Report on Bentley's Global Business Environment and Sustainability

This report provides a comprehensive analysis of Bentley's global business environment, examining both internal and external factors that influence the company's operations. It employs SWOT and PEST analyses to evaluate Bentley's strengths, weaknesses, opportunities, and threats, as well as the political, economic, social, and technological forces impacting its business. The report highlights Bentley's competitive advantage, particularly its core values related to sustainability and its Beyond100 strategy, which focuses on eliminating carbon emissions and transitioning to electric and hybrid vehicles. The analysis also addresses challenges such as high tariffs, economic impacts from events like the COVID-19 pandemic, and competition from other premium brands. Ultimately, the report concludes that while Bentley faces various challenges in the global market, its commitment to sustainability and unique brand image provide a strong foundation for future success.

Global Business
Environment

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Internal and external business environment of Bentley which affect the company operations. .3
Competitive advantage on their core values on sustainability ............................................7
Conclusion.......................................................................................................................................8
References .......................................................................................................................................9

Introduction
The global business environment shows the environment in different countries economy.
In mentioned business environment external factors of different countries influenced the internal
environment of organisation on behalf of decision making as well as use of resources. Generally,
global business environment categorized into internal and external environment. Companies
which operate globally takes the consideration of such factors in order to function efficiently. In
relation to above Statement the global business environment of Bentley will be evaluate in this
given report (Nudurupati, Garengo,. and Bititci, 2021).
Bentley is a luxurious British car manufacturer which is a subsidiary company of
Volkswagen group. It was founded by W.O. Bentley and H.M. Bentley in 1919. the respective
company delivers its Cars in several countries that shows their global existence. Hence, in this
mentioned report the internal and external business environment of Bentley will be evaluate as
well as the challenges will also reflect which faced by respective company across the globe. At
last of behalf of their core values company's competitive advantage will be reflect in this detailed
report.
Main Body
Internal and external business environment of Bentley which affect the company operations
The internal environment refers to all the implied forces and scenarios that represent in
the company operations. These presented factors plays a major role in influencing the business
operations of companies in global market. On Contrary external environment is a bundle of
exogenous forces that have the ability to impact the organisation decision making, capability as
well as their functionality in the targeting market. Therefore, the managers of organisation
responsibly considers these factors according to the firms functions in regard to optimise their
operational performance in the market. In relation to this in the below description the internal
and external analysis of Bentley will be described in order to highlights the forces that impacting
the business operations of company.
Swot analysis
The above stated analysis is the combination of strength, weakness, opportunity and
threat that elaborate all the factors implied in the company functions in regard to their
operational activity. Through Strength and weakness the respective company internal insights

will be analyse as well as through opportunity and threats the external things will be reflect
which going on in the global market.
Strength Brand value- Bentley is one of the
oldest and premium brand in the
automotive industry. The respective
company has formed number of
customers towards its vehicle. They
offers the best in class vehicle that
attracts the global audience through
their unique design and modern
features. Their models are the
combination of luxuriousness ans
sporty looks that cannot be seen in
other brands in the market. Therefore ,
all these activities has contributed in
established the strong brand image in
the market (McGoun, 2019).
 Heritage and exclusivity- As reflected
in the above Bentley is the oldest and
reliable brand in the market that
mainly known for its heritage. They
created the rich culture of heritage that
provides the great feeling to the
peoples who own their car. In instance
to this Bentley focuses to create their
car models like a legacy as well as they
only produce limited number of
models in the market. Hence, their
exclusive customers feel royal and
selective by using their cars. All of
Weakness
 Limited reach- As one of the major
drawbacks shows in the company's
functions is their limited reach. To
maintain their brand exclusivity and
royalty company not steeping towards
the emerging market. Hence due to this
the mentioned company losing number
of customers that could be converted
into a potential customers for their
operations. In regard to this several
others luxurious brands are focusing on
such emerging market in order to
enhance its market reach.
 long waiting- The discussed company
produces only limited number of
models in the market. They focuses in
order to maintain their exclusivity in
the market. Due to such actions the
interested customers who want to
bought their cars need to wait for a long
period of time. Hence, such scenario
also impacts the mindset of customers
as well as their interest on buying the
company models also diminishes. On
the other hand company's rivalry took
the advantage of such practices, by
providing the sufficient deliveries of
their cars in the market. Limited

