
mandated rules and operates in a country with more stable political institutions, this
aspect may have a favourable impact on the organisation.
 Economic: With regard to the specific organisation Bentley Motors, it is crucial for the
supervisors or representatives of the organisation to become increasingly aware of
changes in the consumer price index, cost of borrowing, overseas interchange percentage,
and other rates so they can run the operational activities of the company in conformance
with some these changes. In able to accomplish this, this component essentially
influences the firm's existing approach, necessitating the creation of a fresh one by
administration (Backer, 2013).
 Social: In the setting of the company Bentley Motors, its marketing plan could have an
impact on the consumption for its products in the industry by quickly becoming affected
by societal aspects. Therefore, in attempt to address this, Bentley Motors administration

must perform in-depth study into the tastes and needs of their prospective customer
group. This one would assist them grasp the current industry and would then also greatly
enhance the company's reputation.
 Technological: This aspect essentially demonstrates how the firm's activities have
benefited from technical innovation, which could also assist them in achieving their long-
term aims and ambitions. The administration of Bentley Motors could make use of the
present online advertising strategy to expand its pool of prospective customers and
strengthen its global company awareness. As the administration makes use of this
technologies and other online networking sites, they may help the company connect with
or contact more individuals globally at an extremely minimal price that would also help
them boost their company reputation in the targeted industry.
 Legal: This section focuses on the regulations and legislation that the local government
of the marketplace region has established. Any corporate enterprise that disobeys
established rules or guidelines may suffer serious judicial repercussions (Chang and
Sanders, 2022). The leadership of Bentley Motors should abide by the various legislation
and rules created by the governments of the various countries wherein the organisation
conducts business because doing as such would then help them run their business
successfully for a prolonged duration of time sans encountering any obstacles or
legitimate problems and would then furthermore help them build significant positive
reputation.
 Environmental: The leadership of the Bentley motors needs to charge more attention to
the improvement of the surroundings in sequence for company activities to proceed
successfully in the real economy region. This could have an effect on their long-term
sustainable development and achievement even though individuals presently would like
of that kind organisations who are also functioning to improve the surroundings.
Therefore, administration of each firm must ensure that their vehicles produce less
emissions and concentrate on reducing carbon emissions from production.
Stakeholders Analysis
Step 1: At this stage, the organisation or stakeholders for each business is primarily
identified, with an emphasis on stakeholders, customers, vendors, policymakers, and financiers.

Step 2: At this point, users are broken down into groups based on the characteristics that are
detailed beneath.
 High authority, high interest: Such individuals are renowned for their higher level of
engagement in the company's activities in addition to their higher level of authority to
make choices on the firm's behalf. One of these is upper executives (Chowdhury, Dhar
and Stasi, 2022).
 High power, low interest: Such people have little to no involvement in the company's
activities, yet they have greater influence over decisions that will improve the
organisation. This group includes the firm's shareholders.
 Low authority, high interest: Those persons are considered to be those who have less
influence over the administration of the organisation but more involvement in how the
business runs. Customers of Bentley automobiles fall under this group.
 Low interest, high power: Individuals who fall into this group are essentially
uninterested in the business' activities and have no influence over how it is run. Vendors
to the relevant Bentley Motors organisation fall under this group.
Step 3: This stage primarily engages and engages with the proper progress and expansion of
a variety of various partners with an emphasis on the long-term achievement of the group's aims
and ambitions.
Thoroughly evaluate the exterior environment
Aspects of the exterior surroundings are lookup factors that could not be changed and must
be carefully watched, and though they as well have an impact on the company techniques that
must be changed in sequence to achieve greater and greater benefits of various factors in factors
to terms over their rivals in the industry region, which could be achieved via it. Additionally, it is
essential for the organisation in question to change its management tactics in particular to
accommodate the changing nature of the ecosystem wherein it operates. By doing so, the
organisation would be better able to achieve long-term viability along with industry
region expansion (Ermolaev, Melnik and Kuzmin, 2017).
With the aid of inner surroundings assessment, determine the intrinsic competencies
The intrinsic context is connected to a number of corporate businesses' interior assets and
skills, which could be helpful for the company in question in achieving its long-term and
specified aims and targets in an effectively and economical manner. There are numerous

