Case Study

Uncovering the ‘why?’: Post bid analysis following loss of strategic contract


A multi-billion pound company (not disclosed)


Strategic Bid Loss Analysis


Central Government

Bid Loss Analysis - Landseer Partners

The Context

  • Our client was a long standing incumbent and unexpectedly failed to retain a very high profile multi-million pound contract in one of its high profile major service areas.
  • This loss affected its share price and required a Board level explanation to its shareholders. Key lessons needed to be learned from the loss.

Our Role

  • We undertook an evidence-based strategic loss review for the PLC Board, reporting to the CEO and COO.
  • We identified what could have been done differently to win the contract and key lessons for future strategic deals.
  • Made recommendations at strategic and tactical level for future pursuits, especially in relation to bid resourcing, stakeholder management and radically re-thinking new propositions for future deals.

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The Outcome

  • We identified the strategic risk from this contract loss.
  • Our client subsequently changed its overall business strategy; increased its investment in new technology areas; and changed approach from supplying products to providing services.
  • The power of incumbency was over-played. The end-client wanted a completely new and transformed service at a lower total contract value. The bid and leadership team provided a lower price yet didn’t meet the end-client expectations in terms of the new services that were being procured.

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