Analysis of Change Management Strategies: Bentley and Aston Martin

This report provides a comprehensive analysis of change management and leadership strategies employed by Bentley Motors and Aston Martin Lagonda Global. It begins with an introduction to change management and leadership, highlighting their importance in achieving organizational objectives and competitive advantage. Task 1 explores the impact of change on these two luxury car manufacturers, examining internal and external drivers, including environmental, organizational, and market-related factors. The report compares their responses to change and assesses the impact on their strategies and operations. Task 2 delves into leadership decision-making, utilizing force field analysis to identify driving and restraining forces influencing change within Bentley. It also examines the barriers to change faced by Bentley. Task 3 explores different leadership approaches and models relevant to change initiatives. The report concludes with a summary of findings and recommendations for effective change management, including the application of Kotter's 8-stage model and Lewin's change model. The analysis provides valuable insights into how these companies navigate change and maintain their market positions.

UNDERSTANDING
AND LEADING
CHANGE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 Managing the Impact of Change.......................................................................................1
Part A. Responding to Change.....................................................................................................1
Part B Impact of Change..............................................................................................................3
TASK 2 leadership Decision-making..............................................................................................6
Force Field Analysis of Bentley..................................................................................................6
Barriers of Change in Bentley.....................................................................................................8
TASK 3............................................................................................................................................9
Different Leadership Approaches................................................................................................9
Leadership Models.....................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Change is the process of evaluating some different factors which can help to differentiate
them. It is the process of transforming business into more effective which can also help the
business organization to achieve its objectives and attain competitive advantage. Business have
to analyse effective change management strategies to increase the efficiency of business legal
entity. Change management is the process of identifying systematic information, techniques and
methods which can impact activities of business organization. This will help management to
develop strategic planning with the use of available resources in the business environment.
Leadership is the knowledge and skills of an individual or group of individual which help
to influence people to motivate them to increase their willingness to do their work. Leadership
management help to provide those knowledges and skills to people which will help them to
increase their efficiency and succeed their objectives effectively.
This report has a brief description of Aston martin Lagonda Global and Bentley Motors
to analyse their change factors and strategies which help them to increase their efficiency and
achieve competency in market. The two organization are major luxurious car manufacturing and
are competitors of each other. Bentley was established in 1919 and headquartered in England.
UK, Whereas Aston Martin was established in 1913 in England, UK. This report has an objective
to compare and contrast the strategies of both companies to analyse the effectiveness of change.
It will also describe about all the internal and external drivers of change which will impact
business activities of both companies.
TASK 1 Managing the Impact of Change
Part A. Responding to Change
Drivers of change help organization to understand all the factors which can help to
transform or upgrade business activities. This will also help organization to increase their
knowledge and skills to increase their sales. Drier of change in an organization can be of internal
and external nature which can impact the efficiency of operation. It is very important for Bentley
and Aston martin to analyse the drivers of change as it will help them to be more effective in
market and achieve their objectives (Min, Johnson and Ziedonis, 2019.
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Drivers Aston Martin Bentley
Environment Environmental changes are not be
controlled by business and have to be
analysed to carry nature of business
and increase sales. Bentley analysed
global warming which have impacted
the sales of cars as it is affecting the
ozone layer of atmosphere. This has
also decreased the efficiency of
business to grow and achieve its
objectives. Company have innovated
and increased the quality of fuel
emission which is very low to avoid
pollution in environment and the
company also organized some
awareness campaigns which helped
them to regain their market share.
Bentley have analysed that the
changes in environment have also
helped the company to realize some
effective strategies to innovate and
provide intoxicated batteries and
company have also used all the
alternative which will not harm the
environment and also increase the
value of cars. With the help of
effective environmental policies of
company it also helped to satisfy their
customers to provide quality with
safety and also care about
environment. This also helped
company to increase their goodwill in
market,
Organization
structure
Due to change in market trends and
employees potential the company have
analysed to increase the efficiency of
management structure which provided
a better communication channel to all
employees internally to increase
efficiency of work to achieve
objectives. Company have shifted
form flat structure to Matrix structure
which is more effective and also
increase the quality of operations.
Bentley have analysed the need to
adopt the change form organization's
structural framework as it was
decreasing the value of vision of
company and also increasing
employees turnover and with
Hierarchical structure it will help to
increase motivation of employees and
increase their potential by training
and development.
