Global Strategic Management Assignment Sample

Global Strategic Management Assignment Sample

Introduction

Strategically managing a company requires analysing different areas related to the business. The current report will be highly focused on the strategic international operations of Aston Martin and Bentley Motors Limited, two companies from the automotive industry headquartered in the UK. Concerning this, the external environment of the company will be analysed through PESTLE and Porter’s five forces, while dynamic capabilities will be compared via VRIO and Value Chain Analysis (VCA). Besides, the CSR initiative comparison of both companies will also be stated. Lastly, initiatives of CSR for enhancing organisational success will also be also be discussed below.

Task 1: External environment and Dynamic capabilities

1.1 PESTLE analysis

The macro-environment analysis of a company can be effectively evaluated through the PESTLE framework as it deals with a high focus on political, social, environmental, technological, economic, and legal factors (Abdoh et al. 2020). This helps in assessing the impact of the steed external factors on the business environment of Aston Martin and Bentley Motors Limited. As, both the companies are headquartered in the UK, therefore, external environment of the UK will be analysed to evaluate the impact on the two companies.

Table 1: PESTLE analysis of the UK

In consideration of the PESTLE analysis, the UK has a stable political environment while the country also has a positive relationship with neighbouring countries that reflects positive impacts on Aston Martin and Bentley Motors Limited. The GDP rate of the country is also growing as of 2022 with an increase in the export rate, further indicating the high scope of sales and revenue of the automotive companies effectively. Nonetheless, Batayneh et al. (2021) argued that an increase in inflation rates could impact companies negatively. A 5.5% inflation rate in the UK can impact on low sales and revenue margin of Aston Martin and Bentley Motors Limited in the UK (Trading Economics, 2023). On the other hand, the high population of the UK and the 99% literacy rate could shape loyal customers of Aston Martin and Bentley Motors Limited in the UK. However, decreasing the spending of customers due to a high inflation rate could impact the company adversely in the current and future scenarios.

Apart from that, the UK has a high advancement of technology while the Government of the UK has invested £19.5 billion in technological development (Department of International Trade, 2022). This is a scope for Aston Martin and Bentley Motors to implement technological innovation within cars that could attract UK customers and increase spending accordingly. Nonetheless, the Equality Act and Employment Act implemented in the UK could help companies in shaping their employment policies and fair operations in the market. Contrary to this fact, the UK is having high environmental challenges while the issue of greenhouse emissions is a major one (Adedoyin and Zakari, 2020). As both the company indulge in the production of electric vehicles (EVs) that produce less or no greenhouse gases, therefore, it can be a beneficial factor for the companies but high missions of CO2 from cars can impact their operation in the UK market.

1.2 Porter’s Five Forces

Table 2: Porter’s five forces

Suppliers’ bargaining power is high within the UK market as potential suppliers of the automotive industry such as steel mainly come from China where the cost of production and labour is low as compared to the UK (Bell and Blanchflower, 2020). Apart from that, different suppliers of exhaust, fuel, electrical systems, cooling systems and others are available indicating suppliers’ authority to bargain in the market. Most importantly, buyers also contain strong powers of bargaining as customers set the demand and trend in the market while negotiating prices of products accordingly. The substitute threat is medium as different substitute products are available in the market but lack quality (Kowalska-Pyzalska et al. 2020). Apart from that, the new entrance thread is low as Aston Martin and Bentley Motors Limited are established in the automotive industries in the UK market while the new entrance needs high resources and capabilities to reach that level. Lastly, industry rivalry is high due to the presence of similar companies in the UK market. For instance, Aston Martin and Bentley Motors are also competitors of each other, further shaping the highly competitive rivalry of the automotive industry in the market.

