Managing a Successful Business Project: A Case Study of Bentley Motors Limited

This report examines the challenges of digital disruption and transformation faced by Bentley Motors Limited, a leading luxury car manufacturer. It outlines a comprehensive project management plan to address these challenges, encompassing cost, scope, time, quality, communication, risk, and resource management. The report further delves into the application of qualitative and quantitative research methods to assess the impact of digital technologies on the business. Finally, it presents recommendations based on data analysis to ensure a successful implementation of digital transformation strategies.

MANAGING A SUCESSFUL BUSINESS PROJECT
18

Table of Contents
INTRODUCTION................................................................................................................................2
LO1...................................................................................................................................................3
P1 PROJECT AIMS AND OBJECTIVES............................................................................................3
P2 PROJECT MANAGEMENT PLAN THAT COVERS ASPECTS OF COST, SCOPE, TIME, QUALITY,
COMMUNICATION, RISK AND RESOURCES.................................................................................4
P3 WORK BREAKDOWN STRUCTURE AND A GANTT CHART TO PROVIDE TIMEFRAMES AND
STAGES FOR COMPLETION..........................................................................................................8
LO2.................................................................................................................................................11
P4 SMALL-SCALE RESEARCH BY APPLYING QUALITATIVE AND QUANTITATIVE RESEARCH
METHODS APPROPRIATE FOR MEETING PROJECT AIMS AND OBJECTIVES..............................11
LO3.................................................................................................................................................13
P5 ANALYSE RESEARCH AND DATA USING APPROPRIATE TOOLS AND TECHNIQUES..............13
P6 COMMUNICATE APPROPRIATE RECOMMENDATIONS AS A RESULT OF RESEARCH AND
DATA ANALYSIS TO DRAW VALID AND MEANINGFUL CONCLUSIONS......................................15
LO4.................................................................................................................................................16
P7 VALUE OF UNDERTAKING THE RESEARCH TO MEET STATED OBJECTIVES AND OWN
LEARNING AND PERFORMANCE................................................................................................16
CONCLUSION.................................................................................................................................17
REFERENCES...................................................................................................................................18
1

INTRODUCTION
This assignment is based on the ways that help to manage a successful business by preparing
strategies to deal with the challenges caused because of the digital disruption as well as
transformation. This assignment is with regards to Bentley Motors Limited the aims and
objectives of the company to manage digital disruption along with a proper project
management plan that includes several factors such as time, scope, costing, quality,
communication, resources and risk in accomplishing the desired aims and objectives. This
report also discusses the time needed to fulfill the desired aims by adopting tools such as Gantt
chart and work breakdown structure. Furthermore, this report evaluates the research
methodologies that must be adopted to understand the reliability of the objectives and
analyzing research and data with the help of proper techniques and methods. Lastly, this
assignment has few suggestions based on the data analysis so that an appropriate conclusion
could be concluded.
Bentley Motors Limited is a company dealing with the automobile sector it is a British
procedure of luxurious and exclusive vehicles. The headquarters of the company is in Crewe,
England and the company serves its facilities nationwide in all the possible regions. The product
and services that the company provides to its customers are mainly Continental GT, Mulsanne,
Bentayga and Continental Flying Spur (Downie and Redman, 2015).
2

LO1
P1 PROJECT AIMS AND OBJECTIVES
The following is the main aim of this project in context to Bentley Motors Limited:
“TO MAKE BUSINESS COMPATIBLE ENOUGH TO DEAL WITH THE MAIN CHALLENGES OF
DIGITAL DISRUPTION AND TRANSFORMATION”
At the time of executing the plan made to achieve following aims there are also few objectives
that must be focused when accomplishing the entire project management process:
 To enhance the communication as well as a promotional medium so that the company
could convey its message to its potential and target customers with ease.
 To adopt the use of digital methods in order to improve the brand image of the company.
 To use the methods such as cloud computing that helps to maintain the records and
database digitally about the several activities taking place in the business such as the raw
materials bought for manufacturing the vehicles, product delivery, supply chain
management etc. (Selwyn, 2015)
 To make sure that digitally advanced techniques are being utilized on the production stage
and at the time of managing the portfolios.
 To satisfy the investors and the other internal as well as external stakeholders of the
company by giving them all the necessary details about the new technologies that the
company is adopting and its effectiveness in increasing the market shares and profit rates.
3

