Bentley Motors: Evaluating Change Drivers, Impacts & Leadership Effect

This report provides an analysis of change management at Bentley Motors, a British manufacturer of luxury cars. It begins with an overview of the organization and its change processes, highlighting shifts in organizational structure from matrix to functional, changes in people processes through recruitment, and the adoption of new technologies in manufacturing. A PESTLE and SWOT analysis identifies key drivers of change, including political factors like Brexit, economic factors such as inflation, social shifts in customer demands, technological advancements in automation, legal compliance, and environmental considerations. The report evaluates the impacts of these changes on Bentley Motors' organizational strategy and operations, comparing them using Lewin's Change Theory, technology adoption, transformational changes, and human resources management. It also addresses how change affects leadership, individuals, and team behavior, and how the impact of change is minimized through effective planning and appropriate models. The report concludes with a critical evaluation of the long-term implications of change, offering recommendations for minimizing adverse effects through proactive planning, change management, and change impact analysis to identify potential risks. This assignment is available on Desklib, a platform offering a wide range of study tools and solved assignments for students.

Understanding & Leading
Change

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
1. An overview of the organisation and it’s change processes....................................................1
2. A PEST/SWOT analysis to be undertaken to identify drivers of change................................2
3. An evaluation of the drivers and impacts of change and how they have affected
organisational strategy. Comparing the impacts of change and the effect they have had upon
the organisation’s strategy and operations. .................................................................................5
4. Evaluation of how change will have affected leadership, individuals and team behaviour....6
5. An evaluation of how the impact of change was minimised and the application of
appropriate models applied to plan for and process change efficiently.......................................6
6. Critical evaluation of the long-term implications of change to inform conclusions and
recommendations for minimising affects of change through effective planning and managing
change, including change impact analysis to identify potential risks of change.........................7

INTRODUCTION
Understanding and leading change is defined as defined term that is related to
organizational change and introduce the different types of products and services. This is
important for each organisation to analysis the environment and comes to know what changes are
require to introduce the products. The changes prepares the participants to meet the problems
that comes with initiating and implementing the changes (Amankwah-Amoah, Khan and
Wood, 2021). To understand about changes Bentley Motors has been selected that is large size
British manufacturer and marketer of luxury cars and SUVs . This organization was founded in
1919 by W.O. Bentley. The management of organization understand the demand of their
customers and provide the products accordingly. The current report covers changes that impacts
on organization's strategy and operations, drivers of change that have impact on organizational
behaviour, how barriers to change influence leadership decision making and leadership
approaches to change initiative.
PART 1
1. An overview of the organisation and it’s change processes.
Change is the continuous process of introducing something in market which can help
to developing the business productivity and profitability. The aim of organization is to conduct
the market research and analysis what is running in market and how the customers can be
satisfied. Now a days environment is changing day by day where it is important to analysis the
different functions and introduce the products accordingly. Change process is the regular
activity in which different types of products are being introduced and managed properly where
it is important to analysis the demand and provide the products. Bentley Motors is the British
car manufacturer that uses the new technology and creativity in their working for the purpose
of introducing the products. The management is require to have proper understanding and
managing functions which can be used to develop the business performance and productivity
in the changing environment. The changes in relation to organization states as the actions in
which organization and business alters and follows the internal process that supports to attain
the competitive advantages. Bentley Motors has been used change management process which
is beneficial as it show the new car model and services in the market that can help to reach the
targeted customers (Brion, 2020).
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Changes process About Bentley Motors
Structure Bentley Motors has followed the Matrix organizational structure
where it faced the problem in sharing the details with other
employees that affect business negatively. The organization is
change its structure and follow the Functional structure which
can help to managing all functions and activities continuously
for running business.
People The organization has changes the people process as it recruits
the young blood as well as experienced employees who get
ready to work effectively and managing the higher
organizational performance.
Process Bentley Motors has followed the traditional manufacturing
approach in which it design only decided model. After change
management it started to follow new technology, HRM, and
training and development process in which changes are introduced
systematically. This helps to increase the organizational sales
continuously.
2. A PEST/SWOT analysis to be undertaken to identify drivers of change.
In the business environment there are many factors which arises while running the
business and affected the organizational productivity. The external business environment
composed with all different factors that are related to business operation and management as it
helps to know which factor might be affected the business performance. To conduct the
environment analysis and know the drivers of change PESTLE analysis of Bentley Motors is
defined below:
PESTLE Analysis – This can be explained as strategic framework that is used to
evaluate the external environment by breaking down the opportunities and convert in to strength.
