Bentley: Analyzing Innovation Requirements and Building Capabilities

This report examines Bentley's innovation strategy and its adaptation to the evolving automotive market. It explores the company's current focus on design, challenges in meeting future customer needs, and initiatives related to sustainability, such as the use of protein leather and electric vehicles. The report details Bentley's innovation requirements, emphasizing research and development for new concepts, the integration of AI and digital methods, and the development of electric vehicles to meet changing market demands. Furthermore, the report highlights Bentley's approach to building innovation capacity through autonomous operations, connectivity, electrification, and car-sharing, alongside business and technological innovations like 3D development, IFTTT solutions, and smartphone car keys. The future innovations include electric product range, AI, and engineering to transform each journey.

MANAGING INNOVATION IN
BUSINESS

Contents
INTRODUCTION...........................................................................................................................3
1.The future of the industry and beyond......................................................................................3
2.The Organizations Innovation Requirements 2020 and Beyond..............................................4
3. Future innovation Building capabilities of BMW...................................................................5
Conclusion.......................................................................................................................................9
REFERENCES..............................................................................................................................12

INTRODUCTION
Every company requires to do various types of innovation so that they are able to
sustain for long term in market. So, they follow innovation process by which new products,
process, services, etc are innovated. Without innovation no firm can exists in market for long
time. Along with that, innovation leads to gaining competitive advantage as well in market
(Mao, 2017. Managing innovation). Bentley is a British manufacturer of luxury cars and SUVs,
it is owned by Volkswagen Group since 1998. The company is headquartered in Crewe,
England. The purpose of this report was to assess the structure of the company and determine
that if or not its alignment will be able to meet the needs of the future. Apart from this capability
of company for bringing innovation in the market has also been assessed. This report puts focus
on the future of the company and beyond that what their plans are in the market other than that
their requirements for innovation that would help them to clear the areas they are lacking in and
make progress so that they can survive in the market and increase their share. This report has
highlighted the importance of luxury and elegance for Bentley with putting focus on that
company believes that the importance of luxury cars will always remain the same as they only
want to keep prestigious things and Bentley offers them that. The only certainty company needs
to provide is that they cope up with future needs of the customer (Zaabi, Singh and Ajmal, 2017).
1.The future of the industry and beyond
Bentley has served in the market for over 100 years and they have earned a dominant
position in the market. The current focus of the company is on the design and they need help
with a three dimensional aspect which changes the body language of the car. The subject of the
cars made by Bentley is that they never leave elegance out of their books. Company is facing
many challenges to assess the needs of customers in future because their requirements are
complex. This is because other than focusing on the interior and exterior there are other things
such as changes in technology. Also with the advancement of technology company believes that
they can get help in estimating and get working on a more futuristic platform. Bentley believes
that future demands different things from them as most of the people will shift to urban sectors
that will increase the traffic and then the urge for autonomous drivable cars will come. The
management of the company also believes that the definition of luxury will change and in order
to survive it is necessary that they come up with new methods and strategies. The current
changes in the market have the customer concerned about the sustainability of environment and

