Supply Chain Management in the Automotive Industry: A Case Study of Bentley Motors Limited

Supply
chain

Table of Contents
INTRODUCTION...........................................................................................................................3
Review of applicable operations logistics and supply chain management theories...................3
Application of proper operations management solutions for obstacles faced by the company..5
CONCLUSION...............................................................................................................................7
RECCOMENDATIONS ................................................................................................................7
........................................................................................................................................................8
REFRENCES...................................................................................................................................9

INTRODUCTION
The automotive industry faces several barriers in functional area of operations and
logistics. Supply chain management is an important aspect of an organisation and deals with
effective management of every procedure involved in conversion of raw material into finished
goods or services. The organisation selected for this report is the British auto-mobile
manufacturing company Bentley Motors Limited which was founded in 1919 and has 4000
employees in their headquarters at Crewe, Cheshire. The organisation is present in 58 market
globally and produces luxury vehicles such as Continental GT along with SUV like Bentayga .
The company has been a symbol of elite society in the British culture for long time due to the
association of their cars with the British royal family and the fictional character of James bond
This report includes detailed description of applicable operations, logistics and supply chain
management theories along with discussion about barriers faced by the company in the area of
procedure of new goods development and management of employees in operations and supply
chain. Solutions and recommendations for removing such obstacles are also provided in this
report.
Review of applicable operations logistics and supply chain management theories
Value chain analysis of Bentley
The value chain analysis is an important theory which gives the company information
related to operations conducted by the company for building and delivering products to the
consumers and helps the company understand ways to gain competitive advantage by improving
efficiency across al the aspects of their operations.
Primary activities
Inbound logistics: This phase of the value chain analysis is concerned with acquiring
raw materials for production of goods. The raw material required to build luxury vehicles is
mostly comes from Europe and Germany. Every sheet of wood and leather is purchased from
best suppliers and checked for quality (Bozarth and Handfield, 2016) . Wood used in production
of vehicle comes from same tree to assure equality in pattern and colour of the interior.
Operations: The respective organisation builds more than 9000 vehicles annually with
aggregate construction of 26 continentals 5 Mulsannes and 31 Bentaygas daily. This lengthy
process of vehicle construction is attributed to the various checks and audits conducted by the
company in order to guarantee quality of each car (Brindley, 2017) . These checks include drive