6. Production History
In 1909 constructed prototype.
A simple three-wheeler with a tubular steel
chassis fitted with a 7 h.p. Peugeot V-twin
engine.
3 wheeler developed 2 setter to four setter
runabouts.
Factory established in 1919 and expanded in
1925
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7. It is all about
CRAFTMANSHIP
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11. Morgan’s Societal Environment
Economic
forces
Stabilized growth
British Govt. rules & regulationsPolitical-legal
forces
Technologi
cal forces
Hand made electronic & customized automobiles
Sociocultur
al forces
British Manufacturing traditions
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12. Morgan’s analysis of task environment
Morgan
motors
Competitors’
New
entrant
substituteBuyers
Suppliers
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13. Morgan’s analysis of task environment
Buyers Western Europe, UK, US, Australia, Japan &
Africa
Suppliers Ford, Rover, Buick, Fiat, Triumph
Competitors Morgan itself, BMW, Mercedes, Toyota
Substitutes Private Jets, Aircraft
New Entrant Nissan, Mazada
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14. Morgan’s Analysis of resources
& capabilities
• FAMILY OWNED
• Independent motor manufacturer
Organizational Structure
• HIGHLY SKILLED
• DEDICATED & HARD WORKING
Human resources
• CUTTING EDGE TECHNOLOGY
• SOPHISTICATED AUTOMOBILE DESIGN
Technologies
• CLASSIC
• RIGID TO CHANGE
Corporate culture
• EBIT= £1727178
• PROPERTY RIGHT HOLDING £ 13.5 MILLION
Financial issues
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15. Morgan’s Analysis of value chain
Value chain
analysis
Corporate value
chain
Primary activities
Unique Cars &
craftsmanship
Quality Materials
Higher
performance
Support activities
Sophisticated
brand image
E-procurement
Expert engineers
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16. Morgan’s competitive Advantages
Durability
Long lasting
High Performance
Imitability
Hand made
Unique design
Transparency
Differentiated focus strategy
Transferability
Unique product & technologies
Strong Brand image
Reliability
Safe
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17. Morgan’s SWOT Analysis
Strength
Unique niche
Highly skilled labor force
Strong survival mentality
High customer loyalty
Weakness
slow production
Outdated production process
Less diversification
Outdated equipment
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18. Morgan’s SWOAT Analysis
Opportunities
Reducing waiting list
New plant
Attractive brand image
Customers retention
Threats
Chinese replica of Morgan Car
Waiting cancelation
Japanese car
High bargaining power of suppliers
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19. Strategy Formulations
Strength –opportunity based strategies
Setting new plants to increase production
Establishing more distributors around the globe
Employing more skilled labors to increase delivery rate
weakness -opportunity based strategies
Advanced equipment's to reduce lead time
Investing more in R&D to serve diversified customers
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20. Cooperative strategies
Partnership with BMW for best engines
Agreement with EMPERIO-ARMANI for leather, body parts
Supply of best tires from Pirelli
partnership with ASPA for best Aluminum
R& D strategies
Special focus on aerodynamics
Research on customers driving experience
Possibilities of outsourcing parts
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