that is why management of the company has come up with new initiatives. For instance they
have changed the use of leather and now they are working on protein leather and textiles that
meets luxury. Other than this many tests are being run for this so that they can come to a final
decision. Currently the company is working on the conversion of cars that runs on fuel to those
cars that can run on battery so that they can meet the needs of people (Tidd and Bessant, 2018).
Bentley has made it so easy and convenient for the customers that is they allow the option
to their customers to make the interior pattern of their car as per their own in various designs
which build the uniqueness in cars alive. The advancement of artificial intelligence and
development of Intel has helped the company to receive complaints and address feedback of the
customers this was not possible earlier. Bentley is now increasing the scope of this area so that
they can prepare for future. They were facing many challenges as maintaining operations on a
global level were making things difficult. This was affecting the image of the brand as they were
not able to cope up with the technological advancements in the market and lacking behind with
their competitors. Other than this in order to make cars that runs on battery they needed a bigger
storage tank and different technology for battery which will be expensive as compared to the
existing ones but will be able to give more range than the present ones (Prokop and Stejskal,
2017).
2.The Organizations Innovation Requirements 2020 and Beyond
It is necessary for Bentley to invest highly in the area of research and development so that
they can come up with more and new innovative concepts through which company can work on
a prototype for their targeted audience. This way they will be able to assess whether or not they
are able to build an urge in the minds of customers. Bentley offers their customers a chance to
design their own car so that they can customize the interior as per their suitability from wide
range of options. They are working on expansion for this by joining the performance of intel
with the aspect of artificial intelligence so that as they want to improve the crafting of digital
methods. It is necessary for them to improve the working of the software so that they can work
up to the expected level of standards in the criteria of category through which they can deliver
the images of the design to their customer at a faster pace and offer their customers more
experience of luxury. Apart from this in order to match with the competitors and the technology
in the market it is necessary that innovation must be brought by them in the market for better

electric vehicles. This is because they have conducted research where audiences for Bentley were
not interested in automated driven cars. This brings their attention to the need for cars that can
run on electrons and for that they need more powerful batteries as their cars required more
capacity to operate. The company recently launched a prototype on their 100th anniversary but
the battery capacity was no different. Hallmark has given guidelines to the company that their
cars have scope for further development and the company has launched some hybrid models but
they are not able to fit the design as the team of the company does not believe that petrol tank
space can be used for electrification in the car. In order to fix them they are working on bringing
innovation by making changes in the wheelbase. Until they have come up with this battery they
are going to work on the development of their current models and keep working on the
prototypes and concept cars so that they can prepare themselves for future needs of market. This
is the time because if they are not ready in the field of innovation where the cars that used to
consume per cent of power would consume much less in some years then they will not be able
to cope up with the advancements that are brought down by the competitors of the Bentley. This
is the only way through which they can make some good improvements in their overall sales
(Nardelli and Broumels, 2018).
3. Future innovation Building capabilities of BMW
Innovation
Due to the dynamic nature of market competition Innovation is considered as wheelhouse
of the automobile firms as well as refers to the introduction of a new product, quality
method of supply sources, manufacturing as well as creating of a commercially through vehicle.
Innovation within the firm are vital as it aids them in adapting to change, solving problems,
maximizing opportunities within the globalization, facing competition, changing taste as well as
preferences of consumers (Saiz-Alvarez, 2019).
How Bentley should builds its innovation capacity
The automobile sector can be facing unusual changes as well as requirements reforms within
regards to complexities and volume, timescale. Bentley can follow five focus area within
enhance its future capacity.

Autonomous Operation- The rapid innovation within artificial intelligence, machine learning,
deep neural networking as well as machines learning will redefines usage of regarding mobility
platforms. Thus, Bentley must includes autonomous operations within its manufacturing
facilities.
Connectivity – It means to CAR2X and CAR2CAR communication that is connecting car with
other car and transportation infra that is CCTV,, traffic lights, roads, etc. Thus areas will
concentrates on the uses of multimedia services and internet through driver by the time of travel.
Electrification- Bentley has to concentrates on the vehicles that are emission free mobility by
electrification of the drive train. It will also becomes the firm and global initiative as well as the
firm has to be aware about use of renewable sources of energy as an alternative of vehicle fuel
Sharing – Pilot rejects car as distribution of services that is practices within which can becomes
economically viable through introduction through autonomous vehicles (Saiz-Alvarez, 2019).
Annual Updating – The use of electrification. Here Connectivity as well as sharing can leads to
enhances within innovation of the automotive industry. The model focuses on the six to seven
years that can be replaced alongside within the car model’s range. Here also short innovation
cycle will also takes entry market within near future.
The future innovations by Bentley are
Innovation can be considered as a means has been core practice of Bentley. Here the
future innovations of the Bentley that has started working are as mention below.
Business innovation
In production Bentley is developing new perspectives within production through utilizing the
digital opportunities so that optimizes within manufacturing process. They are also focuses on
the flexible chain production that can be fulfilled the needs of the consumer.
3D- Development- Here Bentley group is adapting virtual reality that can be considered as vital
innovation of its firms relied on the mixed reality systems developed from several elements of
gaming industry. It has also enabled new process for drives in doing driving test

