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Department of Mechanical Engineering, Politecnico di Milano, Piazza Leonardo da Vinci 32, 20133 Milano, Italy
b
Department of Mechanical Engineering, Universita degli Studi di Brescia, Via Branze 38, 25123 Brescia, Italy
Received 1 April 1999; received in revised form 30 August 1999; accepted 14 March 2000
Abstract
The paper describes a simulation approach based on the Analytic Hierarchy Process (AHP) to assess the probability of winning
in a competitive bidding process where competing bids are evaluated on a multiple criteria basis, assuming the point of view of the
contractor. The model allows the contractor to dene his bidding strategy on the basis of the information currently available concerning the owner, the competitors, and the prole of his own bid. The model is applied to an auction, where a number of contractors compete for the design and construction of a process plant in a developing country. # 2001 Elsevier Science Ltd and
IPMA. All rights reserved.
Keywords: Competitive bidding; Multi-Attribute Decision Making (MADM); Analytic Hierarchy Process (AHP); Uncertainty; Simulation
1. Introduction
From the contractor point of view competitive bidding
poses the problem of the choice of the competitive prole
of the single bid, pursuing the objective of winning the
competition without overbidding. The bid prole in terms
of technical, nancial, service-related and contractual
aspects determines both the expected cost (C) and the
probability of winning (PWIN) (Fig. 1). The latter
depends, indeed, on the competitive value of the bid
which may be evaluated considering both the evaluation
criteria set by the owner, and the competitors' bids
prole. The bidding problem is generally a question of
choosing the bid prole which maximizes the expected
prot contribution (EPC = PWIN(P C)), where P is the
price oered. However, in order to enter a new market or
when there is a work under-load, the contractor could
accept a lower EPC, trading o a lower prot contribution with a greater probability of winning.
In industrial practice, bids are usually evaluated on
the basis of multiple criteria considering the main
aspects which take value for the owner [1]. The appraisal
* Corresponding author. Tel.: +39-2-2399-4812; fax: +39-2-70638377.
E-mail address: franco.caron@polimi.it (F. Caron).
0263-7863/01/$20.00 # 2001 Elsevier Science Ltd and IPMA. All rights reserved.
PII: S0263-7863(00)00020-X
314
The application of scoring methods and the deterministic AHP to competitive bidding has two main shortcomings:
1. the techniques make no reference to the uncertainty which characterizes the contractor's judgments;
2. the techniques do not provide a quantitative measure of the probability of winning.
315
Table 1
Relevant factors in process plant design and construction
Delivery time
Time interval between the coming into force of the contract and the plant start-up
Technical assistance
Technology transfer
Process technology
Dependability
Safety
Price
Terms of payment
Financial package
Utilisation of local vendors
Contractors co-operation
316
This approach, giving equal likelihood to all the possible values included in an interval judgment, guarantees
maximum safeguard of the residual uncertainty both for
individual and group judgments. Furthermore, it
resolves the typical problem that experts are inclined to
be excessively condent in their single-point estimates
(i.e. the most likely) giving unreasonable strict ranges
near the most likely value [22]. Moreover, there is no
need to ask for excessively strict interval judgments,
since the probability distribution of nal priorities is
generally more thickened than the probability distributions of the interval judgments thanks to the intrinsic
robustness of the AHP based approach [23,24]. This is
especially true for a high number of hierarchy levels and
elements to compare at each level.
1
Since the victory-event is of a Bernoulli distribution (the contractor wins or loses), the probability of winning can be modeled as a
binomial variable. Thus, provided a pre-set error and condence level
are satised, the ratio of the number of victories and the width of the
sample, i.e. the number of times that a bid wins over the overall
replications otherwise called the sample proportion gives the
asymptotic estimate of the probabilitly of winning.
2
The width of the sample (i.e. the number of replications)is
obtained by equalising the half condence interval and the maximum
per-set error. However the reader could refer to Montgomery [20] for a
rigorous and completer review of the dierent approaches to constructing the interval for the probability of winning and calculating the
right width of the sample.
