SWOT Analysis and Operational Impact Analysis of Bentley in Global Business Environment

This report analyzes the SWOT and operational impact analysis of Bentley in the global business environment. It examines the strengths, weaknesses, opportunities, and threats of the organization and discusses the impact on marketing and R&D functions.

BM461 Global Business
Environment

Table of Contents
INTRODUCTION ...............................................................................................................................3
MAIN BODY.......................................................................................................................................3
Apply SWOT analysis in respect of chosen organisation ..............................................................3
Operational impact analysis ............................................................................................................4
CONCLUSION ...................................................................................................................................6
REFERENCES.....................................................................................................................................7
Books & Journal:.............................................................................................................................7

INTRODUCTION
Global business environment is to be defined as process which comprises of external and
internal environment and impact upon organisational structure. In this changing market situation, it
is critically important to have appropriate knowledge about external as well as internal factors.
(Esmaeili, 2019). Main aim of this report is to understand the impact of global business
environment in business. Bentley, a auto-mobile manufacturing firm headquartered in U.K.
Volkswagen Group is parent organisation of Bentley. This report comprises of SWOT analysis and
operational impact analysis.
MAIN BODY
Apply SWOT analysis in respect of chosen organisation
SWOT analysis- It is type of framework which is used by entity to access and identify the
strength & weakness of firm. It is essential tool which helps in making decisions effectively after
analysing strength, weakness, opportunity and threats. It is time consuming process as it requires
relevant information so that analysis is made in proper manner. In context of selected organisation
too uses this tool which is further discussed as follows-
Strength
 Main strength of Bentley is that in U.K.
Political stability is relatively high which
makes it easy for them to carry out
business activities (Esmaeili, 2019).
 Moreover, they have skilled employees
and equipped with advanced technology
& R & D system. Also, they use their
systems in well organised way.
 They have higher brand value and
equity in market & which reflects their
strong financial resources.
Weakness
 Bentley is unable to reach to many
countries which limits their potential
ability in emerging markets.
 As Bentley is a luxurious auto-mobile
manufacturing company, they only
produces limited products and customers
have to wait for a long time.
 They targets niche market segmentation,
and which do not have high growth in
market.
Opportunity
 The income & standard living of people
in U.K is which means company has
opportunity to sell more products in
country.
Threat
 Due to changing government rules, laws
and regulations it is negatively impacting
upon business practices & which can
also have negative effect on their

 As entity has global market value, they
can easily merge or acquire lower brand
value in market which will increase their
market expansion.
 They also have opportunity of becoming
more environment friendly & can think
to switch to hybrid or electric vehicles.
 Firm do not promote their entity & can
carry out special events or campaigns
which will increase their effectiveness in
market.
goodwill.
 The increase in competition impact
upon market and which can also leads to
decrease in sales of Bentley.
 The increase of fuel prices can
negatively effect on sales ratio of entity
& also it might become difficult for
company to increase their brand value.
From above stated matter, it has been analysed that it is important to be aware about market
situations so that it is easy to achieve goals & objectives in appropriate manner. Furthermore, with
focusing on this tool company is able to make decisions in efficient way. So, analysing strength,
weakness, opportunity, threats helps in achieving of competitive benefit in market which is
beneficial for growth & development.
Key drivers from SWOT analysis are given below-
 Strong technological & R and D system
 Low promotions
 less environment friendly
 High standard living people
 Higher global market value
Operational impact analysis
Marketing functions-
Market functions are those in which main role is to examine and identify the products,
resources, that can be used for increasing of productivity or profitability. In relevance of chosen
entity, key driver such as low promotions can impact upon entity's global reach. Also, it negatively
impacts upon sales and profit ratio (Felser, 2020). Further, it is too analysed that marketing
functions are important in business which are needed to be carried out in proper way so that
common desired goals are achieved. Marketing functions are responsible for increasing of sales
ratio of entity at higher scale. The role of this function is wider & larger which is being focused &
carried out with proper considerations.
R & D-

It is another important function which to be focused by Bentley. This is because main role
of this function is to modify the existing products or services or introduce something new so that
competitive benefits are obtained. Research & development team of organisation has ability to
implement change & enhance survival period of firm for longer period of time. Also, in context of
Bentley they have high skilled employees with ICT skills (Keivanpour, 2017). They have a strong R
& D department which positively impacts upon enterprise productivity. Furthermore, it is analysed
that they need to use resources effectively so that competitive advantages are achieved in efficient
way. This key driver of technology have positive impact on R & D function as it become easy for
them to update with new ideas to gain goodwill.
Therefore, it is examined that it is necessary to use functions of firm in effective so manner
so that objectives are achieved accordingly. Moreover, with appropriate type of use of these
functions helps entity in improving their work effectiveness. Key drivers of SWOT are crucial
which are needed to be focused so that impact on functions are determined appropriately. Both
above explained functions are important which helps firm in achieving of goals at larger scale.
(Knobloch, 2018).

CONCLUSION
After a brief analysis of above report, it has been concluded that global business
environment is important to be focused on basis of which business activities are carried out in
proper manner. So, discussions have been made about SWOT & operational impact analysis briefly.
It is essential to state that with rise of competition, it is crucial to have appropriate knowledge about
market & factors that can effect on enterprise overall structure so that decision making is carried out
accordingly.

REFERENCES
Books & Journal:
Esmaeili, 2019. The relationship between job crafting and job performance: empirical evidence
from the automobile industry. International Journal of Business Innovation and Research,
19(1), pp.109-124.
Felser, 2020, March. Digitalization and IT Backsourcing: Towards a Transformational Model for
the German Automobile Industry. In eKNOW 2020: The Twelfth International Conference
on Information, Process, and Knowledge Management (pp. 7-16). IARIA.
Keivanpour, 2017. End-of-life aircraft treatment in the context of sustainable development, lean
management, and global business. International Journal of Sustainable Transportation,
11(5), pp.357-380.
Knobloch, 2018. From criticality to vulnerability of resource supply: the case of the auto mobile
industry. Resources, Conservation and Recycling, 138, pp.272-282.
Lee, 2017. The Internet of Things in the Modern Business Environment. IGI Global.
Lee, 2017. R&D project selection incorporating customer-perceived value and technology
potential: The case of the auto mobile industry. Sustainability, 9(10), p.1918.
Naik, D.S., 2017. Market potential and brand awareness towards auto-mobile industry.
International Journal of Advanced Research in Management and Social Sciences, 6(6),
pp.1-15.
RAO, 2020. International business environment. HIMALAYA.
Rust, 2019. Outside-in marketing: Why, when and how?. Industrial Marketing Management.
Tang, 2020, June. Research on the development of DIE STEEL Industry in Huangshi based on
SWOT analysis. In IOP Conference Series: Earth and Environmental Science (Vol. 526,
No. 1, p. 012166). IOP Publishing.
Wang, 2017. Strategic choices of China’s new energy vehicle industry: An analysis based on ANP
and SWOT. Energies, 10(4), p.537.