Critical Evaluation: Morgan Motors Operations and Strategic Weaknesses

This report provides a comprehensive analysis of Morgan Motors' operations and strategic approach. It begins with an introduction to Morgan Motors, a British car manufacturer, and outlines its vision, which centers on producing affordable cars and increasing brand recognition. The main body of the report delves into the company's operations, highlighting operational strategies such as flexible processes, the implementation of IT, and the customization of products to meet customer needs. The report emphasizes the importance of operations management approaches like Total Quality Management (TQM) in maintaining product quality and customer satisfaction. Furthermore, the report discusses how Morgan Motors addresses the needs of its stakeholders, including customers, employees, and investors, through its operational strategies. The conclusion summarizes the vital role of operations management in achieving organizational goals and satisfying stakeholders. The report references various books and journals to support its analysis.

Critical Evaluation of
the Operation of
Morgan Motors
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Vision of Morgan Motors............................................................................................................3
Operations of Morgan motors and the extent to which these operations support in
accomplishing vision...................................................................................................................4
Importance of operations of Morgan motors to satisfy stakeholders...........................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Operation refers actions of functioning as well as active process which makes an
organization able to accomplish its goals (Van Beinum and et.al., 2016). This study is based on
Morgan Motors which is a British motor car manufacturer. It was founded in the year of 1910 by
H.F.S Morgan. This study is going to show importance of operations in satisfying needs of
customers as well as in delivering vision. The main aim of this study is to discuss all those
functions and operations of the company by which they accomplish all pre-determined goals.
MAIN BODY
Vision of Morgan Motors
Morgan motors is a British car manufacturer which is owned by the Italian invest
industrial. The vision of Morgan motors is to produce affordable, increase brand and to become
the most successful manufacturer in the industry. For accomplishing this vision, it is more
focusing on their operations. It believes that skilled workforces and employees are one of the
main resource which can help it out in accomplishing its goals and vision. For this purpose, it
invests in training for employees and motivational programs for retaining them and increasing
brand. Rather, vision, there are some intentions and objectives which Morgan Motors want to
accomplish (Maximizing Workflow Efficiency of Morgan Motors, 2012). It thinks that by
accomplishing all goals, it can deliver its vision. Some intentions and objectives include:
Morgan wants to re-launch its 3 wheeler for several reasons which are:
Demographics: It thinks that 3 wheeler is more affordable than others as it is being appealed by
younger buyers and motor cycle markets.
Brand perception: It is unique and (effective) than 2 wheelers and 4 wheelers and
consequentially turns head.
Homologation: It is an innovative product which makes it able to go global by which company
can increase the international perception of its brand. 3 wheeler is homologated because there is
no need of expensive tests.
Motoring: Speed restriction as well as costs are combatted with 3 wheeler. People can afford it
an run it at any speed.
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Operations of Morgan motors and the extent to which these operations support in accomplishing
vision
Morgan motors is a car manufacturer which has made a tremendous growth and earned
profit. In the context of motoring industry, it can be said that technology is changing the nature
and the whole industry. It is also increasing competition. For being in the competition, it is
important for Morgan motors to focus on their operations. It is stated that operations of Morgan
motors are very effective which has made it able to take competitive advantages by attracting
customers to the great extent (Kozarekar and et.al., 2018). There are some operational strategies
of Morgan Motors which helps it out in delivering vision such as:
Flexible process: Flexibility is one of the main ability of Morgan Motors which makes oit able
to changes its strategies according to the changes occur in internal and external business
environment. Automotive industry Is getting changed due to changes needs in customers and for
being in the competition it is important to innovate products and changes themselves
accordingly. Training to employees for increasing skills, effective research and development
skills, development of 3 wheelers are some main operations and tasks performed by this
company to cope up with changes.
