Innovation Strategies at Bentley Motors: A Detailed Report

This report provides a comprehensive analysis of Bentley Motors' innovation strategies and business development. It begins with an introduction to innovation and its importance in organizational performance, focusing on Bentley Motors as a case study. The report delves into the company's background, highlighting its history as a luxury car manufacturer and the significance of innovation in maintaining a competitive edge. It explores relevant literature on innovation theories and Bentley's adoption of such theories, particularly Roger's Innovation Diffusion Theory. A critical analysis of Bentley's products, services, and processes is presented, evaluating their impact on customer satisfaction and market position. The report also provides specific recommendations for enhancing innovation within the company, including educating staff, enhancing experimental learning, and fostering a culture of continuous improvement. The analysis covers the company's sustainable practices, competitive landscape, and future goals.

School of Business
Management and Professional

Table of Contents
INTRODUCTION...........................................................................................................................3
BACKGROUND OF THE ORGANISATON................................................................................3
Relevant Literature associated with topic....................................................................................4
Critical Analysis of product, service or process..........................................................................6
RECOMMENDATIONS.................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Innovation is derived to be that entity with regard to an organisation upon its performance. Every
organisation that is working in the pace of development will include certain policies as well as
justifications that are done towards the concept of maintaining growth prospects. The growth
prospect with regard to any organisation is dependent upon half are the strategies that are being
employed by the organisation and maintained in a manner such that their policies will reflect
over the successful step towards the organisational benefit (Sinclair and et.al, 2018). This report
will entirely bring about information regarding innovation as well as the Enterprises such that
every key criteria that is highlighted will portray the use of innovation and the benefits that are
gathered in this prospect. The organisation that is chosen in this regard is Bentley Motors.
Bentley Motors is a British organisation and a luxury car manufacturer. This is established in the
year 1998 and is also well reputed British organisation. The innovations with regard to this
organisation for portrayed in this report.
BACKGROUND OF THE ORGANISATON
Innovations are required in an organisation because every company in the pace of attaining
competitive advantage will have to gain reputation and that can only be possible if it is updating
its policies every now and then. It is innovation can be of any manner like that of implementing
Technology for the standard that are required by the organisation or an enterprise. The evolution
of Bentley company is a prove that innovation is still into existence (Dunn, 2020). They have
been operating for over 36 years and are serving the best of their ability with different
innovations in terms of implementing the choices as well as different features that are in regard
to the manufacture of luxury car. Every information that is required in order to move ahead with
proper policies and strategies that will derive their employees is designed in a perfect manner
that the organisation will provide the required entities as well as the resources for them to come
up with new solutions. this has made them one of the most reputed luxury car manufacturers in
United Kingdom. Bentley companies Software Solutions are also to the best of their ability that
their project deliverance as well as their effect performance are said to be their process
(Olefirenko and Shevliuga, 2017). The organisation has acquired a good advancing infrastructure
that every required information is provided in the organisation with advanced facilities. The
organisation has acquired a crew factory where the different as ambulance with regard to its
vehicle is carry forwarded. Although there is a heavy competition in the manufacture of luxury

cars and different startups are arising m a day-to-day basis at Bentley Motors are said to be one
of the most prominent one with regard to technology as well as innovations. Most of the
innovations that are in regard to Bentley organisation are derived by the product features that are
listed and are changed every now and then (Squicciarini, 2017). The organisational employees as
well as a culture that is depicted in the company Bentley is said to be one of the reference for
upcoming start-ups to acquire because their strategies will fulfil the goals and objectives as well
as a mission of the organisation within no time. The hard working employees are more towards
implementing and adapting towards the strategies that are designed by the management in such a
manner that parallel if they are attaining success.
Relevant Literature associated with topic
Bentley Motors Limited is manufacturer and marketer of luxury cars and SUVs and
subsidiary of the Volkswagen Group since 1998. The company performs its operations in the
Automotive Industry and is headquartered in England, UK. It serves areas various across the
world and deals in the products like Flying Spur, Continental GT, Bentayga and Mulsanne. More
than 3500 people work in the company. Innovation in automotive industry plays a major role as
it is must for the companies to bring changes in the company by adapting and implementing the
advanced technologies. This can help the company in gaining higher competitive advantage from
the competitors. The top competitors of Bentley motors include General Electric, Nemetschek,
Trimble, Autodesk, Aveva and many more (Bentley Celebrates 100 years of Automotive
Innovation, 2021). In order to compete with these companies and to lead them innovation can be
the most important part which must adapted by companies like Bentley Motors.
According to Hu and Qiu (2020), there are many innovation theories which can be used by the
company including Roger’s Innovation Diffusion Theory, Hall’s Concerns based adoption mode,
Lean Innovation Management, technology Acceptance Model, The chocolate Model and many
more. The Bentley Motors make use of Roger’s Innovation Diffusion theory which helps in
providing foundation to understand innovation adoption and the factors which helps in
influencing the choices of individual about the ways to bring innovation in the company. There
are major four components in the diffusion theory which include innovation, communication
channels which help in broadcasting information about innovation, the social system which

