Factors Influencing Tender Hit Rate: A Case Study Based on Medical Division of ABC Holdings (Pvt) Ltd. Sri Lanka

Health has become vital in human lives. As a result, there is a huge demand for medical equipment. It has been applied for Sri Lankan context as well. In Sri Lankan context some orgaizations use tenders for purchase of medical equipment. This study sought to investigate the factors influencing the tender hit rate of Medical division of ABC holdings (Pvt) Ltd. ABC holdings has faced a problem that some of their product were having lower tender hit rate for some product categories. This problem causes to undermine the revenue of Medical division of ABC holdings (Pvt) Ltd. In order to solve the problem this study investigated the factors influencing the tender hit rate. Based on the research problem two research questions were identified as what is the current level of tender hit rate? and what are the factors influencing the tender hit rate? The study aimed at achieving the following specific objectives: to examine the current level of tender hit rate and to identify the factors influencing the tender hit rate. The researcher adopted descriptive survey research design using qualitative research paradigm. Primary and secondary data collection methods used to collect data. The primary data collection instrument was a semi structured interview. The collected data were analyzed using thematic analysis. End of the study researcher is able to achieve the research objective by identifying the factors influencing the tender hit rate of Medical division of ABC holdings (Pvt) Ltd. Price should be the most influencing factor for tender hit rate in the general context of the tenders. Though, of the study researcher was able to identify the most influencing factor as Brand loyalty since this study was related to medical equipment industry.