QAB020N502A: Bentley Motors Supply Chain and Operations Analysis

This report provides a comprehensive analysis of Bentley Motors' supply chain and operations management. It begins with an introduction to operation and supply chain management, emphasizing the role of operational managers and the integration of supply chain activities. The report focuses on two key areas: product design and managing quality, highlighting their importance for Bentley Motors. It then delves into the application of relevant theories and techniques, specifically Total Quality Management (TQM) and the House of Quality, illustrating how these can be implemented to enhance quality, customer satisfaction, and overall efficiency. The report also identifies potential areas for improvement, suggesting the use of the Triple Bottom Line theory to incorporate economic, environmental, and social factors. The conclusion summarizes the key findings and emphasizes the importance of continuous improvement in achieving competitive advantage within the automotive industry. The report provides a valuable insight into how Bentley Motors can optimize its operations and supply chain to meet customer expectations and achieve long-term success.

MANAGING OPERATION,
SUPPLY CHAIN

Table of Contents
INTRODUCTION...............................................................................................................1
Main Body..........................................................................................................................1
Two selected areas of operation and supply chain management.................................1
Application of theories and techniques that must be applied. ......................................2
Potential areas of improvement that need to be reviewed critically..............................5
CONCLUSION ..................................................................................................................6
REFERENCES..................................................................................................................8

INTRODUCTION
Operation and supply chain management are mainly designed to manage the
operations of trade services (Modak and Kelle, 2019). Depends on the size of the
enterprise, operational managers manage day to day operation of business and they
also manage the specific part of the production process. In the many of the smaller
enterprise, there can be overlap between supply chain and operation management.
The present report is based on business activities of Manufacturing industry as
Automotive company as Bentley Motors Limited and this is British manufacture and
marketer of the Luxury cars and SUVs. It is entity that is the subsidiary of the
Volkswagen group since 1998.
Furthermore, report will cover the activities as to review the operations and
supply chain management with help of theories to Managing quality and to undertake
product design. However, study will provide solution of the operation management to
bring the effective operations.
Main Body
Two selected areas of operation and supply chain management.
Operation management is termed out as administration of business practice that
helps to create the highest level of efficiency possible within the enterprise. This is terms
that is mainly concerned with conversion of raw material and labor into good and
services as efficiently as possible to maximise the profit of the enterprise. However, the
process of operation planning is mainly concerned with the procedure as planning,
organising and supervising process to make the crucial improvement for the higher
profitability (Ivanov, Dolgui and Sokolov, 2019).
On the other hand, supply chain management can be termed out as centralized
management of the flow of good and services that is inclusive of the process as
transforming raw materials into final commodities. In addition to this, it is defined as
integration of the supply chain activities that helps to improve supply chain relationship
in order to gain competitive advancement.
The two main areas that is mainly concerned in this report as product design and
managing quality. Therefore, product design termed out as to bring the innovation within
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the existing commodities of the enterprise so that working of the enterprise can be
positively developed and enhanced.
On the other hand, the another area for the brining up the improvement is as quality
management as this aids to bring out the productive results that helps to enhance the
organisation productivity. With help of bringing quality within the commodities helps to
bring improvement in the supply chain relationship and this can also be beneficial in
terms to gain the competitive advancement (Tse, Zhang and Fernandes, 2019).
Henceforth, the managing quality and product design both are the areas that
need major focus by the managers of Bentley Motors.
Application of theories and techniques that must be applied.
Operation and supply chain management are the two core areas that aids to
bring stimulate business function and also helps to streamline business activities. With
help of it, the all things within the organisation can be carried out effectively (Copacino,
2019). Thus, the areas as quality management and product design that need to be
improved with use of techniques as-
Total quality management-
As per the view of Kusi-Sarpong, Gupta and Sarkis, (2019) stated that TQM
approach that can be use by the enterprise to bring improvement within the internal
processes and also allows to enhance the customer satisfaction. This is needs to be
properly implemented to manage the quality within the enterprise. It is one of the
effective techniques as this leads to decreased in cost in relation to corrective and
preventive maintenance and also helps to improve overall performance of the
enterprise. This also allows to keep the customer happy and aids to enhance the
customer retention rate. In addition to it, this defined as approach that seeks to improve
the quality and performance that aids to meet out and also exceeds the customer
expectation. This is one of the effective approach that aids to bring stability in business
functions. Effective TQM helps to streamlines business working effectively and
smoothly. This also support to bring competitive advancement to the enterprise.
Total quality management defines the culture, organisation and attitude of the
enterprise that aids to striving to produce the high quality commodities and services that
helps to meet out the customer expectation. The TQM has become the term that is
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associated as holistic management approach to undertake the business processes with
aim of obtaining efficiency and customer satisfaction. TQM is defined as approach that
mainly involves in improving quality and performance of the commodities and services
of the firm. Henceforth, the main motive is to create the customer satisfaction and full
fills their expectations level.
