Bentley Motors Ltd: Operations Management Strategies Case Study

This case study provides an in-depth analysis of Bentley Motors Ltd.'s business operations, focusing on key functions such as finance, strategy, product design, quality control, supply chain management, and logistics. It offers a brief overview of Bentley Motors Ltd., highlighting its history, product range, and strategic initiatives like the 'Beyond 100' manifesto. The study evaluates the company's operations management decisions in areas such as production, supply chain, location strategy, layout design, human resources, quality control, and maintenance, emphasizing the use of lean manufacturing principles and strategic global partnerships. The report concludes that effective business operations are crucial for organizational success in a competitive market and underscores Bentley Motors' commitment to sustainability and innovation.

Case Study

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK...............................................................................................................................................3
Main functions of business operations........................................................................................3
A brief overview of the Bentley Motors Ltd. .............................................................................5
An evaluation of the company’s operations management decisions:.........................................5
CONCLUSION ...............................................................................................................................7
REFERENCES:...............................................................................................................................9
Books and Journals:....................................................................................................................9
Online .........................................................................................................................................9

INTRODUCTION
Business operations may be define as the different activities in which the employees of an
organisation are engaged in order to grow the value of enterprises in the market and achieve the
set objectives of the business in a well effective manner(Cindori and Slovic, 2017) . The main
and the foremost aim of the business which are set by the higher authorities of the business is to
earn higher and higher to stand in the competitive market for a ling period of time. These
activities are done by the employees of the company in a well optimized manner not only for to
cover the expenses or generate sales but also done to earn maximum profit for the owner of the
business. Different types of businesses operate their functions in different way and it is very
important for them to make changes in the strategies of the business operation according need
and demand of the market. The following report is based on Bentley Motors Ltd. which is
multinational brand of United Kingdom. This report is going to cover the main functions of the
business operations like finance, strategy, forecasting and many more. Along with this, this
report also cover the brief overview of the Bentley Motors Ltd. Afterwords, this reports covers
the evaluation of operations management decisions in relation to the respective company.
MAIN BODY
TASK
Main functions of business operations
Business functions is a term which refers to the different activities performed by an
organisation. These functions have been divided into different department and all department has
its own role and responsibilities. It is very important for the employees of the company to
perform the task in a well organised manner because all these department are interrelated as well
as interdependent to each other. Following are the key functions of the business operations have
been discussed below:-
 Finance:- in relation to the manufacturing organisation the finance operations is being
considered as the main functions of the business operations. It is very important for an
organisation to ensure that the different financial resource is being utilized and allocate in
a well effective manner(Cox, 2019). In business operations finance play a very crucial
role which help the management in creating the budgets for the different department like

production, marketing, human resource many more. This also develops the various
investments opportunities for the business with best rate of return.
 Strategy:- This functions of the business operations involves planning, organising,
controlling, monitoring, analysis and assessments of different aspects of an organisation.
It is very important for an organisation to done strategic management on regular basis.
The main benefit of the strategic management is that, this help in better decision making
which allow the organisation to enjoy the achievement of all the set goals. Strategies are
made not only for the implementation of the different decisions made by the authorities
but also help in the optimum utilization of resources.
 Product design:- product design or evaluation is being considered as the main duty of
the production department or research and development department. As the technology
changes every day and with the availability of the advance technology in a very easy
manner the selling of goods and services is become very simple (Fernando and et. al.,
2018) . The product has been designed and evaluate not only to the different market
trends but also according to the need and demand of the consumer. For the introduction
of new production in the market it is very obvious for the company to face different
challenge but to overcome from these challenges different strategies like marketing mix
or product mix has been used.
 Quality control:- In today's era consumer more focus on quality instead of quantity. It is
very important for an organisation to develop the best or excellent quality of goods and
services which are not only durable in nature but also of top level quality. The operational
manage of the company is responsible for the quality control process which includes the
designing of product and removal of the defective product.
 Supply chain management:- this process of the business operations is responsible for
managing the movement of raw material. The involvement of this process is start from
the production of goods and continue till the goods has been deliver to the end consumer.
The supply chain management is varies from the nature of the business as well as the size
of business. The common element which included in the supply chain management are
customers, inventory, production and most importantly transportation(Fettermann,
Echeveste and Tortorella, 2017).