Implementation of IT: Information technology has changed the industry and using it is
appropriate manner is one of the ability which Morgan motors have. It is other main operation
which makes it able to accomplish its objectives. By using information technology in its
manufacturing process, it makes attractive and qualitative products which helps it out in
satisfying needs of customers. Satisfied customers are the main key of the success and
accomplishing goals (Shelton IV and Harris, Ethicon LLC and Ethicon Endo Surgery LLC,
2018).
Customized products: The main aim of customize products of this company is to decrease the
bottleneck operations and produce different car models. The new life car, 3 wheelers which are
being manufactured for commercial production. So, it can be said that all these customized
products can help it out in delivering the vision and providing value to customers.
Operation management approaches
Total quality management: Total quality management approach is one of the best approach
which is being used by Morgan motors. This approach of operation management helps it out in
managing quality of its products and services. Quality is considered one of the main factor which
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customers consider. So, Morgan motors implement this approach in its manufacturing and
production process. It also helps It out it reduces errors and lead to a higher level of quality in the
final products (Sander, 2018).
Importance of operations of Morgan motors to satisfy stakeholders
One of the main aim of organization should be satisfying its stakeholders because they
are the one who help company directly and indirectly in accomplishing their other goals. It is
stated that effective operations can help an organization in satisfying needs of stakeholders.
Some effective operations and ways by which Morgan motors satisfy its stakeholders include:
 It maintains to make a strong and long-term relations with its customers and all
stakeholders.
 Continuous focus on quality management by making an effective use of total quality
management and six sigma approach of operations management.
 Increases level of flexibility in its operational activities.
 It manages sales force more closely and carefully.
Customers: Customers are one of the main stakeholder of Morgan motors. It is stated that
company implements on total quality management approach for managing quality and delivering
valuable products to them. When customers get qualitative products at affordable prices then
they are more likely to retain with the company. So, it can be said that this approach and
operation satisfy needs of customers (Gevorgyan and Spencer, 2016).
Employees: Morgan Motors have effective flexibility skills and uses effective leadership styles.
By using flexibility skills, company makes it all employees able to adapt situations in an efficient
manner without getting hurt. This skill help employees in focusing on their performance, and
they feel refreshed. Collaboration is other main ability which satisfy needs of employees.
Investors: It is stated that Morgan motors has made tremendous growth and earned profits.
Investor wants to invest in a project who has strong financial stability. Development and
investment in IT has made this company able to increase profit and this growth satisfy needs of
investors.
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CONCLUSION
From the above study, it has been summarized that operations and its management played
a vital role in accomplishing goals of an organization. Operations include effective production,
having flexibility in the process and all those skills by which company deliver its vision and
provide valuable products to customers. Further, it has also shown importance of operation in
satisfying needs of stakeholders like customers, employees and investors. Total quality
management, six sigma approach also played a vital role in operations management and
smoothing functions.
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REFERENCES
Books and journals
Gevorgyan, A. and Spencer, P., 2016. Operational Analysis of Virtual IP Multimedia Subsystem
(IMS) Through a Model-Based Architectural Framework. In Complex Systems Design
& Management (pp. 245-257). Springer, Cham.
Kozarekar, S. and et.al., 2018. Optimal engine operating power management strategy for a
hybrid electric vehicle powertrain. U.S. Patent 10,023,175.
Sander, L., 2018. Evaluation of critical fault scenarios for operation with inherent overload in
HVDC stations.
Shelton IV, F.E., Morgan, J.R. and Harris, J.L., Ethicon LLC and Ethicon Endo Surgery LLC,
2018. Surgical stapling instruments having end effectors with positive opening features.
U.S. Patent Application 15/386,222.
Van Beinum, A. and et.al., 2016. Critical assessment of methodologies for operations and safety
evaluations of freeway turbulence. Transportation Research Record. 2556(1). pp.39-48.
Online
Maximizing Workflow Efficiency of Morgan Motors. 2012. [Online]. Available through
<http://www.morgan-motor.com/img/news/vegas/vegaspdf.pdf>
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