This project analyzes Bentley Motors' global marketing strategy, focusing on its potential entry into the Japanese market. The assignment begins with an overview of Bentley Motors and the concept of global marketing, followed by a SWOT analysis that identifies the company's strengths, weaknesses, opportunities, and threats. A PESTLE analysis is also included to examine the political, economic, social, technological, legal, and environmental factors influencing Bentley's operations. The project also provides insights into the Japanese market. The analysis aims to provide a comprehensive understanding of the challenges and opportunities for Bentley Motors in the global market, and to provide a market entry strategy. The project is a component of the MK9709 module at Newcastle Business School.