Strategic Management: A Case Study of Bentley Motors

6002
1

2

INTRODUCTION
Strategic management is the process of deciding goals, procedures, and attaining goals for
the purpose of attaining competitive advantages. This is important for each organization to for
understand goals of organization and allocate the work between group of people who get ready
to work continuously. Strategic management is the regular procedure of understanding goals and
managing work between team members which helps to develop business productivity. If there is
no proper strategy and planning, then it will be challenging situation for business to grow it and
manage activities (Ali and Anwar, 2021). To understand about strategic management Bentley
Motors has been selected that is automobile manufacturer in UK, provide different model of cars
to their customers. This was founded in 1919 by H.M, Bentley, W.O. Bentley for the purpose of
providing new model of cars. The management of such organization formulates effective
planning and strategies for getting work done and accomplishing business goals. The report is
divided in two sections. The section one covers long term directions by applying ‘prescriptive’
and ‘emergent’ approaches. The section two covers role of core competence, benefits, costs, and
risk of using innovation.
MAIN BODY
SECTION 1
1. Strategy is the comprehensive action plan that identifies the long-term direction
Strategy is the act of planning, and directing formulated by an individual to achieve
organizational goals and maintaining higher performance. The aim of each business industry is to
increase its sales and profitability so that formulation of strategy is important that used by
business concern for the purpose of managing activities. In other words, strategic management is
the process of building capabilities that permits an organization to create value for customers,
shareholders, and society while operating a business in competitive environment. Strategies are
used to run long term directions by arranging resources and capital that can help to accomplish
business goals. In relation to Bentley Motors, management plays an important role as it identifies
the requirement of organization and decide goals that could help to manage the workings
(Barney, 2020).
The aims & objectives of Bentley Motors is “To become a leading organization in
automobile sector by using new technology and innovation”.
3

To accomplish the aims and long term goals, different strategies has been formulated by
Bentley’s management that is defined below:
Conducting market research: This is major strategy which used by organization to
analysis what is running in market and how people will be satisfied that can help to manage the
work accordingly. This stage is used by Bentley Motors to conducting analysis and developing
knowledge about market that can help to introduce products.
Brining new technology – For running a business successfully there is need to introduce
new technology as well as innovation that used to increase number of customers and increasing
sales. In relation to Bentley Motors, managers introduce new technology and innovation that
could be used to producing new products and services that can help to increase organizational
sales (Bokareva and Yudina, 2020).
Using resources optimally – For organization it is important to use available resources
optimally that could help to manage work and increase productivity. If all resources are being
used optimally then it will be opportunity to grow business and attain profitability. In relation to
Bentley Motors, management uses different resources and capital in optimum ways that can help
to increase the business activities and performance.
Achieving the goals – By introducing new technology, and using resources optimally
then organization reaches to nearby goals and develop organizational productivity. In relation to
Bentley Motors, management applied all above discussed strategies that supports to accomplish
business goals and maintain higher productivity.
Critically compare and contrast the application of ‘prescriptive’ and ‘emergent’ approaches to
strategy and outline their role in the delivery of this aim. Where possible use examples
drawn from the literature to support points you put forward.
Strategy refers to long term direction of an industry as it attempts to accomplish
competitive advantages by managing all functions and activities effectively. This is important for
each organization to understand what is happening in environment and how products is going to
be launch to increase organizational sales. Bentley Motors has been used Prescriptive and
emergent approach by defining roles that supports to develop business productivity.
Comparison
Prescriptive approach to strategic planning Emergent Approach to Strategic Planning
This approach involves mission, vision, and This approach is related with strategies where
4