Operation Management Project: Bentley Motors Strategies and Techniques

This project analyzes the operation management of Bentley Motors, a luxury car manufacturer. It begins with an executive summary and an introduction to the company, highlighting its objectives and commitment to quality. The project explores challenges faced by Bentley, such as raw material sourcing and environmental impact, and the operational strategies employed, including inventory control and quality management. It discusses various tools and techniques used in operation management, such as quality control, equipment maintenance, benchmarking, and lean manufacturing. The report also examines the role of ICT and AI in optimizing business operations. Furthermore, the project includes a section on project management using PERT and CPM, offering a comprehensive overview of Bentley Motors' operational strategies and challenges. The project aims to provide insights into Bentley's approach to maintaining its brand image and operational efficiency in the luxury car market.

OPERATION
MANAGEMENT PROJECT

TABLE OF CONTENTS
TASK 1............................................................................................................................................3
Executive summary................................................................................................................3
Introduction to company.........................................................................................................3
Challenges overcome through operational strategic management.........................................4
Tools and techniques of operation management....................................................................5
Role of ICT in operation optimization...................................................................................7
Use of AI in enhancing business operation............................................................................8
Conclusion and recommendation...........................................................................................9
TASK 2..........................................................................................................................................10
Project management using PERT and CPM.........................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

TASK 1
Executive summary
The present report is based in the operation management of the company Bentley Motors.
The operation management is that part of management which is concerned with the proper
management and control of the whole production process of the company. It is very necessary
for the company to manage its operation in effective manner because if products will not be
produced of good quality and use then they will not be liked by the consumers. Thus, the present
report has discussed a brief introduction of the company and the objective of the company
relating to betterment of the operations.
Further, the discussion was made on the different operation management process being
used by the company. The challenges were relating to the environment and the raw materials and
for overcoming these operational strategies used was inventory control management. Next the
discussion highlighted the tools and techniques used by Bentley Motors like quality and
equipment maintenance and benchmarking and lean manufacturing. Also, the role of ICT and AI
in operation of company was discussed. In the end, the report highlighted the project network
diagram and the whole schedule of the project.
Introduction to company
This report relates to the study of Bentley motors limited which is the British
manufacturers company dealing in providing luxury cars and SUV to the customer. The concept
was brought by H.M. Bentley and W.O. Bentley on 1919 with the motive to set the high- quality
standards regarding providing the high- quality cars to customer. Bentley is the subsidiary
company of the Volkswagen group having headquarter in Crewe.
The objectives which the Bentley carries is relating to attaining the heights of becoming
the successful luxury brand image in worldwide (Jabbari-Sabet, Moghaddas-Tafreshi and
Mirhoseini, 2016). The aim which they carry is relating to providing the mix combination of the
car as in respect of performance and luxury design. Through these aspects they can retain the
customer interest through dealing in making continuous improvement in their existing products.
In respect of linking the Bentley objectives with the operation, it is stated that the Bentley is only
company which provide extra ordinary facilities and offers to the customers.

They carry the smooth functioning of the business and also bring transparency regarding
connecting with the real world. In context of Quality process, Bentley is set with some norms
that they not reduce the quality of the cars instead of facing the high fluctuation in price rates
(Radosavljević, Jevtić and Klimenta, 2016). They maintain the high standards quality regarding
imputing Wi-Fi system, google connectivity and air bags facility. The products or raw material
which is used in Bentley cars are firstly audited and tested before using it to produce the actual
products.
Challenges overcome through operational strategic management
Operational strategic management:
In relation to adapting the operational management it refers to managing day to day
activities and also provide training to staff to work according to the set directions. But in case of
strategic management it deals in planning the activities relating to monitoring the work or
analysing the task which is accomplished and then interpreting the accurate results. This process
is undertaken regarding examining the targets or goals which is to be achieved through this
perspective. Operational strategic management is affected due to changes in internal and external
matters are interpreted which resulting in adapting the better strategies to bring changes in their
normal working. In respect of Bentley company, the strategies which they adapted resulting in
enhancing the longer- term growth in business and also it helps in overcoming from the
challenge which is faced by company regarding attracting customer for longer time period.
Challenges faced by Bentley:
Bentley carries the renowned brand name in market, they also undertake the intellectual
property right regarding applying for the trade mark logo which reflect the integrity and overall
designation of the Bentley company. In context of dealing in luxury cars, the designs and
equipment used to manufacture the car, carry the high cost to produces the car. In respect of
undertaking the challenges which is faced by Bentley company regarding sustaining the business
in market for longer way, the major challenges which is faced by company is relating to raw
materials. As Bentley manufacture the luxury cars and thus required adequate raw materials to
convert the ingredients into finished product (Keahey, Riteau and Timkovich, 2017). In such
manner the operational strategies which is adapted by Bentley is relating to inventory
management control, in which the raw material is firstly tested and then audited to examine the
stability in sustaining in products.

