Morgan Motors: UK Market Analysis, Operational Review, and Strategies

This report provides an analysis of the Morgan Motor Company, a British car manufacturer. It examines the company's mission, target market, and operational strategies within the UK market. The report utilizes Porter's Generic Strategy to classify Morgan Motors and discusses its focus on differentiation through unique features like wooden construction and eco-friendly practices. It explores opportunities for expansion, focusing on innovation, including incremental and radical changes in design and technology, such as the use of aluminium and magnesium alloys. The report also details the company's supply chain, stakeholder relationships, and concludes with the potential for future success in the UK automotive market through strategic adaptations and operational improvements. The report highlights the importance of adapting to customer preferences and the use of new technologies.

Running head: MORGAN MOTORS
MORGAN MOTORS
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Executive Summary
The report aims to discuss the Morgan motor company and its influence on the UK market.
The paper talks about the mission of the company along with its target market and why it
chose that section of the consumer. Various opportunities for the company to expand in the
UK have also been discussed. It talks about how the company can improve its business and
retain itself in the market.

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Table of Contents
Introduction................................................................................................................................3
Review of the Operation............................................................................................................3
Conclusion..................................................................................................................................5
References..................................................................................................................................6

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Introduction
Morgan motors is a British based car manufacturer that was found by Henry Frederick
Stanley Morgan in 1910. What makes Morgan unique from other cars is that they use wood
for centuries in their construction that makes it eco-friendly (Vanhamme 2016). The vision of
Morgan motors is to adapt to newer technology according to the preference of customer style
that will make a huge potential in the future. Its vision is to introduce and increase the
production in the line of gears to offer superior as well as the classic feel of the sports car.
This will attract young people to their company and give fierce competition. The primary
purpose of the report is to review the operations of Morgan motors that will support to
achieve their vision.
Review of the Operation
Following the model of Porter’s Generic Strategy, the cars of Morgan motors can be
placed under differentiation focus as the price of the vehicles are high and is not sold at the
standard market price (Morgan Motor Company, 2020). To make their cars better as well as
faster, they are using aluminium and have also purchased the engine used by BMW to make
their cars faster. The most special and unique thing about the car is that the vehicles are by
ash-frame. Their vision is to come up with new technology based on the customer’s
preference and devise and increase the line of gears that would help in more production and
purchasing. Their vision is to introduce magnesium alloys to reduce the weight of the cars.
The operations of the company will help to develop battery technology to compete in the
market. They are trying to sharpen the positioning of their cars. The operational management
is also implementing a model line regarding the organisation (Lee and Nickkar 2018). They
are also working towards building effective mobility solutions. The operations also improve

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the revenue and company image. The operational strategies will also improve the quality and
speed of the cars.
The theory of innovation is best suited for Morgan motors. Innovation was introduced
as a term that defined change from the perspective of stability and equilibrium. The
innovation theory states that innovation can bring profit to the company or organisation.
There are four types of innovation- incremental, radical, disruptive as well as architectural.
These categories help companies to innovate apply ideas to their product or services. Morgan
motors have long been in the incremental innovation where it has experimented with the
quality and design of the cars (Brecher, Özdemir and Weber 2017). These innovations have
helped the company to give efficiency to their cars. Morgan motors have also paved the way
for radical change by introducing eco-friendly and handmade vehicles. All the cars of the
company use elements like leather, aluminium and ash. The eco-friendly nature of the car is
one of its most unique features that has inspired other companies to manufacture similar cars.
The eco-friendly cars help in reducing pollution and are comfortable for the users.
Aluminium is an essential part of the automobile industry especially when it is related
to designing the lightweight. Morgan Motors is seeking for a project that would help them to
identify the potential for recycling the aluminium more efficiently. They aim to develop a
recycling system between themselves and the company. The aluminium sheet after its usage
is again sent to the suppliers for recycling the item (Andersson, Söderman and Sandén 2017).
They are also melting the aluminium cutting in the sites to produce new raw materials. This
will reduce carbon dioxide emission. The supply chain system of the company includes the
materials that are used for mining and then taken to the foundry from where it is transported
to the sup-supplier. The latter then transfers the raw materials to the leading supplier of the
company who in turn, transports the products to the company for manufacturing. All these
stages are safe and transparent. One of the partners of Morgan motor company is BMW who

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supplies the company with engines to accelerate the speed of cars that were demanded by the
customers. Morgan motors company has now become a minor shareholder of their brand and
design as it has been taken over by Investindustrial, a company that is backed by Andrea
Bonomi, who is a businessman.
The three stakeholders of the company are- customers, employees, and the
government (Cohen, Stilgoe and Cavoli 2018). It follows the government regulation of
protecting the environment and also pays the tax that increases the revenue of the former. The
customers, too are happy with the production of the company as they are making innovative
changes to their cars. The employees are also well recognised by the company that makes
them happy and results in enhanced productivity.
All the above factors will help the company to achieve its vision. It will help the
company to move forward and compete with other brands. The company by fulfilling its
vision have a chance to increase its revenues and popularity amongst customers.
Conclusion
Therefore to conclude, it can be said that Morgan motors can compete with other
brands if they change their manufacturing technique. The operational strategies are well in
line with its vision that will help the company to retain itself in the coming years. The
company has a tremendous scope of moving up the ladder, succeeding and competing in the
UK market. The above strategies will help them to compete with other hybrid cars.

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References
Andersson, M., Söderman, M.L. and Sandén, B.A., 2017. Are scarce metals in cars
functionally recycled?. Waste management, 60, pp.407-416.
Brecher, C., Özdemir, D. and Weber, A.R., 2017. Integrative production technology—theory
and applications. In Integrative Production Technology (pp. 1-17). Springer, Cham.
Cohen, T., Stilgoe, J. and Cavoli, C., 2018. Reframing the governance of automotive
automation: insights from UK stakeholder workshops. Journal of Responsible
Innovation, 5(3), pp.257-279.
Lee, Y.J. and Nickkar, A., 2018. Optimal Automated Demand Responsive Feeder Transit
Operation and Its Impact.
Morgan Motor Company (2020). Morgan Motor Company. [online] Morgan Motor
Company. Available at: https://www.morgan-motor.com/ [Accessed 10 Feb. 2020].
Vanhamme, J., 2016. Tally Ho, Chocs Away! The Morgan Motoring Experiences.
In Memorable Customer Experiences (pp. 67-80). Routledge.