Lack of Effective Communication as a Challenge in Managing Cultural Diversity at Bentley Motors Ltd

Research Project

Table of Contents
Research Topic: Lack of effective communication as a major challenge and issue of managing
cultural diversity at workplace of Bentley Motors Ltd....................................................................1
Chapter 1: Introduction....................................................................................................................1
Background to the study.........................................................................................................1
Problem statement..................................................................................................................1
Aim and objective...................................................................................................................1
Rationale for selection of topic...............................................................................................2
Research questions.................................................................................................................2
Chapter 2: Literature Review...........................................................................................................2
To review about the importance of concept of equality and diversity at workplace..............2
To investigate the impact of managing cultural diversity on the overall performance as well as
on the expansion level of Bentley Motors Ltd.......................................................................3
To evaluate about the lack of effective communication as a major challenge of cultural
diversity at the workplace of Bentley Motors cars Ltd..........................................................4
To determine about the set of strategies that could be adopted by Bentley motors ltd to ensures
effective management of cultural diversity through overcoming the challenge of lack of
communication.......................................................................................................................5
Chapter 3: Research methodology...................................................................................................6
Chapter 4: Data analysis and Interpretation...................................................................................11
Analysis of data....................................................................................................................11
Interpretation of Research findings......................................................................................13
Chapter 5: Communication of research outcomes and Recommendation.....................................22
Research outcomes...............................................................................................................22
Conclusion............................................................................................................................23
Recommendations................................................................................................................23
Communication with stakeholders and Intended Audience.................................................24

Chapter 6: Reflection.....................................................................................................................24
REFERENCES..............................................................................................................................25

Research Topic: Lack of effective communication as a major challenge and
issue of managing cultural diversity at workplace of Bentley Motors Ltd.
Chapter 1: Introduction
Background to the study
Management of cultural diversity is mainly related with having a fair recruitment and
selection process to employ candidates from a diverse group without any kind of discrimination.
It is vital to manage cultural diversity at workplace to attract more talented and skilled workforce
but still some challenges and issues are also related with management of cultural diversity
(Arenas and et. al., 2017). Therefore, current investigation is conducted on Bentley motors Ltd
which is a British manufacturer and marketer of luxury cars and SUVs the headquarter of which
is situated at England, UK to analyse about Lack of effective communication as a major
challenge and issue of managing cultural diversity.
Problem statement
The problem statement for the current research project is based on the issue of lack of
effective communication which is a major challenge of managing cultural diversity that is
created because of cultural and language difference among employees at workplace of an
organisation.
Aim and objective
Research aim
The main aim of current investigation is, “To analysis about the importance of concept of
equality of diversity along with determining lack of effective communication as a major
challenge of cultural diversity. A research project on Bentley Motors Limited.
Research Objectives
 To review about the importance of concept of equality and diversity at workplace.
 To investigate the impact of managing cultural diversity on the overall performance as
well as on the expansion level of Bentley Motors Ltd.
 To evaluate about the lack of effective communication as a major challenge of cultural
diversity at the workplace of Bentley Motors cars Ltd.
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 To determine about the set of strategies that could be adopted by Bentley motors ltd to
ensures effective management of cultural diversity through overcoming the challenge of
lack of communication.
Rationale for selection of topic
The selection of current research topic is rationale as it facilitates better understanding
about the vital concept of managing cultural diversity that is significant for all firm to have
improved workforce creativity and overall performance. Further, selection of current research
topic is also vital form personal view point of researcher as it ensures enhanced skills and
competencies along with meeting personal and academic interest of scholars.
Research questions
 Why the concept of managing equality and diversity at workplace is important for an
organisation?
 What overall impact of managing cultural diversity is seen on the total performance level
as well as on the expansion of the Bentley Motors Ltd?
 Is lack of effective communication act as a major challenge of cultural diversity at the
workplace of Bentley Motors cars Ltd?
 What are the various set of strategies that could be adopted by Bentley motors car ltd to
ensure effective management of cultural diversity through overcoming the challenge of
lack of communication?
Chapter 2: Literature Review
Analysis of secondary information collected from online article and journals is provided
below under this section of literature review to set out a base and framework for investigation
through facilitating understanding about selected research topic.
To review about the importance of concept of equality and diversity at workplace.
As per the view point of Louise Petty, 2016, it has been observed that the concept of
equality is all about ensuring and fostering that everybody at workplace must get a fair level of
rights and opportunities without having any kind of discrimination or work related biasness. On
the other side, diversity is all about ensuring that every employees must be valued as an
individual and have choice to have their own beliefs and values through leading respect for
diverse culture. Thus, an analysis can be made that both the concept of equality and diversity are
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important and essentially needed for a business organisation to have a more fair and positive
workplace environment in order to boost performance and motivation level of all employees
(Bacouël and Christiansen, 2016).
Further, with respect to the information provided by Ashurst, A., 2019, through
effectively managing and embracing diversity a firm can create a much more larger and wider
pool of talented employees which enables an orgnisation to reap and have advantage of a birder
target market in order to have an improved productivity and performance level. Beside this, an
analysis can also be made out that creation and effective management of equality and diversity
creates a better brand reputation and enhance the goodwill of a firm that plays a vital role in
attracting larger number of customers. Thus, an analysis can be made out that the concept of
equality and diversity are vital and important for a business orgnisation. Apart from this, an
analysis could also be made that a fair and positive workplace environment lead out by meant of
equality would lead an optimistic impact in performance of employees. Along with this, the
concept of diversity ensures and leads out to a more talented workforce with better perceptive
and view point through having a fair recruitment and selection which is important and vital for
better success of a company (Bouten-Pinto, 2016).
To investigate the impact of managing cultural diversity on the overall performance as well as on
the expansion level of Bentley Motors Ltd.
With respect to the view point of Boone, G., 2017, a positive and optimistic impact is lead
out by managing cultural diversity on the overall performance and expansion level of a firm. It
has been analysed that creation of cultural diversity supports respect and value for all employees
thus, leads to a wider pool of talent and skilled candidates for a firm to enhance creativity and
skill level of its workforce. The other factors investigated which are reflecting the positive and
optimistic impact of managing culture diversity in the overall performance kevel and expansion
of a firm are analysed and discussed below:
More talented and creative workforce- The one of the most positive impact of managing
cultural diversity within a firm which consists of and based on fair recruitment and selection of
employees on the basis of their skills and competencies irrespective of any kind of discrimination
on the basis of their culture. An analysis can be lead out that management of cultural diversity
tends to attract suitable candidates from a wider pool of candidate thus, ensures and leads out to a
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