approaches available to businesses nowadays to accomplish this; one of these is discussed below
for the assessment of interior company components.
Evaluation of VRIO: The primary emphasis of a VRIO assessment is on inner
capabilities, which are examined individually to determine how they provide long-term
comparative advantages. It additionally denotes whether such capabilities may be improved to
provide greater economic advantages. The intrinsic capabilities are then analysed to see if they
provide a short-term comparative edge, long-term competition gains, competitor equality,
underused strategic perks, or competing negatives (Frame, 2016).
Capabilities Valuable Rare Inimitable Organised
Marketing
activities
YES NO No YES
Profitability YES YES NO NO
Human resource YES YES NO NO
Brand image YES YES YES NO
Valuable: For corporate businesses, the human resource of the organisation in addition to
the product likeness of the corporation are recognised to be the worthwhile resources for people
since they are extremely helpful for the supervisors or representatives of the corresponding
organisation in the process of determining the appropriate stance of the corporate and render the
efficient course of activity for the prospective aims and priorities.
Rare: Label impression of the corporation and human resources are furthermore
recognised to be the their assets for the corresponding organisation Bentley motors since not all
of them organisations are more competent to again more suitable selling revenue and cash flow
with support from goodwill with extremely skilled employees in the organisation (Hristov and
Appolloni, 2022).
Imitable: Since this kind of goodwill is really very difficult to obtain by any business in
the business, corporate awareness and advertising strategies of the specific firm are considered to
be the ones that may be imitated by any other organisation.
Organised: The advertising efforts that the organisation is recognised for organising are a
part of this component since a focused approach to this procedure could evaluate the company's

success in raising product consciousness between many customers and it could furthermore
result in long-term selling that emphasise incapability in the business region.
Analyze the intrinsic company context thoroughly
Intrinsic assessment is beneficial to the advertising enterprise in sequence to take into
account the appropriate capacities, expertise, and assets of the advertising enterprise which are
essentially productive and efficacious for the advertising enterprise to achieve their long-term
predefined strategic goals and benchmarks in a particular period. Additionally, in necessary for
the particular business to succeed, a number of removes could be helpful in assessing their
intrinsic skills and strengths (Iryanto, Permatasari and Rakhman, 2022).
Porter's 5 forces framework use to assess marketplace competing factors
Threats from new competitors: It is very difficult for fresh organisations to succeed
without significant expenditure and goodwill. It is also very difficult for new organisations to
penetrate into the marketplace territory outside of the automotive industry. Due to the fact that it
is not practical for your commercial operations to give rivalry to a company such as Bentley, this
appropriate behaviour is minimal for the appropriate firm Bentley Motors.
Threat of alternative: This relates to goods offered by corporate enterprises which have
comparable qualities and could likewise meet customers' wants. Regarding Bentley Motors, the
business is renowned for being a reputable name in the automotive sector. A number of separate
luxury automotive models, including completely fully automated digital vehicles and other
luxury vehicles, are produced by the corporation and made available to its clientele in the
business.
Client negotiation leverage: Due to Bentley Motors' improved reputation in the
marketplace, their buyers have little to no negotiating power due to the company's expanded
client network (Khoirudin and Khasanah, 2022).
Vendors' negotiating authority: In the frame of reference of the relevant organisation
Bentley Motors, the negotiating authority of their vendors is viewed as modest since the relevant
organisation does have a reduced or restricted quantity of their raw material vendors that also
contributes to the costly and elevated priced automobiles produced by the corporation. Vendors
take this as a possibility to advertise their positive examples to the organisation for a higher cost
in sequence to generate more suitable revenue.

Competitive rivalry: In the automotive industry, there are many companies operating
with the same item category, including Tesla, Jaguar, Porsche, BMW, Range Rover, and many
more, giving Bentley Motors a tremendous amount of competitive environment in the business
region. As a result, this power is very significant for the relevant company (Petroni, Bigliardi and
Galati, 2019).
By analysing the aforementioned subject, the study has concluded that the aforementioned
organisation, Bentley Motors, could defeat the component of competing by developing a number
of distinct appropriate techniques and policy decisions which could be beneficial for them in
sequence to achieve protracted terms expansion and sustainable development in the business
region.
Methods to strengthen competitive positioning
It is vital for business to assess the suitable amount of competitors in the marketplace who
are refusing the group's revenue splitting from the start in addition to improve the overall
security in the industry sector of Bentley Motors. This leads to the calculation that this could be
cope up with the help of a variety of various designs and hypotheses which are incorporated by
the corresponding organisation in an attempt to place their institution if genuinely and
productively via achieving the numerous potential possibilities which are accessible in the
industry. In required to bring this out, the efficacious in addition to efficacious formation is
identified via contemplating the strain for the competitors in the industry.
PART B
The utilization of many ideas, systems, and principles that are beneficial for creating a successful
comprehensive strategy
Market penetration: With regard to the business, Bentley Motors mangers could use this
strategy that also focuses on trying to sell the company's current goods in its current business
region with the aid of improved merchandising and advertising in sequence to draw in a larger
customer core that could assist the company increase pricing income, which would result in
long-term income generation and cash flow in the business region (Sandberg and Alvesson,
2021).
Market expansion: With regard to the company, the administration of Bentley Motors
could use this strategy to expand their operations of the firm into the additional industry region

