TOWS Matrix Analysis on-
Morgan Motor Car Company: The Last of Great Independents
Abdur Rakib Akon; ID- 070305Reza Al Saad; ID- 070312Md. Masrul Mollah; ID- 070314Md. Nazmul Huda; ID- 070323Students of ‘BBA Program (4
Semester), Business Administration Discipline, Khulna University’
Henry Royce, W. O. Bently and Henry Frederick Stanley Morgan (H.F.S.), these three talented young menstarted business of automobile manufacturing in early 1900s after leaving school. W.O. Bently was forcedto sell his company to his competitor Henry Royce in the worldwide depression of 1930. These two Rolls-Royce and the Bently were international symbols of sophistication and wealth. But unfortunately Rolls-Royce got bankrupt in 1960 and was divided up at government force. H.F.S. Morgan is the only companystill surviving and operates wuth same plant facilities, it has occupied since 1919. In 1992, there was a tenyear waiting list of prospective purchasers awaiting delivery of a “mog” as Morgan had high brand imageto the buyers as real sports car. Though it has some weaknesses and threats of itself, it has some strengthand opportunities created by its own and others. With its efficient strategy management and decision,from then to today, it competed with some strong competitors profitably and efficiently in the globalmarket.
Morgan, is the last of great independents faced a lot of difficulties and ups & downs in its 100 years of experience and still it’s facing a lot of complexities to perform with only targeting a very limited andnarrow targeted niche market in this competitive era.Morgan is always been a hand built car brand, and that’s the way people like it. Since 1908 till now,‘morgan first’ to ‘EvaGT’, Morgan produced a lot of cars that created a different type of passion amongstthe consumer. Now, Morgan’s cars are so environment friendly, best engine providers are the supply of Morgan, and people love it to drive it with passion.Since the starting, Morgan tried to maintain its business to capture this niche to get the competitive edge,but now, not that only, it’s now the only competitor of itself. Something we want to say about itproduction process, Morgan is too slower of it. It may produce around 600 cars a year in this presentcondition using the same plant they are using since the beginning. But, instead of having 30-40% laborcost of total production, though in comparison to other car manufacturers, it so high, but Morgan canserve its car at the lowest cost among the European car producers. This is one of the key benefits of upholding the conventional culture of Morgan itself. Plant automation is costly, but they are trying tomodify their plan. In this situation this will be helpful.But on the other hand, its backlog is its waiting list. In a sense it’s an opportunity for Morgan’s, but in longterm, it will face a huge penalty in positioning. People are devoted to this brand, and this is why a personcan wait till 10 years from order to delivery to get a ‘Morgan Car’; Because, Morgan provide cars with