P2 PROJECT MANAGEMENT PLAN THAT COVERS ASPECTS OF COST, SCOPE,
TIME, QUALITY, COMMUNICATION, RISK AND RESOURCES
The project management process is the most difficult approach and has many elements
involved in it and each factor needs proper analysis so that expected output could be achieved
(Schwalbe, 2015). It is the accountability of the manger of Bentley Motors Limited to manage all
the activities associated to the management of the project that makes the working easier of the
project such as conscripting appropriate plans, setting proper and required time duration,
allocating the resources available, evaluating the issues that may slow down the process of
working.
FIGURE 2: PROJECT MANAGEMENT PROCESS
{SOURCE: https://www.pmi.org/learning/library/basic-process-project-management-2114}
4

The main elements of the project management that is being followed by the manager of the
Bentley Motors Limited so the main challenges in the digital disruption could be identified and
the transformation can be carried out such as project design, planning, application,
observations and control and the completion of the project by attaining the desired aims and
objectives.
BEGINNING: This is the point where the goals and aims in relation to the project are decided. As
discussed the main aim of the Bentley Limited Motors is “To make business compatible enough
to deal with the main challenges of digital disruption and transformation”.
PLANNING: The process of planning includes working on the aims and objectives set by
developing proper strategy and actions from staring till the end of the entire project like
allocating resources, managing expenses, time, human resources etc. (Heagney, 2016). This is
the process of analyzing the entire project and its functioning by carrying out proper
researches.
APPLICATION: The application means the implementation of the plan that was documented
and drafted now will have practical working. The implementation also supports in altering the
plan in case of any changes that are noticed while practically putting changes to the right place.
CONTROLLING: Controlling means to monitor the ongoing process and deal with any sort of
obstacles that may lead to misbalance in the implementation process. Also, it includes
evaluating the actions so the growth of the project can be estimated.
CLOSURE: It is the process that indicates the closure of the project by attaining the aims and
objectives set in the initial stage and for which the entire process was carried out. This stage is
the last one and hence there is no further scope of corrections at this stage (Martinelli, and
Milosevic, 2016.).
5

THE PROJECT MANAGEMENT PLAN
The document that is formally accepted so has to initiate the implementation of the project is
called as project management plan. The documents prepared for this purpose has set of
activities that are essential to define, designate, develop, integrate and set coordination in the
entire process (Olson, and Wu, 2017). The key factors of the project management plan consist
of the scope of a project, management of time, managing risk factors, allocation of resources,
costing as well as budgeting etc. The management of Bentley motors Limited must evaluate to
all the factors discussed below:
FIGURE 3: CONSTRAINTS OF PROJECT MANAGEMENT PLAN
{SOURCE: https://www.simplilearn.com/project-management-processes-for-project-
manager-rar229-article}
TIME MANAGEMENT: The management of the time is done on the basis of the resources
available in the company. The time management for the project initiated by Bentley Motors
Limited will be managed on elements like digital disruption and its transformation,
6

communication medium, workforce, time for trial and errors etc. The time scheduled to
complete this project entirely is around 8 months.
RISK MANAGEMENT: With the help of evaluating digital disruption and bringing transformation
the business activities of the Bentley Motors Limited will be restructured that will act as a
supportive aspect of saving time and cost. Risk management will help in recognizing, analyzing
and arranging the factors of risk that must be minimized to control its negative impact.
SCOPE OF THE PROJECT: The project scope is a major part of the planning process of a project
that helps in the documentation of the aims and objectives of the company including factors
like cost, time, deadlines etc. It helps in defining the success of the project and its reliability for
the future.
QUALITY CHECK: Quality check is must at all the level of working as in the case of digital
transformation the quality plays an important role and all the resources or the goods being
utilized for this purpose must have premium quality and must be used just after proper
evaluation (Jain, and Singhal, 2015).
7