these practices adds more speciality in
company.
number of production is somehow loss
of revenue for company.
Opportunity Promotion- As seen in the past years
Bentley does not promotes its brand via
advertisement on social media
platforms. Hence the mentioned
company have the opportunity to
promotes their brand by sponsor the
premium events. Through such activity
company can easily enhance its brand
recall value as well can maintain their
uniqueness by not focusing on cheap
marketing.
 Environmental approaches- To attracts
the new entrepreneurs as well as to
eliminate the risk of product
sustainability from their operations.
Company need to focus on thermal fuel
alternatives i.e., electric and hybrid car.
Hence through such practices company
can generate better value in their
functions that will help into shaping
their brand image in regard to
environment concerns(Delić, 2020).
Threat
 changes in government policies-
Nowadays Every countries government
are focusing on environment
protections. They strengthening their
laws regarding to protect the
environment. Hence, these strict laws
can impact the business operations of
company. The respective organisation
need to focus in order to do the
necessary changes in their models to
eliminate the risk of lawsuits on their
brand.
 Competing other premium Brands- As
seen in the report the mentioned brand
established its brand image thorough
their exclusivity approach towards the
niche market. In relation to this there
are several others premium brands in
the global market. Brands like Aston
martin, Range rover and jaguar offers
premium cars with number of unique
and modern features in their cars. The
waiting list for their cars were also
lower than Bentley which also
influenced number of customers
towards using their product. Hence, the
competitive environment is one of the

major threat for company operations.
PEST analysis
There are several exogenous forces in the global market which influences the business
operations of companies. Their decision making and approaches to target the market are
influenced through such forces. Hence, all the companies majorly rely of such factors to create
effective practices in their functions in order to perform smoothly in the market. The PEST
analysis is the inclusion of Political, economic, social, and Technological factors. All of these
stated factors positioned the business operations of company in the global market so on the
Bentley (Sarwadhamana, and Pharmasetiawan, 2018).
Political- Political factor is one of the major force that impacts the business operations of every
company functions. As discussed in the above report the mentioned company has its global
presence which also shows the interactions of several governments with company operations.
One of the major aspect that impacting Bentley in global market is high tariff and Taxes implied
by number of governments on companies. These high taxes force the mentioned company in
order to increase its models price which ultimately pays by the customers pocket. Due such high
taxes company faces the low customer interactions with their operations. On contrary several
countries also levied low import duties on the vehicles. Hence, company works in the mix of
laws and regulation in the market. The manger of respective company faces these challenges in
global market.
Economic- The economic factor is the major source on which company's functions rely on. Any
changes in economy condition impacted the business operations of organisation. According to
VOLKSWAGEN, 2020. The respective company were stopped their production line at the time of
coronavirus. Due to accreted rate of infections as well as several restrictions in the economy has
forced the mentioned company in order to stopped their production lines (Saleem, Eagle, and
Low, 2018). The above mentioned infected diseases also impacted the supply chain management
badly which incurred the interpretation in cars deliveries. All of such scenario declined the
demand in the market for the company luxurious cars. In relation to this company faced the
lower revenue generation in their operations (Bentley Motors suspends production due to
coronavirus crisis, 2020).

