Bentley Motors: Analysis of External and Internal Environment Report

This report provides an analysis of Bentley Motors, examining its external and internal environments. The report begins with an overview of Bentley, followed by an analysis of the political, economic, social, technological, and legal factors influencing the company. It also includes an analysis of Bentley's strengths, weaknesses, opportunities, and threats. The report then assesses Bentley's impact on various sectors such as the economy, society, and the environment. The report also discusses the company's technological advancements. The analysis draws upon relevant literature, including academic articles and industry reports. The report concludes with a discussion of the company's future direction.

Introduction
Bentley Motors is a manufacturer as well as marketer of
SUVs and luxury cars. The parent company of Bentley
motors is Volkswagen Group. It was founded by W.O.
Bentley in 1919. The headquarter of company is situated
in Crewe, England, UK. The company aims at providing
extraordinary vehicles to their customers.
Bentley and Its Environment
Name of the Student
External Environment
• Political: Bentley has to follow all the legal frameworks
and contract enforcement of different countries.
• Economic: They are majorly affected by exchange rates
and stability in the foreign exchange rate of different
host countries in which it operates business.
• Social: They are required to deal with changing needs
and requirements of customers and bring changes in
their products.
• Technological: They are required to incorporate all the
development in technologies in their product to
compete in market.
• Legal: A number of laws are to be followed such as
employment laws, anti-trust laws, health and safety
laws to ignore any negative legal proceeding on the
organisation.
• Environmental: They are required to abide by
environmental standards of the market in which they
are carrying on their operations.
How the company impact its context External
Environment
• Political: They are bringing together different nations with the help
of trade
• Economic: Bentley is effectively helping a number of economies
such as America, China, Europe, UK etc. by generating profits for
them and providing employment.
• Social: Company is generating interest of millennials towards cars
that are sporty and luxurious at the same time.
• Technological: They are bringing in new technologies such as new
fully electric Bentley car which will be introduced by 2026.
• Environmental: Developing environment friendly cars which will
influence more customers and also reduce omission of pollutants in
environment.
• Legal: Setting themselves as legally responsive organisation by
fulfilling all the legal procedures required in different countries
where it operates.
Internal Factors
Strengths: They provide sporty and luxury cars which no
other company does. The brand equity and market
position of Bentley is strong globally. They have strong
backup from Volkswagen.
Weaknesses: Bentley does not have presence in emerging
economies. They also have limited means of production
and misses out clients due to it.
Opportunities: They can develop hybrid, electronic and
environment friendly cars. They can sponsor a number of
events to enhance their brand visibility
Threats: Increased regulation of government and fuel
prices. Competition from premium cars producer such as
BMW, Audi, Maserati etc.
References
Donckerwolke, L., Bentley Motors Ltd, 2016. Automobile. U.S. Patent
Application 29/512,304.
Marques, A.F.C.M.B., 2016. Exploration on the benefits and
applicability of emotional segmentation for high-end luxury brands:
the case of Bentley Motors Ltd (Doctoral dissertation).
Imam, M.H. and Abdel Razek, A.M., 2020. Ways to improve
classroom internal environment In view of sustainable design concept.
International Design Journal, 10(4), pp.23-30.
Gale, M.P. and et. al., 2020. Multiphase Modeling of Solid Rocket
Motor Internal Environment. In AIAA Propulsion and Energy 2020
Forum (p. 3934).