A Report on Bentley Motors: Sustainable Operations and CSR Analysis

This report provides an overview of Bentley Motors' sustainable business operations and corporate social responsibility (CSR) initiatives. It examines Bentley's commitment to becoming climate neutral by 2030, focusing on their efforts to reduce environmental impact and carbon footprint through the adoption of new technologies, lean manufacturing principles, and investment in electric vehicles. The report highlights Bentley's corporate social responsibilities, including equal opportunities, collaborative well-being, and energy consumption management. It also identifies areas of concern, such as the environmental impact of lithium-ion battery production for electric cars and the challenges associated with battery recycling. Alternative business practices, like collaborating with suppliers for eco-friendly battery extraction and recycling, are critically evaluated. The report concludes with recommendations for Bentley Motors to enhance their sustainable practices, such as exploring alternative battery production methods and further reducing carbon emissions, while also noting that Desklib offers students access to similar solved assignments and study resources.

Assessment 1

Contents
PART A...........................................................................................................................................3
INTRODUCTION ..........................................................................................................................3
Overview of chosen organisation.................................................................................................3
PART B ...........................................................................................................................................4
Demonstrating the understanding and background for sustainable business operations.............4
PART C............................................................................................................................................6
Outlining particular areas of concern in relation to chosen business organisation .....................6
PART D...........................................................................................................................................7
Critical evaluation of alternative business practices in relevance with identified area of
concern ........................................................................................................................................7
PART E............................................................................................................................................8
Recommendations .......................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

PART A
INTRODUCTION
Sustainability is concerned with societal growth through meeting own needs without
adjusting the capabilities of meeting future wants in a strategic manner (Arvidsson, Arvidsson
and Harrison, 2019). Corporate sustainability is concerned with management as well as
coordination of environmental, financial and social demands for ensuring the maintenance of
ethical responsibility in an effective manner. It is considered as important as it contribute
significantly towards the health of organisational structure which helps in creating an thriving
environment for businesses. Sustainable business practices are considered as beneficial for
establishments for minimizing their operational cost as well as enhance productivity levels. In
order to better understand about the sustainability of operations, Bentley Motors is taken into
consideration. It is an UK based luxury cars manufacturing company which has its headquarters
at Crewe, United Kingdom.
This project highlights an demonstration of corporate social responsibility of chosen
organisation. This also depicts an understanding of impact of change of business operations due
to sustainability issue. It also illustrates benefits as well as cost of economic growth in relevance
with sustainable operations. This project report also highlights a critical evaluation of alternative
business operations in respect to determined area of concern.
Overview of chosen organisation
Bentley Motors Limited is a British manufacturer as well as marketer of luxury cars
which has its headquarters at Crewe, UK. Managers of Bentley Motors believe in adoption of
new technologies in regards with their materials and fuel by enhancing sustainable methods.
They are committed to become climate neutral by 2030. They are planning to come up with
powerful combustion engines and will provide hybrid range of electric vehicles. They are
reinvesting in their brand for becoming leader in regards with sustainable luxury mobility. They
have also transformed their assembly lines into carbon neutral luxury factory. In order to adopt
sustainable practices in an effective manner, they are developing their electrified models,
improving their supply chains and collaborating with retailer networks in an effective manner.
Their employees are passionate and committed for becoming innovative as well as
creative thinkers in a strategic manner. They are helping Bentley Motors in moving further in

