Managing Innovation in Business

This report discusses the importance of innovation in the success of a business organization, with a focus on Bentley Motors. It explores the company's history of innovation, existing performance and capabilities, and the industry in 2016. The report also analyzes the political, economic, social, and technological factors affecting Bentley's innovation efforts. Overall, it highlights the significance of innovation in the automobile sector and its impact on business performance.

Managing innovation in business

Executive Summary
This report is about innovation plays an important role for the success of business
organisation. The company brings the new and innovative ideas according to the need and
wants of customer. In addition to this, they want to provide innovative car to its customer at
relatively less price. In context of Bentley, it is the well-known company which deal in wide
variety of luxury cars for satisfying the need and requirement of their client in an effective
manner. In addition to luxury car, the business firm also wants to offer German engine
centred car to its customer. Bentley recently installed V8 engine in the Continental S2 Flying
spur which is smooth in driving. Furthermore, the company introduced their electricity car
named as GT 100 across the world. Apart from this, they emphasised on bringing the solid-
state batteries for its electric car. And also they focus on launching completely battery-
electric car in the upcoming year 2025. Beside from this, they manage three items which is
tactical space from diesel cars and secondly bring innovation in vehicle as well as launch
electronic vehicle. In addition to this, Bentley expand their business in China as well as
Europe in which there is about relatively 52 markets of vehicles and sold 84.24 million
vehicle sold during the year.

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
The Organisation and its Innovation History.........................................................................3
The Organisations existing Innovation Performance and Capabilities..................................4
The Industry in 2016..............................................................................................................6
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................8
Books and journals.................................................................................................................8

INTRODUCTION
Innovation is considered as process in which implementation of advanced technology
across the world. It signifies creating something new within business organisation. This
report is carried upon Bentley. It is one of the well-established company which deals in
different kind of cars in order to satisfy the need and wants of consumer. Apart from this, the
company is well known for handicraft cars in which there is no use of machineries. There are
various types of model manufactured by this company such as Continental, Bentayga as well
as flying Spur and many more. This report discuss about innovation in Bentley Company of
automobile sector. In this report, the performance as well as experiences of business
organisation is assess in an effective manner. At last, there is a discussion regarding
automobile sector in 2016 (Yu, 2016).
MAIN BODY
The Organisation and History of Innovation
Bentley Motors Limited is a British producer as well as dealer of luxury cars in the
automobile industry. This company was founded by H.M Bentley and W.O Bentley in the
year of 1919. In addition to this, Bentley is situated on London. It is the British international
company which deal in wide variety of luxury car across the world. The company was
founded by W.O Bentley in the year of 1919. In present context, Bentley brings innovation
like fixed V8 engine in the Continental S2 Flying spur that is smooth in driving. Moreover,
the company launched their electricity car known as GT 100 around the world. In addition to
this, the company is well-known for bring innovation in racing cars appliance (Athota and
Malik, 2019). Apart from this, the company is renowned for its high speed digital cars which
are depending upon sources of renewable energy. It helps them in increasing brand image and
goodwill of company in manufacturing sector in front customer at marketplace. There are
different factors in relation to Bentley which is going to be mentioned below:
Political Factor: Political factor includes government regulations, taxation structure,
trade, tariff and many more. There are different services offer by the company all around the
world. In addition to this, the issues and problems which are faced by Bartley is public
conveyance because of boosting the level of pollution at marketplace. Due to stable political
condition, it imposes positive impact on the performance of business firm across the globe. In

