Conditional Formatting in a table

Hi there,
I am looking for some help with regard to conditional formatting for changing colours in certain cells when a certain result is known.

Let me explain further..
I have collected some bid prices from a number of companies.
Of the companies listed, if one has the lowest bid price, I would like that bid price to be highlighted automatically in the corresponding company's colour in a number of cells. Is this possible?
I have attached an example highlighted in yellow.

Thanks again and regards
George