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Michael Nash, ATC Market Analysis, LLC (USA) |
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Michael Nash is an independent consultant providing Aviation Market Analysis and Strategic Business Support for Winning Competitive Business. Formerly the Assistant Dean for Corporate Relations at the University of Mississippi's School of Engineering, Dr. Nash recently retired from Lockheed Martin having spent over thirty years in the aerospace industry providing Strategic Business Planning and Market Development in both the domestic and international markets. Dr. Nash served as a Program Manager and Senior Engineer at Lockheed Martin's Transportation and Security Solutions organization in Rockville, Maryland where he was responsible for strategic market development including leading the facility's international Air Traffic Management market and competitive analysis activities. Earlier he was Strategic Planning Manager for IBM Federal Systems Division in Gaithersburg, Maryland prior to its subsequent acquisition by Lockheed Martin. He holds a Ph.D. in Engineering Science, is a Registered Professional Engineer, and is a life member of SCIP.
Developing Price-to-Win Analytical Models Senior management in major aerospace and defense companies recognize the importance of effective Competitive Intelligence in their competitive marketplace. While several companies responding to a Request for Tender may be competent to provide the required products or services, most of the time the winner is not the company with the most creative bid, but the one with the best price while meeting the program's basic requirements. Success in such a marketplace requires a process for determining the price to win for every competitive bid. Making this determination is often the responsibility of the CI organization. This session presents an approach to developing a family of price to win analytical models. These were developed by the presenter using case studies and refined based on successful, and some not so successful, international program competitions. Attendees will be provided an overview of price to win and how the analytical models were developed. Included will be analysis of customer behavior, competitor company performance prediction, and model refinements. Examples and lessons learned will be taken from international tenders for air traffic control system composed of mixtures of hardware, software, and training services.
Presentation Goals:
- Understand importance of Price-to-Win in competitive bidding
- Learn basic structure of Price-to-Win Analytical Models
- Learn methods to improve prediction accuracy for competitive bids
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