This marketing simulation game guides students in decision-making concepts involved with market segmentation, positioning and repositioning, and competitive strategy. Students must consider product costs, consumer preferences, competition, and market size. Students will compete in teams through multiple rounds to earn the highest accumulated profits.
This is an extension of the initial game – so it has the same look and feel to students. However, it increases the complexity of decisions by introducing a number of new rule changes, such as the overall market size increases during the life of the game, the center (consumer preferences) of each segment shifts over the game rounds, each positioning cell may increase, decrease or remain stagnant throughout the game, there are different levels of costs for developing new products as opposed to repositioning existing products, and there is an ongoing product management/support cost levied on a per-product basis.