Morgan Car Company Case Study

Case Details:


Case Code:BSTR201For delivery in electronic format: Rs. 400;
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Family-Owned Business | Business Environment
Case Length:17 Pages
Organization:Morgan Motor Company
Pub Date:2006
Teaching Note:Not Available
Countries :United Kingdom
Industry:Auto and Ancillaries


Morgan was probably the only car company in the early 2000s that still made cars the way they were made in the early 1900s - by building them on a wooden frame and crafting them mainly by hand. The company had an annual production of just over 500 cars and a waiting list that sometimes extended over several years. This made Morgan an oddity in the modern auto industry that thrived on volumes. However, in the late 1990s, Morgan began making tentative moves towards modernization. Most of the changes were apparent in its new car the Morgan Aero 8, which was launched in 2000. This case explores the traditional Morgan way of working and the reasons for Morgan's success despite its divergence from standard business principles.

It also studies Morgan's moves towards modernity in the late 1990s, and the making of the Aero 8 which embodied changes in production and design techniques that were brought about within the company. The case concludes with an analysis of whether Morgan's moves towards modernity are likely to pay off, considering that the cars' nostalgic appeal and aura has been their main draw.


» The strategy and working of a rare company known to adhere to traditional production methods in the face of all the change around it
» The role and importance of change in the business environment and how certain companies can survive and succeed without bowing to change
» A traditional company's moves towards adopting a modern production system
» The production processes adopted in the making of a new car



Morgan Motor Company, Aero 8 sports car, BMW V8 engine, LIFEcar, Charles Morgan, Peter Morgan, On-the-job training, Troubleshooter, Computer Aided Design, BMW, V8 drivetrain, General Motors, Morgan 4/4, Standard Motor Company, Sir John Harvey Jones

Morgan Motor Company - The Car Maker's Journey into the 21st Century- Next Page>>

SWOT Analysis of Morgan Motor Company with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Morgan Motor company

Parent Company

Morgan Motor Company


Sports Cars



Tagline/ Slogan



Hand-made cars with Classic design with modern performance



Affluent who like racing & classic design

Target Group

Upper class rich individuals


Classic design & latest technlogy

SWOT Analysis


1. Founded in 1910 thus is known well & has a heritage linked to it.
2. It has been exploring newer markets like the U.S. & so on.
3. They have presence in racing as well which has worked well for them.
4. All cars are hand assembled which assures great quality

5. Has brought together classic design & latest technology

6. Strong presence in motorsports


1. Still has failed to come up with an alternative fuel powered vehicle which will match its current cars
2.Its appeal is limited to very small group of auto enthusiasts
3. It is not a very large company thus will have difficulties scaling up in future globally


1. The manufacturer is currently investing & working on the Plug-in type of electric vehicles which can be a great opportunity for not only the company but also the industry as a whole as the vehicle will also be a high power vehicle which is yet to be developed by anyone
2. Look at determining & producing the number which will not only be exclusive but also profitable
3. They should also look at emerging markets as well


1. It has the threat of being taken over by the larger players, which may turn out good for the company as well, but will hamper its control & vision
2. The other brands can get aggressive like Lamborghini has becomes with even its Aventador, and then lesser people will seek to own a Morgan
3. People giving up speed & performance for environmentally friendly cars can seriously hamper the sales of these types of cars



1. BMW

2. Mercedes

3. Toyota

The table above concludes the Morgan Motor Company SWOT analysis along with its marketing and brand parameters.

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