Uncertainty analysis in competitive bidding for service contracts

Melanie E Kreye

Research output: ThesisDoctoral Thesis

Abstract

Sustainable production and consumption have become more important internationally, which has led to the transformation of market structures and competitive situations into the direction of servitisation. This means that manufacturing companies are forced to compete through the supply of services as opposed to products. Particularly the suppliers of long-life products such as submarines and airplanes no longer simply sell these products but provide their capability or availability. Companies such as Rolls-Royce Engines achieve 60% of their revenue through selling a service rather than the engine itself.

For a manufacturing company, the shift towards being a service provider means that they usually have to bid for service contracts, sometimes competitively. In the context of competitive bidding, the decision makers face various uncertainties that influence their decision. Ignoring these uncertainties or their influences can result in problems such as the generation of too little profit or even a loss or the exposure to financial risks. Raising the decision maker’s awareness of the uncertainties in the form of e.g. a decision matrix, expressing the trade-off between the probability of winning the contract and the probability of making a profit, aims at integrating these factors in the decision process. The outcome is to enable the bidding company to make a more informed decision. This was the focus of the research presented in this thesis.

The aim of this research was to support the pricing decision by defining a process for modelling the influencing uncertainties and including them in a decision matrix depicting the trade-off between the probability of winning the contract and the probability of making a profit. Three empirical studies are described and the associated decision process and influencing uncertainties are discussed. Based on these studies, a conceptual framework was defined which depicts the influencing factors on a pricing decision at the bidding stage and the uncertainties within these. The framework was validated with a case study in contract bidding where the uncertainties were modelled and included in a decision matrix depicting the probability of winning the contract and the probability of making a profit.

The main contributions of this research are the identification of the uncertainties influencing a pricing decision, the depiction of these in a conceptual framework, a method for ascertaining how to model these uncertainties and assessing the use of such an approach via an industrial case study.

LanguageEnglish
QualificationPh.D.
Awarding Institution
  • University of Bath
Supervisors/Advisors
  • Newnes, Linda, Supervisor
  • Goh, Yee-Mey, Supervisor
Award date1 Nov 2011
StatusUnpublished - Nov 2011

Fingerprint

Competitive bidding
Uncertainty analysis
Uncertainty
Profit
Bidding
Pricing decisions
Conceptual framework
Decision maker
Trade-offs
Manufacturing companies
Decision process
Service economy
Model uncertainty
Suppliers
Service provider
Revenue
Empirical study
Financial risk
Market structure
Bid

Keywords

  • uncertainty analysis
  • uncertainty modelling
  • service contracts
  • competitive bidding

Cite this

Uncertainty analysis in competitive bidding for service contracts. / Kreye, Melanie E.

2011.

