Positioning Game

Market Segmentation Exercise

$165 / seat

Simulation Overview

In this synchronous exercise, the participants review a perceptual map of market structure, noting consumer preferences. Next, the learners place new products in the marketplace. Over the course of several rounds, the players may move their products in order to increase their market share and generate the most profit over the course of the exercise. But each product move comes with a cost, so participants must anticipate what competing products will do, then balance the long-term benefits of moving to a more advantageous market segment with the short-term costs of changing their product. Groups of two to six people compete simultaneously in a single market, and a built-in timer means that decisions need to be made quickly. What strategies are best for securing and retaining the greatest market share?

Learning Focus

  • Introduce the critical role of market structure and product positioning in marketing strategy
  • Understand perceptual maps and how to use them in market definition
  • Analyze markets and recognize consumer segments, underserved segments, and ideal points for targeting opportunities
  • Critique brand perceptions, similarities, and differences, and recognize perception problems
  • Demonstrate awareness of consumer-driven product development

Topics Covered

  • Market Research
  • Market Definition
  • Market Segmentation
  • Market Positioning
  • Perceptual Maps
  • Perceptual vs. Physical Product Characteristics

See it in Action

Each simulation comes with a Teaching Guidebook for the facilitator along with 1:1 facilitator training and free trials.

This simulation is by Darden Business Publishing and Forio

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+1 (415) 440.7500