has the brake fluid been properly changed at service?
I'd be more concerned with air in the system. When working one of my project cars i accidently un-did the wrong nut, which let air into the system. I had to move the car to fix it, it created massive travel in the pedal, almost reaching the floor.
Idris I would flush the brake fluid, there is a guide in the maintaince section. I created the guide its very easy to do, just one or 2 bubbles of air could create your problems.
Where are you located Idris, I would be happy to help over the xmas break 
Many thanks and to all who have responded.
For reasons given in previous postings and because pedal travel does seem to be worse than when I bought it, I would not be that surprised to find air in the system - even after new master cylinder must have necessitated bleeding.
Car is in Hanworth, near top end of M3, dealer is near Heathrow but I am home in Hampshire, in principle until early Jan. Most unusually for me, this fault is under warranty, so while in normal circumstances I can and do work on my cars myself, I am disinclined to work on this one myself, that partly because the moment anyone else works on it - without the dealer's acceptance - the dealer might then use that as an exuse to slip out from under.
Thanks anyway, but no, at least for the moment.
Incidentally, I always prefer a short travel, firm pedal as I find it gives me much more confidence - and do not agree at all with a comment elsewhere on this group that long travel and soggy feel is better, to allow more gradual braking! That seems to me to similar to the old American "Sneeze factor" excuse for useless steering with excessive play - "necessary so that the car does not turn if the driver sneezes" and the old (and for all I know current) Institute of Advance Motorists condemnation of heel and toe braking - because, they said, this allows drivers to brake more effectively and therefore encourages them to drive faster!
Idris