their journey of adoption of sustainable practices effectively. Managers of Bentley Motors are
trying to drive changes through effective collaboration. They are also providing their colleagues
with varied opportunities so that they can share ideas as well as practical suggestions for
modifying the processes.
PART B
Demonstrating the understanding and background for sustainable business operations
Sustainable business operations is concerned with taking the effects into account in
regards with personnel, environment and community in a strategic manner (Bendell, 2017). It is
essentially a part of corporate social responsibility which should be addressed by organisational
managers effectively. It helps in operating the business activities in such a way which recognises
resources as limited as well as valuable.
It is imperative for business houses to adopt sustainable practices in regards with global
development as well as enhance the capabilities to adapt the changes in a strategic manner
(Borglund and Et. Al., 2021). Businesses face more environmental issues as they produces those
items or things which cause to human population and varied organisms in a strategic manner.
Technological advancements are not developed for making the lives of humans easy but they are
making it vulnerable.
It is the time whereby business organisations need to tackle the situation by following the
practices of corporate social responsibility in a strategic manner. In relevance with Bentley
Motors, they are trying to reduce the environmental impact as well as carbon footprint from their
operations in a significant manner. They have focused on energy as well as environmental
management which will help them to secure a landmark of having a certified PAS 2060 which is
a carbon neutral standard (Bentley, 2022).
In order to adopt sustainable practices in their operations, they have installed numerous
solar panels which is considered as largest solar erray in UK. Managers of Bentley apply lean
manufacturing principles in order to strategise the sustainability in their operations. This practice
led to enhance their efficiency by a significant percentage in a strategic manner. This has aid
them in driving significant progress in relevance with environmental performance. They are also
planning to become plastic neutral by the end of year of 2025 (Bentley, 2022).

Their business operations are helping them to become a role model in regards with
biodiversity. They are also planning to launch their first electric car which provides effortless
overtaking performance to the users in an exponential manner. Managers of Bentley are driving
their business operations with the aid of newer technologies, skills through sustainable methods.
They are willing to build a status of carbon neutral for their assembly lines by making it a
'Bentley Dream Factory' by 2030 ( TOMORROW AND BEYOND. 2022)
Organisations have adopted a practice or a sort of business model which is known as
corporate social responsibility through which they maintain sustainability in their operations.
Corporate social responsibility is concerned with managing and integrating social as well as
environmental concerns in regards with stakeholders. Main purpose of corporate social
responsibilities in relevance with Bentley is to reduce carbon footprint and adopt sustainable
practices while performing business operations. Managers of Bentley Motors have implemented
the corporate social responsibilities in an effective way which essentially encompasses of
providing equal opportunities, collaborative well-being, energy consumption and many more.
Maintaining sustainability in organisations also help them in making their brand viable as well as
favourable in the eyes of public (Fernando, Jabbour and Wah, 2019).
Changes have started to become in respect to innovative luxury electric car at Bentley.
This manufacturing process lead them to hire numerous professionals as well as experts which
incurred huge cost for company. These changes are driving the business operations of Bentley
towards net-zero waste as well as water use. Due to unpredictable environment, more changes
can occur which can affect the workplace culture of Bentley. This can enhance their strategies in
relevance with operational efficiency.
Approach of managers of Bentley is to redefine their business model by investing in
accelerated journey in respect to electrification. Business model of Bentley was previewed with
their revealing of their model range of all-electric EXP 100 model which features that they have
used sustainable materials in their manufacturing unit (Bentley outlines Beyond100 strategy,
2020). For developing their business model, managers of Bentley will require a greater diversity
in respect to talent which can be attained by them through providing proper training comprising
of digital innovators as well as creative thinkers.
Bentley Motors concentrates on attracting diverse candidates for increase of their
management population by a specified percentage. They are also planning to enhance their

customer experience through product visualisation, co-creation as well as digital journey in a
specified manner. In order to maintain their brand reputation in market, they are appealing
massive customer base who tend to seek socially acceptable business houses. They are
committed to become pioneers as well as role models in regards with sustainability. Managers of
Bentley Motors have reinforced their #GoTo Zero plan by engaging their colleagues as well as
team which essentially focuses on practices related to climate change and sustainability
(BENTLEY’S “#GOTOZERO” PLAN ACCELERATES DRIVE FOR SUSTAINABLE LUXURY
FROM THE INSIDE OUT. 2021).
PART C
Outlining particular areas of concern in relation to chosen business organisation
Managers of Bentley Motors are following the practices of their drafted corporate social
responsibilities statement in an effective manner. They are also planning to bring their innovative
luxury electric car in few years. However, the issue which they are facing is manufacturing
process of their electric cars which led to environmental degradation in a significant manner. As
in production process of electric cars, a battery is used which is made up of lithium and ion.
Extraction of these metals can poses as a threat for environmental degradation which create
issues in practising sustainable operations in an effective manner (Gupta, Kumar and Wasan,
2021).
Carbon footprint can be described as amount of green house gases principally carbon
dioxide which is released in atmosphere through specified human activities (Hoque and Et. Al.,
2018). It is imperative for organisations to adopt strategies which help in reducing the carbon
footprint in operations as per the environmental laws of UK. Managers of Bentley are
determined to curb the practice of carbon footprint which lead them to enhance their sustainable
operations in a strategic manner.
Product portfolio which is adopted by managers of Bentley Motors is luxurious in nature
and can be afforded by effluent people. They make their products exclusive by using finest
materials in their production process in a strategic manner which is also considered as their
unique value proposition. While adopting sustainable practices, they incur huge cost which led in
quoting high prices of their products. Areas of concern are the use of worse fuel and batteries for
manufacturing hybrid as well as electric cars. While producing electric cars, area of concern is to

