Strategic and Operational Management Report: Morgan Motors Analysis

This report provides a comprehensive analysis of Morgan Motors' operations and strategic management. It begins with an introduction to Morgan Motors, a European sports car manufacturer, and its mission to deliver classic cars with quality craftsmanship. The report then delves into the company's operations, including inbound and outbound logistics, marketing, sales, and after-sales services. A value chain analysis is conducted, examining primary activities like procurement of raw materials, manufacturing processes, and distribution, alongside secondary activities such as human resource management, technology development, and procurement. The analysis highlights Morgan Motors' implementation of lean manufacturing and its focus on quality through six sigma standards. The report also assesses the impact of these operations on stakeholders, including employees, customers, and suppliers, concluding with an evaluation of the company's strengths and weaknesses, particularly its labor-intensive processes, and recommendations for improvement. The report references key academic sources to support its findings.

RUNNING HEAD: STRATEGIC AND OPERATION MANAGEMENT
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Strategic and Operation Management

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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.

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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.

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Secondary activities
Human resource management: Human resources support to a greater extent in order to
bring efficiency in the company’s operations. The company focus on providing training,
development and a rewarding workforce so that best can be achieved. There are 500
employees in the company and all have a good relationship with each other that indicates the
company attains its vision by focusing on satisfying employees and motivating them to
achieve goals. The top executives and managers of Morgan also focus on building a strong
relationship with its employees in order to smoothen its operations.
Procurement: This area is responsible for procuring raw material from different suppliers for
the company’s operations.
Technology Development: This aspect of Morgan Motors focuses on technological
innovation, skills, and knowledge. Morgan motors opt for continuous improvement strategy
in order to produce high tech models2. At present, the company launched plus six models
with modification and in future focus on Aerospace gaps in order to innovate.
In a nutshell, with its operations, the company benefits its three stakeholders that are
employees, customers, and suppliers. As Morgan Motors manufacturer models that satisfy the
demand of customers and with that the company is able to deliver its values that are
sophistication and quality. On the other side, in order to bring efficiency and effectiveness in
its operations, the company trains its employees that give benefits to employees, and last the
suppliers get benefit from the company’s policies and practices.
2 Morgan, J.M. and Liker, J.K., 2018. Designing the Future: How Ford, Toyota, and other World-Class
Organizations Use Lean Product Development to Drive Innovation and Transform Their Business:
How Ford, Toyota, and other World-Class Organizations Use Lean Product Development to Drive
Innovation and Transform Their Business. McGraw Hill Professional.

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Conclusion
It is concluded from the above analysis of Morgan Motors' operation that the company is able
to bring efficiency in its operations by implementing the concept of six sigma and by
focusing on continuous improvement. With this, the company is able to succeed in the
market and able to fulfill the demand for its product. It Is found that the company faces
challenges because of its labor-intensive process and human resource as availability of
workers for production is less due to that its impact on the operation and impact on
stakeholders such as suppliers and customers.

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Bibliography
Morgan, J.M. and Liker, J.K., 2018. Designing the Future: How Ford, Toyota, and other
World-Class Organizations Use Lean Product Development to Drive Innovation and
Transform. McGraw Hill Professional.
Reid, R.D. and Sanders, N.R., 2019. Operations management: an integrated approach. John
Wiley & Sons.