Swot Analysis of Bentley Motors

Added on - 21 Feb 2021

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Business Strategy
Table of ContentsINTRODUCTION...........................................................................................................................1P1 Application of appropriate framework to analyse impact and influence of macroenvironment.................................................................................................................................1M1 Critical analysis of macro environment to determine and inform strategic managementdecisions.......................................................................................................................................3P2 Analysis of internal environment and capabilities of the organisation...................................3M2 Critical evaluation of internal environment to assess strengths and weaknesses oforganisation..................................................................................................................................5P3. Application of Porter's five forces model for the evaluation of competitive forces..............5M3. Appropriate strategies to improve competitive edge and market position based on theoutcome........................................................................................................................................7P4 & M4. Application of theories, concepts and models to interpret and devise strategicplanning for company..................................................................................................................7D1. Application of environmental and competitive analysis to produce strategic directions.....9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONBusiness strategy is a technique which is used by organisations to attain competitiveadvantage within the market where all the operational and executional activities are performed.With the help of effective strategies, a company can improve its performance, attain long termbusiness goals and increase competitive advantage (Afuah, 2014). The way in which operationsare required to be carried out is also analysed by it. In order to complete this project, BentleyMotors is selected which is a marketer and manufacturer of luxury cars. It is established inCrewe, England, United Kingdom. This project covers various topics such as analysis of macro,micro environment, capabilities of enterprise with the help of specific frameworks. Along withthis, porter's five forces model and application of theories to find strategic direction are alsocovered under this assignment.P1 Application of appropriate framework to analyse impact and influence of macro environmentMacro environment:It can be defined as the environment which is available outside of anorganisation and leave negative as well as positive impact upon functionality of business. Juniorstrategy manger in Bentley Motors uses PESTLE analysis which helps it in formulating effectivestrategies.PESTLE analysis:It is a combination of six different elements which are required to befocused by business entities to run all the operations appropriately. These are political, economic,social, technological, legal and environmental. All of them are analysed by junior strategymanager of Bentley Motors in detail (PESTLE analysis of Bentley motors,2019). The descriptionof them is as follows:Political:There are various types of political involvements in the business operationswhich are known as the part of such factors. Different components of it are trade restrictions,policies etc. All of them are affecting strategies of Bentley Motors and the whole organisationbecause of political instability in UK.Managers have to make modifications again and again inpolicies of business as changes in government results in changes in rules (Brinkschröder, 2014).Economic:All the elements which are related to changes of economy are considered asthe part of such factors. These are exchange, inflation, deflation, interest rates etc. All of themare impacting and influencing strategies of Bentley Motors because slight fluctuation in themleaves direct impact upon businesses and purchasing power of clients. In order to ignore negative1
effect of economic factors such as Brexit, it is very important for management to be aware ofchanges in political situations.Social:All the factors such as taste, buying behaviour, culture, belief etc. which arerelated to society are known as social elements. Demand and preferences of customers regardingcars changes with time and due to this strategies of Bentley Motors get affected becausemanagers have to form new decisions to meet their expectations.Technological:Advancement in latest techniques, latest ways to engineer cars etc. aretechnological factors which are required to be focused by all the large as well as smallorganisations to maintain their presence in the market. Bentley Motors is spending money inresearch and development activities which helps it to meet the latest technology in automotivemarket. It positively influences and impacts organisational strategies as all the latest techniquesin the market are used by Bentley to manufacture luxury cars (Ceglińska and Cegliński, 2014).Legal:There are various types of laws, acts and regulations which are imposed by legalauthorities of United Kingdom for all the businesses which are running its operations within it.Some of them are employment law, consumer right, advertising standards etc. All of them mayget modified with time because market conditions may bound government to alter them. If thechanges which are made in them are frequent then, it may impact and influence strategies ofBentley Motors adversely because it is very difficult to make change in organisational policiesfrequently.Environmental:All the rules which are related to environment protection, climate,carbon foot print are the part of this component of PESTLE analysis. For companies such asBentley Motors, it is very important to pay attention toward all of them so that operations couldbe executed appropriately. Strategy of the company may get influenced by such elementsbecause if a car which is manufactured by the organisation is leaving negative impact uponenvironment then the policies are required be changes to reduce the effect.The above analysis shows that all the elements in PESTLE analysis are leaving impactand influencing strategies of Bentley Motors. Junior strategy manager pays attention toward allof them in order to form decisions for future so that possibility of their negative affect could bereduced.2
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