Strategic Management: Types of Strategy, External Environment, Strategic Drift, and Strategic Capabilities of Bentley Motors

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1 ..............................................................................................................................................3
Understanding of the types of strategy in relation to the schools of strategy and strategic
concepts.......................................................................................................................................3
Task 2...............................................................................................................................................4
Appropriate model to review the external environment of company.........................................4
Task 3...............................................................................................................................................6
The extent to which company is facing strategic drift................................................................6
Whether the company's mission and vision align to the demand of marketplace.......................7
Company's strategic capabilities.................................................................................................7
Business Canvass Model to describe how company creates, delivers and captures value within
its industry...................................................................................................................................9
Task 4.............................................................................................................................................10
Strategic choice models to sustain the company’s competitive position..................................10
Task 5.............................................................................................................................................14
Resource implications of the selected strategy.........................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Strategic management refers to planning, monitoring and analysing the internal and
external factors which affect the business so that strategies can be formulated which can help in
achieving the goals and objectives of the business. It is basically a technique which can help the
company in planning its future and aligning its processes and resources which can help it in
achieving its shot-term and long-term goals (Abdolshah and et.al., 2018). This project report is
based on Bentley Motors Ltd. which is a British manufacturer and marketer of luxury cars and
SUVs and is headquartered in Crewe, England. The company was founded by W.O. Bentley in
1919 and is subsidiary to Volkswagen Group since 1998. In this report the strategies of the
company and the development in strategic thinking will be discussed along with the strategies
that the company can follow to defend its core business. Also the external environmental factors
affecting the business and the competitive advantage it has over other competitors in the industry
will be discussed. Further recommendations regarding improving its strategies are also given
which will help the company in future.
Task 1
Understanding of the types of strategy in relation to the schools of strategy and strategic concepts
Organisation has to formulate various strategies which helps them to ensure their
survival. Strategies could be classified into various categories such as corporate strategy, general
strategy or competitive strategy. The organisation engage their employees in formulation of the
strategy which helps them to guide their employees and achieve their objectives. The Mintzberg
has developed various thoughts of school of strategy which helps them in strategy formulation.
The thoughts of school of strategy formulation are :
The design school In this school of strategy formulation the focus is upon the conception
of the idea for which various analysis is done by the company.
The planning school This school focusses upon the planning of the entire strategy in
rigorous manner that will help the company in efficient management.
The positioning school As per this school while formulating the strategy the position of the
product need to be at the priority.
The entrepreneurial This school of thought considers the visions, styles of the entrepreneur

school who motivates them to formulate future strategies accordingly.
The cognitive school In this the perception of the people need to be considered while
formulating the strategy for the company.
The learning school Accordingly to this school the management need to focus upon the
their past learning while formulating their strategy for future.
The power school The power school of strategy formulation will help the company to
take decision by the the person who has the authority to do so. Such
persons has to be considered by the while formulating strategy.
The culture School As per this school of strategy the human capital as well as social
capital need to be considered. This will help to develop a positive
culture that can give the organisation a proper direction.
The environmental
school
In this school of thought, the environmental factors need to be
considered while formulating the strategy. It make the strategy o
formulated an effective one.
The configuration
school
This thought of strategy school helps the management to understand
the need to configured which helps the company to move from one
position to other.
While formulating strategy Bentley considers all such factors so that efficient strategy
can be made which will help them in achieving their goals and objectives.
Along with this various strategic concepts need to be considered by the company which
will help them to understand the situation. Such concepts helps the Bentley in identifying broad
terms for what is to be done in the organisation. These concepts can be mould by the managers
as per the situations and the department in which they have been applied.
Task 2
Appropriate model to review the external environment of company
The functions and operations of a business are affected by various factors which can be
either internal or external. The external environmental factors are those which cannot be changed
or controlled rather the companies have to adjust their strategies in order to survive in the
competitive marketplace. The positive and negative affects of these factors need to be analysed