Managing Innovation in Bentley: A Case Study

Managing innovation

Executive Summary
The present report has presented number of information regarding the innovation and
the perspective of individual within the innovation. This report also includes the
identification of different innovation tools and technique which is used by Bentley. Famous
manufacturer, named as Bentley which is one of the leading luxury car developers has also
kept its focus on serving their clients with the best innovative German engine based cars
considering luxury and so on. Since, company has already been working in automotive
manufacturing industry; company has already adopted an effective R&D function for pulling
out better results in relations to its innovative luxury based cars. Its latest innovation brought
in one of the fast cars in all over the world i.e. GT 100, which runs on electricity. Also, based
on the arrangement they focus on three items initially maintaining a strategic distance from
petroleum and diesel vehicles second expanding solace level and innovation in vehicle
assembling and third bringing electronic vehicles. Including this, it is also said that
assembling business of vehicles or it tends to be set car industry in 2016, is a developing
industry where there is increment of 5.6% in deals in view of expanded interest in three
significant country which are China and Europe, where there are absolute 52 markets for
vehicles that 84.24 million units sold.

Table of Contents
Executive Summary...............................................................................................................................2
Table of Contents..................................................................................................................................3
INTRODUCTION.................................................................................................................................4
MAIN BODY........................................................................................................................................4
The Organisation and its Innovation History.....................................................................................4
The Organisations existing Innovation Performance and Capabilities...............................................7
The Industry......................................................................................................................................9
CONCLUSION...................................................................................................................................10
REFERENCES....................................................................................................................................11
Books and journals..........................................................................................................................11

INTRODUCTION
Innovation can be defined as up gradation in technological and other aspects of
products in global world. Innovation is continuous process in automobile manufacturing
industry where Bentley works. It is a car manufacturing company which is famous for its
modern look cars, racing cards and designer cars. This company is also famous for its
handicraft cars as they design their cars with their hand where are minimum use of
machineries. The famous models of company are Mulsanne, Bentayga and new continental
GT. In this report there is in study of innovation in In Bentley as well as automobile industry.
The capability of organisations and chances for performance will also be analysed in this
report. In the end of report there is study about the automobile industry (Miron-Spektor and
Paletz, 2017).
MAIN BODY
The Organisation and its Innovation History
Bentley is in British multinational company which manufacture cars. It is famous for
manufacturing luxury cars and SUVs and a part of Volkswagen group since 1998 company
headquartered in England. It is founded by W.O. Bentley in 1919. Bentley is famous for its
innovation in racing cars engine. Some famous innovations by Bentley turbo engine Bentley
speed 6 continental GT and flying spurs (Schiuma and Carlucci, 2018). These all are the
innovative products which are launched by Bentley companies also famous for its high speed
cars which are based on renewable energy sources. Company also have good brand value in
manufacturing products according to needs of customer where it makes amendments in cars
accordingly. It has also contracts with great business units where it provides its services to
them.
Pest analysis: it is data analysis which is used by the organisation for identification of
external factors which can impact on the performance and innovation capability of an
organisation like Bentley. For analysing the all innovative and new technology within the
external environment Bentley can use the pest analysis which is described below:
Political factor: Political factors are those which impact the business of firm because
of intervention of government where organisation is working. Bentley is providing services
globally where the major problem that it faces is promotion of public transport by
governments because of increasing pollution and rising problem of climate change. There is