addition to this, due to strong government, it is easy for the company to bring innovation at
marketplace.
Economic factor: It includes interest rate, exchange rate, and inflation as well as
deflation rate. Therefore, the company provide innovative vehicle for satisfying the need and
wants of consumer in an effective manner. Due to high level of growth in external
environment, it generates ample of opportunities for company regarding battery to grow at
global level. They want to grow in the countries such as India as well as others by adopting
the innovation in the market. It helps in boosting productivity as well as profitability level
within business organisation.
Social factor: Social factor includes age, population, lifestyle as well as market trends
and many more. These factors impose direct impact on the performance of business
organisation. In context of Bentley, they bring innovation due to enhancing the demand of
digital electronic vehicles through the client (De Anca and Vega, 2016). It helps in increasing
performance as well as profitability level of Bentley in well-defined manner. Apart from this,
they produce electronic cars for satisfying the need and requirements of society thus results in
boosting profitability level at marketplace.
Technological factor: Technology plays an important role for the success of business
organisation. Therefore, it is necessary to implement advanced technology for providing
superior quality vehicle to its customer in order to satisfy them. In context of Bentley, they
use the idea of self-driving for expanding their business in the market. Therefore, they are
searching for the concept of self- driving by using technology for more than 20 years.
Porter’s five forces model
Bargaining power of customer: In context of Bentley, they offer innovative vehicle
to its customer according to their need and wants. Therefore, it helps them in retaining buyer
for a longer period of time. In addition to this, it boosts the customer base as well as business
firm imposes full control over the price of its products and services which is provided to its
customer.
Bargaining power of supplier: There are a limited number of suppliers available in
manufacturing sector. Therefore, it is necessary for Bentley to invest large amount of fund in
manufacturing a car at marketplace can act as an adverse situation for the firm (Zawahri,
2016).

.
Threat of new entrants: The threat of new entrants is quite low in manufacturing
sector. Because, there is a need of large investment of money in manufacturing sector that is
not possible for the new business firms.
Threat of substitute: The threat of substitutes is low in the manufacturing sector.
There are a less number of competitors of Bentley within marketplace. This business firm
offer innovative products and services to its customer according to their need and wants
(Gobble, 2016).
Competitive rivalry: There is no close competitor of Bentley but due to large amount
of investment and implementation of latest technology by some other manufacturer. It is
necessary for business firm to be checked in order gain competitive advantage over rival firm
in upcoming period of time.
The Organisations existing Innovation Performance and Capabilities
Bentley is a British manufacturer as well as marketer which deal in wide variety of
luxury car in the market. In addition to this, the company is also well-known for offering
classy and elegant car for satisfying the need and wants of consumer (Van Bommel, 2018). In
present context, Bentley brings innovation by launching the fastest electronic car which is
named as GT 100. There are different kinds of features available in this car such as modish
outlook, air open doors as well as superior inner look in order to attract large number of
customer at marketplace. This is the spontaneous driving car in which there is no requirement
of driver in order to run a car. There are different kind of products which is well-known for
its innovation such as Bentley Speed Six, Bentley Mark VI as well as Bentley T-series and
many more. There are some strength and weaknesses which is going to be discussed below:
Strength Weaknesses
 Popularity: Bentley is well-known in
manufacturing a car because they deal
in specific grouping such as sports
and luxury car in order to satisfy the
customer (Khalili, 2016).
 Brand uniqueness: Bentley offer
innovative car to its customer so that
 Limited reach: It is not possible for
Bentley to manufacture its vehicle in
Asian country because there is less
income of individual persons.
 Long waiting: The Company have
limited manufacturing so that
customer is waiting for a longer time

