Market2Win Games Archives

Marketing2Win“The Marketing2Win simulation has been developed by Market2Win and myself to help you better understand the  concepts in the book and help you apply them successfully in your own situation.”
– Professor Malcolm McDonald, Chairman of Market2Win Ltd

Already used in many leading business schools to teach strategic marketing, the Marketing2Win simulation is a software tool that helps you learn and practice key strategic marketing concepts.  It does this by enabling you to compete against others in a virtual marketplace in an enjoyable and realistic way.


Key benefits:IMG_2025

  • improve your understanding of the key marketing planning concepts
  • improve your marketing planning skills by applying the concepts in a safe environment
  • network with other like-minded readers
  • improve your employability and promotion prospects by gaining confidence in your strategic abilities

Key features:

  • It is strategic and deals with multiple markets and multiple products
  • It is immersive with branded websites, marketing plans, research reports and marketing tools
  • It deals with real challenges like the introduction of a new product and a sudden market downturn
  • You compete against others in real teams, not against the computer
  • Personalized feedback is provided throughout the game
  • It is based on real company insights and hits the skills-gaps seen in business today
  • The software is easy to learn and is playable online

“Playing the game was a great experience  for me and would be the same for any strategic marketer or market strategy student.” – Hussam Asmar, Marketing and Strategy Manager, Lafarge

Interested? For more information including game schedules and pricing, please email Ed Bradford at: and put ‘MP 8th Edition’ in the subject line.



What is it?

The Fashion2Win Simulator is a software tool that helps fashion students to learn and practice key strategic marketing concepts in the fashion industry. It does this by enabling students to compete against each other in a virtual marketplace in an highly enjoyable and realistic way.

The Simulator has been developed from extensive research into the UK fashion industry and with the full support of Professor Malcolm McDonald, Emeritus Professor at Cranfield University, Honorary Professor at Warwick Business School, author of over 40 books, numerous academic papers and one of the world’s leading experts in strategic marketing.

What do they say about it?

“I played the game as part in completion of my module Strategic Decisions in the International Fashion Marketplace. I believe the experience provided myself, and my classmates, with a real sense of being part of a business attempting to increase profits and gain market share in an increasingly competitive environment. Throughout the simulation my teammates and I were given the opportunity to practice strategy first hand, devD&D imageseloping vital skills in Market segmentation, Market targeting, Market positioning, Strategic options and Strategic agility. My team and I were able to experience the practice of making tactical and strategic decisions whilst further appreciating team dynamics and communication in order to successfully win the game. I would strongly recommend this excellent simulation for those who are studying marketing and business because it provides students with a good practical experience to complement the theory covered during lectures and seminars.” 

“I loved the game! It has been an amazing learning experience to work in a group and formulate strategies for our “company” every week and anticipate the results. The game does provide a strong foundation towards implementing the strategies in a real-life situation/ market scenario. Studying theories in class can be mastered only with the help of such a great tool! Thank you for all your efforts!”

“I really liked the competitive element and that it provides a good application of theory. I  got a good grasp of the game from the offset and enjoyed the teamwork which I feel was integral to our success. Our team members fell into their roles very well. I also liked the competitive element and that it provides a good application of the theory. I think the support videos were great and preferred them to reading instructions.  I felt that all of the information in the reports was relevant.  Our team understood the importance of this information in the real world and therefore, almost as soon as the game was active, we purchased and absorbed it.”

“I think the entire concept is fantastic and a great way to apply theory in a realistic way. Our team came 4th, however I am glad that by the last two weeks I could say I really understand all these features.”

“It was good to put the theory learned through classes int practice and see how this could potentially impact a company.”

“I enjoyed being able to put what we have learned previously into action. The competitive nature of the game was good fun. Working in teams allowed us to each put our varying strengths to good use, and improved my own interpersonal skills.”

“The game itself is an opportunity and I like the fact that it has been well explained.”

“It was good seeing if our decisions had an impact on the game and on our profitability.”

“I liked 1. the competitiveness which the game created in the class 2. Strategy formulation techniques 3. Importance of understanding the market & customer needs 4. The details of our performance with respect to others.”

“The best part of the game for me was the decision making and I  looked forward to seeing the outcome of the decisions on a weekly basis.”

“I found it interesting to have access to the BCG and also anticipating how well we would do at the end of the week.”

“I enjoyed the uncertainty of the dynamic market and team work.”

“This is the first time that I fully understand how to use the BCG and the DPM.”

“I liked the fact that it was practice rather than theory and helped me have a better understanding of the strategic concepts.”

“The combination of resources: marketing tools, performance results and reports was great!”