This involves additional assessment of environmental, political and social factors that can
impact on a business. The PESTLE analysis for selected company is explained below:
Political – This factor involves tax rates, political stability, government regulations and
others that has impacted on business organization (Brown and Duignan, 2021).
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Positive impacts – After the Brexit, UK government has been changes who supported
the Bentley Motors and transportation in their and other country that impacted positively by
increasing sales and performance in
Negative impacts – Due to Brexit between UK and Europe there is instability in
government of UK which is changing the trade regulation and import or export activities that
affects the Bentley Motors by reducing selling activities and business productivity.
Economical – This encompasses with inflation rate, foreign exchange rates, interest
rates, growth rate and GDP that impacts on business in positive or might be negative.
Positive impacts – After Brexit, foreign exchange rates of UK has been reduced and
became much easier to convert them that became an opportunity for Bentley ton sale its car and
services in foreign country and get the money. Thus, it can affected the business positively
(Charteris, Smardon and Kemmis, 2021).
Negative impacts – In the changing environment inflation rate of UK is changing day by
day where it became difficult for people to fill their desire. This can be affects the Bentley
Motors in negative manner as selling activities are going to be reduced.
Social – This involves shared beliefs, attitudes, needs and wants of their customers,
culture, and attitude behaviours that might be affects the business.
Positive impacts – As environment is changing where culture of customers is also
changing in which they demand different design of cars that provided by Bentley Motors and
develop their business activities.
Negative impacts – In case organization is unable to understand the customers demand
and provide the products with traditional model then it will be difficult for organization to run
and operate its business regularly.
Technological – Change sand new technology is the important part of organization as it
introduce the products and services which can help to maintain the higher performance.
Positive impacts – It has been seen that car industry is fast moving towards automation
where technology is used to introduced by Bentley Motors to launch new model such as Bentley
Bentayga Hybrid SUV and Bentley Continental GT Convertible that influence the high profile
customers and develop the organizational productivity.
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Negative impacts – This might be impacts negatively as it increase the cost structure in
diversified financial industry and created the problems in operating the business (Choolam,
2020).
Legal – This factor is related to rules and laws that are formulated by government for the
welfare of business industry as they can run their business effectively.
Positive impacts – Before entering in to new market and adopting any changes Bentley
has followed the employment and other legislations that affected the business positively and
maintain higher performance.
Negative impacts – In relation to Bentley Motors, not following the rules and legislation
can be challenging situation for organization to operate its business and manage the business
performance effectively (Clark and Lamel, 2021).
Environment – This factor is related to different norms, environmental standard which is
needed to consider and it impacts on organizational profitability in the changing market.
Positive impacts – As virus has spread in whole environment due to which government
has stopped the transportation and other business activities that helped to overcome the problems
and maintaining good health of people as well as environment.
Negative impacts – Climate change, and increasing pollution due to manufacturing
industries it might be challenging for organization to operate it business. Thus, it has affected the
business performance negatively.
SWOT analysis of Bentley Motors
Strength Weakness
 Bentley Motors is very popular as it
involves unique mix of luxury and
sporty nature in their cars.
 The management focuses on R&D
process where it adopts the new
technology.
 The organization makes most beautiful
and featured of cars in world.
 The organization is having high brand
value and equity that makes less
 Bentley Motors is not presented in
many countries as it has limited reach
in changing environment.
 The organization produce only limited
number of cars so that customers wait
for long period.
 Small target group (Donnelly, 2020).
 Lack of friendly environment
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vulnerable competition.
Opportunities Threats
 The organization starts to looking
towards more economic and better
thermal fuel alternatives that create the
sustainability.
 The management of Bentley focus on
emerging markets and develop the
business productivity.
 Promotion of its products and brand.
 Start catering to other market segment
in competitive environment.
 Increasing the prices of fuel and diseal.
 Having competition for example Rolls
Royce, Aston Martin, Mercedes and
others that created the challenges in
emerging market.
 Changes in government regulations and
environmental protection.
3. An evaluation of the drivers and impacts of change and how they have affected organisational
strategy. Comparing the impacts of change and the effect they have had upon the
organisation’s strategy and operations.
In the business environment there are different drivers of change that is adopted by
organization for the purpose of developing the business activities and performance. The drivers
of change and its impacts on Bentley Motors are defined as:
Lewin change Theory – This can be explained as change model which introduced by Kurt
Lewin for describing how changes should be follow by organization. Bentley motors used this
model to adopt the changes such as:
Unfreeze – This stage is used to identify the problems and changes that needs to be
introduce for running business. Bentley’s management use this to improve sales by producing
model car model in different design which can help to compete the competition that is running in
market.
