Evaluating Business Operations: Bentley Motors Case Study Report

This report provides a comprehensive analysis of Bentley Motors' business operations, focusing on key functions such as finance, marketing, operations, research and technology, and human resources. It examines the company's structure, production processes, and supply chain management, highlighting the importance of these areas in maintaining efficiency and profitability. The report also evaluates Bentley's decision-making in various operational management systems, including production, supply chain, logistics, location strategies, quality control, and human resources. It discusses the challenges and strategies employed by Bentley to maintain its position in the luxury car market, emphasizing the significance of factors like production capacity, supply chain efficiency, and quality control in achieving its business goals. The report concludes by summarizing the key findings and insights into Bentley's operational strategies.

Business Operations

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Function of Business Operations ................................................................................................1
Description of Company..............................................................................................................3
Evaluating the decision of business operation management in different system.........................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Business operation is an activity that ensure the overall productivity of company who
focuses on all the internal and external activity of each department to make sure it increase the
value of business and earn desired profit. It must be optimised and monitor in such a way that it
cover all cost and can provide sufficient revenue to company. It plays important role in
increasing the efficiency and profitability of each operational activity by controlling them
thoroughly. To maintaining all activities and strategies require adequate knowledge and skill in
manger. In this assessment Bentley company is taken which is from UK manufacture luxury cars
and it is subsidiary of Volkswagen group(Bharara, Sabitha and Bansal, 2017) . It is famous group
of luxury cars and has good market share. It require to discuss the function of business operation
and evaluate company's operation management decision.
MAIN BODY
Function of Business Operations
Business Operation concerns with managing daily basis activities in an enterprises and
which results in providing better overview to company for their functions. Bentley is using
Finance, Marketing, Human Resources, Operations and Technology & Research functions in the
management
 Finance– Money is like blood in company and it is crucial for every company to
maintain and regulate it effectively. All business plan and strategy is formulating after
seeing the condition of capital available in the company and accordingly they were being
made. Many big and important decision is taken through proper allocation of money such
as budgeting, forecasting, purchasing in raw material, investing in the different additional
project and many other(Chawla and et.al., 2020) . To execute it an individual is required
to have sufficient skills and professional knowledge to handle and take managerial
decision. Bentley is using this function to regulate the all its management activities
through this they will get finance and able to function further.
 Marketing– This function plays key role in generating sales and profit for company as it
is responsible for formulating all marketing strategies and tactics whose main focus is to
increase the growth of company. They coordinate with every department and monitor all
functions of them and accordingly make the plans and strategies. It helps into understand
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the potential customer and target them to influence for buying goods and services and
also study market share of company. If there marketing strategies and plans works than it
enhances the company growth and achieve its goal. Marketing department in Bentley
firm is large in scale and has many work responsibility that include brand awareness,
promotion, advertising and most importantly increase sales in organisation.
 Operations– In any business its internal operational process and strategies include all the
responsibility of producing raw material to delivering the goods to customer an perform
almost all the activities that is required. Bentley firm also make sure that operation
activities is happening smoothly in all department and as it is big organisation so
managing whole operational plans and strategies is necessary and identify important
areas where to improve them (Choi, 2016) . It monitor all department and make sure that
it is working as per needed and it also check that every activities is meeting the set
standard and no fault is occurred.
 Research and technology– It is involves providing the require equipment and
technology that is needed in firm and assuring them that about the quality. If company
has not adequate technology equipment and research department then business become
outdated and obsolete and not able to match the competition in market. As Bentley is
dealing in technology sector and manufacture luxury cars that require extensive efforts in
this department. It make sure that firm come up with new category and range that
compete in market. Failure of many company is unavailability of technology and
innovation, so it is necessary for company to access the new innovation in their
technology and focuses on research department.