IFTTT solutions- Bentley Labs portal is considered as integrating IFTTT service regarding its
car model in order to enhance the connectivity of messaging and cloud services as well as
automatic switching of light and many more (Saiz-Alvarez, 2019).
Technological Innovations
Bentley has also becomes one the first auto manufacturer within the world in order to offer
consumers alongside car key that can be utilized on their Smartphone. It can be also done with
cooperation from mobile phone firm. Within the future a car key is also compatible with
Smartphone in order to allows consumers more conveniently unlock ,lock as well as securely
operates the Bentley car model with data security and protection.
A prototype of car model is soon to be launched through Bentley.
The automatic car parking sensors helps in parking of car and giving image of back side of car.
It has been stated that since last 50 years, Bentley has famous for its automotive technology,
effective craftsmanship as well as phenomenon power of its cars. However in luxury car the
design and technology will change rapidly.
Bentley’s future will see firm moving within towards an electric product range, that is SUVs,
sedan and all types of cars. A smart curation of AI, crafts, engineering as well as natural
elements that will transforms each and every Journey.
The journey for Bentley’s designers within future began at the Geneva International Motor in
March 2017. Here, within sustainable luxury unveiled the electric EXP 12 Speed 6e concept,
with no compromises to its performance within which Bentley can be renowned (Saiz-Alvarez,
2019). It can be considered as the innovative approach to the materials alongside as well as
design with a housing a high definition OLED touch screen, and in addition to this its ‘6’ logo
glowed in back side of matrix
These are the concepts cars unable to point the way towards a sustainable future, they are called
instrumental within inspiring changes. In the development Bentley is engaged testing and
creation within new technologies by using materials as well as practice. Such as firm has longest
used working with suppliers who plants more tress and after that cut it down, but technological

improvements within material production that can use of innovative materials such as carbon
fire. To create unique decorative furnishes Bentley interweaving carbon fibre with metals such as
Copper.
Bentley Strategic Analysis
The Bentley group can be made up of two sections such as financial and automotive
decision. Commercial business, Passengers cars as well as power engineering business area are
come in automotive division (Saiz-Alvarez, 2019). In 2016, the diesel scandal had better
impacts on the reputation of the brand as well as business. Diesel scandal also leaves a vital
message as well as Bentley must be extremely careful regarding compliance both its reputation
as well as money. Bentley is known as the strong brand as well as showed within its ability to
survive. Bentley has an impressively large products portfolio that focuses on luxury products and
brands and average as well as affordably priced services and products. Here within the
automotive industry focuses on R& D has grown highly competitive as well as every automobile
industry to do innovation and gain competitive advantage. This has resulted in transforming
global automobile industry. However, in US there is high rise in profit of companies after
recession of 2008. Similarly, in China as well the industry is rapidly growing. Thus, in 2020 it is
expected that profit of industry will double. Along with that there are several trends which will
shape industry. They are electric cars and automatic driving. But emphasis will be on customers
and improving mobility (Möller. and Halinen, 2017). In order to remain competitive in market
there is need to manufacture low cost cars and electric vehicles. But some challenges which can
occur is regulation and legal ones. Here, rise in pollution level is concern for industry. On
contrary there is increase in demand of electric vehicles in all countries. Apart from it, demand of
SUV will also help in driving growth of industry in market in future. It is necessary for Bentley
to develop new products with help of innovation. This is because it will enable it sustaining in
market for long term. However in order to adopt and implement innovation the company require
capability and resources. Besides that, there are several models of innovation which can be
applied by Bentley (Siregar, 2016) . This will enable them to do innovation. So here company
can use innovation funnel to implement innovation. The Innovation Funnel is a mechanism that
enables a generating of ideas that can be filtered and is identified whether it is viable or not. It’s a

