Morgan Life car two is a product from Morgan life Car Company which is located in Malvern, Worcestershire. The company was started by Harry Frederick Stanley Morgan in 1910, and it was operated by its founder until his death in the late fifties (the company has since been then been run by the Morgan family, with the founder's son taking control of the company; and afterwards, the next of kin taking over the company's operations after the death of the boss) (Sharma 2010, p. 1). Morgan Motor Company is home to more than 150 employees and it has been producing a lot of cars in the past years, with 2007, standing out as a unique year because the company produced more than 630 years (Sharma 2010, p. 1). The company has since then produced several cars, with recent developments being motivated by the green revolution. This revolution has seen the company produce the Morgan life car.
After the launch of the first Morgan life car, Morgan Motor Company is planning to launch a later version of the car, titled: Morgan Life car two. This new product is yet to be launched in 2013, and it follows the previous version of the hydrogen-powered Morgan life car (Sharma 2010, p. 1).
The new life car two is to be launched alongside another new model from the Morgan Company, but its management has withheld a lot of information regarding the specifications of the new models. However, it is known that the new Morgan life car contains specifications from its older version (which is known to be a light-weight, fuel-celled powered vehicle). The older version was launched in the 2008, Geneva motor car show, but it was never developed for commercial use, except to showcase the potential hydrogen fuel has on the future sustainability of environmentally-friendly vehicles (Sharma 2010, p. 1). The new version of the Morgan life car is however not meant for showcasing only; it is designed for commercial production as well. The previous version of the Morgan life car was built to run 250 miles on a single tank and it was also made to be fueled by hydrogen power (Sharma 2010, p. 1).
[...] The UK market is going to be no exception. Considering these dynamics, the Morgan motor company is expected to face stiff competition from other hybrid car makers Opportunities Due to the increased awareness of carbon emissions produced by the transport industry and other sectors of the economy, there has been an increased demand for eco-friendly cars (Llewellyn 2008). Governments are also expected to join this debate, with more authorities expected to introduce regulations regarding the use of high carbon emitting cars. [...]
[...] This goal should override any interest of the Morgan Company. The value chain systems will also be aimed at running successful dealership to sustain quality services to the customers. Profitable dealerships are the best way to create a strong brand loyalty for Morgan motor company. The supply chain system will also be designed to harbor a strong customer-company relationship. The product distribution channel will also be designed to have a deep market penetration, especially into the target market segment, so that the company can tap into economies of scale and therefore, be able to quickly recover its initial costs of production. [...]
[...] In fact, it is estimated that, the country has an average gross domestic product (GDP) of 1.453 billion pounds, thereby creating a lot of potential for the purchase and sustainability of the Morgan life car two (Senior Watch 2011, p. 1). With such kind of gross domestic product, there is hope that the UK automotive market is bound to enjoy the benefits of a good economy and this is in turn expected to boost car sales. Smith (2009) affirms that: “Economists traditionally use GDP to measure economic progress. [...]
[...] Its target market will be upscale automotive consumers. Also, from the SWOT and PEST analyses, we see that, the company stands better odds of succeeding in the UK market, especially considering there is good government support and a thriving economy, at least which supports the sales of such vehicles. However, the biggest threat to stand in the way of Morgan life car two's launch is the lingering strong competition from other hybrid car makers. This competitive force ought to be effectively tackled through anti-competitive strategies. [...]
[...] The company has since then produced several cars, with recent developments being motivated by the revolution. This revolution has seen the company produce the Morgan life car. After the launch of the first Morgan life car, Morgan Motor Company is planning to launch a later version of the car, titled: Morgan Life car two. This new product is yet to be launched in 2013, and it follows the previous version of the hydrogen-powered Morgan life car (Sharma 2010, p. 1). [...]
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