The another which is faced by Bentley for sustaining for long time period is relating to
the environmental impact or crises which arises due to pollution. Thus, in such manner the
operational strategies which is adapted by the Bentley is of quality management strategy
(Deihimi, Zahed and Iravani, 2016). In this, TQM is mainly examined and this work regarding
managing and assigning day to day work to the employees, so that they minutely examine the
strategy which they had to undertake to reduce the waste. In these aspects, supply chain
management strategy is also useful in managing the work regarding coordinating and enhancing
communication with another department.
Thus, in relation to improving the challenges, Bentley in current time mainly focusing on
improving the environment impact which arise due to producing the luxury cars or enhancing
their performance. The major focus of Bentley is manufacturing the electric cars which provide
more frequency to the traveller and also enhances the comfort level. As this is first concept in
luxury cars but for Bentley it carries to be second.
In such aspects, by undertaking the operational strategies, it carries adequate planning
internally, so that they are ready with the backup plan if any issues arise. As the major focus
which the Bentley carries regarding both improving performance and managing quality is
relating to undertaking the supply chain management strategies. Bentley's suppliers are very rare
and thus, they prefer to deal with the raw material with very limited suppliers, in such manner
management is to be undertaken regarding dealing in quality products or services. This is useful
for both the current and long terms sustainability in market and also helps in managing the
quality of the products in better way.
In respect of undertaking the management regarding operation and quality, managers
duty is to provide accurate training to the staff and also adapts new and innovative ideas at work
place. As to build the strong connectivity with the customer, it is necessary that innovation is to
be admitted which results in retaining the customer interest in longer way.
Tools and techniques of operation management
The operation management is a system within the company which ensures and oversees
all the activities which are necessary to be undertaken in designing and controlling the
production process (Zhang, Wang and Lin, 2019). Since the operation management is very
crucial for Bentley Motors so there are many different tools and techniques associated with

operation management. Thus, the major tools and techniques used by Bentley Motors in
managing its operations effectively are as follows-
Tools of operation management- there are many different tools which have been
developed in order to assist the process of operation management in smooth flow (Suresh and
Rao, 2017). The tools used by Bentley Motors are discussed in the following connected points
below- Quality control and inspection- this is the most important thing in the present
competitive world because the competition is at peak. There are many different
companies which deals in same product and the consumer differentiates on the basis of
quality of the product. Hence, maintenance of quality is the most important aspect of
operation management. For this Bentley Motors uses the tool of Total Quality
Management (TQM). This is a system wherein the employees of the company
continuously improve the ability and try to provide with goods of superior quality so that
consumers are attracted towards the product of Bentley Motors. Equipment maintenance- this is another tool for maintaining the equipment which are
necessary for the production of the goods and services. This is necessary because of the
reason that if the equipment’s will not be in well condition then they will not function
properly and this will hamper the production process. Thus, for this Bentley Motors uses
the tool of supply chain management and inventory control system. These are used by the
company because of the reason that these tools will ensure on time delivery of raw
materials and this will ensure that the goods are produced on time.
Techniques of operation management- with the tools there are also some techniques
which are being used by Bentley Motors to ensure proper process of production. Some of the
techniques used by Bentley Motors in meeting requirement of domestic as well as global
business are as follows- Benchmarking- this is a process under which the company compares its products and
services and the profits with the competitors of the company within the same industry
(Ross, 2017). Thus, for this Bentley Motors uses the technique of benchmarking and
under this it compares all the essential points with that of the competitors. With this
analysis the company is able to know the areas in which they are lacking and needs
improvement.

 Lean manufacturing- this is another technique which is used Bentley Motors in
managing its operations in effective and efficient manner. Lean manufacturing is a type
of techniques under which the main focus of the company is at minimising the waste and
defects in the production process (Gutierrez-Gutierrez, Barrales-Molina and Kaynak,
2018). With help of implementation of this technique Bentley Motors is able to minimize
its cost as the unnecessary waste is eliminated and this reduces the cost of production for
the company.
Role of ICT in operation optimization
The information management system is a system which is a computer operated system
and us used to organize all the information so that decision-making can be enhanced. Under this
system the company store all the data in electronic form and time- to- time reports are made for
the management of operations. The use of these information and Communication Technology
(ICT) is very helpful in managing the operations of Bentley Motors (Zareei, 2018). This is
majorly due to the fact that this help the company in managing its operations in more organized
and structured manner. The ICZT involves many types of technologies which can be used for
improvement and the communication with the other person.
In operation management ICT plays a crucial role because of the fact that many
technologies have been evolved in field of operations management. There are different
operational strategies which have been evolved in operation management such as CAD, CAM,
different software in manufacturing, automation in production and operations of the company. all
these ICT help Bentley Motors in fostering their operation and manufacturing process. This is
pertaining to the fact that all these technologies will be helpful in managing the operations on
time and with great efficiency and will increase the productivity of the company. Also use of
ICT help the company in minimizing the human effort and focusing more on use of technology
to aid the people in working with efficiency.
Thus, the use of all these different information and communication technology assist
Bentley Motors in gaining a competitive advantage (Rumane, 2017). The reason underlying is
that use of technology make the production better and before time and this attracts more of the
consumers and they prefer the products of Bentley Motors over the competitors. Also, the
goodwill of the company increases as they are able to manage its operation and production