by providing the customers. Goods they already have on hand that they are marketing to boost
revenue and brand familiarity over the foreseeable future that would ensure their marketplace
viability.
Product growth: In the particular instance of the corporation Bentley Motors Leadership
could use this strategic plan in its processes to advertise the innovative variety of the good or
service or adjust the established goods in a sequence to advertise their customer core in the
prevailing business region of the organisation as it would therefore needed in-depth studies and
advancement that could well aid the corporation in successfully and proficiently achieving their
aims and targets.
Diversification: This method, that also essentially makes reference to the sales of new
goods or assistance into an innovative business region where the corresponding organisation
needs to broaden its operational processes, is recognised to be one of the riskier ones since it
requires significant financial investors as well as in-depth business investigations in a sequence
to be successful.
Following the discussion previous section, it has been determined that each organisation
should use a strategic plan of industry advancement in a sequence to conduct company
operational activities correctly and comfortably. This tactic would furthermore necessitate a
small amount of investment in sequence to penetrate into a new industry region after conducting
the necessary study. The company would benefit from this by boosting their name awareness
across the marketplace and expanding their customer group, both of which would increase their
long-term viability and profitability in the industry (Sun, Huang and Luo, 2020).
Bowman Strategy's Clock:
 Minimal rates and low value creation: Customers see very little significance in the
corporation's products because they are priced very affordably and lack any
distinctiveness.
 Low cost: The corporation sells its goods for a minimal cost, which results in low
revenue percentages. In this approach, the company generates in greater quantities, which
aids in the production of more revenue.
 Hybrid: The targeted market-valued products and services of the company are given
special attention. Additionally, shoppers can purchase distinctive goods at affordable
pricing.

 Distinction: Although the company makes an effort to offer high-quality items with
certain uniqueness, the costs are still very significant.
 Targeted distinction: It entails providing clients with opulent and distinct goods which
are of excellent grade and cost more money.
 Higher risk Margin: This is an extremely unsafe approach, but in the big scheme of
things, the firm's situation is actually reasonable. The company charges exorbitant costs
for goods which customers perceive to be of average quality.
 Monopoly Pricing: With this technique, the business positions itself as the only supplier
of a specific type of goods, creating a monopolies in its targeted audience.
 Lack of Industry Share: This situation is not one that any company wants to be in
because it typically indicates that company is incapable to provide customers with the
products and offerings they desire.
Strategic management plan
Vision: The primary goal is to give customers an effective and satisfying expertise by
providing people with top-notch amenities and assistance in sequence to create the stance of the
relevant organisation Bentley Motors in the business region for their long-term expansion and
advancement that would then result in their sustainable practices in the business vicinity.
Mission: Bentley Motors' mission is to give their customer group with high-quality
products and the necessary after-sale solutions because doing so would help company build their
goodwill.
Strategies: Given the sense of the corporation, Bentley Motors governance is concentrated
on utilising the method of off-market advancement that would then be helpful for them in
marketing their existing products and assistance to their customer group into the Newmarket
region. Because the business already has a high level of goodwill in the industry, tapping into the
innovative business region would be minimal risk for people.
Goals: The original goal of the concerned organisation was to increase its industry
dominance by 25% over the next five months.
Techniques: As technologies is used more effectively, it is advantageous for the business
to be able to offer top-notch offerings to its clientele in a time- and cost-efficient manner.