exists around the adopters or the non-adopters of innovation. When these components interact,
the company comes to know about the reason of adopting innovation.
As per the view of Akarsu, Foroudi and Melewar (2021), Bentley Motors focus on creating a
future driven by new technologies, fuels and skills, materials in the pursuit of new and
progressive world. The company aims at adapting those technologies through which highest
levels of luxury mobility can be achieved by making use of sustainable models. The company
implements the strategy of “Beyond 100” which helps in outlining the ways in which the
company plans to make the future a reality and also becoming the leading brand on sustainable
luxury mobility. Through this, the company is committed to number of objectives which
promises in revolutionising the offering entirely of the companies and the industry. This can be
observed that the company is going from foremost producers of combustion, powerful engines to
the innovator of electric technologies which offers hybrid options across the entire range.
Building blocks to the above points, Diez-Arroyo (2020), elaborated that the company does not
only focus on bringing innovation through technology but also lays emphasis on the ways in
which the company can bring sustainability along with technological innovation. The company
pledged in building existing carbon-neutral status in Crewe by committing to become end-to-end
climate neutral from 2030 thereby impacting the climate positively. The company also supports
other companies like Volkswagen group on the occasions of World Earth Day by engaging in
Project1HourProgramme. This can be evaluated that this initiative taken by the company helps in
focussing upon accelerating major parts of the Beyong100strategy where the behaviour and
awareness of colleagues can help in making greater difference.
Bentley motors also need to bring innovation in the design part also which can help the company
in standing amongst the contemporaries. The company must make a powerline through single
sharp edge which must rise from front wheel arc through to the path down the side of care which
can become the distinctive feature of the company. The company should also help in driving
significant process in the environmental process. The energy consumption must be reduced by
more than 50%, CO2 emissions must be decreased by 80%, waste water by 90% and VOC
emissions by 30% along with increasing the production by 150%.
The company can also focus more on electrification as this can give the dispersed and thing
battery slung underneath the compartment of passengers. This will also help in more elegant
sculpting. The company must also configure the interior with multiple seating options which can

be opt by the whim of the driver for either driving the car or letting the machine do the work for
the driver after tucking away the steering wheel securely. This is how, Bentley motors can
become one of the most prominent leader in the automotive industry of UK.
Critical Analysis of product, service or process
Bentley motors deal in the premium cars but along with the luxurious cars, the company
also extends its product portfolio by introducing various models including Mulsanne, Flying
Spur, Continental, Bentayga, Heritage models and many more. These products are manufactured
such that it can satisfy the needs and demands of the customers (Ham, 2021). The racing cars
produced by Bentley Motors are in higher demand which increases the greater profitability of the
company. The continental coups and the changes in design including Sedan are done completely
according to the customers who help in making the luxurious products more fascinating by the
users or consumers. The franchise network is built up by the company in which Bentley motors
sells the cars to the franchising agent who then delivers the same to the end consumers. More
than 80% of the cars manufactured by the company are distributed in the world (A sustainable
future, 2021). This can be observed that the country having growing economy has greater
demand for the products of this company. For example, the cars of this company are luxurious
which clearly means of premium prices so the company prefers to enter into the emerging
markets in different parts of the world. The promotion process of the company evaluates that
Bentley Motors believe in ethical marketing more than extravagant marketing (Reichelt and
et.al., 2021). The innovative promotional schemes are used by the company at the time of
launching products by using the proper campaigns and advertisements on TV as well as various
online platforms. The company ensures that reach to the target customers and to make the
products visible on international scale, the company also used effective engineering marketing
techniques. The digital transformation not only increases the rand value of the company but also
improves the customer experiences. The company adapts the sustainable practices such as lighter
batteries, largest solar carport in UK, project for combating the declining bee population, ethical
wood sourcing, electric grand touring car etc. which helps in increasing the sustainability of the
company and the environment (Adams, 2019).

