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

Strategic Management|Management Strategy |Business Strategy Case Study|Business Strategy|Case Study|Case Studies

ICMR HOME | Case Studies Collection

Case Details:

Case Code : BSTR201
Case Length : 16 Pages
Pages Period : 1910-2005
Organization : Morgan Motor Company
Pub Date : 2006
Teaching Note :Not Available
Countries : United Kingdom
Themes :Family-Owned Business | Business Environment
Industry : Auto and Ancillaries

To download Morgan Motor Company - The Car Maker's Journey into the 21st Century case study (Case Code: BSTR201) click on the button below, and select the case from the list of available cases:

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Ethics, Case Studies


Buy With PayPal

Amount to be paid:

Prefer to pay in another currency ?
Select Currency for Payment

Exchange Rates: Click Here
Delivery Details: Click Here


For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra

Business Strategy Case Studies
Case Studies Collection
Business Strategy Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

Morgan Announces 'Eco Car' Project Contd...

"If it succeeds, the project could help to solve one of the most challenging tasks facing the modern motor industry: how to keep making cars that are fun and fast while also meeting rapidly growing concerns over damage to the environment," wrote Sunday London Times.6

"We accept the problems of climate change and think that it would be irresponsible for any manufacturer not to act," said Charles Morgan, Managing Director of Morgan and project director of LIFEcar.7 Working on a path-breaking project like a new eco-car, required the trial of new, hitherto unexplored ways of working. This could generate a "quantum leap of technological development"8 for Morgan, which had a reputation of sticking to traditional car manufacturing systems. Morgan was the only car manufacturer in the early 21st century that had not been touched by automation and mass production. Even in the early 2000s, the company occupied the same building in which it was set up in the early 1900s and crafted its cars primarily by hand.

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

It employed just over 100 people and its annual production was between 500 and 1000 -an infinitesimal number compared to auto giants like General Motors.

Background Note

In 1910, HFS Morgan, an engineer and former railway draughtsman, assembled a single-seater three-wheel vehicle called the 'Morgan Runabout' at his garage in Malvern Links in the Worcestershire district of England.

The Runabout was powered by a seven horsepower (hp) twin-cylinder Peugeot engine and the chassis was made at the Malvern College workshop by Stephenson Peach, who was then an engineering professor at the Malvern and Repton college. Initially, the Runabout was an experimental project and HFS Morgan had no plans to market it...

Excerpts >>

Custom Search

Economics for Managers Textbook
Textbooks Collection

Economics for Managers Workbook
ICMR books Collection

Case Studies in Business Strategy Volume VI

Case Studies in Business Strategy
e-Book on Business Strategy

Case Study Volumes Collection

6] Jonathan Leake, "Morgan engages eco-overdrive," The Sunday Times, June 19, 2005.

7] Jonathan Leake, "Morgan engages eco-overdrive," The Sunday Times, June 19, 2005.

8] Andrew Heasley, "Morgan to build earth-friendly sports car," The Age, September 29 2005.


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.