strategic management implications on Morgan motors company

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2. Welcome
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3. We…………….
•
Arna Banerjee
120324
Niaz Bhuian
120354
Sumona Hossain
120336
Priyanka Hui Chowdhury
120316
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5. Distribution Areas
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6. 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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7. It is all about
CRAFTMANSHIP
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8. Craftsmanship
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9. Morgan’s Environmental Scanning
External
Environmental
Analysis
Internal
Environmental
Analysis
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10. External environment
Component
Societal
Environment
Internal Environment
Components
Resources &Capabilities Based
view
Organization structure
Corporate culture
Strategic financial Issues
Strategic R& D
Strategic HR issues
Strategic Technology
Value chain Analysis
• Corporate value
chain analysis
Task Environment
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11. Morgan’s Societal Environment
Economic
forces
Stabilized growth
British Govt. rules & regulationsPolitical-legal
forces
Technologi
cal forces
Hand made electronic & customized automobiles
Sociocultur
al forces
British Manufacturing traditions
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12. Morgan’s analysis of task environment
Morgan
motors
Competitors’
New
entrant
substituteBuyers
Suppliers
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13. 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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14. Morgan’s Analysis of resources
& capabilities
• FAMILY OWNED
• Independent motor manufacturer
Organizational Structure
• HIGHLY SKILLED
• DEDICATED & HARD WORKING
Human resources
• CUTTING EDGE TECHNOLOGY
• SOPHISTICATED AUTOMOBILE DESIGN
Technologies
• CLASSIC
• RIGID TO CHANGE
Corporate culture
• EBIT= £1727178
• PROPERTY RIGHT HOLDING £ 13.5 MILLION
Financial issues
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15. 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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16. 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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17. 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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18. 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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19. 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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20. 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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21. Operational strategies
 Decreasing bottleneck
 Decreasing lead time in production
 Keeping low inventory
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22. Morgan’s Financial Analysis
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1988 1989 1990 1991 2012
Chart Title
sale production Market Holding
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23. Question??????
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