Research project outline Essay Example | Topics and Well Written Essays - 1500 words

Research project outline - Essay Example This report will outline the internationalization strategy and activities of Bentley in its efforts to enter and establish itself in China’s emerging economy, the market situation analysis, in addition to the firm’s expansion motives, strategic direction. Bentley’s internationalization trajectory Lately, Bentley has been engaged in a number of internationalization strategies including exportation, establishment of wholly owned subsidiaries, Greenfield ventures, and vertical integration across national frontiers; these global brand strategy aim to strengthen its position in the highly competitive automobile industry (Peng 2009, p.33). In formulating a most effective course of action, Bentley has evaluated several advanced technology options and decided to focus on improved efficiency and the use of alternative powertrain technology to reduce CO2 emissions while improving fuel economy. In this regard, Bentley’s environmental strategy addresses both the globa l issues of fuel security and global warming (Bentley 2008, p.7), thus cutting a niche for the socially responsible consumes who are keen in making environmentally sound investments. Bentley is also keen on improving efficiency by utilizing a range of technologies including engine revisions, improved transmission systems, drive train alterations, in addition to enhanced vehicle characteristics. Bentley has also explored the market of hybrid cars due to the advancement of hybrid technology thereby contributing greatly to the energy and CO2 emission savings when driving these cars especially in an urban environment. Besides the hybrid cars, Bentley also has explored the use of Hydrogen and Electricity, as an alternative automobile propulsion system; hydrogen and electric cars have a zero tailpipe CO2 emissions because Hydrogen burns cleanly and combustion is not necessary for electricity-powered cars. Largely, Bentley’s internationalization trajectory is based on economically v iable, ethical, and environmentally sound solutions in response to the global potential crisis over energy shortages and climate change. Bentley’s introduction of car models that are powered by renewable and sustainable energy sources is motivated by the firm’s commitment to reduce the environmental impact of its vehicles with the improvement of efficiency. Situation Analysis China is undoubtedly the second leading automobile producer and market by 2009 with annual sales that are slightly shy of 14 million cars, yet the market continues to expand at a rate of about 36.1% increase in annual sales by 2010 (APCO Worldwide 2010, p.3). The rapid growth of the Chinese automobile industry market is attributable to the rising domestic demand for vehicles because of the rising incomes, an emerging middle class, and supportive government policies in the industry (Xavier Richet and Joel 2008, p.450). The Chinese government has implemented special tax adjustments and subsidies for the purchase of cars, which are aimed to motivate buyers to go for hybrid electric vehicles or the purely electricity powered vehicles, in addition to normal models with a reduced engine displacement. Places such as Beijing in China have