 Human resources– For every organisation having skilled and competent employees is
very important that decides the future of business growth. They are the asset for firm and
selecting them needs proper evaluation of their skill set and knowledge and which is
suited for job. If they are motivate and treated nicely then they will work more hard and
put all their efforts on them. Bentley is big organisation that has large number of
employees and maintain such large workforce is quite crucial and at the same time very
necessary to manage them effectively(Choi, Wallace. and Wang, 2018). Firm focus on
productivity of employees and motivate them by giving appraisal, incentive, recognition
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award and by awarding them in function. It motivate them in developing sense of
responsibility and confidence that drives them to do more hard work.
Description of Company
Bentley is UK based company that manufacture luxury cars, and SUV s and subsidiary of
Volkswagen. Company is founded by Walter Owen Bentley, known as “W.O”. Company has
over 4000 people at its Pyms Lane headquarter in Crewe, Cheshire and its named as Britain's top
Employer for five years and operating in 58 various markets with retail partner of 203. Firms has
full integrate its site from the view of car production, Engineering, manufacture and quality
check, Sales & Marketing done in one place of Crewe. It focuses on sustainable and Eco friendly
production of cars where factory recycling goes up 85% to 96.5% in 2015 and also awarded from
Triple carbon trust standard for carbon, water and waste reduction and become first UK
automotive manufacture who receive this award. It usually sold 7000 cars every year but in 2010
in sold more 10000 cars which is highest in numbers. It takes two months to assemble the
components and is handcrafted to its perfection. They were luxury and premium cars which is
affordable for many, so mostly elite class people able to buy them. Organisation emphasis on
enhancing its style, performance and elegance which able them to give more tough competition
to its other rivals and increase its brand awareness globally.
Evaluating the decision of business operation management in different system.
Business has some operation management system that is followed by company and
evaluating their decision is important to monitor.
 Production- It simply means producing something for sale it is primarily function of
economic entity. It has some factors that required in process of production of an entity
such as land, labour, capital and raw material that transferring the resources into finished
goods and services(Gölzer and Fritzsche, 2017). Bentley is giving main attention to
production process as it is decides the capacity of business if they produce more then they
able to sold more cars in specified period. It production happens on large scale, So more
responsibility and duties comes in the hand of production manger as it regulate the
multiple activities like reducing in production cost, enhancing the design to attract
buyers, operate new factories and restructure existing one. Production department plays
key role in automotive industry as it figure out existing capabilities and optimization in
process and fulfilling the set standard. Organisation must monitor the performance of
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production lines and take required measure to re engineer the each process, improve
reliability and introduce new product to foster the growth of business. Through efficient
growth in production process firm can easily achieve its desired goals. Mainly it has so
many factor that need to be consider by production manger of company.
 Supply chain- It is medium between producer and supplier to distribute a particular
product to final buyer. It facilitates the company to transfer its products to buyer who is
needed for it. It involves many functions like marketing, distribution activities, finance
and costumer services. Bentley has immense supply chain where it is expanded in the
countries and ensure proper transferring of products to its costumer. As it operating in
different countries so it has to monitor different supply chain in respective
country(Kumar, Mookerjee and Shubham, 2018). It covers the conversion of raw material
into finished goods, analysing the costumer requirements and deliver them on time.
Company has to regulate the cost and develop solution of any problem arises in
management, communication between different suppliers who is delivering is also
necessary. Organisation make sure that there is optimum supply of cars to each suppliers
and maintain good relation with all. Firm might some measure to improve the quality of
product, better option of innovation in cars, reduce overall risk and determine the best
time for long term and urgent.
 Logistic- It concerns with combining the flow and delivery of product to right consumer
at right place on appropriate time. It is assure that product is delivering to right people
and satisfy them and deign logistic network to ensure proper flow of material and
information. Bentley is performing the main function required in logistic such as proper
transportation, packaging, storage in warehouses and handling of manufacturing cars. If
any uncertainity occur in the operation of logistic system, firm has to pay big cost of it, as
company is manufacturing luxury and premium cars so there handling cost and
maintenance cost is also high which firm has to bear that cost. Firm has to carefully
overview all the facilities and activities undergoing in the department and try to reduce
the cost of them. As all cars which were manufactured must be deliver properly after
taking all the corrective measure to the costumer as well as supplier. Evaluating the cost
of packaging, maintenance and transportation is necessary task that must be successfully
done by Manager.