1.3 VRIO analysis

Table 3: VRIO

Aston Martin

In contrast to the resources and competencies of Aston Martin, cutting-edge design capabilities are one of the important factors considered by the management in terms of highlighting sleek lines and aerodynamic enhancement within their products (Parkplus, 2020). Thereby, it provides a significant competitive advantage to Aston Martin to highlight their product among other competitors in the automotive sector. As of June 2023, the advanced engineering technologies of Aston Martin were noted to be highly effective in terms of developing the leading ultra-luxury high performance electric vehicles in the market (Aston Martin, 2023). For example, both resources of Aston Martin can be highly beneficial for gaining competitive advantage in the global automotive market.

Bentley Motors Limited

As for Bentley Motors Limited, the prestigious brand image has helped the organisation management with the ability to achieve 13th position overall in the extensive group of 250 leading British companies across 25 sectors (Bentley Motors, 2019). For example, Bentley was found to be rated as the ultimate peer review of corporate reputation (Bentley Motors, 2019). Apart from that, the resource of innovative engineering expertise in Bentley has been found to be highly effective in terms of developing vehicles with both luxury as well as performance (Bentley Motors, 2019).

1.4 Value Chain analysis

Table 4: Value Chain for Aston Martin & Bentley Motors Limited

Task 2: CSR initiatives comparison

2.1 Analysis of Stakeholders

In order to analyse CSR, one of the main actions that needs to be considered is analysing company stakeholders. It is essential to consider the analysis of stakeholders so that both companies can understand who to rely on to achieve business targets in the market. Stakeholder analysis has huge importance for both Aston Martin and Bentley Motors as it helps to understand which stakeholders in the business have the highest power and interest and take appropriate strategies for them (Dimitrovski et al. 2021). In addition to that, the importance of internal stakeholders in operational activities and external stakeholders in financial and decision-making activities can be determined.

Figure 1: Stakeholder map

(Source: Created by author)

In respect to the stakeholder map, it has been identified that Aston Martin has included numerous stakeholders such as board of directors, employees, customers, suppliers, and location community (Market Screener, 2024). With the assistance of a massive range of stakeholders, the organisation has received internal and external support to complete its daily targets in the business. To manage stakeholders, Aston Martin has introduced Stakeholder matrix model. In respect to this model, high power and high-interest stakeholders are the board of directors who are managed closely by the business (Dimitrovski et al. 2021). Along with that, the stakeholders with low power and low interest such as suppliers are monitored to determine the changes in behaviour within them.

Apart from that, the stakeholder map has shown Bentley has included a higher number of stakeholders such as retailers, customers, suppliers, government, NGOs, and industry bodies (Bentley Motors, 2022). With guidance of massive number of stakeholders, Bentley has been able to receive sufficient financial support from the external stakeholders and operational support from the internal stakeholders. The higher number of stakeholders has also helped the management of Bentley to make accurate and reliable decisions regarding business activities constantly over the years. This is important for the business as it can help to mitigate uncertain financial risks in future and continue business activities accurately. To manage the stakeholders of Bentley, management has provided long-term value and analysed needs of each stakeholder in past years (Dimitrovski et al. 2021). Analysing and capturing demands of stakeholders have helped to develop a professional relationship with them and conflict of interest between stakeholders and management of Bentley was mitigated.

2.2 Triple Bottom Line theory

While considering CSR activities, considering triple bottom line theory is important for businesses as it can directly help in linking the business strategies and objectives with people, planet, and profit. In regards to the sustainability report of Aston Martin, it is seen that management has directly focused on triple bottom line theory in which people related to this company were shown value. Moreover, regarding support to environment and planet, sustainable and green management activities have considered which have reduced carbon emission per car by 3.9% and reduced use of electricity by 12.2%. Along with that, 100% renewable electricity powering in whole UK is considered, 7.5% reduction in water consumption is seen and 10.2% increase in recycling waste is maintained (Aston Martin, 2022). In respect to these activities, triple bottom line theory has been considered by Aston Martin, which has allowed it to gather social benefits and increase market share. As a result, profitability of Aston Martin has increased in 2022 to £450.7 million (Aston Martin, 2022).

