Morgan Motors Operations Business Management

MORGAN MOTORS OPERATIONS 1
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MORGAN MOTORS OPERATIONS 2
Morgan Motors Operations
Morgan motor company is a British sports car manufacturer with a vision to become
the leading provider of the superior and classic feel of ideal sports cars to the customers.
(Morgan Motor Company, n.d.). This report evaluates the operations at Morgan Motors and
the associated logistics to expose areas of potential improvement. Morgan Motors prides
itself on being a fitting antidote to mass-produced automotive manufacturing.
A Review of Operations
Strategic operations are built upon the principles of speed, dependability, quality,
flexibility, and cost. Morgan is positioned positively as far as most of these principles are
concerned, but there is still room for improvement.
Morgan motors are very flexible. It can produce products with both minor and
significant variations in design and appearance without much of a struggle. Considering that
Morgan Motors majorly produces customized cars, the use of human skill and labor makes a
wise strategy. This would be very expensive if it were done using power equipment more so
because every new model would demand an entire overhaul of the production process and
inclusion of new jigs and fixtures.
Operations at Morgan motors run very smoothly and very fast. This is enabled by the
actualization of specialization and parallel production. Each team can be producing its part of
the model without having to wait for another team to finish fabricating its part. In the end, the
pieces are brought together and easily fixed on the overall framework. This is a very efficient
operational strategy since no department can be stopped or hindered from working by
another; hence speedy production is realized.
Morgan is producing cars of outstanding quality. The company has found a way to
combine the functional aspects of modern technology with its ancient craftsmanship. For
example, the combination of metalwork and woodwork in the building of vehicle frameworks

MORGAN MOTORS OPERATIONS 3
gives a strong body for the vehicles. The use of modern metal machining tools in conjunction
with ancient forming methods helps produce accurate parts with an excellent surface finish.
This quality can be much better if Morgan could adopt the use of carbon fiber composites.
Its customers and stakeholders trust the firm. By producing quality customized
vehicles in limited time, the company has built a reputation of faithfulness and class. For the
upper class, Morgan's products are easily affordable; this is not true for the rest of the world.
Morgan's cars are considered a high-end luxury; as a result of this, the vehicles are not very
common on the roads. Despite the company's refusal to fully adopt modern technology, the
firm still produces some of the best sporty cars; the firm is dependable but expensive.
Morgan Motors’ Supply Chain
To achieve its objectives, Morgan Motors employs approximately 200 technicians.
With this workforce, Morgan can produce roughly 850 cars per year, all assembled by hand
(IFS, 2014).
Morgan partners with the AMCO group to handle its logistics. AMCO is responsible
for picking up raw materials from the suppliers and delivering them to Morgan Motors for
processing. AMCO also supplies plastic injection mold tools to the Morgan Motor Company
in Malvern (Walker, 2019). AMCO also ships and distributes finished vehicles to their
respective markets on behalf of Morgan.
Morgan partners with BMW, a German-based engine manufacturer, to supply the
engines and other sub-assemblies used Morgan’s Models. Morgan then uses locally sourced
wood to make the framework of the Morgan coaches. Morgan Motor Company first builds
the chassis of the sports vehicles using industrial grade aluminum sheets that are joined using
a combination of industrial-grade adhesive and rivets (Viprts, 2014). Morgan motors also
import other parts such as drive axles and use hydraulic hoists to lift shafts and other heavy
parts into place (The Drive, 2013).