Harvard Case - Bombardier (A): The Procurement Decision of Light Rail Cars for the Los Angeles Metro Transit Authority
"Bombardier (A): The Procurement Decision of Light Rail Cars for the Los Angeles Metro Transit Authority" Harvard business case study is written by Lane Crowder, Robert E. Spekman. It deals with the challenges in the field of Marketing. The case study is 19 page(s) long and it was first published on : Aug 28, 1996
At Fern Fort University, we recommend that Bombardier proceed with the bid for the Los Angeles Metro Transit Authority (LA MTA) light rail car contract, but with a strategic approach that addresses the critical factors identified in this analysis. Bombardier should leverage its existing expertise in light rail design and manufacturing, while incorporating a tailored marketing strategy and a robust financial model to secure this lucrative contract.
2. Background
This case study focuses on Bombardier's decision to bid for the LA MTA's contract to supply 600 light rail cars. Bombardier, a global leader in transportation, faced a critical decision: whether to pursue this project, considering the competitive landscape, the demanding technical specifications, and the potential financial implications. The primary protagonists are Bombardier's management team, responsible for evaluating the bid, and the LA MTA, seeking a reliable and cost-effective solution for its expanding light rail network.
3. Analysis of the Case Study
Strategic Analysis:
SWOT Analysis:
- Strengths: Bombardier possesses strong technical expertise in light rail design and manufacturing, a global presence, and a proven track record in delivering complex projects.
- Weaknesses: Bombardier faces competition from established players like Alstom and Siemens, and its recent financial performance has been volatile.
- Opportunities: The growing demand for light rail systems globally presents a significant opportunity for Bombardier. The LA MTA contract could serve as a flagship project, generating future business.
- Threats: The competitive landscape is intense, and the LA MTA's stringent requirements pose a significant challenge.
Competitive Analysis:
- Bombardier faces stiff competition from Alstom and Siemens, both established players with strong financial resources and technical capabilities.
- To gain a competitive edge, Bombardier needs to differentiate itself through its value proposition, emphasizing its expertise in light rail design, its commitment to innovation, and its ability to meet the LA MTA's specific needs.
Market Segmentation:
- The LA MTA represents a significant segment within the North American light rail market. Understanding the specific needs and priorities of this segment is crucial for developing a tailored bid.
Financial Analysis:
- Cost Analysis: Bombardier needs to carefully analyze the costs associated with manufacturing, delivery, and maintenance of the light rail cars.
- Pricing Strategy: Bombardier must develop a competitive pricing strategy that considers the costs, the competitive landscape, and the LA MTA's budget constraints.
- Financial Modeling: A comprehensive financial model is essential to assess the potential profitability of the project, considering the contract terms, the expected costs, and the potential risks.
Marketing Analysis:
- Brand Positioning: Bombardier needs to clearly articulate its brand positioning in the light rail market, emphasizing its expertise, innovation, and commitment to customer satisfaction.
- Marketing Strategy: A tailored marketing strategy should focus on highlighting Bombardier's strengths, addressing the LA MTA's specific needs, and building strong relationships with key decision-makers.
- Marketing Communications: Effective communication is crucial for building trust and credibility with the LA MTA. Bombardier should leverage a mix of communication channels, including presentations, proposals, and targeted marketing materials.
4. Recommendations
1. Strategic Bid Development:
- Tailored Value Proposition: Develop a value proposition that emphasizes Bombardier's expertise in light rail design, its commitment to innovation, and its ability to meet the LA MTA's specific needs.
- Technical Excellence: Demonstrate a deep understanding of the LA MTA's technical specifications and propose solutions that exceed expectations.
- Financial Viability: Present a robust financial model that demonstrates the project's profitability and addresses the LA MTA's budgetary concerns.
2. Marketing and Communication:
- Targeted Marketing: Develop a targeted marketing campaign that highlights Bombardier's strengths and resonates with the LA MTA's decision-makers.
- Relationship Building: Establish strong relationships with key stakeholders within the LA MTA, fostering trust and transparency.
- Effective Communication: Communicate clearly and persuasively, emphasizing Bombardier's commitment to delivering a successful project.
3. Risk Management:
- Identify and Mitigate Risks: Proactively identify potential risks associated with the project, such as cost overruns, delays, and technical challenges.
- Contingency Planning: Develop contingency plans to address potential risks and ensure project success.
4. Continuous Improvement:
- Post-Contract Monitoring: Monitor project progress closely and implement continuous improvement measures to ensure on-time and on-budget delivery.
- Customer Feedback: Actively seek feedback from the LA MTA to address any concerns and enhance customer satisfaction.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of the case study, considering Bombardier's core competencies, the LA MTA's needs, the competitive landscape, and the potential financial implications. The recommendations are aligned with Bombardier's mission to provide innovative transportation solutions and its commitment to customer satisfaction.
6. Conclusion
Bombardier has a strong opportunity to secure the LA MTA light rail car contract. By developing a strategic bid, leveraging its expertise, and implementing a robust marketing strategy, Bombardier can position itself as the preferred supplier. The key to success lies in understanding the LA MTA's specific needs, addressing their concerns, and delivering a compelling value proposition.
7. Discussion
Alternatives:
- Not Bidding: Bombardier could choose not to bid on the contract, focusing its resources on other opportunities. However, this would mean missing out on a potentially lucrative project and a chance to establish a foothold in the North American light rail market.
- Bidding with a Lower Price: Bombardier could bid with a lower price to increase its chances of winning the contract. However, this could compromise profitability and potentially lead to financial losses.
Risks and Assumptions:
- Competition: The competitive landscape is intense, and Bombardier's competitors could offer lower prices or more attractive technical solutions.
- Technical Challenges: The LA MTA's technical specifications are demanding, and Bombardier needs to ensure that its design and manufacturing capabilities meet these requirements.
- Cost Overruns: Unexpected cost overruns could jeopardize the project's profitability and impact Bombardier's financial performance.
8. Next Steps
Timeline:
- Month 1: Develop a detailed bid proposal, including a tailored value proposition, technical specifications, and financial model.
- Month 2: Conduct a comprehensive risk assessment and develop contingency plans.
- Month 3: Submit the bid proposal to the LA MTA and engage in discussions with key stakeholders.
- Month 4: Negotiate contract terms and finalize the agreement.
- Month 5: Initiate project planning and execution, including design, manufacturing, and delivery.
Key Milestones:
- Secure the contract: Achieve a successful bid and secure the LA MTA contract.
- Meet technical specifications: Design and manufacture light rail cars that meet the LA MTA's stringent requirements.
- Deliver on time and within budget: Complete the project on schedule and within the agreed-upon budget.
- Build strong customer relationships: Develop a strong relationship with the LA MTA, ensuring ongoing customer satisfaction.
By taking these steps, Bombardier can increase its chances of winning the LA MTA contract and establishing itself as a leading provider of light rail solutions in North America.
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Case Description
The purpose of the case is to help students understand the complex nature of a visible and expensive organizational buying process. The goal is to help students appreciate the nature of the selling task, the complex interplay of different decision-making-unit members, and both the political and economic factors that often permeate such purchasing decisions. The A case (see also the B case, UVA-M-0471) documents the procurement-decision process used by Los Angeles to purchase light-rail cars for its subway system. The A case traces the bidding process and ends with the final award.
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