 Logistics:- from the business point of view the the flow of different things like
information, material, packaging, inventory etc. from the point of origin and to the point
of consumption. The basic difference between the logistic and the supply chain
management is that the logistic is only related to the activities of the distribution of
company goods and on the other hand supply chain also involve in the manufacturing
process.
A brief overview of the Bentley Motors Ltd.
Bentley Motor Ltd. Is a well known British manufacturing company who deals in the
Luxury cars and offer their services all over the globe. The company come in the automotive
industry and is a subsidiary company of Volkswagen group. The Bentley motor Ltd. was
founded in January 1919 by H.M. Bentley and W. O. Bentley. The headquarters of the company
is located in Crewe, England. The total revenue in the year of 2020 is 801.5 million Euros and
provide employment to around more then 4000 people al over the globe. The history of Rolls -
Royce and Bentley is followed with a series of merger and acquisition. In 1931 the Bentley is
purchased by the Rolls-Royce in receivership. But the government of UK nationalised the
company in 1971 and with the effect of this the company was divided into two division. The
company deals in many luxury cars like Bentley Arnage T, Bentely Azure Mulliner, Flying spur,
Bentley Continental GT, Bentley Bentayga, Mulsanne, Bentley Hybrid and many more. In the
year 2020 the Bentley Motor Ltd. Launched the 'Beyond 100' Manifesto. This is a strategy which
is framed by the company with a motive of becoming the manufacturing of not only the luxuries
cars but also the most sustainable cars all across the globe. The engineers and the employees of
the company wants to shape the world around them. The company is going to launch two plugs
hybrid model within the next 12 months. The company will launch first ever electric cars and
along with this this is also the first ever luxury car which is carbo neutral to its entire
life(Ghobakhloo and Azar, 2018) .
Bentely Motors Ltd make partnership with many companies like The Macallan X,
Breitling, Graf Von Faber Castell, Bentely Fragrances, Bentely golf, Bentely Home, Bomber for
Bentley, Bentley Jewellery, Naim and Focal, Bentley Residence. The list of main competitors of
the Bentley Motor Ltd are Rolls-Royce, Bugatti, Koenigsegg, Ferrari, Ford, Audi, Mercedes,
Land rover,BMW, Lamborghini etc.

An evaluation of the company’s operations management decisions:
 Production:- In the headquarter of the Bentley Motors Ltd the company company
resuming their production process with over 1700 dedicated employees and with proper
guidelines related to hygiene and social distancing(Kumar, Mathiyazhagan and
Mathivathanan, 2020). Different decision have been taken by the management of the
Bentley Motor in relation to the production department like cultural quality, the executive
manager of the company welcome and prised the suggestion of the employees whether it
is large or small. This not only encourage the employee but also improved the
manufacturing quality of the product according to the recommendation. The also work on
making and improving relationships with the supplier of company, this will help the
company in understanding the internal process of the supplier.
 Supply chain:- The Bentley Motor Ltd use the lean manufacturing process for their
supply chain management. Lean manufacturing is basically based on a ideology which
focus on maximising the productivity and minimizing the waste. In this area of
operational management the Bentley use the automation system in the supply chain
management. By doing this the company reduces the effect of bullwhip in their supply
chain management(Luo, Lin and Zheng, 2019).
 Location strategy: The Bentley Motor Ltd not only uses the global locations strategies
but also uses the regional and local location strategy. Different types of decision have
been taken by the management of the Bentley like they decided to open their
manufacturing plants in U.S.A along with this they start increasing offering their
dealership in the developed marketplace. Mixed or different types of strategies have been
address by the Bentley Motor Ltd in the area of operational management.
 Layout design and strategy:- in the manufacturing plants of the Bentley Motor Ltd
layout design and strategy is being highlighted as an application which are based on lean
manufacturing. In this area of operational management different strategic decisions have
been made by the company in order to maximise the productivity as well as efficiency of
workflow (Luthra and Mangla, 2018). On the other hand different decisions has been
made for the company dealership layout design. These decisions included the suggestions
from dealer and designed accordingly, which satisfy the company standard.

