This report discusses the innovation history of Bentley, its existing innovation performance and capabilities, and industry trends in 2020. It also provides insights on managing innovation in business.
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MANAGING INNOVATION IN BUSINESS
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EXECUTIVE SUMMARY In the report it has been covered about the Britishmanufacturing business and sellerof the luxury cars and SUV's ,Bentley. They have a range of prominent models extend from the historic sports-racing Bentley to acirculating theoretical account lineof flying spur, continental GT etc. while working in office in their early age W.O. Bentley discovered a paperweight made of aluminium and thought that it would be a better piston than steel and iron. At the time of first world war he used his aluminium pistons to create an engine for fighter aircraft that was more powerful and reliable. In 1919, he started his own car company with the objective of making fast car, a good car with the best in its class. In 1921, they launched their first 3 litre car named as Grand tourer. After the success of this model they came up with effortless power cars which has six-cylinder 6.5 litre, 8 litres. After the acquisition by Rolls-Royce they manufactured their first car named as Derby Bentley. They also came up with R-type continental car after second world war. Their current model of Bentley offer speed, delicacy, beauty and rarity to the customers. They also brought an innovation revealing EXP 10 speed six andBentley EXP 12 speed 6e concept cars which was characterized by an electric power train and groundbreaking design. Bentley explored a new model which is Bentley EXP100 GT which has 5.8 metre body and a dramatic new face, while two-metre wide doors open upwards to create a real sense of arrival. Their current model also includes current model line includes Flying spur which unique fusion ofExciting execution, modern creating by mental acts and spontaneous engineering. To evolve property patternfor every part of the concept car'smanufacture, they have gone from reclaimed river wood to lighter batteries, their efforts points the wayto a up coming that cut downour impact on the natural world. The luxury car industry in 2020 and in the coming years, there has been a growing demand for the model with advanced style, power and telematics and self-drivng models. Fully electric cars which are sustainable and environmental -friendly have also grown popularity and government is also making various rules and policies regarding the emergence of stringent emission norms, fuel efficiency norms which can impact automotive industry as they have to manufacture models which would cut emission and is environmental friendly. Customers
are also shifting towards new ways to buy like online shopping and drop shopping or Facebook marketplace. Innovation can be refer to as an idea that is generated from among employees to increase the profit of company. Makingnew and creative product will help organisation in achieving goals and objectives of the company. It is a strategy that is used by firms to attract consumers and generate more profit. As in today's world competition is increasing day by day so to compete against competitors and maintain its position in the market it is important for companies to make new products. Firms make changes in existing products and manufacture different products. Marketing strategy should also be used for promotion of goods and it should be innovative so that more customers can be attracted. Innovation can be defined as creation, development or implementing new product. It is a process in which the aim of company is to improve the efficiency and effectiveness of competitive advantage. Managers take necessary steps for making changes in the plans or strategies for developing product. There are four types of innovation that is, incremental, disruptive, architectural and radical. Innovation is coming up with new ideas and technologies that are use bys other industries or increase productivity. It also helps in generating greater outcomes with the same or existing product. In the report evaluation approach to range of business data, sources of data such as, primary or secondary source that is used to gather the information or for getting new ideas to develop product according to need and requirement of customers. Appropriate methodologies that can be used by companies to increase their productivity and sales of the company. This ultimately lead to generate more profit. Some innovation methodology are six sigma, design thinking and global innovation management methodology. All these techniques help in identifying different areas that can be use for innovation in product. It also helps in determining environment as there are many factors that affect business. Micro and macro environment are two types that can be used by company in developing new product. When making plans or strategies members keep in mind various factors that should be keep in mind. In the report analysis is done on how organisations and their leaders make successful plan for innovation of product. Leaders help in guiding their team members and making plans for the success of company and focus on achieving goals and targets of the company. Further, negative
