Individual Report: Strategic and Operational Analysis of Morgan Motors

This report provides an in-depth analysis of Morgan Motors, a British motor car producer known for its classic car models. The report begins with an introduction to the company, its vision, and its operations. It reviews the company's operations, focusing on the Morgan Plus Six model, which combines classic design with modern engine technology. The analysis includes a review of how Morgan Motors' operations support its vision of producing classic cars with powerful engines. The report also identifies and discusses three key stakeholders: classic sports car enthusiasts, the company itself, and individuals who appreciate collecting vintage items. The conclusion summarizes the key findings, emphasizing Morgan Motors' unique approach in the automotive industry. The report also includes a list of references.

ASSESSMENT REPORT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
A review of operations.....................................................................................................................1
Vision of Morgan motors............................................................................................................1
Operation of Morgan Motors and its support to delivery of vision............................................1
Three stakeholders......................................................................................................................2
Conclusion.......................................................................................................................................2
REFERENCES................................................................................................................................4

INTRODUCTION
Morgan Motors is the British motor car producer and was founded in 1910. Company have
total 220 employees and it produce 850 cars in a year. Main vision of the company is to produce
classic model car with engine having good capacity. In the report, vision of the company is
discussed in detail. Apart from this, company operations and their role in fulfilment of vision is
explained. At end of the report, stakeholders whose needs are satisfied from company operations
are identified and discussed in detail.
A review of operations
Vision of Morgan motors
Main vision of the Morgan Motors is to make available quality of cars with classic models
to the customers. Firm main vision is to satisfy needs of the people who prefer traditional cars
then models currently seen but also want good capacity of engine in the cars (Dobie., 2019).
Morgan Motors consistently making efforts and incorporate powerful engine in its cars in order
to satisfy need of the targeted group of people.
Operation of Morgan Motors and its support to delivery of vision
Morgan Motors launched Morgan Plus Six car in the market which is almost brand-new
car. It is copy of the company 1936 model and only four components of the previous model are
implemented as it is in the current model. Apart from this, every feature in the car is new. If one
goes to the technical specification of the car then it can be observed that car engine is BMW B58
which is twin power turbo inline six-cylinder engine. Its gearbox is ZF eight speed automatic
with sport, sport plus manual shift modes. Car have 6000 RPM and 335 BHP. Its top speed is
267 KMPH which reflect that model is classic but in terms of speed car is not much far ahead to
other companies as its engine is also very strong and durable (Plus six., 2019). CO2 emission is
180 g/KM. Thus, it can be said that Morgan Motors is presenting classic model to the people
with powerful and efficient engine. In this way, firm current operations support delivery of
vision. Plus Six is totally prepared by using new aluminium and ash architecture. Customers
have choice of comfort, sports and sports plus drive modes. Firm take three years of time period
to develop Plus Six. In order to make more innovation in the car business firm employees are
1

working with the BMW engineering team so that more changes can be implemented in the
Morgan cars. Production time also become half and reduced from eight to four weeks. Company
employees believed that classic car models will still remain more popular among people and in
the future time period its demand will increase more. It can be said that firm business operations
are supporting its vision.
Three stakeholders
Three stakeholders that are satisfied from the Morgan Motors operations are given below. Classic sports car lovers: One of the main stakeholder that is satisfied from the Morgan
Motor operation is classic sports car lover. There are individuals who prefer to run classic
sports cars which look like old model but have engine with strong capacity. There are
large number of people around the world who prefer to ride classic sports cars and due to
this reason company car demand is high across UK and in other European nations. Company: Firm is one of the major stakeholder that benefit a lot from its operations. Its
main vision is to make available cars with classic model and good engine that satisfy
need of the people (Morgan to reinvent itself with high performance sports car., 2019).
Current operations help firm to achieve its target and it can be said that company as
stakeholder benefit a lot from its operations. People like to keep collection of old items: There are many people who prefer to keep
collection of old items or items that looks like old items. Classic car is one of such kind
as it can be seen that in the current time period many new models of cars are developed
and no company prepare car with old age model. Still there are many individuals who
like to use old model cars. Such kind of people get benefitted from the company
operations.
Conclusion
On the basis of above discussion, it is concluded that Morgan Motors is totally different
from other companies. Like firm is developing classic cars and on other hand it can be seen that
other companies are developing new model cars. This create different image of the firm among
people. Morgan Motors is developing classic cars with powerful engine which to large extent
satisfy needs of the customers. KMPH value is also high in its car due to which its car is mostly
2

demanded by those who prefer classic car with powerful engine. It can be said that firm is
satisfying needs of its customers.
3

REFERENCES
Online
Dobie., S., 2019. [Online]. The Morgan Plus Six comes with Supra power. Available through:<
https://www.topgear.com/car-news/geneva-motor-show/morgan-plus-six-comes-supra-
power>.
Morgan to reinvent itself with high performance sports car., 2019. [Online]. Available through:<
https://www.autocar.co.uk/car-news/new-cars/morgan-reinvent-itself-high-performance-
sports-car>.
Plus six., 2019. [Online]. Available through:<
https://www.morgan-motor.com/plus-six/#specification>.
4