 – Comments from fashion students at a European Business School

Want to find out more? Download our FREE flyer here: Fashion2Win Flyer


Email: to tell us about your program and to arrange a free demo


“The Market2win simulator is an excellent tool for students and professionals who want to develop an understanding of strategic marketing. It offers a fast-paced virtual environment that allows participants to think strategically and resolve real-world like business problems from a marketing viewpoint.”
Arif, Marketing Professional and MA Marketing Student, European Business School

“The Market2win game is a fantastic marketing simulation for both students and marketing professionals! It helps students and professional marketers to understand strategic market analysis, planning and decision-making in a practical and innovative way!”
Sotirios, MSc Marketing Student, European Business School

“Market2win is a valuable experience not only for students but also for professionals, who want to examine how the market works when you make certain changes based on the data you have available. This simulation promotes teamwork and the development of our strategic marketing skills. We had a lot of fun and at the same time discovered the consequences that our decisions had on the competition.”
Elena, MSc Marketing Student, European Business School

“Playing Market2Win Strategy Game was a useful and exciting experience. This game demonstrated all complexity of strategic decisions and taught us to be rational in taking them. This is a great opportunity to try yourself in tough competition without a risk to lose market share or profit in a real life.”
George, MSc Marketing Student, European Business School

“I liked the competition and the way it was produced. Very strategic and focussed.”
“I liked the depth of the gameplay and strategic decisions that could be undertaken.”
“It was good to see the difference  between theory and practice”
“I liked challenging other teams – changing strategy and finding solutions after we lost our market leadership, even though at the end we lost – recognising that even if we performed well as a team and performances, our competitor was better. Remind me that ‘It’s not enough that we do our best; sometimes we have to do what’s required’ “
“I liked the teamwork and the possibility to make decisions similar to those in real life”
“Expect the unexpected!”
Various MSc Marketing students, European Business School

“The game really showed the importance of segmentation and made me far more confident in knowing where to focus my marketing efforts.”
Phillipa, Director, Breathing Relief, UK

“I was able to see the outcome of my different marketing strategies right before my eyes, and not having to invest all that money either!”
“The best thing I learned from game is how to deal with the competitors by using various marketing strategies.”
“I liked seeing the results after the implementation of the market strategy.”
“It was great. I really enjoyed it. Only wished it was been graded.. oh well.. good job!”
“It was a wonderful experience. I enjoyed playing it and gained a lot of strategic experience. Practical implementation of what we study.”
“It was on the whole a new and enjoyable experience. I have learned a lot from this game.”
“It covered aspects from across the MBA.”
“It was a very good experience . We all worked in a team and enjoyed the game. This game also helped us develop our strategy skills, leadership quality and a lot more. We would love to play this game again.”
“It was a very good experience. Everyday we got the opportunity to learn something new.”
“It was fun and we had a good experience while working on this in a group.”
“Just one word: OUTSTANDING.”
Various MBA Students, European Business School

“Thank you very much for the opportunity to take part in the marketing strategy game.   I enjoyed the process and it was good to be able to experiment in the safety of the virtual world!  I made quite a few mistakes throughout the process, but it was satisfying to see the areas where the strategy seemed to be working.  The presentations and other materials were a very useful reminder of the key tools required and helped me focus, rather than get too bogged down in the detail…Thanks again for the game and the tools which have helped me a great deal.”
– Angela, Marketing Manager, UK

“It is an excellent game”
– Paul, Head of Marketing, UK

“I enjoyed the week and thought it was a good way of thinking about some of the big strategic issues. I liked all the segments and the initial positionings and I liked the idea of additional reports to give more information…Once again thanks for the opportunity it was good fun and well worth the time spent on it.”
– Andrew, Communications Director, UK

“I played the game this afternoon and it was very good, simple to use yet realistic and a great way to teach core marketing principles.”
– Robin, Marketing Consultant, UK

“I feel I haven’t had much experience in real-life strategic marketing decisions so this was a wonderful way of testing myself.  It’s easy to lack confidence in my decision making when it hasn’t been tested fully so playing the game was a safe way to test my judgement and winning has given me the confidence in my own decision making and strategic marketing skills that it could have taken years to build up in the real world.”
– Lindy, E-Commerce Marketing Manager, UK

“Market2Win is an excellent and exciting game to test your strategic marketing skills. You have the ability to work, test and play with the different aspects that support you in defining and approaching your segments: Segmentation, DPM, BCG and KBF’s. The knowledge base included in the game and the personal feedback after each decision guide you to better decision making in the given market. I especially liked the fact that we were competiting to real teams. This made the game more unpredictable as well as more real. As the co-captain of the team I also taught me a lot about keeping a virtual team on board which is a valuable lesson these days… I was so involved that it felt as if it were an extra day job.”
– Delianne, European Marketing Manager, UK

“The game mimics the real world conditions quite elaborately.”
– Ameer, MBA Student, European Business School

“In the game, we not only thought about our strategy but also the strategy of our competitors. This kind of activity enabled me to analyze the strategy in different dimensions.”
– Yuvaraj, MBA Student, European Business School