and positive impact of organisational knowledge, knowledge transfer and cross functional co- operation in order to analyse innovation capability. Managers and all the employees are engaged in searching new ideas and give suggestions for making new products to increase productivity of company. Some key activities are also required for successful development of plan. Manager of Bentley car is continuously making improvements in product and making new products so that more customers are attracted. It provides luxury, power, space and speed in every car and its products are known by its name. There are many changes that are made by the company to attract more customers and the prices of the product are high but quality products are produced. Table of Contents MANAGING INNOVATION IN BUSINESS................................................................................1 EXECUTIVE SUMMARY.............................................................................................................2 INTRODUCTION...........................................................................................................................4 Bentley and its innovation history...............................................................................................4 Bentley existing innovation performance and capabilities..........................................................5 Industry trends in 2020................................................................................................................7 CONCLUSION................................................................................................................................9 REFERENCES..............................................................................................................................10
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INTRODUCTION To manage innovative ideas which are being produced is innovation management. It is the preparation and activity behind coming up with thought, change of course them into action program and processing them for business until they become a reality(Goffin. and Mitchell, 2016). Bentley is a British manufacturer and marketer of luxury cars and SUV's and is a subsidiary of Volkswagen group. It has its headquarters in Crewe, England, UK and was founded by H.M. Bentley and W.O. Bentley in 1919. In the further report their innovation history, existing innovation performance and capabilities and the industry in future will be briefed about. Bentley and its innovation history Bentley motors Ltd is a British maker and seller of luxury cars and SUV's. Company's exceptionalcars have always beenplanned and builtby exceptional people using only the finest ofsubstantial. Most of the Bentley models areaccumulated at the company's Crewe factory with a small number collectedat Volkswagen's Dresden factory, Germany. In 1931 Rolls-Royce limited acquired Bentley but in 1971, Rolls-Royce itself wasinvoluntary into state and UK authoritiesdenationalisethe company- spitting into two which is aerospace division and automotive conception. The later retained the Bentley subdivision. Vickers plc bought Rolls- Royce in 1980 and later in 1998 VickeBentley explores a new model which is Bentley EXP100 GT rs sold it to Volkswagen AG (Karras. and et.al., 2017). In 1919, W.O. Registered Bentley Motors Ltd anddisplay a car figurewith dummy engine at London Motor Show. As in 17thand 18thcentury there was a tradition forimmature men and women of the British aristocracyto take a Europe tour as anexciting journey of findings.So this conceptdivineBentley to name their first car as “Grand Tourer” as they refer their car thatcorporate trusta trulystimulatingimpulsivehappeningwith theconditionto make customers theextendedjourneyto befacileand to ensure that they are memorable. This 3-litre went onsellingin 1921 and the use ofmetrical schemein its nameintimation at the aspirationto create a carfor the accelerated, opened roads of landmass.W.O. Bentley introduced a mesh stone-guard to the front of his early cars to protect the radiations from flying stones. Then came the effortless power cars which has six-cylinder 6.5 litre model which was establishedin 1926 andconscious for dense saloon bodies that some consumers choose.Itsfacile almighty and civilized200 bhp speed six that took performance to a nextsteady level.
Then in 1930 they created 8 litre which considered as a masterpiece. This car was so powerful that the company proclaimed it w customers are also shifting towards new ways to buy like online shopping and drop shopping or Facebook marketplace could be capable of 100 mph. Due to financial difficulties Rolls-Royce bo sustainable and environmental -friendly ught the company in 1931 which is the present rival of Bentley and the production moved to Derby. Firstly a 3.5 litre and later a 4.5 litre derby Bentley was manufactured. Quality of the car remained high under thefresh governmentand cars were also fast, refined, stylish and elegant with easy to drive configuration. In 1938 on a commission of a wealthy Greek racing driver Bentley manufactured a 4.5 litre with a sleek,mechanics organic structure successful from Duraluminwhich is agossamer aluminium alloy was prepared. There were same ideal choice of a impressive tourer with exceeding rate on the pathwhile also being civilized enough tosavour on the touring. This car inspired the company to get the benefit of this model to abroadrange of audience in upcoming years. After second world war they experimented with more streamlined styles. They introduced a R-type continental car with a low, long and lithe body, fastback roofline and fine added to the rear wings to aidsteadinessand it couldaccomplish antecedently unheard-of feat of cruising at 100 mph with four resident. Then came the first Bentley of Rolls-Royce which do not shared the body with the body of Rolls-Royce model in 1991. Bentley has their own distinctive design and a Bentley turbo engine under the bonnet. Later thelandmassT shorten the wheelbase andaccumulatedpower to push the public presentation container inactive far. Intheyear1970theproblemofBentley'sownerwithRolls-Royceaeromotor improvementbrought about financial collapse of its business. Therefore, in 1997 Vickers announced to sell Rolls-Royce motors. In a bid Volkswagen won it and from 2003 forward, Volkswagen AG is sole provider ofauto mobilewith Bentley marque. Bentley existing innovation performance and capabilities. The present Bentleysin globally offer a teaching in inventionfor rest of the competitors. The current models are desirable for theirincontestablerate, delicacy, appearance and unique. Theirimprovement was sensible and easy.Craftsmanship is acritical portionof Bentley but