P3 WORK BREAKDOWN STRUCTURE AND A GANTT CHART TO PROVIDE
TIMEFRAMES AND STAGES FOR COMPLETION
WORK BREAKDOWN STRUCTURE
FIGURE 1: WORK BREAKDOWN STRUCTURE
{SOURCE: https://en.wikipedia.org/wiki/Cost_breakdown_analysis}
In terms of project management, the Work Breakdown structure is also known as "Contact
Work Breakdown Structure". The WBS is the chief element in delivering a project as it
systematizes the work of the team into practicable sectors. The WBS is a kind of hierarchy
approach in which the work is segmented into many stages that are associated with the work.
The tasks are subdivided into small aims so that each target could be attained in the minimum
time period (Ashtiani, et al. 2017). The WBS of Bentley Motors Limited is designed in a way so
that it could help in developing the organization in a way that the company deals with evolution
in the technological advancements and adapt them in a way that it has a positive influence on
the working of the company.
8

GANTT CHART TO PROVIDE TIME FRAMES
The Gantt chart is defined as a chart in the form of bars that helps to understand the time taken
in several activities of the project that is scheduling of the project. The modern devised Gantt
chart also helps to understand the dependency relationships among the actions and the recent
working status according to the schedule (Acharya and Chellappan, 2017.). The chart is made to
understand the overall working of the project from the initiation of the project till its finishing.
The project decided above is planned to be completed in 8 months so here is the
representation of the allotment of time for the activities involved in the entire process.
Planned
Actions
Months
allotted
1 2 3 4 5 6 7 8
BEGINNING
PLANNING
APPLICATION
CONTROLLING
COMPLETION
PROJECT FOLLOW UP
The very first step is the idea of the project that is to be taken further and it marks the
beginning of the project where the thought is converted to proper aims and goals of the
company that is to be achieved and the entire process is carried out in the first month along
with the check on resources available and its allocation. The starting of the second month
indicates towards initiating the process of planning for the later month as well that is the third
month because the plan made will be the foundation of rest of the activities by preparing
proper strategies and developing a team with required capabilities. Also, this stage helps to
understand the major challenges that are being faced in dealing with digital disruption and its
transformation in the business world. The immediate step that is taken after planning is an
9

application of the planned ideas, strategies and hence it is biggest stage in entire working which
is done in around four months just after the planning is over. The application will support the
Bentley Motors Limited to notice the alterations in the digital technology used by the company.
The subsequent step is the controlling of the activities taking place that is started by the 5 th
month during project development in parallel to the process of implementation that helps in
solving any problems faced during the digital disruption and transformation process in Bentley
Motors Limited. The final step is the marking of the completion of the process going on that
takes around last two months where are outputs could be analyzed.
10

LO2
P4 SMALL-SCALE RESEARCH BY APPLYING QUALITATIVE AND QUANTITATIVE
RESEARCH METHODS APPROPRIATE FOR MEETING PROJECT AIMS AND
OBJECTIVES
The digital technology has overtaken the business market and there are several approaches
adopted by the organizations those are in the form of research methods that helps in
accomplishing the aims and objectives set for the company, those research methods are as
follows:
1. Primary research methodology
2. Secondary research methodology
PRIMARY RESEARCH METHODOLOGY: This type of research is consist of collecting the data
that has not been gathered before using the tools such as surveys with the help of forms,
questionnaire, interviews, group discussion etc. (Norris, et al. 2015). Here is the questionnaire
that acts as a sample for the administrative officers of Bentley Motors Limited to conduct
primary research:
QUESTIONS HIGH AVERAGE LOW
Impact of the strategies made for digital transformation impact on
the activities of business?
Impact of the digital disruption and transformation on the
organization's structure?
At what extinct the company can adopt advancement in
technologies and other useful resources associated with it?
Impact of the new technologies on the size and scope of the
business project?
11