RECOMMENDATIONS
Educating staff towards innovation: direct certain Areas where the company Bentley is lacking
with regard to innovation. One thing is that all the employees that are involved into
manufacturing unit are not fully contributing towards the implementation of product. For a
product to be completely implemented it requires a potential and hard work and above all the
skill set which will bring forth innovation into existence (Kraśnicka and et.al, 2018). In order to
maintain this space the management of bent leg will have to focus upon the areas of their
knowledge such that upon improving their knowledge it can also move ahead with the
circumstances that can be enhanced in the organisation. Although it is one of the leading
manufacturer of cars yet there is much more to attain in this race and that can be guaranteed once
the solutions are known to all the people of the team that are working towards development of
innovation ideas.
Enhancing experimental learning: this is more like a practical knowledge other than the
theoretical experience that is gained through learning outcomes by gest explanation. Theoretical
knowledge will only provide with the entities that are carry forwarded by practical approach.
Practical approach is required in innovations and that with regard to automobile industry is said
to be one of the mandatory (Blokhina and et.al, 2018). The management of Bentley will have to
move ahead with the strategies that are required to inculcate the process that will gain its
employees with the right amount of practical knowledge that is required to attain the aspects of
development which are mandatory to be acquired. The risk factors as well as the failures will
only be in habitatuated by employees once they come to know about the mechanism that is
involved in innovation. This will have to be developed and is the best recommended aspect.
CONCLUSION
The entire report controls upon highlighting the effects of innovation and an enterprise.
Through this support one can easily understand the effect of innovation in the organisation.
Through this report the development that is involved in innovation is portrayed and background
of the organisation that is chosen which is Bentley Motors a luxury car manufacturer is being
highlighted. The relevant literature that is associated with Innovation and the critical analysis

with regard to product service and process is being highlighted in this report. Recommendations
are explained and justified in the statement that is listed in this report.

REFERENCES
Books and journals
Akarsu, T.N., Foroudi, P. and Melewar, T.C., 2020. Transforming the Complexity of Having
Multiple Channels to an Asset: Reflective Critics on the Dual Marketing and Co-
branding. In Beyond Multi-channel Marketing. Emerald Publishing Limited.
Blokhina and et.al, 2018. Improving the technology of innovation systems management at an
enterprise. International Journal of Civil Engineering and Technology. 9(13). pp.137-143.
Diez-Arroyo, M., 2020. The adjective" unique": More than a buzzword in the language of
advertising. Iberica. (40).
Dunn, 2020. Creative resilience and globalization from within: Evolving constructs for analysing
culture, innovation, and enterprise in the global south. Annals of the International
Communication Association. 44(1). pp.4-18.
Hu, M. and Qiu, S., 2020. Analysis on the Market Positioning of Luxury Autos Marketing
Strategy under the Chinese New Consumption Upgrading—taking the Case of Bentley
Continental GT.
Kraśnicka and et.al, 2018. Management innovation, pro-innovation organisational culture and
enterprise performance: testing the mediation effect. Review of managerial science. 12(3).
pp.737-769.
Olefirenko and Shevliuga, 2017. Commercialization of innovations: peculiarities of sales policy
at innovation active enterprise. Innovative Marketing. 13(2). pp.6-12.
Reichelt, F. and et.al., 2021, June. Strategies for User-Centered Adaptation of Future Vehicles.
In Congress of the International Ergonomics Association (pp. 798-805). Springer,
Cham.
Sinclair and et.al, 2018. Social innovation, social enterprise, and local public services:
Undertaking transformation?. Social Policy & Administration. 52(7). pp.1317-1331.
Squicciarini, 2017. Entrepreneurship, innovation and enterprise dynamics. Small Business
Economics. 48(2). pp.273-278.
Online
A sustainable future, 2021. [ONLINE]. Available through:
<https://www.bentleymotors.com/en/world-of-bentley/the-bentley-story/future/a-
sustainable-future.html>
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Adams, E., 2019. Innovative Bentley Concept has a Cool. [Online]. Available through:
<https://www.forbes.com/sites/ericadams/2019/07/11/innovative-bentley-concept-
shows-ultra-premium-carmaker-thinking-way-ahead/?sh=eaa6fb461e60>
Bentley Celebrates 100 years of Automotive Innovation, 2021. [Online]. Available through:
<https://experienceluxury.co/bentley-celebrates-100-years-of-automotive-innovation/>
Ham, M., 2021. Theories of Innovation. [Online]. Available through:
<https://ohiostate.pressbooks.pub/drivechange/chapter/chapter-1/>
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