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Project Report

[Insert Morgan Logo here]

Brand Audit

Submitted To

Dr. Abdul Waheed

Submitted By

Kshitij Sinha

Kamran Khan

Tania Adhikari

[Insert Table of Contents here]

Executive Summary

Morgans brand audit is a comprehensive examination to assess its health & uncover sources of brand equity and ways to improve & leverage that equity. Within this brand audit, a complete inventory & exploratory of Morgan has been conducted & also included are expectations of future potential for growth, budget reality & recommendations.

The brand inventory provides a current & comprehensive profile of how Morgan sells, markets & brands its automobiles. More specifically, the brand inventory serves as an assessment of the health of the brand & its sources of equity from the companys perspective. The brand exploratory recognizes what Morgans consumers think & feel about the brand and how to use this information to better understand the sources of brand equity as well as any possible barriers.

Morgan Motor Company continuously strives to mirror & replicate its consumer base to have a better understanding of its consumers, working tirelessly over the years to create a strong, unique & reputable brand image. Because Morgan is a very unique, niche brand in the automobile industry, the company must make more diligent efforts to ensure consumers experiences with the product meet & surpass their expectations. Overall, Morgan Motor Company has done an excellent job branding itself globally. Given the analysis of the brand audit, it will likely continue to experience continued success & growth. Recommendations to achieve & maintain success include expanding the brands portfolio & consumer knowledge of existing & new products, utilization of non-celebrity endorsers to promote the vehicles, creation of a memorable jingle & increased participation in close-knit community events.

Brand Inventory

About Morgan

Morgan Motor Company was founded with the iconic production of the Morgan Three Wheeler. The brilliant yet simple design of by Henry Morgan in 1909 resulted in it becoming one of the most successful cars of early day motoring. The principle of fitting a powerful engine to a lightweight chassis has remained paramount to the company through three generations of Morgan ownership, to today. The 3 wheeler has continued to evolve with many specifications & was quoted as being able to provide freedom to the masses. The racing 3 wheelers were so fast that they were required to start a whole lap behind their 4 wheeled competitors whilst racing at legendary British circuits like Brooklands. Morgan quickly started to successfully sell overseas, with large dealerships established in Europe and specifically Paris. The cars high performance & credibility on the race track soon attracted the attentions of the affluent and the Morgan brand soon became considered to be fashionable. The resounding success of the first 4 wheeled Morgan in 1936 has resulted in the Morgan 4-4 (4 wheels, 4 cylinders) being the longest running vehicle in production worldwide today.

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The aesthetic similarities of the Classic range cars to their 40s ancestors are still apparent. The cars still evoke the nostalgia & joys of driving from the golden days of motoring but with none of the fragility or temperament. The Classic Morgan is now a very different machine underneath with subtle styling & improvements and the latest drive-train technology from Ford.

When Peter Morgan inherited the company from his father, he introduced the first V8 Morgan: the Plus 8. This high performance car put Morgan & the reputation of British sports cars as a whole at the forefront of British engineering & design. This iconic car was later re-launched by the company in 2011. Peter Morgans son, Charles Morgan, is the companys current managing director. He continues to lead the way in innovative concepts by introducing the first Morgan supercar The Aero. The all-aluminum bodied lightweight V8 sports car enjoyed many race victories and is the vehicle of choice for enthusiasts who require a car with both the traditional craftsmanship & impressive performance figures to rival its competitors. The Aero has evolved into the high-end luxury Aero SuperSports Morgan sells today.

Morgan vehicles have always been constructed using the traditional body-on-frame method of attaching a paneled body onto a rolling chassis. As the first method of mass-production in the 1930s, body-on-frame construction enabled manufacturers to change their body style without having to change their chassis, thus enabling rapid improvements to be made to the interior without the high costs associated with developing a new platform. They continue to use this method of construction as it offers lightweight construction & enables them to remain true to their heritage of using the finest materials only - ash, leather & aluminum.

In today's modern world of fixed specifications & generic automobiles, the Morgan Motor Company stands proud. 40,000 choices of paint color & over 50 choices of the finest quality leather are just the starting points to creating a car that is completely unique to its customer. As a small & dynamic business, Morgan boasts the ability to offer the most personalized service in the automotive Industry. Their team of highly skilled & passionate craftsmen take pride & care at every stage of the building process to guarantee that the car is built to the high standards that its customers come to expect.