what makes Bentleydissimilar any other self-indulgence car is the origin and choice of the substantials.From beautiful wood and leather to luxurious new material, theytrusted choiceand sustainability. The Bentley winked logo is recognized as a sign of exceptional craftsmanship, exhilarating performance and a fascinating century-long story (Ramanathan, Ramanathan. and Bentley, 2018). In this decade theexpansive exchangeable constructwas described as “the world's most elegant convertible” and in 2014 giving their models a sporting character while still providing ample space for four was they captured theluxury class. One also introduced one eye-catching feature of tonneau cover, which was created using thesizeable partof veneer ever to appear in a Bentley'squality to make a pinnacle exchangeable expansive tourer. In 2015, they again brought an innovation revealing EXP 10 speed six concepts, it was a two-seat sports car giving a strong indication the company is thinking about lighter. The innovation that Bentley came with was a new Bentley EXP 12 speed 6e concept cars which was characterized by an electric power train and groundbreaking design. This was considered as the future of luxury and performance. It is an entirely new format for both urban and open-road driving. This impressive range would be supported by fast recharging. After 100 years of their existence in 2019they disclose their future plan and make new strategies for increasing profit and they make new products.Bentley explores a new model which is Bentley EXP100 GT for the vision of the future starts byproducing attributethat make every journey extraordinary. It has 5.8 metre body and a dramatic new face, while two-metre wide doors open upwards to create aactual awareness of reaching.The inside takes Bentley workmanshipin a new direction byunstreamedfusingpropertysubstantialwithengineering. It incorporates new directions being explored including the use of light in creating a wellness enriching environment andadjustablebiometricseating roomthat adds to theimpressionof well- being.Futureof Bentleyinventionis all aboutequilibrium and improvementa feeling of well- being for which they use air curation to bring in fragrances from the natural world while keeping city pollution out. Tocreatesustainablepatternfor every part of the concept car'sindustry,the company is using light weight rubber material and making good and providing good services to the customers. The company is making innovation every year to increase sales of the company and overall productivity is also increased.
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In 2018 Bentley alsoestablish the “be risklessbehaviour” to association which is a set of guidelineproduced to supportthe staff safe andflushed at work.They believed that everyone has right to “be safe” and is committed to providing a safe workplace andinculcation value ofsafe action at work. Their current model line includes Flying spur, continental GT and Bentayga which is activity intercontinental. The flying spur is aalone merger of Breathless show, modern design and spontaneous engineering. It has new physical science all wheel guidance cut down the car's change of course ellipse at debased speeds for easier parking and manoeuvring, while out on open road itflexure the stableness of car, making overtaking and lane modification more confident.With theprecocious, fast and effectual restraint,along with enhanced air suspension foroverhead ride conditionand impressivephilosophyit has addon to condition plus variety. The journey is made much moreexceptionalthroughinitiatesuch as theelective Bentley go around show.When the car starts itrevolve to reveal an advanced extremity demonstration characteristic apps,media andtransport info(Berk, 2019). In the current situation Bentley isquick, stimulating impulsiveand the new continental GT is built on anadvancedchassis andphysical phenomenon building,propertyaentirelynew 6.0 litre W12 engine and an 8-speed dual-clutchtransmittingforuncreased, fast and efficient gear changes. The dualclutch transmittal provides imposinglyquick geardisplacement and ceaselessacceleration to enhance the car's dynamic character. The 48V active roll control system senses roadmishapand changes the car's movementoutrightto optimize handling and ensure a smooth ride. And their electricguidanceimprovesnatural process to the workerso that it always feel right for the driving conditions (Seyhan. and et.al., 2017). DuringCovid-19, Bentley Motors has extended its “benon-hazardous” health and safety programmes toexpression after localized gathering as well as their conference. And also forced Bentley to adapt to online customer service and digital experience. Industry trends in 2020 Over the past 20 years many luxury auto mobile industry haveaccrued their model range, different and general transport industryas there is a rise in tangible luxury automotive vehicles and there is an increase in disposable incomes of the consumers. In the futuresuperior trade