Strategies Aston Martin have segmented the Bentley have also adopted high
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market according to high income level
customers, upper social class and also
reputed individuals. This also helped
company to ensure the position of their
product and increase the marketing
strategies and increase the sales.
Company have also used the high
pricing strategies which attracted high
standard of living of people and
achieved the objectives. This change
also help to increase the efficiency of
market coverage and help to compete
with other competitors.
pricing strategies. Company also
provide high quality of luxurious cars
with better services which satisfy
their customers and increase the
growth rate. This also helped to
increase the competency in market as
the company does not use typical
marketing and used high end
marketing exclusive high end
customers which will also increase
the value of cars and increase the
sales.
Part B Impact of Change
In the internal and eternal business environmental factors which will impact the growth
of company and decrease the quality of products and services. Business also have to analyse
these factors to increase the information and evaluate all the challenges which is faced by the
company to formulate effective strategies. Bentley and Aston Martin need to analyse all the
factors in order to understand the market and also compete effectively to gain better market share
and increase the growth of the company.
Political Factors- Political factors are very essential for both companies to be analysed as both
are multinational companies and it will help to regulate effective policies to analyse the change
in market. Bentley have analysed that Governmental policies can impact the productivity of
company and this also helped them to motivate their employees to understand all the policies and
accept the changes like environmental policies due to heave air pollutions. This helped company
to identify new alternatives to create cars with innovative technologies which are also legal in
nature this has changed the cultural values and ethics of leaders and managers to guide their
employees and achieve their objectives according to new policies. Whereas Aston Martin have
analysed the taxation policies of government which helped the company to focus of new pricing
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strategies and also lower the cost to increase their profit margins. This also helped the company
to analyse the political situation of the market so that they can incest in it with low risk and high
returns.
Economic Factors- this factors is also very important for analysing the change in the organization
as it will also impact the behavioural patterns of employees due to increase of decrease in
economic condition of company. Aston Martin also have to analyse the GDP rate of market and
exchange rates this will impact the budget of company and this will also decrease the efficiency
of financial polices formulated by leaders. With the change in policy it will fluctuate the
behaviour and attitude of leader to influence their employees and provide effective
understanding. Whereas Bentley have analysed the changes in inflation which have decreased
the value of their products and services this also deceased the profitability of company which
discourage leadership to support their employees and which also made their employees
ineffective.
Social Factor- Leadership policies of Aston martin was impacted with the change in preferences
of customers and also income level of customers in market. This factor decreases the efficiency
of leadership policies for marketing and decreased sales drastically. With the increase customers
satisfaction it helped to attract new customers in the company. Bentley have analysed that the
lifestyles and standard of living of customers of the market have changed which have also
decreased the efficiency of leadership policies which also impacted the productivity of
employees and manufacturing units also suffered high cost production. This also increased work
load on employees and impacted to rise employees turnover (Kua and et.al., 2016).
Technological factors- This Factor also helped Leaders to analyse differ style to influence the
employee as evaluation of technology has decreased the efficiency of current product and also
decreased the customer base of Aston Martin. This also helped leaders to motivate employees to
increase their efficiency by training and developing them. It will help to increase the productivity
and innovative skills to grow the company. Bentley have analysed that due to change in
technology it has also impacted their customer;s behaviours as they are opposed to learn new
technology and understand the market trends to achieve the market competition and attain core
competency.
SWOT Analysis
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Strengths-
 The strength of Aston martin as they have kept themselves at peak even after 100 years of
establishment (Nadim and Singh, 2019). Aston martin also has a large market structure
which help the company to increase the quality of wok and also motivate employees to
analyse change according to internal factors.
 Whereas Bentley have huge fan base which help to increase its sales and provide better
opportunities to increase its capital. It also has the efficiency of implementing new
technology.
Weaknesses-
 Bentley do not have large market which help them to market their cars it it also limits
their options. The company also have ineffective manufacturing plants which is not able
to fulfil the demands of customers on time (Dick and et.al., 2018).
 Aston Martin have fewer opportunities of target segments as is focuses on higher social
class.
Opportunities
 Bentley has the opportunity to become more environment friendly with the new
technologies and raw materials. Company can also expand their market in new countries
which are developing and have potential.