Brand Width

Morgan 3 WheelerThe iconic design of the Morgan 3 wheeler has been updated with 21st Century technology. This provides smooth Get in & drive convenience with the thrill of extreme performance. It is designed for one purpose alone, to make driving fun. A leather padded cockpit complete with aircraft instrumentation adds to the sense of flying on the road. The car seems to respond as much to thought as physical input. With an estimated 140 Newton meters of torque the motor provides maximum power at minimum revs.

Morgan ClassicIt was introduced in 2004 replacing the Morgan Plus 8. The car is identical to its predecessor except for new modern Ford V6 mechanicals. The new engine develops similar power, though less torque, which results in increased performance & better fuel economy. Like its predecessor, the chassis consists of a standard ladder frame design & is built from galvanized steel with 5 tubular or box section cross members. The body is built of steel & aluminum around an ash frame. The standard color range is Royal Ivory, Corsa Red, Indigo Blue, Black & Connaught green.

Morgan Aero

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Lightweight, powerful & effortlessly stylish, the new Aero 8 is a true British sports car. This is the most refined Aero product to date, a fitting evolution of Morgans most technologically advanced range of vehicles. Driving with the hood down amplifies the addictive V8 soundtrack. A dramatic rear opening clam shell boot is used to both tension & hide the mohair hood, whilst the lightweight hard top transforms the car into a coup. A stiffer all-aluminum chassis & improved suspension are complimented by the improved aerodynamic performance of the hand sculpted body.

Brand Portfolio

Morgan 3 Wheeler

Morgan Classic

Morgan 4/4 Morgan Plus 4 Morgan Roadster Morgan Pus 8

Morgan Aero

Aero 8

Product Attributes

Effortlessly stylish & peerless design Traditional British engineering Performance Luxury Reliability Lightweight & Powerful Exclusive quality Well-established branding Heritage, aristocratic vintage

Competitive Environment

Strength Founded in 1910 thus is known well & has a heritage linked to it. It has been exploring newer markets like the U.S. & so on.

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They have presence in racing as well which has worked well for them. All cars are hand assembled which assures great quality. Has brought together classic design & latest technology. Strong presence in motorsports.

Weaknesses Still has failed to come up with an alternative fuel powered vehicle which will match its current cars.

Its appeal is limited to very small group of auto enthusiasts. It is not a very large company thus will have difficulties scaling up in future globally.

Opportunity 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.

Look at determining & producing the number which will not only be exclusive but also profitable.

They should also look at emerging markets as well.Threats 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. The other brands can get aggressive like Lamborghini has become with even its

Aventador, and then lesser people will seek to own a Morgan. People giving up speed & performance for environmentally friendly cars can seriously

hamper the sales of these types of cars.

Marketing Strategies

Retail Shops all over the world

They have established showrooms in 42 countries so that the company can ensure direct sales services to the customers & reduce the hassle of the customers in case of problem solving. The countries where they have presence is listed below for reference:-

1. China2. Brazil3. Russia4. Japan5. Egypt6. Germany7. Turkey8. France9. Italy10. South Africa11. Spain12. Poland13. Canada14. Morocco15. Saudi Arabia16. UAE17. Australia18. Netherlands19. Belgium

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20. Portugal21. Austria22. Finland23. Czech Republic24. Norway25. Costa Rica26. Ireland27. Qatar28. Mauritius29. Monaco30. Vatican City31. Denmark32. Ukraine33. Malaysia34. Hungary35. Sweden36. Singapore37. Kuwait38. Croatia39. India40. South Korea41. French Guiana42. Iceland

Sponsorship for F1 Team

The brand has partnership with F1 teams such as RedBull, Mercedes & Lotus. Morgan Motor Car will be sponsoring the teams & in exchange, the teams will be helping us in the R&D sector and to come up with further innovations.

After Sales Service in Retail Shops

The brand has an established after-sales service in all the 42 countries so that their customers can find any part of their car that they may require. Every effort has been made to make all the spare parts available in these retail shops.

Car Launching in Motor shows

For promoting their cars, they put their cars in various motor shows, to reach to the customers. Motor shows like the Geneva Motor Show can be helpful in order to promote their aristocratic vintage cars.

Promotional Review in Top Gear

They also arrange promotional reviews in the famous, well-known automobile show called Top Gear in which famous celebrities, well-known car enthusiasts & the best test drivers take part actively, so that people can rely on their cars which would make good promotional tool for the company.