name luxury models have become extremely applicable and captivating for many affluent single (De Silva,Khatibi. and Azam, 2020). There will be a growing demand for the model with advanced style, power and telematics. Therefore, the luxury carcommercial enterprise are focal point on the improvement of next biological group smart quality engineeringsuch asautonomous impulsive, individual voicehelp and retina acknowledgement which will encouragement the gross salesof luxury cars. Major luxury carbusiness enterprise are actuation tense different of their transport due to increasing biology concerns and accretive fuel prices which is also liable to intensify maturation of the luxury car industry over time period.As government is also making various rules and policies regarding the emergence of stringent emission norms, fuel efficiency norms which can impact automotive industry as they have to manufacture models which would cut emission and is environmental friendly. Fully electric cars have grown popularity as their global sales have risen therefore the challenge before luxury car manufacturers is to make electric models with smart features allowing the to gain a strong presence in the market (Coppola. and Morisio, 2016). IC engine is currently dominating the market but in the near future it is anticipated that their demand will lower down.Looking at the increasing situation concerns, owing to elevation waste emission, situation equal and authorities across world are alteration the emanation standard.As aconsequencedemand for property and biological science-friendlytransitsuch as electric vehicle and also government is providing such luxury car manufacturers with subsidies. Thefuturemarketisdrivenbyinnovativeengineering,supercomfort,growing investment in R&D projects and growing standard of living therefore to provide more luxurious experience to the customers many luxury carcreating from raw materialsare makingcombined taskwith technology supply. The automotive industry customers are also shifting towards new ways to buy like online shopping and drop shopping or Facebook marketplace. It is somewhat surprising to buy cars online but most of the luxury car brands are beginning to catch on this platform and e-commerce spending on automotive would greatly increase in the coming years (Witheford, 2018). The trend is also shifting towards the self-driving models many luxury car brands are shifting and making contracts to develop these types of cars jointly with other brands or autonomous driving technology provider. Porter's five forces
Porter's five forces model refers to identifying strengths and weakness of the company. This model helps the organisation in achieving goals and objectives and helps in determining competitive advantage. There are five areas according to porter which should be identified and make plans according to that to improve productivity of organisation and generate more profit by increasing sales of goods and services. Competition in the industry According to porter it is important to identify number of competitors that are present in the market and make plans or strategies better than competitors to earn profit and build good image. As it is possible that other companies are producing better product and generate more profit. There are many competitors of Bentley in the market but it is making new products to attract more customers. Potential of new entrants in the market In this company i9s affected by new entrants coming in the market. Due to new industries competition will increase and may be they are providing products at low cost to attract more customers and enter into the market. It is barrier for company, it is difficult for new organisations to enter into existing market where already there are many sellers. Power of suppliers According to porter supplier of raw material is also a barrier as they affect production of product. If company is producing goods whose raw material is rarely available and supplier is fixed by company then may be supplier increases price of raw material or do not provide material on time. So, firms should make products for which raw material is easily available in the market. Power of buyers In this buying power of customers are identified like what type of product they want, quality of product and how much they can pay for buying good quality product. Manager should conduct a survey in which needs and requirements of consumers should be identified. Threat of substitutes As in the market there are many close substitutes products are available. When prices of products are raised by organisation then people switch to other goods. So, before making product
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company should check number of substitutes products that are available and make innovative and creative product to accomplish goals and objectives of the company. During covid -19 company faces lot of problems as they were not able to produce goods or services and sales of car was also stop. They did not lose hope and now organisation is taking necessary steps to improve the condition and making innovative product to attract more customers and increase their sales. The company will generate profit soon as the situation becomes normal. CONCLUSION From the report it can be concluded that Bentley has a very innovating history and it has immensely innovated and transformed itself over these 100 years. Bentley has also enhanced existing innovation performance and capabilities by introducing new model with innovative and advanced features and each model have different and unique features and configuration. They are also focusing on developingmodel which are sustainable from the environment point of view. The future trend of the luxury automotive sector is also shifting towards fuel efficient and low pollution emission cars. New trend of electric cars are coming into trends as people are preferring these type of model to save environment and government is also giving subsidies on launching these types of cars.