SG7001: Managing Strategy & Operations and Partnerships Assignment Sample 2023
1. Introduction
Strategic management and operation greatly influence the organisational sustainability of an organisation from different perspectives. This report is based on strategic management and operations techniques and activities of Morgan Motors. The different organisational strategy implemented by Morgan Motors has focused on study for understanding and evaluating different consequences and expectations associated with the organisation. The major focus areas of the study are proposed strategy, types of sources, activities extension and positive outcomes, identification of business cases, critical analysis of major challenges, descriptive elements of the organisation. The aim of this study is to understand the significance of developing a potential operational strategy to manage the activities of Morgan Motors.
Summary of the proposed strategy
The proposed strategy for the management of organisational activities and operations of Morgan Motors is targeting niche market segments, technological capability, and stakeholder satisfaction and employee retention strategy. According to the view of Komoto et al. (2017) targeting niche market segments is associated with the segmentation of potential customers of the organisation in different segments for performing business activities and performances. This strategy can greatly contribute to the process of categorising customers based on interest in different products and services of the organisation. According to the view of Slack and Brandon-Jones (2018), the strategy of technological capabilities is based on improving existing car manufacturing technology of organisation by implementing innovative automotive technician. Stakeholders satisfaction and employee’s retention strategy have focused on improving organisational relationship with internal and external stakeholders for improving business performances and business communication.
2. Identification of Business Case
Business case of Morgan Motors is associated with different business activities and performance practices by the organisation in order to manage different operational areas and marketing performances. According to the view of Fu et al. (2018), different feasibility of business case organisation can be evaluated and understand the external environmental factor. The most important components that can help to understand the business case of Morgan Motors are risk analysis, economic stability, operational strategy, marketing management strategy and stakeholder management strategy. Risk analysis and the development of potential policy to reduce major barriers and challenges associated with marketing performance of an organisation is necessary to improve operational management. In the case of Morgan Motors, the development of risk policy based on the political fragmentation and marketing structure is necessary to develop potential marketing and operational strategy. In addition, the development of potential risk management strategy can greatly contribute to the process of developing existing marketing areas and customers’ relationships with organisations in a positive way (Commin et al. 2017).
Economic stability and marketing structure of the United Kingdom greatly influences the operational development and marketing performances of Morgan Motors. As per the view of Chupina (2016), the Brexit referendum and order economic and stability of European Union had put great impact in organisational strategy including maintenance of production line, supply chain networks and marketing performances organisation. On the other hand, the minimum economic stability of different functional areas in the United Kingdom has greatly influenced the merger and acquisition strategy of the organisation. The major operational strategy implemented by Morgan Motors is Targeting Niche marketing segment. According to the view of Zhang et al. (2017), this strategy has great potentiality to categories of different interest customers groups of the organization in many segments in order to understand customer behaviour.
Targeting the date marketing segment of Morgan Motors has greatly helped the organisation to divide all the potential customers into different marketing segmentation. According to the view of Zhang et al. (2017) demographic and psychometric market segmentation has been focused by organisations to understand customers buying behaviour and potentiality. Evaluation and analysis of external factors that influence the marketing management process of Morgan Motors is one of the major approaches to understand business cases. Morgan Motors focuses on mix marketing strategy based on the market structure of the United Kingdom for performing retailing and other business activities.
For the management of internal and external stakeholders of Morgan Motors, the organisation has focused on a few employees’ strategy, stakeholder satisfaction strategy and technological development strategy. Less employee strategy is associated with selecting a limited number of employees but with high skills and potentiality. According to the view of Uraev et al. (2016), this strategy has greatly helped the business performances of Morgan Motors to maintain equality and standard in business practices. Stakeholder satisfaction strategy organisations focus on employee retention and investor relationship management processes. This process has helped to maintain budget and performances of internal and external stakeholders in order to achieve corporate goals and business principles. In addition, the technological development strategy of Morgan Motors helps to avail opportunities associated with competitive advantage through product diversification process.
3. The descriptive element
The descriptive element of the organisation Morgan Motors refers to major key components organisation that helps in performing business and maintaining different operations in a successful way. The most significant descriptive elements of Morgan Motors are brand identity, product design, competitive edge in the market, acquisition and product diversification and corporate social response. According to the view of Sharma and Ghosh, (2019) brand identity of Morgan Motors as vintage car design has a great contribution in the process of surviving in the corporate structure. The design of different cars, engines and other structures of Morgan Motor are based on most innovative technology. Competitive age in the market is one of the most important components of a descriptive elements organisation because it greatly influences marketing strategy and operational strategy optimisation (Morgan-mnotor.com, 2020).
Acquisition and in cooperation with other organisations can be considered a major descriptive element of the organisation because it has contributed to the process of exchanging information and marketing strategy for the expansion of business areas. Product diversification helps Morgan Motors to avail the maximum opportunities from competitive advantage and improve the existing business performances and marketing practices of the organisation (Sharma and Ghosh, 2019).