build charge stations whose electricity should be made through sustainable methods comprising
of solar panels, nuclear energy as well as wind turbines. It has been assessed that electric cars
generate more carbon emission due to their extraction. These batteries are made up of litinium,
cobalt and graphite which can only be found in beneath the surface of earth. Recycling processes
of these type of hybrid cars is very tough as their batteries which is made up of lithium-ion have
a specified mix of chemical components which does not evolve as a market opportunity (Raut
and Et. Al., 2019). Bentley is using these batteries and fuel in manufacturing of their luxury cars
which is unethical approach.
Aston Martin follows sustainable processes for manufacturing their luxury products.
Managers of Aston Martin works on strategy of using the recycled batteries for adoption of
sustainable practices in an effective manner. This has helped them in adopting sustainable
practices strategically for gaining insights regarding sustainable practices. This practice has also
helped them in making their supply chain effective by reducing carbon emission in a significant
manner (Mattera and Et. Al., 2021).
PART D
Critical evaluation of alternative business practices in relevance with identified area of concern
Area of concern of Bentley Motors is adoption of sustainable practices for making their
batteries eco-friendly. In order to curb this concern, managers of Bentley Motors can formulate
strategies and making effective collaborations with their supplier of inputs. They can use
alternative ways for extracting and recycling of used batteries. However, recycling of lithium-ion
batteries can be a great market opportunity to grab by Bentley Motors. Through this electric cars
production processes can be more greener than ever. They can also ask their team to develop the
alternative ways for producing these types of batteries. Managers of Bentley Motors have
announced to bring electric as well as hybrid vehicles in order to become sustainable. However,
electric vehicles can not be considered as indicators of zero emission batteries which are getting
used in manufacturing of electric vehicles is energy consuming as well as polluting.
Manufacturing of these cars also led to release carbon dioxide in environment which can be
harmful for existing biodiversity (Schwab and Et. Al., 2017). However recycling process of
batteries is not an easy process to and is very expensive for organisation.

They can adopt the alternative of using recycled batteries in their hybrid cars however,
this practice can decrease value of their luxury products. As Bentley is well-known brand which
uses finest materials in manufacturing of their cars. This can also reduces their exclusivity which
is considered as their unique value proposition.
PART E
Recommendations
Bentley Motors works on adoption of sustainable practices in their operations in an
effective manner. They are committed to become leader in regards with carbon neutral in
automotive industry in UK. However company is failing in certain aspects which can harm their
reputation in market. It is recommended to managers of Bentley Motors to use sustainable
materials like batteries and engines for manufacturing their luxury cars. It is advisable to
managers of Bentley Motors to reuse their batteries in order to provide them a second life for
storing wind and solar energy in a strategic manner. This can help them in offsetting the
environmental impact in regards to production of batteries (Scott, 2017). It is imperative for
managers of Bentley Motors to make the charging stations which work through solar energy and
wind turbines effectively. This would help them in making a more viable image among the
public in an effective manner.
It is advisable to managers of Bentley Motors to adopt the right practices in adoption of
sustainable aspects in their operations. They also should make effective collaboration with their
employees as well as team members for indulging their operations towards reducing carbon
footprint within the prescribed economy.
It is advisable to managers of Bentley Motors for making their employees aware
regarding adopted sustainable practices and also indulge them in an effective manner. Bentley
Motors is working on fulfilling their vision which is making their factory or assembly lines a
leader in reduction of waste, recycle as well as improve their resource efficiency by becoming
more sustainable in nature.
In order to make collaborative terms strong among their team members, managers of
Bentley Motors should indulge some activities such as expert talks, development activities and
many more. They should emphasize on actions and awareness of their employees in a strategic