On the contrary, in case of Bentley’s sustainability report, it has been also identified that management has maintained efficient strategy regarding triple bottom line theory. In respect to the triple bottom line theory, Bentley has focused on capturing demand of its customers and employees and providing high-quality products and better job opportunities respectively. Along with that, the sustainability report shows this company has reduced energy consumption per car by 65.5%, a 99% reduction of factory waste is maintained and £750,000 is donated to community partners for social events (Bentley Motors, 2022). Along with that, in 2020, Bentley introduced a 10-year carbon neutral project which has helped to reduce carbon emissions of Bentley cars constantly till 2030 (Bentley Motors, 2022). In respect to these actions regarding people and planet, a 346% increase in operating profit has gained by Bentley since 2018. The company collected €708 million in operating profit in 2022 which is massive.

2.3 Advantages and risks

In respect to the international operations considered by Aston Martin, three main advantages are identified. Firstly, the organisation has partnered with numerous local communities and international businesses such as Juniper, NetApp, City, Porto, JCB and so on (Aston Martin, 2024). The partnership not only helped in developing profit but also helped in implementing new CSR strategy to improve lifestyle of community. Second advantage is foreign cash flow has expanded from internal operations which has helped to make sufficient donations to numerous global social events. Thirdly, CSR activities have increased positive market reputation among customers which have expanded the overall sales revenue over the years (Aston Martin, 2024). On the other side, it has been seen that a major risk has been recognised following different environmental and employee regulations under different countries’ governments in global market. Another risk is reduction of business efficiency due to focusing highly on CSR activities.

On the other hand, three advantages have seen by Bentley regarding its internal operations. First advantage is increase in market share which has helped to expand revenue of company to €3.38 billion. Secondly, international partnerships with Dezer Development, The Macallan Estate, The Little Car Company and so on have helped to expand number of customers and investors for the business (Bentley Motors, 2022). Finally, the international operations have helped to connect with numerous NGOs has helped to be part in Seoul’s wildfire disaster relief, India’s flood disaster relief, Nepal’s rebuilding after earthquake and so on (Bentley, 2024). However, risks such as high financial expenses have been recognised in taking part in numerous CSR events and activities.

Task 3: Accessing and comparing CSR initiatives for organisational success

3.1 Long term profitability

The long-term profitability of an enterprise is impacted by CSR initiatives in many ways. Initially, effective CSR programs may strengthen a brand’s reputation through stimulating patronage and trust (Fatmawati and Fauzan, 2021). Better revenue and share of the market could derive from this. However, Mu and Lee (2023) argued that a negatively executed CSR project or an insignificant endeavour may cause reputational harm, erode stakeholder trust, and reduce long-term profitability possibilities. Apart from that, strong corporate social responsibility (CSR) initiatives frequently promote operational efficiency, like risk reduction and resource optimisation, which could decrease costs (Zhang et al. 2023). Nevertheless, for long-term economic improvements, a consistent commitment and connection with key organisational goals are necessary; otherwise, the direct financial benefits of CSR may not necessarily materialise right away (Lassala et al. 2021).

It has been seen that both Aston Mertin and Bentley Motors Limited are concerned about their environmental sustainability. Therefore, they have taken vows to eliminate greenhouse gas emissions, which will be beneficial for them and for the whole environment. Aston Martin plans to manufacture its first plug-in hybrid electric vehicle (PHEV) in 2024, followed by its first battery-electric vehicle in 2025 (Aston Martin Lagonda, 2022). The company aims to offer a fully electric lineup of sports cars and SUVs by 2030, with net-zero production facilities and emissions throughout its supply chain by 2039 (Aston Martin Lagonda, 2022). On the other hand, in 2019, Bentley Motors introduced the “Beyond 100” strategy plan to become a global leader in environmentally friendly premium automobiles (Bentley Motors, 2023). The plan aims to exclusively sell battery-electric or plug-in hybrid vehicles by 2026 and achieve carbon neutrality by 2030 (Bentley Motors, 2023). The plan also emphasises digital capabilities, new models like the Bentley Bentayga Hybrid, and significant research and development investments (Bentley Motors, 2023). Moreover, Aston Martin seeks industry-leading apprenticeship and training programs, a world-class safety record, and the creation of a more diverse and varied work environment (Aston Martin Lagonda, 2022).

