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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 contract with several advantages and good opportunities Priorities identified such as key managers backgrounds in Sales and Marketing department and new technical product as having longer life expectancy of the running surface which has been tested in the laboratory Furthermore the company paid more attention to running track installation and high-quality support service instead of price as a vital tactic to compete against the other opponents However Sport-Trax has failed to win the tender Problems overviewed through the case can be sorted out as influences came from external competitive opponents and internal companys marketing strategy To illustrate this pricing and the absence of in-depth understanding about the buyer were crucial factors Moreover Sport-Trax gauged wrong on requirements of the University beneath the lack of survey and inherent marketing strategy which also led to incorrect direction to follow the bidding and communication with the buyer On the other hand what Sport-Trax has promoted did not appeal to Loughborough University New technology without proven result in real conditions could not persuade the belief in traditional management system And it was difficult to differentiate the products from competing installers as they all use similar suppliers 2 Situation Analysis 21 Sport -Trax Ltd 211 Organization Structure The total workforce in the company was 23 employees then in which five of them came from the Sales and Marketing department Among the five ones George Truman played the role of Managing Director following Peter Taylor as
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