THE MORGAN CAR COMPANY
1. INTRODUCTION - The Morgan Car Company is a specialist car manufacturing company; the last remaining independent, innovative, British Car Company; based in Malvern in Worcestershire (Morgan, 2017).
2. OPERATIONS STRATEGY - Morgan’s Operations Strategy, or broad objectives can also be described in terms of “performance objectives” of the market (Slack, 2017, p.16)
Quality – This is very important to Morgan and their products are known for their quality of engineering and finishing. (Leno, 2017 )
Speed - This is not an important issue to Morgan. The quantity of vehicles produced is deliberately kept low and numbers are deliberately restricted on some models; so as to keep their individuality and appeal to their focussed …show more content…
This adds to the whole experience of having a customised car.; and is more service-orientated than product-orientated in this sense. There is, also, a visitor centre open to the public.
3. OPERATIONS MANAGEMENT - The company has a turnover of GBP 40 million per year and makes around 1300 cars.
The cars are hand-made by a work-force of 200; a family business which started in 1909; most of the current team are descendants of the original workforce (Leno, 2017; SMMT, 2017: Morgan, 2017). The family ethos is quoted as being a contributing factor in Morgan’s pursuit of excellence and quality of product (Morgan, 2017) and in terms of how the operations management function is: Directed, Designed, Delivered and Developed (Slack et al, 2016, p.28).
Overall efficiency and commitment to environmental sustainability is designed into the factory layout. The nature of hand assembly means that energy consumption is very low. (Wells, 2013, p.6, 7)
4. INNOVATION - Although small, such companies as Morgan are at the leading edge of product design and innovation; producing lightweight vehicles, advanced aerodynamics and highly efficient technologies Morgan also produce an electric car (SMMT, 2017, p.2, …show more content…
The latest Morgan model, the “Aero”, comprises a bonded aluminium body and the latest drivetrain technology; making the car ultra-light and extremely powerful (Morgan, 2017; Leno, 2017)).
REFERENCES
Goodman, Malcolm and Dingli, Sandra. (2017). Applied Business Innovation. In Creativity and Strategic Innovation Management. 2nd ed. London Routledge. p108-130
Kotler, P., Keller, K., Brady, M., Goodman, G., Hansen, T. (2012) Developing marketing strategies and plans, p84-128.
Leno, J. (2017) – Jay Leno’s Garage - https://www.youtube.com/watch?v=o51kA6ZU_O4Viewed 29th October 2017
Morgan (2017) – Morgan Motor Company - https://www.morgan-motor.co.uk/contact-us-2/ - Viewed 29th October 2017
Slack, N. Brandon-Jones, A. Johnson, R.(2016) - Operations Management - Pearson - P.3-37
Slack, N (2017) -Operations Strategy - Pearson. P.1-43
SMMT (2017) – Specialist Car Manufacturers - https://www.smmt.co.uk/wp-content/uploads/sites/2/Specialist-car-manufacturing-a-uniquely-British-success-story1.pdfViewed 29th October 2017
Wells. J. (2013) – MA7300-P – Morgan Car Company - Maximising Workflow Efficiency -
1. INTRODUCTION - The Morgan Car Company is a specialist car manufacturing company; the last remaining independent, innovative, British Car Company; based in Malvern in Worcestershire (Morgan, 2017).
2. OPERATIONS STRATEGY - Morgan’s Operations Strategy, or broad objectives can also be described in terms of “performance objectives” of the market (Slack, 2017, p.16)
Quality – This is very important to Morgan and their products are known for their quality of engineering and finishing. (Leno, 2017 )
Speed - This is not an important issue to Morgan. The quantity of vehicles produced is deliberately kept low and numbers are deliberately restricted on some models; so as to keep their individuality and appeal to their focussed …show more content…
This adds to the whole experience of having a customised car.; and is more service-orientated than product-orientated in this sense. There is, also, a visitor centre open to the public.
3. OPERATIONS MANAGEMENT - The company has a turnover of GBP 40 million per year and makes around 1300 cars.
The cars are hand-made by a work-force of 200; a family business which started in 1909; most of the current team are descendants of the original workforce (Leno, 2017; SMMT, 2017: Morgan, 2017). The family ethos is quoted as being a contributing factor in Morgan’s pursuit of excellence and quality of product (Morgan, 2017) and in terms of how the operations management function is: Directed, Designed, Delivered and Developed (Slack et al, 2016, p.28).
Overall efficiency and commitment to environmental sustainability is designed into the factory layout. The nature of hand assembly means that energy consumption is very low. (Wells, 2013, p.6, 7)
4. INNOVATION - Although small, such companies as Morgan are at the leading edge of product design and innovation; producing lightweight vehicles, advanced aerodynamics and highly efficient technologies Morgan also produce an electric car (SMMT, 2017, p.2, …show more content…
The latest Morgan model, the “Aero”, comprises a bonded aluminium body and the latest drivetrain technology; making the car ultra-light and extremely powerful (Morgan, 2017; Leno, 2017)).
REFERENCES
Goodman, Malcolm and Dingli, Sandra. (2017). Applied Business Innovation. In Creativity and Strategic Innovation Management. 2nd ed. London Routledge. p108-130
Kotler, P., Keller, K., Brady, M., Goodman, G., Hansen, T. (2012) Developing marketing strategies and plans, p84-128.
Leno, J. (2017) – Jay Leno’s Garage - https://www.youtube.com/watch?v=o51kA6ZU_O4Viewed 29th October 2017
Morgan (2017) – Morgan Motor Company - https://www.morgan-motor.co.uk/contact-us-2/ - Viewed 29th October 2017
Slack, N. Brandon-Jones, A. Johnson, R.(2016) - Operations Management - Pearson - P.3-37
Slack, N (2017) -Operations Strategy - Pearson. P.1-43
SMMT (2017) – Specialist Car Manufacturers - https://www.smmt.co.uk/wp-content/uploads/sites/2/Specialist-car-manufacturing-a-uniquely-British-success-story1.pdfViewed 29th October 2017
Wells. J. (2013) – MA7300-P – Morgan Car Company - Maximising Workflow Efficiency -