Individual Report: Morgan Motors Operations and Strategy Analysis

This individual report analyzes the operations and strategy of Morgan Motors, a car manufacturer known for its unique craftsmanship and tradition. The report examines how Morgan Motors integrates its vision of delivering unique products, identifying the company's operational practices, and analyzing its stakeholder satisfaction levels. It delves into the company's unique manufacturing style, which blends craftsmanship with technological advancements, and its impact on creating a luxury brand. The report identifies the key stakeholders, including customers, owners, and shareholders, and assesses their satisfaction. Furthermore, it outlines the company's complex supply chain, highlighting the sources of various components and the processes involved in automobile assembly. The report concludes that Morgan Motors successfully fulfills its vision through its unique blend of innovation and traditional craftsmanship, with high stakeholder satisfaction.

INDIVIDUAL REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................6

INTRODUCTION
Morgan Motors has been in the car manufacturing business for more than 110 years and
the company performs with the aim of delivering a product as unique or different as the owner.
The current report will identify how the Morgan Motors have been operating and the
achievement of the vision. Further, the report will identify stakeholders of the company and
analyse their satisfaction level towards the company.
MAIN BODY
Operation of Morgan Motors and integration of this to the vision
The Morgan Motors have always followed the same legacy of integrating their unique
craftsmanship with the delivery of a product that is as individual as their respective owners. They
have developed the compliance of every Morgan that is built with the high standards that they
have set where the heritage or tradition is integrated with the innovation and modern
technological use.
The Morgan Motors portrays a unique blend of the craftsmanship with the technological
advancements. The company handcrafts all of its products and still uses three major elements in
the development of the vehicles namely, ash aluminium and leather. Every car model is built and
assembled by their own hands, and they manufacture as few as approximately 1300 cars per
year. Rather than using machineries and technologies for the large scale production, the auto
mobile manufacturing company still operates in a single place at Malvern, Worcestershire with
only 177 employees and rather than steel and other metals use, they still use wood and other
basic products in the manufacturing of their cars. Company offers three wheelers and four
wheelers through a range of products and the line-up for their products is at-least for 6 months
and it can further extend to the period of 5 to 10 years at times.
The unique manufacturing style of the company and the way they operate in the unique
blend of past tradition with the new innovations have resulted in creating a separate market for
their customers. Their unique production skills have made the company a luxury brand where
people perceive it as a brand where the auto mobiles are acquired for occasional and luxury
purposes rather than for every day and regressive use.
Stakeholder analysis
Stakeholders are parties who are interested and invested in the decision-making and the
manner in which the company is operating. For the Morgan Motors, the major stakeholders are:

 Customers: Customers are the major stakeholders for the company where the manner in
which the construction of the products takes place, they are extremely satisfied with it.
The customers always tend to feel that rather than just buying the car itself, they have
gained some knowledge or insight into the art of auto mobile manufacturing. Owners: The owners of the company, i.e. the Morgan family have recently sold the
company to Italian investing group Investindustrial. The Morgan family has stated that
requirement of new money was evident due to the company planning to make its vehicles
available outside of UK has well. Morgan Motors have been able to generate funds from
these investors only due to unique way of manufacturing. Shareholders: The fact that despite selling only a batch of 1300 to 1500 cars
approximately, the shareholders or investors of the company are extremely satisfied with
the profit, details the acceptance of the operations of Morgan Motors. The figure of £3.2
million profit that company made last year in 2019 and an approximate margin of 10% is
a very good figure for automobile industry.
Supply Chain of Morgan Motors and Partners
The supply chain of Morgan is very complex where the major sources of engine are
collected from BMW, Ford and other companies. Chassis are sourced from ABT. Bulkheads are
collected from RadShape and mudguards from Worcester. Leather is brought in from Yorkshire
or Scotland and other components such as seat frames from MB Components, radiators from
Serck Services, Steering wheels from Mountney etc. The suppliers are selected after careful
deliberation where the quality is kept at highest priority.
The Chassis shop includes the collection of engine, gearbox, rear axle and chassis frame
which are then transferred to body shop where outputs of wood shop and tin shop along with
Bulkhead and front Mudguards are also assembled. The assembled automobile is then sent to
paint shop and lastly it is sent to trim shop where final touch is given. Machine shop supplies the
requirement at each stage i.e. front suspension at Chassis, Fuel Tan at Body shop and the hood
frame at Trim shop thus contributing to the supply chain.
CONCLUSION
The report concluded that Morgan Motors has been fulfilling the vision of the company
by implementing a unique blend between technological innovation and the traditional
craftsmanship. Three major stakeholders of the company i.e. Customers, Owners and Investors

were discussed and it was identified that all of them are extremely satisfied with the way
company is operating currently.