This document provides an outline for a case study analysis of Morgan Motor Company. The outline includes an introduction and 6 chapters that will analyze different aspects of Morgan's business operations and processes. Chapter 1 will provide background context on Morgan. Chapter 2 will evaluate Morgan's external environment through a PESTEL analysis. Chapter 3 will conduct a SWOT analysis. Chapter 4 will analyze Morgan's value chain. Chapter 5 will develop recommendations. Chapter 6 will conclude the case study. The document notes that the case study will assess how well Morgan's operations and departments work together, its outbound logistics and time to deliver vehicles, marketing and sales strategies, and after-sales customer service.