Research output: ThesisDoctoral Thesis

Kreye, ME 2011, 'Uncertainty analysis in competitive bidding for service contracts', Ph.D., University of Bath.
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title = "Uncertainty analysis in competitive bidding for service contracts",
abstract = "Sustainable production and consumption have become more important internationally, which has led to the transformation of market structures and competitive situations into the direction of servitisation. This means that manufacturing companies are forced to compete through the supply of services as opposed to products. Particularly the suppliers of long-life products such as submarines and airplanes no longer simply sell these products but provide their capability or availability. Companies such as Rolls-Royce Engines achieve 60{\%} of their revenue through selling a service rather than the engine itself.For a manufacturing company, the shift towards being a service provider means that they usually have to bid for service contracts, sometimes competitively. In the context of competitive bidding, the decision makers face various uncertainties that influence their decision. Ignoring these uncertainties or their influences can result in problems such as the generation of too little profit or even a loss or the exposure to financial risks. Raising the decision maker’s awareness of the uncertainties in the form of e.g. a decision matrix, expressing the trade-off between the probability of winning the contract and the probability of making a profit, aims at integrating these factors in the decision process. The outcome is to enable the bidding company to make a more informed decision. This was the focus of the research presented in this thesis.The aim of this research was to support the pricing decision by defining a process for modelling the influencing uncertainties and including them in a decision matrix depicting the trade-off between the probability of winning the contract and the probability of making a profit. Three empirical studies are described and the associated decision process and influencing uncertainties are discussed. Based on these studies, a conceptual framework was defined which depicts the influencing factors on a pricing decision at the bidding stage and the uncertainties within these. The framework was validated with a case study in contract bidding where the uncertainties were modelled and included in a decision matrix depicting the probability of winning the contract and the probability of making a profit.The main contributions of this research are the identification of the uncertainties influencing a pricing decision, the depiction of these in a conceptual framework, a method for ascertaining how to model these uncertainties and assessing the use of such an approach via an industrial case study.",
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N2 - Sustainable production and consumption have become more important internationally, which has led to the transformation of market structures and competitive situations into the direction of servitisation. This means that manufacturing companies are forced to compete through the supply of services as opposed to products. Particularly the suppliers of long-life products such as submarines and airplanes no longer simply sell these products but provide their capability or availability. Companies such as Rolls-Royce Engines achieve 60% of their revenue through selling a service rather than the engine itself.For a manufacturing company, the shift towards being a service provider means that they usually have to bid for service contracts, sometimes competitively. In the context of competitive bidding, the decision makers face various uncertainties that influence their decision. Ignoring these uncertainties or their influences can result in problems such as the generation of too little profit or even a loss or the exposure to financial risks. Raising the decision maker’s awareness of the uncertainties in the form of e.g. a decision matrix, expressing the trade-off between the probability of winning the contract and the probability of making a profit, aims at integrating these factors in the decision process. The outcome is to enable the bidding company to make a more informed decision. This was the focus of the research presented in this thesis.The aim of this research was to support the pricing decision by defining a process for modelling the influencing uncertainties and including them in a decision matrix depicting the trade-off between the probability of winning the contract and the probability of making a profit. Three empirical studies are described and the associated decision process and influencing uncertainties are discussed. Based on these studies, a conceptual framework was defined which depicts the influencing factors on a pricing decision at the bidding stage and the uncertainties within these. The framework was validated with a case study in contract bidding where the uncertainties were modelled and included in a decision matrix depicting the probability of winning the contract and the probability of making a profit.The main contributions of this research are the identification of the uncertainties influencing a pricing decision, the depiction of these in a conceptual framework, a method for ascertaining how to model these uncertainties and assessing the use of such an approach via an industrial case study.

AB - Sustainable production and consumption have become more important internationally, which has led to the transformation of market structures and competitive situations into the direction of servitisation. This means that manufacturing companies are forced to compete through the supply of services as opposed to products. Particularly the suppliers of long-life products such as submarines and airplanes no longer simply sell these products but provide their capability or availability. Companies such as Rolls-Royce Engines achieve 60% of their revenue through selling a service rather than the engine itself.For a manufacturing company, the shift towards being a service provider means that they usually have to bid for service contracts, sometimes competitively. In the context of competitive bidding, the decision makers face various uncertainties that influence their decision. Ignoring these uncertainties or their influences can result in problems such as the generation of too little profit or even a loss or the exposure to financial risks. Raising the decision maker’s awareness of the uncertainties in the form of e.g. a decision matrix, expressing the trade-off between the probability of winning the contract and the probability of making a profit, aims at integrating these factors in the decision process. The outcome is to enable the bidding company to make a more informed decision. This was the focus of the research presented in this thesis.The aim of this research was to support the pricing decision by defining a process for modelling the influencing uncertainties and including them in a decision matrix depicting the trade-off between the probability of winning the contract and the probability of making a profit. Three empirical studies are described and the associated decision process and influencing uncertainties are discussed. Based on these studies, a conceptual framework was defined which depicts the influencing factors on a pricing decision at the bidding stage and the uncertainties within these. The framework was validated with a case study in contract bidding where the uncertainties were modelled and included in a decision matrix depicting the probability of winning the contract and the probability of making a profit.The main contributions of this research are the identification of the uncertainties influencing a pricing decision, the depiction of these in a conceptual framework, a method for ascertaining how to model these uncertainties and assessing the use of such an approach via an industrial case study.

KW - uncertainty analysis

KW - uncertainty modelling

KW - service contracts

KW - competitive bidding

M3 - Doctoral Thesis

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