Exclusive Video Trailer in YouTube

For the companys new brands in the market they put exclusive videos on their YouTube channel, which is actively followed by millions of subscribers, so that customers can see firsthand their cars before the launch in the market.

Brand Exploratory

Morgans Mental Map

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CBBE

CBBE Pyramid

Expectations of Future Potential

Project Forge Faster Efficient Modeling.

Morgan will now be implementing T-Spline technologies into their work flow. The ability and ease of modeling surfaces that can directly relate to Alias and showcase is invaluable when resources are already stretched.

Advanced Visualization

Morgan is exploring more powerful rendering packages and updates from Autodesk. When carrying out many on screen sign offs, the speed and accuracy of the visual is increasingly important.

Display, Process, Manage

Autodesk provides exceptional cloud based processing options and are now launching an impressive PLM catering for the needs of any designer undertaking detailed project work.

Morgan Whats Next?

The Morgan Motor Company is now manufacturing more vehicles than ever before. The media and consumer attention is greater than ever and the company are in a strong position to improve brand perception and innovate with more

Morgan Motor

Car

Performance

Style & Design

Status

Reliability

Passion

Quality

Heritage

Luxury

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speed than ever before. From a visual point of view vehicles are expected to evolve drastically over coming years. The tension of the curves will be increased, body surfaces will exude higher aerodynamic ability, and the Morgan Supercar will continue to attract a buyer seeking a level of bespoke manufacture and tradition not apparent with its competitors.

Modern trends in automotive sales suggest a clearer division between economical, luxury and unique vehicle manufacture. The latter is a market sector that Morgan excels within. No other manufacturer in the world makes vehicles with such individuality. Given the technology to create vehicles like this to satisfy demand, the future is one thatis filled with exciting opportunities for Morgan Motor Company.

Recommendations

Competition

There is a sudden increase in competition from the other car manufacturers in all the segments. Mercedes is the prime competitor, then there are others like Volvo, Honda, Toyota, Volkswagen etc. These competitors are launching new products every day to have a greater pie of the market share, as well as the customer mind. The trends & scenarios are constantly changing in the consumer market. The silver generation with a demand for mobility & financial strength needs something which appeals to them. The lifestyles have changed.

Special Focus on Aerodynamics

They should take help from the F1 teams for their R&D and put special focus on the aerodynamics of the cars so that the cars can give the feel of aristocracy as well as feel of speed to the customers.

Research on Customers Driving Experience

Focus on customer satisfaction & their driving experience. Improve the cars suspensions, shock absorbers & seats through thorough research & development to improve customers overall driving experience.

Possibilities in Outsourcing Parts

The company could outsource some of the parts to other companies to reduce cost & get the best product.

Decreasing Bottleneck

In formulation of the operational strategies first comes the bottleneck problem. Our management will try to decrease the bottlenecks as much as possible, so that working efficiency may increase.

Decreasing Lead Time in Production

They already have a huge lead time in producing their cars. The management should try to increase their workforce to reduce the lead time in production, so that our customers can have their cars without waiting for long after the orderplacement.

Conclusion

Morgan Motor Company (MMC) began as a family company & has remained that way over the years. Decisions were largely driven by steady demand for their luxury product. Traditionally, decision-making was premised on production quotas that kept supply slightly behind demand. While the company made a profit, it was not enough to sustain the company in the long term due increasing costs caused by inefficient methods of production. The key area for improvement was strategic planning based on detailed & accurate information. MMC could gain valuable information about its environment through SWOT analysis, which could be used to inform strategic planning decisions. The company survived difficult circumstances (e.g. World War II) & demonstrated its ability to diversify through the manufacture of munitions.

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Another key strength is the global demand for their differentiated product. Its domestic & international appeal creates an important opportunity to further expand its global customer base. However, the potential threat associated with this opportunity is uncertainty in a number of dimensions in MMCs general environment. Economic, political & legal factors in other countries could potentially impact on MMCs sales, as was the case in the late 1960s where strict emission control regulations caused their US market to collapse. In this instance, domestic demand absorbed its impact & highlighted the importance of maintaining a diverse client base that could absorb the impact of any environmental changes.

A sales & marketing department that is production led is ineffective in improving revenue & achieving the aim of increased profits. Additionally, this production led sales creates an artificial view of demand for its product. If all the strategies are properly implanted, Morgan could regain its former strength to dominate the automobile market in UK once it did in 1950s.