Report: SWOT Analysis of Bentley Motors in Global Environment

This report presents a comprehensive SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of Bentley Motors, a British manufacturer of luxury cars. The analysis examines Bentley's strong brand equity, unique product offerings, and heritage, while also addressing its limited market reach, production constraints, and environmental concerns. The report further explores opportunities for Bentley, such as expanding into hybrid/electric vehicles, merging with lower-tier brands, and entering emerging markets. Threats include stricter environmental regulations and fluctuating fuel prices. The study then assesses the impact of these factors on Bentley's functional areas, specifically the HRM and R&D departments, highlighting how they influence decision-making and strategic planning. The conclusion synthesizes the findings, emphasizing the importance of understanding the business environment and its implications for organizational success. The report leverages academic sources to support its analysis.

Global Business Environment

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAINBODY...................................................................................................................................3
SWOT Analysis...........................................................................................................................3
Impacts of these drivers on firm’s functional areas.....................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Business environment is referred to the combination of internal and external factors
which improves organization’s decision-making process but can impact it’s performance,
operations and growth as well. To understand role of business environment, have an example of
Bentley Motors company. It is British manufacturer and marketer of luxury cars and SUVs
which is headquartered in Crewe, England. It includes SWOT analysis and it’s impact upon
functional areas of firms in the report.
MAINBODY
SWOT Analysis
SWOT analysis is unique strategic framework that analyses person or organization’s
strength, weakness, opportunity and threats. The model is basically designed to evaluate internal
environment of organization (Gupta and Mishra, 2016). SWOT analysis is applied for Bentley
Motors that is framework which helps to critically evaluate internal environment of company.
Strengths
 Bentley Motors has strong brand equity and market position in the global market. the
reason behind is that organization does not believe in promotion which gives uniqueness
and maintains exclusivity as compared other companies. Bentley offers expensive
products i.e. car and sports but gives high quality and differentiation to the customer from
the other people.
 Organization is highly popular globally due to unique mix products i.e. luxury and sporty
nature in it’s car. Bentley has unique designs of car and consider that they make one of
the most beautiful cars in the world. In addition, organization has good product portfolio
and it has impressed the world due to suave and modern care design. Organization brand
has associated with popular people and group across the world which is major strengths
of company (Gürel and Tat, 2017).
 Organization is famed for Heritage before the Audi and BMW. Later on, Bentley become
market leader as car for the Uber rich. It denotes organization participates in a rich
cultural heritage.

Weaknesses
 Bentley has limited reach in the global market due to exclusivity that causes they loss it’s
approaches in emerging market. In these markets has more potential people who can
support to generate high revenue by purchasing expensive car but company is not able to
access them.
 To keep exclusivity and standards produces fewer number of cars per year by Bentley
that causes most of the customer have to wait for long time for booking their cars. Just
because of this organization losses numerous competitors like Jaguar-Land Rover and
others. In addition, limited production declines revenue and profits of company (Khudeir.
and Khudeir, 2017).
 Bentley has highlighted as environmental polluter because it’s car produces excess
pollution that causes environmental change crisis takes place. Due to non-
environmentally friendly produces declines the brand value of company.
Opportunities
 Bentley has opportunity to become more environmentally friendly by offering hybrid or
electric cars in which requires thermal fuel instead of carbon emission fuel. It is better
opportunity for the organization to upgrade its brand image and leads sustainability in
their products.
 Organization gets opportunity to merge with lower brand which helps to access on other
segment of population as result gets chance to generate high revenue from the potential
customers (Hitesh Bhasin, SWOT Analysis of Bentley. 2019 ).
 Organization has opportunity to expand its business in emerging market i.e. India where
they can focus on affluent class and can attract them by offering high quality car and its
services. So, it is the best opportunity for the Bentley to promote its business and
products as well (Madsen, 2016).
 Organization does not use any promotional strategy to promote it’s brand. In that state,
Bentley can sponsor premium event for showcase its brand name and products as well.
Thus, strategy helps company to maintain it’s exclusivity and gives access to reach
potential customers.

Threats
 From the past few years, government laws become stricter towards pollution and
environment protection. So, it can major threat for organization if organization does not
implement environmentally friendly practices in their products.
 Bentley can face fuel price issue because it raises by and by. In that situation
organization must focus on alternative fuels which can meet environment concern.
Impacts of these drivers on firm’s functional areas
There are two functionals areas marketing and HRM department which are highly
impacted through the driver. These are described as follows”
HRM Department
Human resource department is essential functional areas of Bentley because they keep
control overall department. Organization has good brand image in global market due to its
unique products which gives impact on HRM department because they can promote its new
products in different countries through their subsidiaries (Shi, 2016). Thus, management get
positive impact in their decision-making process. Bentley has limited access to reach its
customers due to exclusivity. it is major weakness of the organization which causes HRM unable
to implement market expansion strategy as result gets negative impact on company’s operation.
Organization gets opportunity to expand its business by offering environmentally friendly cars.
Where HRM can recruit number of trained engineers who can help to design value added car.
Organization can get support by government as well because HR takes effective initiative which
improves brand image and raises purchasing behaviour of customers. Human resource gets both
positive and negative impact on their decision-making and strategy.
R&D Department
These drivers give impact on R&D department as well such as Organization famous as
good car designer company in the world because R&D department helps company to give
innovative design. R&D department act as important functional area of company because they
give unique car design to company which maintains its standard and exclusivity. Environmental
pollution becomes major concern for government and public as well that causes declines value of

Bentley. It gives negative impact on R&D department because they have to chance their
operational practices which leads pressure on employees. To gain competitive advantage and
overcome issues offers sustainable car design by R&D department to the production department
which gives positive impact on Organization performance, operation and it’s productivity.
Overall R&D department gets positive impact on their operation and decision-making through
these drivers.
CONCLUSION
The brief study provided understanding about SWOT analysis which helped to evaluate
internal environment of business. The functional areas of organization i.e. research and
development department and HRM department impacted through these drivers has been
summarized in report.

REFERENCES
Books & Journals
Gupta, G. and Mishra, R.P., 2016. A SWOT analysis of reliability cantered maintenance
framework. Journal of Quality in Maintenance Engineering.
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of International
Social Research. 10(51).
Khudeir, H. and Khudeir, D.A., 2017. Critical Analysis to Framework Quality to HR Plan in
Bankstown Hospital by SWOT. Journal of Education and Practice. 8(11). pp.65-70.
Madsen, D.Ø., 2016. SWOT analysis: a management fashion perspective. International Journal
of Business Research. 16(1). pp.39-56.
Shi, X., 2016. The future of ASEAN energy mix: A SWOT analysis. Renewable and sustainable
energy reviews. 53. pp.672-680.
Online
Hitesh Bhasin SWOT Analysis of Bentley. 2019. [Online]. Available Through: <
https://www.marketing91.com/swot-analysis-bentley/>