317
Fig. 4. Hierarchy of the competitive factors and bids in the example problem.
4. Example problem
Consider an auction for the design and construction
of a process plant in a developing country.3 In the pre3
qualication phase, three out of a number of contractors (say contractors A, B and C) are invited to the
nal evaluation process. Assume that contractor A
wants to estimate his probability of winning the auction
in order to dene his bidding strategy and/or to adjust
his bid prole. On the basis of the tender documents
concerning the auction and the information available
about the behavior of the owner in previous auctions, a
set of evaluation criteria has been assumed [25] (see
0.026
0.764
0.108
0.128
0.031
0.110
0.523
0.367
0.039
0.564
0.346
0.090
0.126
0.230
0.648
0.122
0.142
0.071
0.517
0.412
0.033
0.084
0.472
0.444
0.045
0.657
0.147
0.196
0.021
0.182
0.273
0.545
0.041
0.318
0.255
0.427
0.114
0.199
0.356
0.445
0.217
0.708
0.123
0.169
0.127
0.333
0.167
0.500
0.038
0.182
0.545
0.273
Weight
Alternative
A
B
C
Priority
0.359
0.336
0.305
Tender
document
Contractor
cooperation
Local
vendors
Financial
pack
Terms
payment
Process
technology
Technical
assistance
Technical
transfer
Delivery
time
Dependability
Safety
Price
Table 2
Deterministic approach: relative importance of each factor, relative priorities of each alternative for each factor and nal single-point overall priorities
Liquidated
damages
318
319
Table 3
Sensitivity analysis: range of variation of the importance weights of the rst level evaluation criteria which preserve the obtained rank: A B C (for
each extreme value of the variation range the new rank order is reported)
Service level
0.382
0.327
Rank
1B
2A
3C
Priority
0.347
0.346
0.307
Financial conditions
0.346
0.239
Rank
1A
2C
3B
Priority
0.385
0.308
0.307
Plant performance
0.176
0.518
Priority
0.397
0.302
0.301
Rank
1A
2C
3B
Rank
1A
2B
3C
0.389
Priority
0.349
0.348
0.303
Rank
1B
2A
3C
Rank
1A
2B
3C
Priority
0.388
0.338
0.274
Contractual conditions
0.096
Priority
0.347
0.336
0.317
0.323
Priority
0.335
0.334
0.331
Rank
1B
2A
3C
Priority
0.473
0.338
0.189
Rank
1A
2B
3C
Some conclusions can be drawn by analyzing the distributions of nal priority. For instance, distribution of
contractor A is almost never overlapped with the distribution of contractor C, i.e., the bid of contractor A is
almost certainly `better' than the one of contractor C.
Second, nal priorities are little spread around the
respective mean values even though the original interval
judgments are very wide. More denitive conclusions
about the relative dominance of bids stems from the
analysis of the probabilities of winning. Contractor A
has the `greatest' probability of being awarded the contract (69.5%), while B is a long way behind (28.2%).
Contractor C is even further behind with very little
probability of winning (2.3%). With the current estimate of the competitive context, competitor A is likely
to be awarded the contract. Nevertheless, the contractor
can use this information in order to adjust his bid conguration according to all the possible above-cited
objectives (e.g. maximising the expected prot contribution, taking the risk corresponding to a given level
of probability of winning, etc.), in particular, to adapt
the bid to the owner evaluation factors and their relative
importance.
Table 4
Mean and standard deviation of the distributions of the bids priority
Distribution
Mean
Standard deviation
0.360
0.023
0.337
0.022
0.303
0.018
320
Table 5
Probability of winning of the three short-listed bids
Bid
Table 6
Contractor's interval judgments of owner's preferences: comparison
matrix of the upper-level competitive factors and example of question
and answer
Bid value
Service
Service
Performance
Financial condition
Contract
1
[1/61/2]
[1/1.61/1.2]
[1/51/3]
[26]
1
[16]
[1/1.71/1.2]
[1.21.6]
[1/61]
1
[1/51/2]
[35]
[1.21.7]
[25]
1
Q: ``In order to assess the competitive value of the bid, which factor,
between Service Level and Contractual Conditions, is more important,
and by how much?''