tool that helps companies to innovate successfully. With help of that, company is able to develop
innovation action plan. There are 3 stages in it which is defined as below
Mouth of funnel- It is the first stage in which there are large number of ideas witches gathered.
so, Bentley expands its knowledge and availability of information. Hence, having more ideas
will results in providing many options for innovation. This also helps in providing better
opportunity to innovate. Therefore, it requires to gather data and info in it.
Narrow down the funnel this phase of the Innovation Funnel, the ideas which is been developed
are filtered. The screening process involves matching the ideas with the goals of Bentley to
check whether they have added value. So after effective idea is selected then resources are
allocated for innovation. Also, future plans are developed as well.
Narrowed part of funnel- it is last state in which the selected idea is incorporated into Bentley
objectives. Moreover, review is done in order to find viability of idea. Hence, if everything is
evaluated then innovation is made with organization. So this innovation funnel can we use my
Bentley to continuously do innovation and game competitive advantaging industry (Russell,
2016). Also new ideas can be generated continuously and innovation is implemented.
Conclusion
From the above it had been concluded that Bentley has made it so easy and convenient
for the customers, increasing the scope facing many challenges to invest highly in the area of
research offers their customers a chance to design their own car. It also improves the crafting of
digital methods. Apart from this recently launched a prototype on their 100th anniversary. Report
also focused on Bentley follow Autonomous Operation will redefines usage of regarding
mobility platforms, Connectivity transportation infrastructure uses of multimedia services
Electrification is considered concept by using renewable sources to the fuel by vehicles. Annual
Updating enhances within innovation of the automotive industry. The model focuses on the six
to seven. Bentley is developing new perspectives within production through utilizing the digital
opportunities so that optimizes within manufacturing process. Within the future a car key allows
consumers more conveniently unlock. Bentley Strategic Analysis Passengers cars as well as

power engineering business. Mouth of funnel providing many options for innovation. Narrow
down the funnel to check whether they have added value.

REFERENCES
Books and Journal
Mao, Y., 2017. Managing innovation: The role of collateral. Kelley School of Business Research
Paper, (17-25). Mao, Y., 2017. Managing innovation: The role of collateral. Kelley School
of Business Research Paper, (17-25).
Möller, K. and Halinen, A., 2017. Managing business and innovation networks—From strategic
nets to business fields and ecosystems. Industrial Marketing Management, 67, pp.5-22.
Nardelli, G. and Broumels, M., 2018. Managing innovation processes through value co-creation:
a process case from business-to-business service practise. International Journal of
Innovation Management, 22(03), p.1850030.
Prokop, V. and Stejskal, J., 2017. Different approaches to managing innovation activities: An
analysis of strong, moderate, and modest innovators. Engineering Economics, 28(1), pp.47-
55.
Russell, W.E., 2016. Managing Innovation Search and Select in Disrupting Environments.
Saiz-Alvarez, J.M., 2019. Managing social innovation through CSR 2.0 and the quadruple helix:
A Socially inclusive business strategy for the Industry 4.0. In Organizational
transformation and managing innovation in the Fourth Industrial Revolution (pp. 228-244).
IGI Global.
Siregar, E.I., 2016. Managing Innovation Indicators: A Systematic Literature. Research
Policy, 45(10).
Tidd, J. and Bessant, J., 2018. Innovation management challenges: From fads to fundamentals.
International Journal of Innovation Management, 22(05), p.1840007.
Zaabi, H.H.J.A., Singh, S.K. and Ajmal, M.M., 2017. Role of organisational commitment,
culture and leadership in managing innovation: a study. International Journal of Value
Chain Management, 8(3), pp.270-284.