Strategic And Operation Management

RUNNING HEAD: STRATEGIC AND OPERATION MANAGEMENT
0
Strategic and Operation Management

Strategic and operation management
1
Introduction
Morgan Motors is one of the finest car producers in Europe and owned by the Morgan
family. The company focus on delivering sports cars of sophisticated and classic models with
quality material and craftsmanship. Morgan Motors currently focusing on the Plus Six model
that has a unique design and updated look with major modification. The mission behind its
operation is “to adhere to the royal heritage in the production process and providing classic
feel to its customer through its sports cars”. The objective of this report is to understand the
operations of Morgan motors and its impact on stakeholders.
Operations and impact on stakeholders
Morgan Motors move towards modernity in the late 1990’s this indicate the shift of the
company’s operations to automation from traditional techniques. In 2019, the company
announced Plus Six that represents the pinnacle of the Morgan product range. In order to
understand the operations of Morgan value chain analysis is done. The value chain analysis
includes primary activities and secondary activities that bring efficiency in operations and
helps the company to attain its organizational goals.
Primary activities
Inbound logistics: This includes activities of procuring raw material, Morgan always
focuses on getting quality and high standard material for its production process. The company
follows six sigma standards to ensure quality products. At present, Morgan bought BMW’s
engine to deliver quality and class to its customers by making its cars faster and better.

Strategic and operation management
2
Operations: This includes all the activities that the company performs in order to produce
its products1. Earlier the company use traditional processes for the manufacturing of its cars
such as the use of ash frame. This makes cars valuable, special and classic. The whole
operation process of Morgan supports the vision of the company that is to deliver quality and
sophistication to its target customers. The company implements the concept of lean
manufacturing and follows kaizen principles that are minimizing waste and maximizing
productivity with continuous improvement. Morgan Motors take a longer time to produce a
car because of a high level of customization but customers still keen to get Morgan's car due
to its design and quality.
Outbound logistics: These activities are also part of the operation as this includes the
distribution of products to its customers. The company has on manufacturing plant but
dealers are present across various locations at the global platform that makes it simple and
easier for a customer to collect their cars on time.
Marketing and sales: This area highlights identifying the needs and wants of customers in
order to deliver the products. Morgan Motors doesn’t depend on the marketing activities to
aware people or to attract more customers. Still, the demand for Morgan product is higher as
compared to its supply. That indicates that the company also follows just in the time
production process that means production starts when the customer demands the product.
Services: Morgan Motors also provides after-sales services and pre-installation services to its
customers.
1 Reid, R.D. and Sanders, N.R., 2019. Operations management: an integrated approach. John Wiley
& Sons.