It is stated that, by 2025, Aston Martin wants to see 25% of leadership roles held by women, and by 2030, they want the percentage to reach 30% (Aston Martin Lagonda, 2022). The company also has an unwavering dedication to encouraging youth to work in the manufacturing sector and helping local communities. In contrast, Bentley Motors strives to be the most sought-after luxury vehicle brand that they operate, collaborate with, and provide for. The enterprise has developed a collaborative culture that is supported by state-of-the-art procedures and technology to help them achieve their goal of being the place of employment of choice (Bentley Motors, 2023). Moreover, they are dedicated to giving their employees the abilities, knowledge, and attitudes they need to succeed as the company moves forward. However, both Aston Martin and Bentley Motors tend to produce luxury cars; therefore, there remains a chance to have an imbalance in both of their sustainable practices including greenhouse gas emissions, waste management, labour practices and inclusion. Henceforth, both companies need to focus more on mitigating these concerns than producing luxury vehicles.

3.2 Strategic partnership with government and society

Besides profitability, initiatives of CSR in terms of building relationships with government and society are another area of sustainability that is maintained by different organisations. According to Taghipour et al. (2022), organisations are effective in creating shared value through proper partnerships that enhance their initiatives of CSR within the business and gain a proper reputation in the market. Both the companies, that is Aston Martin and Bentley Motors Limited have been observed to be partnering with governments and Society to enhance the CSR initiatives. For instance, Aston Martin has been highly observed to be securing its partnership with the government as the company gets £9 million of investment from the government to produce EVs (Jupp, 2022). Most importantly, the company also partnered with the government in an initiative to reduce the COVID-19 pandemic through several campaigns (Digital Leaders, 2021). This marks the company’s contribution to society further meeting the area of social and ethical responsibility as per Caroll’s pyramid.

Figure 2: Caroll’s Pyramid Model

(Source: Lu et al. 2020)

Caroll’s pyramid declares a company to be implementing CSR practices if they align with the four pillars of CSR such as ethical responsibility, social responsibility, philanthropic and legal responsibility (Lu et al. 2020). The four areas of CSR are also met within the operations of Bentley Motors Limited which also relates to the CSR practices of the company in the domain. To promote sustainable practices, economic progress, and societal well-being, Bentley Motors Limited strategically works with governments and society (Bentley Motors, 2020). Thus, working with governments enables Bentley to coordinate its activities with legal frameworks, promoting compliance and environmental stewardship. To assist government sustainability goals, the corporation participates in projects that promote renewable energy, pollution reduction, and environmentally responsible industrial practices. Aside from that, Bentley actively funds education, skill development, and community development initiatives as part of its social connections (Bentley Motors, 2022). These programmes not only improve the lives of individuals but also help to develop a trained labour force that benefits Bentley’s expansion as well as the advancement of society. The organisation is dedicated to social responsibility, which encompasses charity, healthcare support, and cultural initiatives that have a beneficial influence on communities (Bentley Motors, 2022). Additionally, Bentley Motors Limited supports innovation and technology policies of the government by taking part in R&D initiatives that promote sustainability and automotive technologies.

Conclusion

The report concludes that Aston Martin and Bentley Motors Limited are operating securely in the UK market with a stable political environment, high GDP growth, and high exports. This impacts positively on technological advancements further revealing the high threat of buyers and suppliers bargaining. Based on the above-mentioned information, it can be concluded that Aston Martin and Bentley Motors Limited share a commitment to gender diversity and community involvement that is consistent with cultural norms. But possible disparities in sustainable practices, especially in terms of emissions and inclusivity highlight issues that need to be addressed to guarantee a comprehensive approach to CSR and sustained success in the cutthroat automotive sector. Ongoing work in these areas will be essential to preserving brand resilience in the face of changing market conditions, cutting expenses, and preserving trust.

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