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 Location strategies- It refers to making plan and strategies for deciding the better option
of location for company where they could penetrate and match the needs and requirement
of consumer and enjoy benefit of growth. Bentley required to plan where its location of
business will give competitive advantages over all market. It is important task for
company before operating its function to see which location is going to provide best
output. Firm might use certain suggestion to increase its profitability such as identify the
needs of individual of respective country, standard of living of costumer, economic
growth of country, situation of unemployment. Accordingly they can formulate their
plans and strategies after identifying the market location.
 Quality control- This refers to maintaining and improving the standard quality of
product so as to ensuring the costumer satisfaction. It is being important for every
company to check it value to meet the demand of costumer. Bentley emphasising on
improving the quality of cars to sustain in competitive market, as there many big
companies which pressure to the firm to constancy enhancing the standard (Machado and
et.al., 2017). To achieve this company can assist the employees for the techniques used in
this, develop quality chart, creating benchmark of product, hire inspector to check.
Maintaining the worth for company is mandatory from the point of view of competition
in market.
 Human resources- It means hiring, selecting and retaining the personnel who are choose
for the require job. It consist of maintaining and motivation them to do better task and
could provide desired result to organisation. Bentley is having large workforce and to
handle them globally required much efforts and understanding as every one has different
behaviour. For that firm require qualified Human Resources who is responsible for
managing all personnel activity effectively(Ruan and et.al., 2019). It include having time
to time conversation, giving incentive and motivate them to work more hard and create
healthy work environment. Employee job satisfaction is must and to retain them for
longer period is very necessary as it reduce the cost for organisation.
CONCLUSION
It is concluded from above assessment that Business operation regulate daily basis
activities to ensure proper functioning of business processes and include many activities to
control. Company required to do certain activities that are essential part of every management
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function. Some of function in business operation is discussed such as Finance, Marketing,
Operations, Human Resources and Research and technology. Evaluating the decision that is
required in some business operation system in Company such as supply chain, logistic, quality
control, Human Resources, Production and Location strategies. These functions plays key role in
organising whole management and necessary to taken into consideration.
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REFERENCES
Books and Journal
Bharara, S., Sabitha, A. S. and Bansal, A., 2017, January. A review on knowledge extraction for
business operations using data mining. In 2017 7th International Conference on Cloud
Computing, Data Science & Engineering-Confluence (pp. 512-518). IEEE.
Chawla, V. K. and et.al., 2020. Evaluation of green operations management by fuzzy analytical
hierarchy process. Materials Today: Proceedings.
Choi, T. M., 2016. Analytical modeling research methodologies for fashion business operations
Management. In Analytical Modeling Research in Fashion Business (pp. 15-29).
Springer, Singapore.
Choi, T. M., Wallace, S. W. and Wang, Y., 2018. Big data analytics in operations management.
Production and Operations Management. 27(10). pp.1868-1883.
Gölzer, P. and Fritzsche, A., 2017. Data-driven operations management: organisational
implications of the digital transformation in industrial practice. Production Planning &
Control. 28(16). pp.1332-1343.
Heizer, J., 2016. Operations management, 11/e. Pearson Education India.
Kumar, S., Mookerjee, V. and Shubham, A., 2018. Research in operations management and
information systems interface. Production and Operations Management. 27(11).
pp.1893-1905.
Machado, C. G. and et.al., 2017. Framing maturity based on sustainable operations management
principles. International Journal of Production Economics. 190. pp.3-21.
Ruan, J. and et.al., 2019. An IoT-based E-business model of intelligent vegetable greenhouses
and its key operations management issues. Neural Computing and Applications, pp.1-16.
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