process with great quality and on time. Thus, the consumer base and the market share will also
increase resulting in the overall development of the company.
Use of AI in enhancing business operation.
Artificial technology
Artificial technology refers to such technology which is mainly used by the people in
relation to undertaking the faster knowledges and answers through computers or machines, and
they perform in intelligent way (Balachandar and Ramesh, 2019). The main purpose of AI is that
they mainly provide the accurate information and also saves larger number of information and
facts and figures which is secured and effective and also demanded by most of the customer.
Bentley uses the AI concept:
In relation to fulfilling the customer needs in better way, Bentley uses this concept in
respect of locating the real- world movement and capture them to guide customer in right
manner. As most of the business are running through digitally and thus the customer are
demanding the advanced technology in cars which results in reflecting their priority preference
to select the luxury cars. In case of Bentley, the use of AI is examined regarding balancing the
seats in cars or providing the updated information regarding the areas or traffic where the person
is visiting or also provide accurate answers through examining queries by voice.
AI in business operations:
The use of AI in business operation is mainly undertaken in respective of following ways
such as:
 Securing high range of data: AI is mainly preferred by customer in respect of securing
high range of information which helps customer in revolving their problems in right way.
As in these aspects, the information which is contained under this system is not limited to
single things but it covers wider range of data which helps in providing accurate
information to the users.
 Speeding communication information: In context of business, they had to maintain
communication with their internal and external matters (Ali and Haseeb, 2019). They also
had to build the strong connectivity with the customer regarding maintaining loyalty and
trust through their products. The main criteria are that this can be operated 24/7 and thus
provide relevant information which is in needs of the customer on daily bases.

 Personalization of AI: The main feature which helps in managing the business operation
in better way is to personalize the information which helps customer in getting the
necessary details which they demanded about the products (Tarafdar, Beath and Ross,
2019). As Bentley undertake the AI in respect of bringing changes in their operational
strategy and also attract more customer towards the services.
Thus, from above perspective, it is examined that Bentley mainly adapts the process
automation technique which is one of the types of AI carried in respect of gathering relevant
information. Thus, is mainly adapted by the internal management regarding collecting data from
multiple IT systems. It helps in securing the information of the customer and also the details
which they change in respect of placing orders.
Conclusion and recommendation
Conclusions:
From the above report, the study concludes the matters relating to operation management
in which various factors are undertaken regarding planning, organizing, managing, coordination
with different person and communicating with all employees regarding working under the set
criteria. In respect of overcoming from the challenges to retain the business in longer way, it is
necessary that the quality management techniques are adapted in which it can be accomplished
through adapting the Kaizen strategy. In context of examining the planning tool and techniques
which is useful in managing the business operation in right manner, benchmarking and lean
manufacturing is adapted so that waste can be reduced and also cost can be saved from such
perspective.
It is also concluded that ICT is helpful in Bentley motors regarding communicating with
the person through adapting the AI systems. Through this manner they can examine more
accurate information and also fulfil the needs of the customer in better way. Thus, in respect of
Bentley motors, they announce the advanced technology in their luxury cars which offers
interesting deal and services to their customer and also carried to be with the most expensive
engineers and cutting- edge technology with innovative skills and attractive designs.
Recommendation:
From the above perspective, the facts which is studied before regarding managing the
operation and quality in company is to be undertaken in following perspective such as:

