Sport-Trax Case study

1. Problem Overview When Sport-Trax was given the opportunity to bid a new 400 metre running track of Loughborough University, it had become one of the three main players in the field with its particular marketing strategy. And during the past six months, Sport-Trax had put much effort as possible to win the bid. By analyzing its marketing strategy, product service and competitors in the same market sector, it seemed that Sport-Trax was likely to get the …

…bidding price, Sport-Trax should decrease the unnecessary fees, such as 'better service during the installation' and 'assurance of better after-sales service', to make their bid more competitive. Consequently, when the company made the bidding price for the first time, it should use 'competitive bidding' method to calculate. Moreover, it should keep the consistency of price strategy during Sport-Trax's bidding. Suddenly changing the price with big distinguish may lead to a bad impression on the company.