The purpose of this essay is to how Bentley undertake the analysis of the
effectiveness of the Total quality management in auto-mobile industry. Henceforth, the
quality of the product or service plays the crucial role within the current business
environment. Total quality is the philosophy that is very attractive to provide guidance to
each activity within the business. In order to cope up with it, the quoted enterprise is
taking initiatives to develop and sustain the culture of continuous improvement with help
of full filling the customer satisfaction by providing commodities at the low cost (Mangla,
Sharma and Xu, 2019). The main aim of this entity is to provide the best product and
service at the minimal price in order to cope up with the current competitive business
environment. In addition to it, the Total Quality Management can be defined as business
approach to improve the efficiency, competitiveness and elasticity of the enterprise and
that is beneficial for all the stakeholder of the enterprise.
The customer of Bentley are price sensitive but they also expect to have value for
money, larger firms are able to gain economies of scale and they become able to deliver
the low price commodities to the market. Thus, the cost of quality can be considered as
an additional cost but in the present the cost of quality has taken the major role for the
commodity costing. Additionally, the application of the Total quality management has
shown its importance within the service industries to improve the quality of service and
customer satisfaction level as this resulted into enhancement in competitive
advancement. Within the UK, the service auto-mobile industry has represented the
dynamic and important sector and this also occupies the major part of the economy.
Additionally, rapid development of the new levels of service capabilities can proved to
be the best solutions to deliver the high value added services to satisfy the need of
customer within the UK auto-mobile industry. Therefore, this entity has also used
Kamikaze method of continuous improvement and this act as the winning strategy.
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Henceforth, it can be stated that Bentley Total quality of the management is
mainly relate about to managing the quality of work and this also allows to reduce the
service cost. Thus, effective application of the TQM will help the Quoted entity to
undertake the development within the business plan by adding value to customers.
House of quality-
According to the view of Kouvelis, Wu and Xiao, (2019) stated that House of
quality termed out as the process for product development that is mainly inspired by the
customer desires for the commodities or process development. It is the tool that has the
capabilities and resources of the enterprise that seeks to meet out the desired needs. In
addition to it, this is defined as approach that is inclusive of listening to customers,
translating their desires into the written plan and this also prioritize the steps of
execution that is based on the needs and requirement of the customers. Additionally,
Bentley must have the use of this approach as this aids to bring significant changes
within the existing commodities. Therefore, the House of Quality defined as process that
called out as Quality, Function and Development. It is one of the effective term that
represents the focus of the function and execution of the quality plan and this also helps
to undertake the application for the deployment of that plan (Ateş, 2019). In addition to
it, this is defined as planning process for the commodities and services that starts with
the voice of the customer. It is term that enables the people to think together. In the
present era, the auto-mobile company is continual evolving and this can have huge
impact on the working of the enterprise. This is defined as technique in which customer
translate what customer needs to undertake the changes in product and services that
can aids to satisfy their need. In the present era, the technological advancement are
continually enhancing so there is huge need to undertake those approach that can aid
to analyse the trends and needs of customers within the market.
As per the view of Zijm, Klumpp and Heragu, (2019) stated that Quality Function
and Deployment are termed out as the house of quality that can be used for consumer
commodities to undertake the investigation and to manage the design trade off. This is
also defined as technique that is involves about studying customer requirements. In
addition to it, customer requirement can be in the form of marketing survey that can be
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targeted towards the certain marketing groups. Thus, Bentley must use this approach
as the primary purpose of QFD & House of quality are as-
 Understand customer desires- It is model that is very effective in terms to
identify the need of customers to build their product and process. By
understanding the customer, entity can able to bring the development within the
commodities.
 Understand customer priorities- This is crucial to identify the priorities of the
customers so that needs of the customer can be analysed in well and effective
manner. With help of knowing their priorities the change within the existing
commodities can be done as per the current trends of market.
 Departmental Buy in- It is the process that aids to create the plan that address
the all true priorities on which department gets agree.
 Allocate resource- It aids to develop the physical products or creates the
process for the customer and resource that are needed to done effectively. Thus,
firm needs to arrange the resource as per the need of customers so that they can
able to undertake the business functions in well and appropriate manner.
Potential areas of improvement that need to be reviewed critically.
This is crucial that business has to improve its performance to bring out the
competitive advancement. Thus, suggestive measures can be given with the use of
Triple bottom theory by incorporating economic, environment and social factor.
Therefore, its defined in the following manner as are-
Triple Bottom theory- This is defined as framework that recommend that firm commit
to focus on social and environment concern to undertake the effective business
functions within enterprise. Therefore, these are given in following manner as are-
 Social sustainability- It is defined as measure in human capital that is inclusive
of the position within the local society. Therefore, the social bottom line has
enhanced the fair and beneficial practices with the use of the corporate
community involvement. This approach must be undertake as this helps to
implement fair standards by implementing the corporate social responsibility.