 Bentley motors in respect of internal operation set the appropriate standards which is
obliged on every employee to follow it. As through this perceptive, they can reduce the
waste during manufacturing the products and also quality products is to be produce with
minimum cost.
 Advanced technology is to be needed to communicate with the internal and external
members and for that skilled person is appointed to enhance the communication with
every person in right manner (Hajdu and Bokor, 2016). The person must carry the
adequate use of AI system to gather relevant information and necessity of the customer
regarding attaining the particular products.
 In relation to undertaking the challenges which is faced by the Bentley regarding
managing the operation and quality is relating to environmental impact. Thus, to
overcome from such issues is to apply the Kaizen strategy. In this strategy, to reduce
waste or causing environment issues can be reduced through working together and
bringing innovative ideas to accomplish such task. Thus, it results in combining the
different talents to bring out the powerful regime of changes in existing work.
TASK 2
Project management using PERT and CPM
The project management is defined as the different practices which are involved in the
whole project and its completion. This starts with the phase of initiation and then goes for
planning and after that execution and controlling and finally the closure of the project. The
project management involves a lot many stages and steps which need to be done in intended
manner. For this the most important tool are the PERT and CPM.
PERT- this stands for Program Evaluation Review Technique (PERT) which is a tool
used in order to pan all the task and activities which are necessary for the completion of the
project. PERT is a planning tool which help in calculation of the total time which will be
undertaken to complete the project (What is PERT in project management? 2020). This tool help
in analysing the three main aspect relating to the project. The shortest time that every activity
will take, most probable time and the longest time which can be taken by the activities to get
completed.
CPM- this is an acronym for Critical Path Method (CPM) is an effective tool of project
management which help the project to get completed before the actual time. These includes a

certain set of activities which are very necessary to be performed in order to get the project
completed before the time.
PERT and CPM for the construction of new manufacturing plant
Task Name Duration Start Finish Predecessors Early
Start
Early
Finish
Late
Start
Late
Finish
Excavate 2 wks Thu
1/23/20
Wed
2/5/20
Thu
1/23/20
Wed
2/5/20
Thu
1/23/20
Wed
2/5/20
Lay the
foundation 4 wks Thu
2/6/20
Wed
3/4/20 1 Thu
2/6/20
Wed
3/4/20
Thu
2/6/20
Wed
3/4/20
Put up
rough wall 10 wks Thu
3/5/20
Wed
5/13/20 2 Thu
3/5/20
Wed
5/13/20
Thu
3/5/20
Wed
5/13/20
Put up the
roof 6 wks Thu
5/14/20
Wed
6/24/20 3 Thu
5/14/20
Wed
6/24/20
Thu
6/11/20
Wed
7/22/20
Install
exterior
plumbing
4 wks Thu
5/14/20
Wed
6/10/20 3 Thu
5/14/20
Wed
6/10/20
Thu
5/14/20
Wed
6/10/20
Install
interior
plumbing
5 wks Thu
6/11/20
Wed
7/15/20 5 Thu
6/11/20
Wed
7/15/20
Thu
6/11/20
Wed
7/15/20
Put up
exterior
siding
7 wks Thu
6/25/20
Wed
8/12/20 4 Thu
6/25/20
Wed
8/12/20
Thu
7/23/20
Wed
9/9/20
Do exterior
painting 9 wks Thu
8/13/20
Wed
10/14/20 5,7 Thu
8/13/20
Wed
10/14/20
Thu
9/10/20
Wed
11/11/20
Do the
electric
work
7 wks Thu
5/14/20
Wed
7/1/20 3 Thu
5/14/20
Wed
7/1/20
Thu
5/28/20
Wed
7/15/20
Put the
wallboard 8 wks Thu
7/16/20
Wed
9/9/20 6,9 Thu
7/16/20
Wed
9/9/20
Thu
7/16/20
Wed
9/9/20
Install the
flooring 4 wks Thu
9/10/20
Wed
10/7/20 10 Thu
9/10/20
Wed
10/7/20
Thu
9/17/20
Wed
10/14/20
Interior
painting 5 wks Thu
9/10/20
Wed
10/14/20 10 Thu
9/10/20
Wed
10/14/20
Thu
9/10/20
Wed
10/14/20
Exterior
fixtures 2 wks Thu
10/15/20
Wed
10/28/20 8 Thu
10/15/20
Wed
10/28/20
Thu
11/12/20
Wed
11/25/20
Interior
fixtures 6 wks Thu
10/15/20
Wed
11/25/20 11,12 Thu
10/15/20
Wed
11/25/20
Thu
10/15/20
Wed
11/25/20

In the scenario presnet ABC construction need to construct a manufacturing plant for the
client. The client has provided with two different condition regarding fulfilment of the project.
The first is that if the project will not be completed by the deadline of 47 weeks then the penalty
will be incurred over company (Luo, Lin and Zheng, 2019). Similarly, if the project will be
accomplished within 40 weeks then the company will be given incentives. Initially the total
duration was 79 weeks. But with the help of PERT and CPM diagram a critical path was outlined
which included some activities through which the project can be done on time.
With the analysis of the above network diagram it is concluded that the path which is
highlighted in red is the critical path. Thus, if this critical path is being followed then the whole
project will be completed in 44 weeks. Though the company will not get incentive as for that the
project needs to be done in 40 weeks. But at least the company will not be penalised because the