Level of stress that must be given on the speed of the digital
transformation and its process?
SECONDARY RESEARCH METHODOLOGY: any company and its success rely majorly on the
strategies used by the company and the same is for Bentley Motors Limited. The secondary
research for this purpose is carried by collecting the information that is pre-existing; it is less
based on numeric data and more on the theory that is found in journals, books, research papers
that has already been found by any renowned researchers (Ploug and Holm, 2015.). The
secondary research suggests that digital transformation is a process that will help the company
to lead its name in the market and those strategies must be developed by the management of
the Bentley Motors Limited using appropriate business tactics.
12

LO3
P5 ANALYSE RESEARCH AND DATA USING APPROPRIATE TOOLS AND
TECHNIQUES
The digital technology has transformed all the major business activities relating to
administration, communication, production or distribution in an organization. To implement
these digital technologies in an effective way, the Bentley management has started a research
and surveying program which primarily used two methods of research, which are qualitative
research and quantitative research. By conducting these researches the managers of Bentley
got a large amount of data relating customer preferences and views on the implementation of
digital technologies in the business (Bernard, 2017).
The data which is flawed or not analysed in a systematic manner can lead the managers to a
wrong conclusion. To avoid this situation the management should employ standard
methodologies in collecting and analysing this data. The data must be analysed with the help of
standard tools and techniques.
Figure 1: Data for Social media usage
[Source: http://www.jeffbullas.com/12-awesome-social-media-facts-and-statistics-for-2013/]
13

The analysis of the data collected in the research can be done by using graphs and charts. The
graphs and chart can help the managers in organizing the data in an easy to read manner. This
type of data is visually appealing and managers can perform a quick analysis of the data. The
graphs and charts can also be an effective way to compare the data collected under various
categories, and based on these data the future strategies can be planned. A pie chart, map
chart, histogram, line plot or pictograph can be used for this purpose.
The data collected in the quantitative research, which includes focus groups, individual
interviews and participation have to be feed in a spreadsheet, and the data received can be
utilized for a detailed analysis. The responses which are incomplete can be discarded and only
such data has to be included which is helpful in reaching a meaningful conclusion.
The quantitative research includes a large sample of data which is collected from online
surveys, mobile surveys or individual questionnaire. In this type of survey, the participants are
asked a set of question. These questioned have some fixed answer, out of these answers the
participants have to choose any one answer. These surveys are collected on a very large level
by the team of volunteers at Bentley. The results received from this surveys has to be organised
properly so that the top management becomes able to read this data and draw conclusions
regarding the implementation of digital technologies in the business (Arghode, 2012).
14

P6 COMMUNICATE APPROPRIATE RECOMMENDATIONS AS A RESULT OF
RESEARCH AND DATA ANALYSIS TO DRAW VALID AND MEANINGFUL
CONCLUSIONS
The data collected by the qualitative and quantitative research is analysed with the help of
spreadsheets graphs and tables. This data gives a useful insight into the current trends in the
market and customer preferences (Neuman, 2013). Based on these inputs following a set of
recommendations can be drawn regarding the implementation of digital technology at Bentley.
 Based on the results of the research analysis the managers can decide the exact
requirement of the customer regarding technological advancement in the business.
 The qualitative research shows that people are largely using digital gadgets in their daily
life and they want these gadgets with them even in their cars. The modern features in
the cars like Bluetooth should be added with advanced features.
 These technological advancements must be enforced in a holistic way, rather focusing
on a specific department (Brannen, 2017).
 The qualitative data shows that around 70% people are using their smartphone on daily
basis. The Bentley management should focus on the research and development of such
technologies which are helpful in supporting the smartphone devices of the customers.
 The technological advancements in the operations initiate a change process the
organization. Every change in an organization has to face some resistance from the
employees. The Bentley management should ensure a smooth transition from one
process to another and should make efforts to communicate the vision of the leader in
initiating a change process.
 The company should follow the strategy of making short-term goals in adopting new
technology, and design a proper reward and bonus programme to keep the employees
motivated throughout the change process.
15