“Impressive leading edge use of technology to support learning and I can see it would work in a live organisation across multiple locations…In summary, I am a fan!”
– Samantha, Marketing Consultant, UK

“Market2win is a brilliant game which I would recommend to everyone in marketing. I have learnt so much in the 7 weeks I played the game. I gained an in-depth understanding of SWOT, Segmentation, Key Buying Factors and Value Proposition. The simulator allows you to see in real time what impact the decision you make have on your business. When I started the game I was job hunting, the skills I learnt gave me the confidence to apply for a marketing job which I got. I will be applying what I have learnt in my new job. Coming from an IT background I must say the simulator interface is very impressive. I like the feedback we received at the end of each week and also the reading material you provided. Thanks!!!!”
– Gathoni, CRM Executive, UK

“Playing the game was a good experience for me and would be the same for any strategic marketer or market strategy student. Comparing it to other simulation games I did during my studies and training, I believe the Market2win game is much more strategic and more customer oriented than similar games which are more sales oriented in nature. This game makes the player feel the importance of both long-term and short-term decisions and focuses more on value propositions to customers.”
– Hussam, Marketing Manager, Jordan

“The Market2Win game is an excellent tool for testing and developing your marketing abilities at strategic level. Having only recently gained the CIM Postgrad Diploma, it helped me use my new skills in a highly competitive market and provided confidence in achieving a winning position.”
– Kevin, Special Markets Manager, UK

“I truly recommend this game to all marketing professionals”
– Pedro, Business Development Consultant, Poland

“Market2Win is an excellent opportunity for anyone currently involved or with an interest in strategic marketing. Players will benefit from actually applying a SWOT analysis, BCG Matrix, DPM and Segmentation to their virtual organisation. In an ever changing market and with competitors competing for market share and profitability, Key Buying Factors and Value Propositions must be consistently reviewed to stay ahead and satisfy your shareholders! The simulator is very user friendly and intuitive and the feedback after each period closes was exceptional. Highly recommended and great fun. Thank you.”
– Jason, Sales Manager, UK

“What I liked about the game was mainly the competition and seeing the results at the end of each period. That was pushing me to do more and to keep on trying to catch competitors on their segments and to strengthen my position on my own segments. The value proposition as much as other information about the product, profitability of my company and its competitors is very clear and understandable. It was easy for me to manage and use.”
– Kaouther, Assistant Professor, University of Tunis, Tunisia

“This was a wonderful concept and an awesome opportunity for us.   Thank you Market2win!”
“I had fun like anything and apart from that learned segmentation, targeting, positioning and marketing education – all part of one programme…10: 10!”
– Rubradir and Vipus, MBA students, European Business School
See Rubradir and Vipus talking about their game at

“This competition has offered an opportunity to students to take part in an exciting and different way in applying their business knowledge and skills and have some fun with it too. Leadership, team working and decision-making are all very relevant and useful areas for our students to develop.”
– Jocelyn, Teaching Fellow in Strategy, The York Management School, UK
See more at

“The Martet2win game offered me an great opportunity to dicover the real world business operation in a gaming scenairio. I was delightful to find out that availability of marketing tools within the game and we could utilize these tools to strength the business. I have been wanting to obtain a job from supermarket fields, and the game gave me the opportunity taste it, which has motivated me towards my goals of working for supermarkets.”
– Xiaoqing, Undergraduate Management and Management System student, European Business School

“The feedback from the students and staff has been excellent. They have found it to be very powerful in helping students understand strategic market analysis, planning and decision-making. It integrates well with the teaching modules and the students have found the software easy to learn.”
– Martin, Senior Lecturer, European Business School

“I am just writing because I thought it would be a good idea to let you know that I have used some of the skills I learnt on the Market2Win in my job. I am working at my family’s retail business and I have to be guided by a lot of common sense when it comes to restructuring some things in the business, as I don’t have a business education to fall back on. Christopher and I had to make a list of roles and responsabilities when interviewing someone for a marketing job, and I was guided by some of the things that were neccesary when playing Market2Win. Like for example being creativing, inventive, and having analyitical skill, in adittion to that I made sure the person understood how important it was for them to have thier own initiative and be able to anaylize the big picture of what is going in our particular market.

The reason why we were even working on preparing this interview for a person to work on marketing for us, the reason why we we’re going to create this position is directly related to what I learnt on Market2Win. I created a marketing plan, and had a lot of project going on and for the future and I realised that I didn’t have the time to do them all as efficiently as I need them done, as I also do buying, merchandising, and visual merchandisng for the company. I remember how in Market2Win you could allocate a certain number of employees to work on each project, and it didn’t matter how much money you put in a project if you didn’t have the right number of employes for the amount of money which mean the intricacy of the project in addition to the amount of time and effort it would need, then it wouldn’t work and it would be a waste of resoruces. I felt like I was back in the game writing down a bigger number on the employee box of people allocated to the project, and I decided that it would be crucial that I hire someone else to work on our marketing projects in addition to myself, some one whose role could be take the main responsability for these projects and I could have a more supervisory role.