there is no need of promoting their
car by using different promotional
technique such as advertising,
publicity as well as sponsorship and
many more.
period. Therefore, there are number of
competitor such as Jaguar as well as
land rover can be considered as a
threat for Bentley.
Opportunities Threats
 Mergers and acquisitions: This offers
the opportunities to Bentley in
boosting their business activities and
function across the globe, where they
can generate the innovative idea of
implementing technology and collect
information regarding market trends.
 Bentley is the well-known company
provide innovative vehicle to its
customer according to their need and
wants it help them in retaining them
for a longer period of time (Gomezelj,
2016).
 Changing government norms: Due to
change in government regulations, the
company will also focuses on
environment protection and changes
its idea in order to decrease the
pollution at marketplace.
 Competition: This is necessary for
Bentley to fix the price of car
according to the competitive firm
which have a large amount of
investment in automobile sector can
be considered as a threat for business
firm.
The Industry in 2016
Bentley is the famous manufacturing company which deal in wide range of luxury
vehicles in automobile sector. They offer handmade cars to its client in order to satisfy the
need and wants of consumer. These are normally combination of sports and luxury car. In
2016, the automobile sector boosts their sales by 5.6% due to enhancing the demand in three
countries which includes India, Europe as well as China. In addition to this, there is
increasing the demand of vehicle in China rather than US. Apart from this, in 2016, there are
different Japanese companies such as Toyota has faced demise of 1.6% by comparing it with
the year 2015. On the other hand, the European country boosts their business by selling 7.1
million vehicles at marketplace (Isherwood and Tassabehji, 2016). This is only because
European countries use innovative structure which is the only reason of boosting their sales in

2016. In context of Bentley, they also adopt new structure that helps that in attracting large
number of customer at marketplace. As per this policy, e business firm focuses on three kind
of car such as by using the vehicle without petrol, secondly boosting the level of comfort as
well as manufacturing digital electronic car.
Bentley launched the electronic engine car named as Ritz GT 10 electro. This car breaks all
world record because this car consists of speed of 100 km per hour speed in 8 seconds. This
car is operating by electricity as well as their engine can also make electricity. It helps them
in attracting large number of customer at marketplace. And also they boost their sales and
level of profitability in upcoming period of time. From 2016, the government emphasised on
security of customer and driver and they developed the law related to safety dealing in car.
As a result, Bentley focuses on follow the law which is developed by government thus it
helps in boosting its sales by 20% in comparison of the year 2015. Therefore, this business
firm increasing their sales as well as profitability level in the year of 2016 (Round and Styhre,
2017).
CONCLUSION
On the basis of above mentioned report, it has been analysed that innovation plays an
important role in the automobile sector. The business firm brings the innovative designs
based on the need of customer. In assistance of this, they want to offer new car to its
customer at comparatively less price. Apart from this, Bentley brings the innovation that
helps them in attracting large number of customer. They offer unique and specific vehicle in
order to satisfy the need and wants of customer. It helps them in increasing brand image and
reputation of business firm in front of client.

REFERENCES
Books and journals
Athota, V. S. and Malik, A., 2019. Managing Employee Well-being and Resilience for
Innovation: Evidence from Knowledge-intensive Service Industries. Springer.
De Anca, C. and Vega, A. V., 2016. Managing diversity in the global organization: Creating
new Business values. Springer.
Gobble, M. M., 2016. Defining disruptive innovation. Research-Technology
Management. 59(4). pp.66-71.
Gomezelj, D. O., 2016. A systematic review of research on innovation in hospitality and
tourism. International Journal of Contemporary Hospitality Management.
Isherwood, A. and Tassabehji, R., 2016. A case analysis of managing “Maverick” innovation
units. International Journal of Information Management. 36(5). pp.793-798.
Khalili, A., 2016. Linking transformational leadership, creativity, innovation, and innovation-
supportive climate. Management Decision.
Round, H. and Styhre, A., 2017. Reality bites: Managing identity ambiguity in an advertising
agency. Creativity and Innovation Management. 26(2). pp.202-213.
van Bommel, K., 2018. Managing tensions in sustainable business models: Exploring
instrumental and integrative strategies. Journal of Cleaner Production. 196. pp.829-841.
Yu, C. C., 2016. A value-centric business model framework for managing open data
applications. Journal of Organizational Computing and Electronic Commerce. 26(1-2).
pp.80-115.
Zawahri, N., 2016. Managing Transboundary Rivers to Avert Conflict and Facilitate
Cooperation. In The Oxford Handbook of Water Politics and Policy.