Morgan_Motor_Swot_Analysis

Morgan Motor | SWOT analysis & TOWS Matrix (Morgan Motor Car Company ) | | | By : Hany Farouk | | Strategic management is an ongoing process that evaluates and controls the business and the industries in which the company is involved; assesses its competitors and sets goals and strategies to meet all existing and potential competitors; and then reassesses each strategy annually or quarterly [i.e. regularly] to determine how it has been implemented and whether it has succeeded or needs replacement by a new strategy to meet changed circumstances, new technology, new competitors, a new economic environment., or a new social, financial, or political environment. | SWOT analysis: (Morgan Motor Car Company ) | Strengths * Durable and promising niche * Advanced tech and pollution control * No long term debts * Steady growth rate * Unique appeal focusing on values of traditional British * Customer can order his own Personalized car | Weaknesses * Using same factory since 1919 * Production capacity is very low * Although there is high tech but still lots of manual operations * Long Waiting list “ for years-2500/500 =5 Years” due to limited production capacity * Just three models * Skilled workers cost | Opportunities * Market developments is very promising and waiting list is the prove * They should focus on sports car “ high reputation, price” * No long term debt give great opportunity for investment , ex: increase mass production, opening new factors outside England “specially in low cost labor countries” * Focus on customer needs and provide sort of diversity in the produced models | Threats * Long waiting queue and threat for order cancellation * Depending on manual process in the production cycle will affect the production capacity “ automation is needed” * Product diversity will not meet expectation and need of all customer segmentation * Competitors threat specially in the Sport car “Japanese, Italian..etc” |   Morgan Motor Car Company TOWS Matrix   | External Opportunities (O) 1. Market developments is very promising and waiting list is the prove 2. They should focus on sports car “ high reputation, price” 3. No long term debt give great opportunity for investment , ex: increase mass production, opening new factors outside England “specially in low cost labor countries” 4. Focus on customer needs and provide sort of diversity in the produced models | External Threats (T) 1. Long waiting queue and threat for order cancellation 2. Depending on manual process in the production cycle will affect the production capacity “ automation is needed” 3. Product diversity will not meet expectation and need of all customer segmentation 4. Competitors threat specially in the Sport car “Japanese, Italian..etc” | Internal Strengths (S) 1. Durable and promising niche 2. Advanced tech and pollution control 3. No long term debts 4. Steady growth rate 5. Unique appeal focusing on values of traditional British 6. Customer can order his own Personalized car | SO Strategy * Increase production capacity * Focus on innovation in the product diversification | ST Strategy * Find worldwide dealers and build show rooms * Mass production and high tech to satisfy the customer needs | Internal Weaknesses (W) 1. Using same factory since 1919 2. Production capacity is very low 3. Although there is high tech but still lots of manual operations 4. Long Waiting list “ for years-2500/500 =5 Years” due to limited production capacity 5. Just three models 6. Skilled workers cost | WO Strategy * Factory extension in different regions * Production automation process to increase the productivity | WT Strategy * Internal organization change to cope with the needed changes * Customer loyalty program and customer satisfaction follow up | ------------------------------------------------- Conclusion This company has a great opportunity for growth and development by focusing on increasing the production capacity, satisfy their customer needs through model diversification and sell and produce in different regions , this will require change in the way of mgmt, automating the production process and gain their customer loyalty