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Welcome

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We…………….•

Arna Banerjee 120324

Niaz Bhuian 120354

Sumona Hossain120336

Priyanka Hui Chowdhury 120316

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Distribution Areas

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Production History In 1909 constructed prototype. A simple three-wheeler with a tubular steel

chassis fitted with a 7 h.p. Peugeot V-twin engine.

3 wheeler developed 2 setter to four setter runabouts.

Factory established in 1919 and expanded in 1925

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It is all about CRAFTMANSHIP

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Craftsmanship

Expertly Crafted

AshAluminumLather

Trim Shop

Chassis Shop

Wood shop

Paint Shop

Tin Shop

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Morgan’s Environmental Scanning

External Environmental

Analysis

Internal Environmental

Analysis

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External environment Component

Societal Environment

Internal Environment Components

Resources &Capabilities Based viewOrganization structureCorporate cultureStrategic financial IssuesStrategic R& DStrategic HR issuesStrategic Technology

Value chain Analysis • Corporate value

chain analysis Task Environment

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Morgan’s Societal Environment Economic

forces Stabilized growth

British Govt. rules & regulationsPolitical-legal forces

Technological forces Hand made electronic & customized automobiles

Sociocultural forces British Manufacturing traditions

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Morgan’s analysis of task environment

Morgan motors

Competitors’

New entrant

substituteBuyers

Suppliers

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Morgan’s analysis of task environment Buyers Western Europe, UK, US, Australia, Japan &

Africa

Suppliers Ford, Rover, Buick, Fiat, Triumph

Competitors Morgan itself, BMW, Mercedes, Toyota

Substitutes Private Jets, Aircraft

New Entrant Nissan, Mazada

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Morgan’s Analysis of resources & capabilities

• FAMILY OWNED• Independent motor manufacturerOrganizational Structure

• HIGHLY SKILLED• DEDICATED & HARD WORKINGHuman resources

• CUTTING EDGE TECHNOLOGY• SOPHISTICATED AUTOMOBILE DESIGNTechnologies

• CLASSIC• RIGID TO CHANGECorporate culture

• EBIT= £1727178• PROPERTY RIGHT HOLDING £ 13.5 MILLION Financial issues

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Morgan’s Analysis of value chain

Value chain analysis

Corporate value chain

Primary activities

Unique Cars & craftsmanship

Quality Materials

Higher performance

Support activities

Sophisticated brand image

E-procurement

Expert engineers

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Morgan’s competitive Advantages

Durability Long lasting High Performance

Imitability Hand made Unique design

Transparency Differentiated focus strategy

Transferability Unique product & technologies Strong Brand image

Reliability Safe

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Morgan’s SWOT Analysis Strength

Unique niche Highly skilled labor force Strong survival mentality High customer loyalty

Weakness slow production Outdated production process Less diversification Outdated equipment

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Morgan’s SWOAT Analysis

Opportunities Reducing waiting list New plant Attractive brand image Customers retention

Threats Chinese replica of Morgan Car Waiting cancelation Japanese car High bargaining power of suppliers

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Strategy Formulations

Strength –opportunity based strategies Setting new plants to increase production Establishing more distributors around the globe Employing more skilled labors to increase delivery rate

weakness -opportunity based strategies Advanced equipment's to reduce lead time Investing more in R&D to serve diversified customers

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Cooperative strategies Partnership with BMW for best engines Agreement with EMPERIO-ARMANI for leather, body parts Supply of best tires from Pirelli partnership with ASPA for best Aluminum

R& D strategies Special focus on aerodynamics Research on customers driving experience Possibilities of outsourcing parts

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Operational strategies

Decreasing bottleneck Decreasing lead time in production Keeping low inventory

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Morgan’s Financial Analysis

1988 1989 1990 1991 20120

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Chart Title

sale production Market Holding

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Question??????