Change – This stage is used to critically think about change and bring the new products
and services which can help to develop the business. In relation to Bentley, management
introduce the changes such as new model, fast delivery and talented staff who accept the changes
which can help to managing higher productivity.
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Refreeze – After thinking about changes, implementation is require to be done in this
stage which can help to analyse the performance. Bentley Motors is using this stage by
implementing the changes that supports to attain the competitive advantages in changing
environment.
Technology: For organizations, technology is the effective driver which is used by
management for introducing different types of products and services. This impacts good on
Bentley's Performance as it bring the new technology in their manufacturing process and run
their business effectively which can help to develop organizational productivity.
Transformational change : This means changes which is used by organization for
reshaping their business strategy, and processes mainly shifting in work culture. Bentley Motors
has used the transformational changes by using transformation change theory which is more
effective and supportive helps to develop the organizational productivity (Fleischmann and et.al.,
2020).
Human resources management – This is in the form of centric change where human
resource management plays the important role by analysing needs of their staff and recruiting the
talented staff. This can help to manage the all changes and challenges which can help to develop
the organizational productivity.
Comparison the impact of change and it affects organizational strategy
Basis Bentley Motors Rolls Royce
Change in operation Due changing environment,
Bentley Motors is using market
segment and day by day
activities that can help to
managing all functions.
This organization is using the
inventory management and quality
management that brought the
changes in operational activities and
maintain higher performance.
Change in strategy The company has change the
supply chain strategy by
manufacturing more car model
that increase organizational sales.
The company has changed its
product strategy that can help to
influence customers and increases
sales.
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4. Evaluation of how change will have affected leadership, individuals and team behaviour.
For each organization changes are important as it bring the higher studies about
employee's needs and customer requirement that can help to provide the products and services
accordingly. For running a business there is need to have proper planning and understanding
which can be used to develop the organizational productivity and performance.
Team behaviour - The all people who are involved in a team share their different opinion
which can help to improve the individual as well as group skills. This also helps to develop the
organizational products.
Leadership - The changes affects leadership as manager share the changes with leader of
Bentley and leader share with employees by providing proper training and working method that
can help to accept the changes effectively (Harrison and et.al., 2020).
Individual – Changes affects thee individual as when new changes are introduced by
organization, it challenge for individual that how to adopt in which it used skills and abilities to
manage each function and help to develop own career and increase the employability opportunity
in challenging environment.
In relation to Bentley Motors, changes affected leadership, individuals and team
behaviour such as management analysis the market and used the new technology for introducing
new products and share with individual and team group.
5. An evaluation of how the impact of change was minimised and the application of appropriate
models applied to plan for and process change efficiently.
In the organization changes has been introduced by management and implemented
carefully by using the Kotter theory to change which can help to minimise the impact of change
that is explained below:
Create a sense of urgency: In this stage management and leaders of Bentley Motors create
the urgency of changes.
Build the change team: After creating urgency management build the team by adopting
changes (Hoseinpour Dehkordi and et.al., 2020).
Form a strategic vision: This stage is used to forming the strategic vision and goals at the
workplace as Bentley Motors has formulated.
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Communicate the vision: The management of Bentley Motors share the vision with all
team members by using the effective communication method.
Remove barriers to change : In this stage, management of Bentley Motors used the theory
and strategy which can help to remove the barriers.
Focus on short-term wins: The Bentley Motors is focusing on short term wins by
accepting the changes.
Institute change : The Bentley Motors is adopting the all changes by managing all
functions and activities which impacts positively by increasing organizational performance and
productivity effectively.
From the above Bentley has recommended to use Kotter theory to change that can help to
creating urgency of changes, issues, proper communication, and implementation of changes
properly for the purpose of running their business effectively. This can help to maintain higher
performance and productivity at the workplace.
6. Critical evaluation of the long-term implications of change to inform conclusions and
recommendations for minimising affects of change through effective planning and
managing change, including change impact analysis to identify potential risks of change.
From the above discussion it can be explained that Bentley Motors has adopted the
changes at the workplace by using change process and strategy. The organization has
recommended to use the Kotter change theory which can help to minimise the negative effects
by formulating effective planning and managing the changes effectively (Hwang and et.al.,
2021). The selected organization can plan by using Kotter change theory, manages the risk by
using PESTLE or change model and Lewin change model helps to introduce the changes
properly which can help to develop the organizational performance.
PART 2
1. Application of force field analysis to determine opposition and support for change.
Force field analysis can be explained as basic tool that is used by organization to take the
effective decision once identify the root cause. The technique is based on assumption where any
situation is the result of force and managing the all business activities. In relation to Bentley
Motors used the force field analysis by stating resisting and chance forces.
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