 Aston Martin also have the opportunities by deceasing the prices of cars and also
manufacturing low prices cars which will attract more customers of lower income
segments.
Threats
 Bentley also have analysed that company also can impacted with the change in
governmental policies and regulations which will decrease the productivity. Due to less
marketing competition of company is very tough.
 Aston Martin need to develop the electric cars to shift from fluctuation rates of petrol.
Recommendation
Bentley need to adopt kotter's 8 stage model of change which will help them to increase
efficiency to accept the change and increase the performance of employees. Whereas Aston
martin need to implement Lewin's change model to understand the organizational behaviour and
also improve the opportunities to increase the satisfaction level of customers.
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Conclusion
Change management is very essential and has to be adopted in business organization
which would help to provide a better understanding about all the different techniques in market
(Salman and Broten, 2017). This helped Bentley and Aston martin to increase their efficiency
and compete in the market to achieve their objectives and also retain their employees to decrease
the cost of companies.
TASK 2 leadership Decision-making
Force Field Analysis of Bentley
Force field analysis is a technique which help to provide a detailed information about all
the forces which help the organization to support change and factors which restrict the change in
organization (Sibbet and Wendling, 2018). This analysis is very essential to increase to make
effective decisions which will help to develop skills and knowledge of employees and improve
performance of employees.
Driving Forces
Company have analysed some droving forces which helped the company to adopt the
change and increase efficiency of the company.
Employees- employees of Bentley are very skilled and knowledgeable which are capable to
understand their importance of change and also support with the change framework to increase
the performance of company in market and achieve objectives which will help them to achieve
core competency. Employee also help the employees to provide better opportunities for
formulating the strategies, and they can also help by participating in the decision-making by
providing their creative and innovative ideas which can also decrease the cost of company.
Products- Products and services are the driving factors which will help the company tom increase
the quality of strategies and it will also help to provide a better and efficient work force. With the
help of effective quality of cars and other services it helps the company to implement change in
the company as it is the motive of the company to increase the customer satisfaction to their
customers. This also help the company tom increase the market research to increase the
information about the current market trends to be effective and achieve market leadership.
Technology- Digitalization is very essential factors which have helped Bentley company t
increase its leadership styles and also made the decision-making of leaders more effective with
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better information. With the adoption of effective information system in the company will also
help the management to attain effective information about performance criteria of employees to
generate effective strategies which will help tom increase the quality of products and services
(Sibbet and Wendling, 2018).
Globalization- this factor also help leadership to understand new techniques in the company and
learn new cultural values which can be implemented in company according to the market and
behavioural patterns of customers and employees (Kroll, Kelly and Rates, 2019). This will also
help to increase the market share and increase profitability to invest more in the market. This
driving force help the leaders to understand all the types of employees and make effective
recruitment and selection process to analyse their effective job description to hire more talented
employees.
Restraining Forces
Bentley need to analyse the restraining factors which impact the strategies of change and
decrease the performance of company in the market.
Capital investments- this factor is very essential for the company to expand as it provides
financial support top all the activities of the company and Bentley is having a limited capital
funds which is only used for increased the efficiency of products or purchase of new equipments
these alternatives will decrease the efficiency of the company. This will also decrease the
goodwill of the company and decrease creditability to take loans. This will also discourage the
investors to invest in the business thus reduce the performance of leaders in the company (Peters,
2019).
Lack of Motivation- Employees are trained and skilled but the employees are still not motivated
in company which will also decreasing them to accept the change and get influenced by the
leaders to attain objectives. This will also discourage leadership strategies as expectation of
employees rise with time, and they want more which increase the cost of company which also
decreases the productivity.
Laws and Regulations- Governmental laws and regulation can also impact strategies which are
formulated by leaders. This will also impact the activities and rules and regulations which define
the organization's culture will be disturbed. Bentley need to analyse all the factors which
decrease the quality of their product in the stage of change. This will also impact the cost of
production and prices of products and services which In return will impact the sales of business.
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Barriers of Change in Bentley
Barriers are the factors which directly impact the operations of business nature and
decrease the growth of business to achieve its objectives (Gaspar, 2017). Bentley have to analyse
all the barriers of change so that they can implement in a very effective way. This will also help
the company to increase the information about all the factors which decrease productivity of the
company which will help to formulate effective strategies and policies.