The impact of COVID also declined the GDP growth of global economy that compressed
the purchasing power of peoples. As company focuses on the niche market which due to which
the demand for their cars not declined that much. But due to scarcity of several auto-parts that
needs in producing the car as generated the challenges for Bentley to perform their functions
efficiently in the global market.
Social- As seen in the recent times the number of rich personalties were increased globally.
Peoples lifestyles changing rapidity as they spending decent amount of money in order to
embrace their social lifestyle. These spending on luxurious products shows the opportunity for
mentioned company in order to attracts such new population of millionaire towards using their
vehicles. As discussed in the above report company has a good brand image in regard to their
unique designed cars as well as they people feel premium by driving their cars. Therefore, by
unique strategies and unique marketing Bentley can converts these leads in order to encourage
their portfolio value (Gibson, and et. al., 2021).
Technology- Technology shift is the major source that impacting the whole automotive industry.
The big changes has seen in the recent time in mentioned industry. Several companies has
launched the self driving cars in the market that shows the up-gradation of self driving
technology in the global market. Another technology such emergency break assist as well as
electric and hybrid technology in the market has changed the complete prospective of automotive
industry. Hence, to be in the market strongly the mentioned company need to focus on the fast
adoption of such technologies in their production line. Company need to be launch electric and
hybrid cars In the market as soon as possible.
Competitive advantage on their core values on sustainability
According to Bentley, 2020. Bentley planning to become the sustainable luxurious leader
in the mobility industry by following their Beyond100 strategy. The respective company solely
focusing in order to eliminate the carbon emulsion completely from their operations. They
switching Their luxurious model range into electric sand hybrid cars in order to attracts the
environmental concerns audiences towards their operations. By such initiative the mentioned
company can easily eliminate the threat of global environmental policies by creating the
complete sustainable approach in its cars (BENTLEY OUTLINES BEYOND100 STRATEGY,
2020).

the discussed company also installed several solar panels on their roof factories in order
to use the such solar energy in their company functions. These mentioned approach also helped
the company in carbon emulsion in their operations. Company reduced their energy consumption
by 54 percent as well as also reduced the CO2 emulsion by 84 percent in their functions. As by
ongoing and future planning towards sustainability shows the strong marketing strategy of
company in order to convert their business operations before their competitors in order to get the
first mover advantage in the global market (Zhang, and et. al., 2021).
Conclusion
From the analysis of above report it is stated that global business environment implied
several forces on organisation in regard perform their organisational activity in the economy. In
mentioned report it is clearly seen that the mentioned company faces several forces in the global
market that influenced their decision making in order to approach the target market. It showed
the strength such as their unique design products that helped in order to gain the competitive
advantage as well as reflected the threat of their competitors. Further, in PEST analysis all the
external forces were reflected such as high tariff charges as well as changes in social living
standards that provided the informative insights. At last companies the mentioned company
ongoing and futuristic sustainable plans were elaborated such as elimination of carbon emulsion
that helped the company in order to gain the competitive advantage.

References
Books and Journals
Nudurupati, S.S., Garengo, P. and Bititci, U.S., 2021. Impact of the changing business
environment on performance measurement and management practices. International
Journal of Production Economics, 232, p.107942.
McGoun, E.G., 2019. From hobby to high end via heritage: Becoming “Bentley”. In The
Routledge Companion to Automobile Heritage, Culture, and Preservation (pp. 320-
330). Routledge.
Delić, M., 2020. Technology Adoption Models for 3DP. In Managing 3D Printing (pp. 25-44).
Palgrave Macmillan, Cham.
Sarwadhamana, H.E. and Pharmasetiawan, B., 2018, October. Analysis of the Influence of Social
and Political Factors Towards the Success of the Government IT Investment. In 2018
International Conference on ICT for Smart Society (ICISS) (pp. 1-6). IEEE.
Saleem, M.A., Eagle, L. and Low, D., 2018. Climate change behaviors related to purchase and
use of personal cars: Development and validation of eco-socially conscious consumer
behavior scale. Transportation Research Part D: Transport and Environment, 59,
pp.68-85.
Gibson, I., Rosen, D., Stucker, B. and Khorasani, M., 2021. Industrial Drivers for AM Adoption.
In Additive Manufacturing Technologies (pp. 623-647). Springer, Cham.
Zhang, Z., Hu, Y., Yuan, W., Hu, M., Deng, Y., Xiao, X. and Wu, T., 2021. Endonuclease IV-
Regulated DNAzyme Motor for Universal Single-nucleotide Variation
Discrimination. Analytical Chemistry, 93(28), pp.9939-9948.
Online
Bentley Motors suspends production due to coronavirus crisis. 2020. [Online] Available at:
<https://www.volkswagenag.com/en/news/2020/03/
Bentley_Motors_suspends_production.html#>
BENTLEY OUTLINES BEYOND100 STRATEGY 2020. [Online] Available at:
<https://corporate.bentley/en/bentley-corporate/sustainability/social.html>