 Human Resource:- in this area of operational management the Bentley Motor Ltd apply
TS (temporary supplement) in their strategic decisions. Temporary supplement is
basically a salary supplement which are used as an alternative mechanism pay by the
company when there is exceptional workload. The human resource policies and
programme which are designed in such a way which give respect to all the worker and
people of the Bentley Motor Ltd. The training and development programme which are
designed by the human resource department are totally based on the TS which ensure that
lean manufacturing practices is being conducted in a very effective manner(Moravcikova
and et . al., 2017) .
 Quality control:- Quality is one of the key factor on which the total sales of the Bentley
Motor Ltd is depend. In this area of operational management different decision is been
taken by the company in relation to the quality control. Material like carbon fiber, steel
and aluminium is included in the body of Bentley along with this high quality of leather
for seats and dashboard. Rather then the cost of cars they more focus on the comfort and
luxury. Bentley car are also known for their unique design and for this they hire the
excellent engineers from all across the globe so that their design look amazing.
 Maintenance:- To support the global business of Bentley Motor Ltd they develop a
network of strategically located facilities. The company also develop a Human resource
network at the global level for this area of operational management(Shi, Qiu and Fan,
2020). This network not only provide the flexibility but also support the business
resilience. Thus for stable productivity and optimum utilization of resources they use the
global business reach of Bentley Motor Ltd.
CONCLUSION
From the above report it is concluded that for the success of the organisation in the
competitive market different business operation has been done by the employees of the company
in a well effective manner. Business operations is differ from industry to industry but all of these
work in the way of achieving the set objectives of the business. This report concluded the brief
description of different as well as main functions of the business operations like finance, quality
control, product design, logistic, supply chain and many more. Afterword, this report also
concluded a brief overview of Bentley Motor Ltd along with operational management decisions
of the company.

REFERENCES:
Books and Journals:
Cindori, S. and Slovic, J., 2017. Identifying Money Laundering in Business Operations as a
Factor for Estimating Risk. Economic and Social Development: Book of Proceedings,
pp.138-146.
Cox, R.W., 2019. Explaining business support for regional trade agreements. In Business and the
State in International Relations (pp. 109-127). Routledge.
Fernando, Y and et. al., 2018. Managing project success using project risk and green supply
chain management: A survey of automotive industry. International Journal of
Managing Projects in Business.
Fettermann, D.C., Echeveste, M.E.S. and Tortorella, G.L., 2017. The benchmarking of the use of
toolkit for mass customization in the automobile industry. Benchmarking: An
International Journal.
Ghobakhloo, M. and Azar, A., 2018. Business excellence via advanced manufacturing
technology and lean-agile manufacturing. Journal of Manufacturing Technology
Management.
Kumar, N., Mathiyazhagan, K. and Mathivathanan, D., 2020. Modelling the interrelationship
between factors for adoption of sustainable lean manufacturing: a business case from
the Indian automobile industry. International Journal of Sustainable
Engineering. 13(2). pp.93-107.
Luo, S., Lin, X. and Zheng, Z., 2019. A novel CNN-DDPG based AI-trader: Performance and
roles in business operations. Transportation Research Part E: Logistics and
Transportation Review. 131. pp.68-79.
Luthra, S. and Mangla, S.K., 2018. When strategies matter: Adoption of sustainable supply chain
management practices in an emerging economy’s context. Resources, Conservation and
Recycling. 138. pp.194-206.
Moravcikova, D and et . al., 2017. Green Marketing as the Source of the Competitive Advantage
of the Business. Sustainability. 9(12). p.2218.
Shi, Q., Qiu, W. and Fan, Y., 2020. Economic policy uncertainty and the distribution of business
operations between parent companies and their subsidiaries. Emerging Markets Finance
and Trade. 56(2). pp.427-456.