A: ``Service Level is between moderately more important (=3) and
strongly more important (=5) than Contractual Conditions (=[35])
5. Conclusions
The paper has focused on the quantitative evaluation
of the probability of winning in the competitive bidding
process assuming the point of view of a potential contractor. The estimate of the probability of winning,
which depends on the competitive value of the proposed
bid with respect to competitors' bids, is a fundamental
input to the bidding strategy preparation.
The assessment of the bid competitive value and the
related probability of winning requires a guess about
both the appraisal scheme of the owner (i.e. owner's
evaluation criteria and relative importance of each criterion) and the prole of competitors' bids. It is
assumed that the owner evaluates competing bids on a
multiple criteria basis (e.g. technical, nancial, servicerelated and contractual aspects)
The paper proposes a simulation version of a MADM
technique (namely, the Analytic Hierarchy Process)
which is able to consider the multi-criteria appraisal
scheme of the owner. The model takes into account the
uncertainty which characterizes the competitive bidding
process, since it provides a framework supporting the
correct use of the information currently available concerning the competitive context. In fact: (i) it can be fed
by interval judgments about the relative importance of
criteria and competing bids; (ii) it does not force uncertain judgments into point priorities; (iii) it provides
measures of the likelihood of bids' priority, i.e. standard
deviations of nal priorities and probabilities of winning;
and (iv) it is very robust since uncertainty included in
the interval judgments tends to be reduced when calculating for each bid the probability of winning. The
model addresses the main shortcomings of previous
applications. More specically, it is an extension of:
Service
Performance
Financial
condition
Contract
1
1/2
1/1.2
2
1
2
1.2
1/2
1
4
1.7
4
1/4
1/1.7
1/4
Performance
Process
Dependability Safety
technology
Process technology 1
Dependability
1/3
Safety
1/5
Contract
3
1
1/2
5
2
1
Contract
Tender
Liquidated
cooperation document damages
Contract
1
cooperation
Tender document 1/1.3
Liquidated
1/1.5
damages
1.3
1.5
1
1/1.2
1.2
1
Process technology
A
B
C
1
2
2
1/2
1
1.4
1/2
1/1.4
1
Safety
A
B
C
1
1.5
3
1/1.5
1
2
1/3
1/2
1
321
Terms of payment
Dependability
A
B
C
1
5
6
1/5
1
1/1.2
1/6
1.2
1
A
B
C
1
1/1.3
1.4
1.3
1
1.6
1/1.4
1/1.6
1
Local vendors
Price
A
B
C
1
3
1/2
1/3
1
1/5
2
5
1
A
B
C
1
1/5
1/3
5
1
1.2
3
1/1.2
1
Tender document
A
B
C
1
4
4
1/4
1
1/1.7
1/4
1.7
1
Service
Delivery time
1
Technical assistance 4
Technology transfer 5
1/4
1
2
1/5
1/2
1
1
1/1.4
3
3
1.4
1
4
4
1/3
1/4
1
1/1.2
1/3
1/4
1.2
1
Financial package
A
B
C
1
7
6
1/7
1
1/1.3
1/6
1.3
1