LO4
P7 VALUE OF UNDERTAKING THE RESEARCH TO MEET STATED OBJECTIVES
AND OWN LEARNING AND PERFORMANCE
This entire project is based on the ways of managing the business applying several tactics that
help the company such as Bentley Motors Limited to recognize the challenges faced because of
the digital disruption and its transformation. This project helped me to develop my skills
regarding the digital changes and the ways it can positively and negatively impact the business
activities if not adopted in an appropriate manner. This report has helped me understand about
the project management plan and its significance at the time of executing any project such as in
case of Bentley Motors Limited the project management plan supports dealing with the
challenges due to digital changes and its transformation in the company to attain success for
the company without getting negatively affected. Also, I understood about the several aspects
that are associated to project management plan that helps in attaining in aims and objectives of
the company if concerned those elements include scope, time, quality, risk management,
resources allocation etc. It also helped me to understand the importance of Gantt chart that
helps in scheduling the project using a bar chart method. Furthermore, I got to know about
different types of research methodology that is quantitative and qualitative methods that help
in meeting the aims and objectives of the project. I understood the significance of preparing a
proper questionnaire or evaluation form that helps to recognize the key aspects of the project
those are Speed, Scale, Source and Scope related to the project.

16

CONCLUSION
The digital revolution has enabled organizations to explore new technologies and diversify the
product portfolio. The current assignment deals with the need for adopting these modern
technologies in the business so that companies like Bentley can create product and services
which can satisfy the demand of the customers and improve the overall performance. Bentley
has taken many steps to achieve advancement in the technology in their operations. To achieve
these goals, the management of these projects must be done in an efficient way which includes
steps like initiation, planning and execution. The assignment also highlighted the need for doing
research and surveys to assess the current trends in the technology and the mindset of a
customer for making a buying decision.
17

REFERENCES
1. Acharya, S. and Chellappan, S., 2017. Chart Forms. In Pro Tableau (pp. 547-663). Apress,
Berkeley, CA.
2. Arghode, V., 2012. Qualitative and Quantitative Research: Paradigmatic Differences. Global
Education Journal, 2012(4).
3. Ashtiani, B.N., Jiang, Q., Tayah, M., Welcker, B.L., Patton, T.G., Panvalkar, S.S. and Chan,
W.K.T., Microsoft Technology Licensing LLC, 2017. Controlling resource allocation with
automated consumption against a work breakdown structure. U.S. Patent 9,720,737.
4. Bernard, H.R., 2017. Research methods in anthropology: Qualitative and quantitative
approaches. Rowman & Littlefield.
5. Brannen, J. ed., 2017. Mixing methods: Qualitative and quantitative research. Routledge.
6. Downie, A. and Redman, A.J., Bentley Motors Ltd, 2015. Mounting structure. U.S. Patent
8,998,261.
7. Heagney, J., 2016. Fundamentals of project management. AMACOM Div American Mgmt
Assn.
8. Jain, T. and Singhal, A., 2015, September. Automation in quality check. In Next Generation
Computing Technologies (NGCT), 2015 1st International Conference on (pp. 603-606). IEEE.
9. Martinelli, R.J. and Milosevic, D.Z., 2016. Project management toolbox: tools and
techniques for the practising project manager. John Wiley & Sons.
10. Neuman, W.L., 2013. Social research methods: Qualitative and quantitative approaches.
Pearson education.
11. Norris, J.M., Plonsky, L., Ross, S.J. and Schoonen, R., 2015. Guidelines for reporting
quantitative methods and results in primary research. Language Learning, 65(2), pp.470-
476.
12. Olson, D.L. and Wu, D.D., 2017. Data Mining Models and Enterprise Risk Management. In
Enterprise Risk Management Models (pp. 119-132). Springer, Berlin, Heidelberg.
13. Ploug, T. and Holm, S., 2015. Meta consent: a flexible and autonomous way of obtaining
informed consent for secondary research. BMJ: British Medical Journal (Online), 350.
18

14. Schwalbe, K., 2015. Information technology project management. Cengage Learning.
15. Selwyn, N., 2015. Never believe the hype: questioning digital ‘disruption and other big
ideas. Teaching and digital technologies: Big issues and critical questions, 182.
19