 Environmental sustainability- This approach also define the impact on the
environment of the natural resources that uses by the firm. It must be implement
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as this allows to control the environmental bottom line by managing, monitoring
and reporting the consumption of waste and emission (Mangla, Sharma and Xu,
2019). This works for department of EHS with the use of most sustainable
business model that help in waste reduction and green policies corporate wide
values at the all levels of management.
 Economic sustainability- It is that line approach that can aids to strengthen the
economy as part that will continue to succeed in the future that contributes
overall health of its support network and community. In addition to it, business
must be aware of the traditional profits. Thus, economic stability aids to
undertake business condition in better mode. It supports to assist local suppliers
that stay in business and innovate.
Henceforth, this can be stated that Triple Bottom theory approach helps to
understand the its position within the current economy and this has ability to survive in
the future. All are these factor helps to determine in the business successfully and also
generates the long term profitability.
CONCLUSION
From the above report it can be aforementioned that operation and supply chain
management plays the crucial role in terms to bring the quality result within the
enterprise. These both are the crucial to undertake the effective operations and also
allows to enhance competitive advancement. The present study has covered the
activities of Bentley Motors, it is manufacturing industry that is engaged in
manufacturing of auto-mobile products.
Furthermore, report has focused on the activities as to undertake critical review
the operations and supply chain management with help of theories to Managing quality
and to undertake product design. However, study has also provide solution of the
operation management to bring the effective operations with use of Triple bottom theory.
Lastly, recommendation has been given on the bring improvement in operation and
supply chain activities of the enterprise.
RECOMMENDATION
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To manage the operational, supply chain management activities of the enterprise,
the suggestive measures to improve the performance of enterprise are defined in
following manner as are-
 The entity should use effective customer assistance approach to timely assist the
customers. It helps to facilitate the better relationship with customer so that
things the needs and wants of the customer can be analysed. The quoted firm
must know the golder rule of customer services is that treat the customer as any
business owner want to be treated. Thus, it aids to create the better relationship
with the entity.
 Bentley should hire the skilled labour workforce so that they have creative and
innovative approach to streamline the business functions and develop the
product design. This can be one of the effective ways to produce better and
attractive features and also supports to modify the existing commodities.
 Innovation in the auto-mobile industry plays the crucial role to undertake the
business activities systematically. Recycling the production of the carbon-dioxide,
emissions and other environmental concerns are the main agenda of auto mobile
manufactures. This helps to undertake the business conditions effectively and
efficiently.
 This entity must take initiatives to apply approaches as TQM and house of quality
to facilitate the quality management and effective product development. These
both techniques helps to shape the business in innovative manner and also bring
flexibility in the working conditions. With help of application of it, brand image of
the firm can be sustained and enhanced.
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REFERENCES
Books and Journals
Modak, N.M. and Kelle, P., 2019. Managing a dual-channel supply chain under price
and delivery-time dependent stochastic demand. European Journal of Operational
Research. 272(1). pp.147-161.
Ivanov, D., Dolgui, A., Das, A. and Sokolov, B., 2019. Digital Supply Chain Twins:
Managing the Ripple Effect, Resilience, and Disruption Risks by Data-Driven
Optimization, Simulation, and Visibility. In Handbook of Ripple Effects in the
Supply Chain (pp. 309-332). Springer, Cham.
Tse, Y.K., Zhang, M. and Fernandes, K., 2019. Managing quality risk in supply chain to
drive firm's performance: The roles of control mechanisms. Journal of Business
Research. 97. pp.291-303.
Copacino, W.C., 2019. Supply chain management: The basics and beyond. Routledge.
Kusi-Sarpong, S., Gupta, H. and Sarkis, J., 2019. A supply chain sustainability
innovation framework and evaluation methodology. International Journal of
Production Research. 57(7). pp.1990-2008.
Mangla, S.K., Sharma, Y.K. and Xu, J., 2019. Logistics and distribution challenges to
managing operations for corporate sustainability: Study on leading Indian diary
organizations. Journal of Cleaner Production. 238. p.117620.
Kouvelis, P., Wu, X. and Xiao, Y., 2019. A framework of hedging decisions for supply
chain partners. Foundations and Trends® in Technology, Information and
Operations Management. 12(2-3). pp.189-200.
Ateş, M.A., 2019. 5 The link between operations strategy and sustainable supply chain
management. Handbook on the Sustainable Supply Chain. p.63.
Zijm, H., Klumpp, M. and Heragu, S. eds., 2019. Operations, Logistics and Supply
Chain Management. Springer.
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Modak and Kelle, 2019 Ivanov, Dolgui and Sokolov, 2019 Tse, Zhang and Fernandes,
2019 Copacino, 2019 Kusi-Sarpong, Gupta and Sarkis, 2019 Mangla, Sharma and
Xu, 2019 Kouvelis, Wu and Xiao, 2019 Ateş, 2019 Zijm, Klumpp and Heragu, 2019
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