Contract cooperation
A
B
C
1
1/1.7
1/6
1.7
1
1/4
6
4
1
Liquidated damages
A
B
C
1
1/7
1/6
7
1
1.2
6
1/1.2
1
A
B
C
1
3
1.5
1/3
1
1/2
1/1.5
2
1
Technology transfer
A
B
C
1
1/6
1/4
6
1
1.3
4
1/1.3
1
Service
PerformanceFinance Contract
Service
1
[26]
[1.21.6] [35]
Performance[1/61/2]
1
[1/61] [1.21.7]
Financial
[1/1.61/1.2][16]
1
[25]
condition
Contract
[1/51/3]
[1/1.71/1.2] [1/51/2]1
322
Performance
Process
Dependability Safety
technology
Process technology 1
Dependability
[1/41]
Safety
[1/61/2]
[14]
1
[1/41]
[26]
[14]
1
Contract
Contract
cooperation
Tender
document
Liquidated
damages
Contract
cooperation
Tender
document
Liquidated
damages
[11.5]
[1.21.7]
[1/1.51]
[11.3]
[1/1.71/1.2]
[1/1.31]
Tender document
A
B
C
1
[25]
[26]
[1/51/2]
1
[1/21/1.4]
[1/61/2]
[1.42]
1
Service
Delivery
time
Technical
assistance
Technical
transfer
Delivery time
Technical assistance
Technical transfer
1
[26]
[27]
[1/61/2]
1
[13]
[1/71/2]
[1/31]
1
Financial
condition
Technical assistance
A
B
C
1
[1/41/2]
[1.23]
[24]
1
[26]
[1/31/1.2]
[1/61/2]
1
Price
Terms
Financial Local
package vendors
Price
1
[1.21.6] [1/61/2] [1/71/3]
Terms of
[1/1.61/1.2] 1
[1/41/1.8] [1/51/2]
payment
Financial
[26]
[1.84] 1
[11.4]
package
Local vendors [37]
[25]
[1/1.41] 1
Process technology
Delivery time
A
B
C
1
[27]
[1.22]
[1/71/2]
1
[1.41.6]
[1/21/1.2]
[1/1.61/1.4]
1
A
B
C
1
[24]
[1.53]
[1/41/2]
1
[1/31/1.5]
[1/31/1.5]
[1.53]
1
Safety
Technology transfer A
A
B
C
1
[1.21.6]
[23]
[1/1.61/1.2]
1
[26]
[1/31/2]
[1/61/2]
1
A
B
C
1
[69]
[1.86]
[1/91/6]
1
[1/1.21/1.8]
[1/61/1.8] [1.21.8] 1
Terms of payment
Dependability
A
B
C
1
[27]
[26]
[1/71/2]
1
[1/1.71]
[1/61/2]
[11.7]
1
A
B
C
1
[1/1.71/1.2]
[1.21.5]
[1.21.7]
1
[1.21.6]
[1/1.51/1.2]
[1/1.61/1.2]
1
Local vendors
Price
A
B
C
1
[13]
[1/51/2]
[1/31]
1
[1/81/3]
[25]
[38]
1
A
B
C
1
[1/91/5]
[1/51/2]
[59]
1
[1.21.6]
[25]
[1/1.61/1.2]
1
Financial package
A
B
C
1
[69]
[57]
[1/91/6]
1
[1/1.51]
[1/71/5]
[11.5]
1
Contract cooperation
A
B
C
1
[1/31/1.7]
[1/61/2]
[1.73]
1
[1/61/1.8]
[26]
[1.86]
1
Liquidated damages
A
B
C
1
[1/91/6]
[1/81/2]
[69]
1
[1.24]
[28]
[1/41/1.2]
1
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Enrico Cagno has done M.S. in Production and Management Engineering
at the Politecnico di Milano, Italy. He
is a Ph.D. student of Industrial Engineering in the Department of
Mechanical Engineering, Politecnico
di Milano. His primary research interests are Project Management, Decision
Support System, Competitive Bidding
and Risk Analysis.
Franco Caron is an Associate Professor in the Department of Mechanical Engineering at the Politecnico di
Milano, Italy, where he teaches Project
Management. He also teaches Industrial Logistics at the University of
Brescia. His research interests include
Project
Management,
Integrated
Logistics, Risk Analysis and Simulation Methodologies.
324