logo

Business in a Global Environment

   

Added on  2020-10-22

11 Pages3128 Words236 Views
 | 
 | 
 | 
BUSINESSORGANISATION ANDENVIRONMENT INGLOBAL CONTEXT
Business in a Global Environment_1

Table of ContentsINTRODUCTION...........................................................................................................................1Background information of Bentley............................................................................................1Discussion of the business environment of Bentley in Spain.....................................................3Analysis of the business scenario ...............................................................................................6CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
Business in a Global Environment_2

INTRODUCTIONBusiness environment consist external and internal factors that influences the functions ofan organisation that includes customers, employees, supply and demand, management as well asregulations and policies of the business. The global organisation environment can be defined asthe environment in various sovereign countries. In this report the business environment will beevaluate in the global context that bring a lot of difficulties towards existing and new businessoperation in that particular country in more efficient and effective manner. The present study isbased on Bentley which is a definitive British luxury car company. It decided to expand itsbusiness operation through opening new branch in Spain. This will require analysing thebusiness environment through PESTLE analysis, porter's five forces and other analytical toolsare briefly describes under this report.Background information of BentleyAbout BentleyBentley Motors Limited is a British company registered in UK, they are mainly intodesigning, manufacturing and developing luxury cars under the brand name Bentley. Thecompany was established on 18th January 1919 by Mr. W.O. Bentley in Cricklewood, NorthLondon. This is a private limited company (Ltd.). Historically this brand has changed couple ofhands in 1931 Rolls Royce Motors bought Bentley from its makers and manufactured it till 80sbut when they become bankrupt they sold out it to Vickers in 1980. After eighteen years in 1998,Vickers sold the brand to Volkswagen group. Currently it is the subsidiary part of VolkswagenAG group and headquartered in Crew, England. The brand is defined by elegance, exclusivityand power. It presented the world's first luxury hybrid vehicle during the reporting year (Cramer,2017).1
Business in a Global Environment_3

Global performanceThe continuous innovation in technology make them able to flourish in global luxury carmarket with this differentiating its position. Worldwide Bentleys are sold through differentdealership networks (Geppert and et. al., 2016). The company has a market share of 25% insuper luxury segment. A survey mentioned that one out of four super luxury cars i.e. cars above$150,000 sold is a Bentley. It is become 100 years to the brand name and currently it is knownacross the globe for creating cars with an unrivalled blend of performance and craftsmanship.The company sells the car models through the franchised dealers all over the world. China hasbeen a very good market for this company's car. They tries to enter into many emerging marketsscattered across the world.Market share and financial performance of previous 3 years+ 1 year aheadIn super luxury car market Bentley holds 37% market share in 2017 in terms of totalvehicles sold in the year (Hamilton and Webster, 2018). The estimated annual revenue of thecompany is calculated with $2.1 Billion. Bentley recorded sales revenue of €1.8 billion in 2017and in 2016 it was recorded by €2.0 billion and in 2015 it was recorded by €1.9 billion. Market structureThe industry is highly fragmented because of independently held dealership. Operating inmarkets of both developed and emerging economies presents challenges for Bentley. Their maintarget people are high income groups (Kopnina and Blewitt, 2018). The target consumer inemerging market of the brand are often young, less educated entrepreneurs who share a numberof important commonalities. The brand compete with companies such as Rolls-Royce, Mclaren,2Illustration 1: Bentley Motors Limited(Source: )
Business in a Global Environment_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Strategic Management and Planning for Bentley Motors
|14
|3545
|312

Principles of Marketing
|9
|1962
|93

Global Consumer and Marketplace
|8
|2790
|92

Improving Financial Position of Volkswagen Group
|19
|4124
|72

Volkswagen Business Analysis: Competitive Advantage and Recommendations
|14
|2665
|156

MANU1385 Assignment on Automobile Industry
|15
|3504
|71