4. Analysis of the process
Critical analysis of the business process
The business process followed by Morgan Motors depends on various key factors, strategies and capabilities to identify the vulnerabilities and eliminate it swiftly. The strategic choices are undertaken to protect the overall sustainability of the organization. As mentioned by Rehman, Zhang and Khan (2017) Morgan Motors follows the traditional method of production and manufacturing even in this day of globalization and modernization. It is one of their rich heritages that shine through their skilled workers showing great architecture and design in the specification of the car. However, as argued by Kaiwartya et al. (2016) traditional methods of production are liable to major shortcomings and challenges that reduce the production rate of cars. The shift in locus is essential for the company to target a wider section of the customer and keep developing tactics to hasten the production process. According to Khan et al. (2018) in the current business market, the shift in internal and external business strategies plays a major role to develop sustainability and gain competitive advantage. Taking a proper note from the VRIN analysis and PESTLE analysis, the resource and capabilities of the organization can be easily defined.
Two sources used in individual reports for analysing strategy and management processes of Morgan Motors; organisational websites and different journal articles. The organisational website has helped to evaluate and understand the mission, vision and 8corporate objective of the organisation. On the other hand, the use of different journal articles has helped to understand the major circumstances and study areas associated with the organizational strategy (Morgan-mnotor.com, 2020). In addition, this process has also helped to identify and propose potential strategies in the individual report. The major types of analysis that have been used in the individual report are the qualitative analysis of all the business practices, organizational mission, and vision and employee’s management process of Morgan Motors. However, the technological perspective and capability have been also analysed in the study in order to understand their operational areas respectively (Morgan-mnotor.com, 2020).
Extend of activities for positive outcomes
The suggested strategy for the operational management and business performances of Morgan Motors can greatly contribute to the aching mission and vision to a great extent. The followings are the major positive outcomes of the suggested strategy:
- Targeting niche market segments: The major positive outcomes of this strategy are the identification of the potential customers and improvement in the production process of the organization in an effective way (Zhang et al. 2017).
- Technological capability: Focusing on the development of effective and innovative technology for the car manufacturing process has positive outcomes of increasing modern automotive cars by the organisation (Vejvar et al. 2018).
- Stakeholder satisfaction: The most significant outcome of focusing on stakeholder satisfaction is the improvement of customer relationships and increase of investment by the investors (Ansoff et al. 2019).
- Employee retention strategy: Employee retention strategy has also different positive outcomes that can help in organisational development and management process of Morgan Motors. According to the view of Drenowatz (2017), the major positive outcome of implementing employee retention is improving employee engagement, different activities and performances and positively contributing to business development.
The major shortcomings and challenges involved in Morgan Motors Company can be outlines as:
- Morgan Motor is one of the oldest automobile industries that provide its service on vintage car manufacture and production. However, as argued by Eilert et al. (2017) the major challenge faced by the company is the lack of manufacturing plants. It can be observed that Morgan Motors has only a single manufacturing plant that greatly reduces the potential output.
- Morgan Motors operates in a niche market targeting mainly the upper social class people that have admiration for tradition and vintage works. Although the workers use various craftsmanship skills to sway and attract customers, the vintage looks and designs are not preferred by everyone. As stated by Kaiwartya et al. (2016) due to this, the customized products and manufacture take a month to complete which does not sit well with the customers.
- Employees in the company are too less to produce huge transformation in work. The company has only 220 employees, though they are highly skilled and experienced, such a small number reduces the speed of production.
- Adoption of technology is also one of the major drawbacks of the company in this fast-paced modern world. Morgan Motors relies entirely on their hand-made products and scorns any technological advancement resulting in slow growth and profitability.
The individual report is divided into two segments in which the first stage comprises the operation of the company and the relative stakeholder’s perception is fragmented. As stated by Khan et al. (2018) the major stakeholders of the company involving the customers, local environment authorities and the investors play a major role in adhering to the traditional manufacturing framework. The business, corporate and financial strategies are listed to understand the vision and operation of the company. The second stage reveals the resources, capabilities and the sustainability factors intertwined with the company. The strategic tools and techniques mentioned is critical to understand the risk and vulnerabilities of the organization. The group presentation takes all the challenges and issues under consideration to propose a solid strategy to improve the strategic and operational performance of the company.
5. Conclusion and recommendation
From the above discussion, it can be concluded that the development of potential organisational strategy is necessary to manage marketing performances and operational management in a significant way. The proposed strategy in individual reports of Morgan Motors has great potentiality to contribute to the process of improving business performances and practices of the organisation to a great extent. Highlight areas of the study are proposed strategy, types of sources used in individual reports, positive outcomes, identification of business cases, and critical analysis of major challenges, descriptive elements of organisation and recommendation. The proposed strategy has focused on analysing the strategy used in the individual report for the development of Morgan Motors.
The types of sources used in the report have been highlighted in the major sources of information and analysis techniques. In addition, the positive outcomes have gone through the major advantages of implementing the strategy. Identification of business case has analysed the major circumstances and external environmental component associated with the organization. The critical evaluation has focused on the major challenges and barriers associated with the operational strategy of Morgan Motors. In addition, descriptive elements have focused on major elements associated with the business performances and operational areas of the organization.
Recommendation
- Development of manufacturing plants in order to maintain the service of vintage car manufacture and production.
- Focusing on all social classes in the niche market targeting in order to expand customers.
- Development of a step by step approach is adopted to address the issues in Morgan Motors and the solutions that can improve the company’s viability in the market.
Reference List
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