Participation
Lack of participation of employees In the transformation of company is a type of barrier
of change management. Bentley have to analyse the factors which support these barriers so that
they can be solved from the roots (Iles, 2017). Employees should be involved in the decision
marketing of the company and also provide their opinions about the change. It will also help the
employees to improve their skills and knowledge and also increase their motivation with the help
of appreciation and rewards. This also decrease the cultural values of company to integrate with
employees and increase the productivity of the company.
Lack of Communication
Communication is the major factor which help the company to grow and if
communication is not effective it will decrease the efficiency of the company and discourage all
the employees to understand the importance of change. Bentley also have to analyse the effective
communication channel; to provide the proper delivery of message with fast speed and to reach
every employee of the company. Communication also help to integrate employees with the
vision of Bentley.
Unidentification of Condition
Leaders are responsible to identify the present situation of the company by creating
effective strategies which will help to understand all the factors of the company and analyse
them in a very effective manner to achieve the goals. Bentley have to analyse their current
position in market and what are the factors which will help them to increase their quality of
products and services. This will help to increase the change strategies.
Critical evaluation
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Leadership is very essential aspect which Bentley have analysed in the change
management which help to increase the efficiency of the company and provide better
understanding which have increase the potential of their employees.
TASK 3
Different Leadership Approaches
Leadership approaches are the techniques which are used by the leaders to increase the
efficiency and provide better results in business organization. This will help Bentley to increase
their information system and also gain better knowledge to be successful in adopting change in
the company. This will also help leaders to be more effective in influencing their employees and
proving them skills and knowledge with the help of training and development which will help
them to increase their efficiency to achieve their particular objectives (Byers, 2017).
Behavioural Approach
In this approach of leadership the focus of leaders are on the behaviours of employees to
formulate effective strategies and make them more effective. With the help of behavioural
approach leaders help to notice on the attitude and values and actions of employees which can be
like leaders in order to understand all the factors and increase the efficiency of products of
company with effective management and high work force which will help to increase the market
share by developing skills of leaders and motivating customers to buy the cars of company and
attain competitive advantage (Drago-Severson and Blum-DeStefano, 2018).
Situational Approach
Leaders in this approach will also help to increase the quality of their techniques
according to the situation which will also help the employees to be motivated and increase their
efficiency. Leaders will have to adopt this approach to manage all the factors and help Company
to improve the market share and provide internal efficiency. In this approach leaders should have
effective knowledge about all the factors and skills to take decisions which will help them to
formulate effective policies and increase the efficiency of the company. Bentley have also
analysed that this leadership approach will increase the quality of products and services and also
help them to achieve competitive advantage.
Transactional Approach
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This approach of leadership will help the Bentley to motivate their employees as this
approach provides some rewards and appreciations which will help the employees to be
influenced so that they can easily agree to accept the change in the organization ad maintain the
performance. This will also help the employees to achieve their personal goals as they will also
be rewarded with monetary rewards which will also help employees to fulfil their desires and
wants (Nelson‐Brantley and Ford, 2017). This approach help to increase employees loyalty of
company and provide retention. With the decrease in employee turnover it will also help Bentley
company to decrease their cost of operations and also training and recruitment cost will also be
reduced.
Leadership Models
Bentley also have analysed effective model for leadership which will help to adopt
appropriate change in the company. This also helped the company tom promote their strength
and use them to increase the quality of their products and services. This also help to develop
innovative thinking in the company which helped to increase the efficiency of employees.
Authoritative Leadership Model
This model help leaders to focus on the authority of task, and they also are more
concerned about the task completion of the employees (Espedal, 2017). They are responsible to
formulate the objectives and helping their employees to achieve these objectives with the help of
effective skills and techniques. The focus of this leadership is to adopt successful change in the
company so that it can increase the efficiency in the market and increase goodwill.
Coercive Leadership Model
This leadership model is focused on the effective directions about the policies to
employees so that they can attain their objectives with better results and with fewer mistakes.
This will decrease the loss and also promote the company to be effective in achieving the
competitive advantage in the market (Yrjölä and et.al., 2019).
CONCLUSION
This report had a brief information about Bentley and Aston martin which helped to
compare the change management between both companies. This also gave a brief understanding
about all the factors which helped the leader to be more effective in transforming the company. It
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