manner. They can kick off their plastic audit practices in order to make their operations paperless
in an effective manner (Singh and Et. Al., 2022).
They can set strategic targets such as involving their employees through engaging
activities in a specified time period of 6 months. They can also measure their success as well as
progressive activities through setting key performance indicators and benchmarking.
CONCLUSION
From the above presented information, it has been concluded that managing sustainability
is considered as crucial task which needs to be addressed by organisational managers for
effective working in an organisation. Sustainable business operations are concerned with making
compliance with set rules and regulations in a prescribed manner which can also affect
profitability of business operations. This has also covered an understanding of sustainable
business model of an organisation and what are the other needful things managers have to keep
take care of. It is imperative for organisational managers to analyse their operations whether they
are influencing the environment in a positive or negative manner. They should also take
desirable actions in order to curb any issues in regards with adoption of sustainable practices in a
strategic manner. It is imperative for organisational managers to adopt sustainable practices in
their operations through making collaborations with their employees as well as suppliers.

REFERENCES
Books and Journals:
Arvidsson, S., Arvidsson, S. and Harrison, 2019. Challenges in managing sustainable business.
Cham: Springer International Publishing.
Bendell, J., 2017. Terms for endearment: Business, NGOs and sustainable development.
Routledge.
Borglund, T. and Et. Al., 2021. CSR and sustainable business. Sanoma utbildning.
Fernando, Y., Jabbour, C. J. C. and Wah, W. X., 2019. Pursuing green growth in technology
firms through the connections between environmental innovation and sustainable
business performance: does service capability matter?. Resources, Conservation and
Recycling. 141. pp.8-20.
Gupta, H., Kumar, A. and Wasan, P., 2021. Industry 4.0, cleaner production and circular
economy: An integrative framework for evaluating ethical and sustainable business
performance of manufacturing organizations. Journal of Cleaner Production. 295.
p.126253.
Hoque, N. and Et. Al., 2018. Is corporate social responsibility pursuing pristine business goals
for sustainable development?. Corporate Social Responsibility and Environmental
Management. 25(6). pp.1130-1142.
Mattera, M. and Et. Al., 2021. Facing a global crisis-how sustainable business models helped
firms overcome COVID. Corporate Governance: The International Journal of Business
in Society.
Raut, R.D. and Et. Al., 2019. Linking big data analytics and operational sustainability practices
for sustainable business management. Journal of cleaner production, 224, pp.10-24.
Schwab, L. and Et. Al., 2017. Sustainable business growth: exploring operations decision-
making. Journal of Global Responsibility.
Scott, J. T., 2017. The sustainable business: A practitioner's guide to achieving long-term
profitability and competitiveness. Routledge.
Singh, R. K. and Et. Al., 2022. Integration of green and lean practices for sustainable business
management. Business Strategy and the Environment. 31(1). pp.353-370.
Online:
Bentley outlines Beyond100 strategy. 2020. [Online] Available through:
<https://www.bentleymotors.com/content/brandmaster/master/bentleymotors/en/world-
of-bentley/news/2020-news/bentley-outlines-beyond100-strategy.html>
Bentley, 2022. [Online] Available through:
<https://corporate.bentley/en/bentley-corporate/sustainability/environment.html>
BENTLEY’S “#GOTOZERO” PLAN ACCELERATES DRIVE FOR SUSTAINABLE LUXURY
FROM THE INSIDE OUT. 2021. [Online] Available through:
<https://www.bentleymedia.com/en/newsitem/1254>

TOMORROW AND BEYOND. 2022 [Online] Available through:
<https://www.bentleymotors.com/en/world-of-bentley/beyond-100/a-sustainable-
future.html>