Analyze and understand important data to create approaches
It is very important for the specific organisation to assess the aspects of the exterior as well
as intrinsic surroundings of the advertising company in sequence to start making a few
appropriate approaches for the expansion and progress of their corporate. This would help people
to guide the impact on the efficient running of the company optimistically. This is additionally
important for the company in formulating ever-more-efficient and successful corporate company
strategies that would assist people realise its long-term aims and ambitions, which would
also contribute to company expansion and prosperity in the sector of the marketplace over an
extended length of time (Tang, Qiu and Zhou, 2020).
CONCLUSION
According to the research, it has been determined that the relevant organisation must
successfully and economically identify a number of the best advertising tactics in the changing
situation within which the relevant company is operating. In ability to address the primary
weaknesses and dangers and seize the possible chances with the help of the group's strengths, a
variety of interior and exterior environmental conditions within which the business operates must
be appropriately examined. Additionally, in having to successfully complete all Steps, the
relevant business must adopt a variety of strategies and structures that could help them get
beyond the numerous drawbacks that could significantly lower the firm's economic standing.
Additionally, it is crucial for the aforementioned organisation to adopt efficient procedures that
are executed with efficient approaches and plans for the business in addition to encourage them
to extend their commercial activities into a new industry region.

REFERENCES
Books and journals
Aguinis, H., and Glavas, A., 2012. What we know and don’t know about corporate social
responsibility a review and research agenda. Journal of Management
Ahmed, A.A., 2022. The Role of Technology on Business Strategy Performance in Building
Core Competence in Small Medium Enterprises Mogadishu-Somalia. Advances in
Social Sciences Research Journal, 9(1).
Avetisyan, E., and Ferrary, M., 2013. Dynamics of Stakeholders’ Implications in the
Institutionalization of the CSR Field in France and in the United States. Journal of
Business Ethics, 115(1), 115-133.
Backer, L. C., 2013. Transnational Corporations’ Outward Expression of Inward Self-
Constitution: The Enforcement of Human Rights by Apple, Inc. Indiana Journal of
Global Legal Studies, 20(2), 805-879.
Chang, Y.M. and Sanders, S., 2022. Inelastic Ticket Pricing Puzzle and Home-City Corporate
Social Responsibility as a Business Strategy in the Sports Industry: A Firm
Optimization Approach. Mathematics and Sports, 3(1).
Chowdhury, E.K., Dhar, B.K. and Stasi, A., 2022. Volatility of the US stock market and business
strategy during COVID‐19. Business Strategy & Development.
Ermolaev, K.A., Melnik, A.N. and Kuzmin, M.S., 2017. Energy efficiency policy activating in
Russia by project management methods. Revista Publicando, 4(13 (3)), pp.810-822.
Frame, J.D., 2016. Philosophy of project management: Lessons from the philosophy of science.
Project Management Journal, 47(3), pp.35-47.
Hristov, I. and Appolloni, A., 2022. Stakeholders' engagement in the business strategy as a key
driver to increase companies' performance: Evidence from managerial and stakeholders'
practices. Business Strategy and the Environment, 31(4), pp.1488-1503.
Iryanto, M.B.W., Permatasari, S.D. and Rakhman, A., 2022. EFFECT FAMILY OWNERSHIP
ON FINANCIAL PERFORMANCE WITH BUSINESS STRATEGY AS
MODERATION AND AGENCY COST AS MEDIATION IN NON-FINANCIAL
COMPANIES LISTED ON THE INDONESIA STOCK EXCHANGE IN 2016-
2018. International Journal of Social Science, 1(6), pp.1041-1054.
Khoirudin, R. and Khasanah, U., 2022. Determining the Business Strategy of MSME Coffe
Shops trough Financial Management and Recording Case Study of BDJ
Shops. OMNICODE Journal (Omnicompetence Community Developement
Journal), 1(2), pp.53-55.
Petroni, G., Bigliardi, B. and Galati, F., 2019. Rethinking the Porter hypothesis: The
underappreciated importance of value appropriation and pollution intensity. Review of
Policy Research, 36(1), pp.121-140.
Sandberg, J. and Alvesson, M., 2021. Meanings of theory: Clarifying theory through
typification. Journal of Management Studies, 58(2), pp.487-516.
Sun, L., Huang, Y.Y. and Luo, Y.L., 2020. Case Study on the Implementation of G Company’s
Strategic Corporate Social Responsibility. Journal of Business and Economics, ISSN,
pp.2155-7950.
Tang, K., Qiu, Y. and Zhou, D., 2020. Does command-and-control regulation promote green
innovation performance? Evidence from China's industrial enterprises. Science of the
Total Environment, 712, p.136362.