I also want to add a few more things that I think that Market2Win has really helped me with. I feel that now I am taking the business into a path where we have much a stronger focus on our target age groups, and segmentation is something I had read about in books but until I played the game I didn’t realize how crucialy important it was.

I just wanted to say thank you again for considering Christopher and I to participate in this game as it has been very useful to me in the restructuring of my retail business.”
– Mariana, Chief Marketing Officer, Is Destellos and Casa Moda stores, Bolivia

“Market2win provided us with a great way to learn about enterprise, marketing and how maths can be applied to business. All the students from Year 7 to 10 enjoyed competing in teams and gained a much greater appreciation of the relevance of school work to the world of work.”
– Colin, Deputy Head, Nicholas Chamberlaine Technology College, UK

In June 2013, 10 teams from the MSc Marketing course at Cardiff Business School competed to be the Market2win Strategic Marketing champions. There were two winning teams and they talk about their experiences here


Sales Performance Association meeting, 4th June, Chartered Institute of Marketing, Moor Hall

Members and guests who attended the SPA seminar on 4th June 2013 took part in a competitive and fast paced simulation in the area of Strategic Account Management.  Our first Honorary Fellow, Professor Malcolm McDonald introduced the day and set the scene for managing key accounts and Dr Beth Rogers followed by sharing a little of how the “game” is used at Portsmouth Business School.

Ed Bradford, the architect of the SAM Simulation then led us into our first round of the game.  The game is based on the global supply of staffing services including Recruitment, Outsourcing, Training and Consulting. This market has been chosen as a generic scenario in which to learn about the key elements of managing strategic (key) accounts in particular the vital subject of account selection.  It borrows strategic concepts from marketing and applies them to account management.  This includes combining, segmentation, targeting, positioning, value propositions and other key concepts.

We were arranged into 5 mixed teams and thankfully, Ed led us into the game gently, suggesting in round one, we focussed on the North America Market by service area.  The game was set up so that the 5 competing teams were already “in the market” and had all achieved an equal, base line performance that we could see and build on.  Ed coached us to strive to position our offer for maximum result, be it profitability or sales etc.

The teams grappled with the mass of data and slowly, we developed an understanding of the concepts, looking for ways to improve our position.  At lunchtime, Ed revealed our results showing that we had all improved performance with some teams doing a little better than others.  Ed then took us into some of the theory of Managing Strategic Accounts – a full slide set is available on the SPA Website (members Area).

After lunch, Ed lifted the market restrictions allowing teams to compete in all the Global Markets.  The teams quickly identified the limitations of resources and the need for focus.  Cash resources were removed from some markets and added to others, value propositions were fined tuned to match chosen segments and teams battled hard and fast to complete their decisions in the time allowed.

The winning sales team

After the third round with a teasing count down to the final decision, Ed revealed the winners and led a review of the group’s performance.  It was clear that some teams had developed strategies for the long haul and “what a pity” the game could not have run longer.  Ed presented “medals” to the winning team shown below.

The subject of Key Account Management ranks high in the SPA member’s interests and we have had many speakers on this subect including McDonald and Ryals.  Without doubt, this brought home the key messages into what was a most educational and enjoyable day. Our thanks  to Malcolm McDonald, Beth Rogers and particularly Ed Bradford for bringing this topic to life.


As written by John Andrews, Secretary of the Sales Performance Association

10th June 2013

For further information about the Sales Performance Association visit:

Simulator Location

Short link:
Full link:

KAM2win Simulator gets top satisfaction scores

The KAM2win Simulator recently scored some of the highest satisfaction scores amongst delegates at the SAMA Global Conference in Orlando.

Click here to see the conference highlights: SAMA Feedback Orlando 2011

Lecturer wins Dean’s Award

A Bradford student team on the Market2win Simulator

We are delighted to announce that Martin Haley has won the 2010 Dean’s Award for Teaching Excellence at the University of Bradford’s School of Management.

There are around 80 lecturers at the School and only three such awards handed out each year.  The award is based on student feedback on the courses they have undertaken.  Martin says, “It is a great honour to receive such an award and the use of the Market2win simulation has been a significant factor in generating the excellent feedback I have received from students.  We are now using it on both postgraduate and undergraduate courses. We hope to expand its use further within this university and across to our international partner institutions in the future.”

Edmund Bradford, MD of Market2win says, “This underlines the positive connection between using simulations and the student experience.  The best universities like Bradford are developing the right skills of students, not just improving their understanding of a subject.  This will give these students an employability edge when they finish their course.”

November Strategic Marketer of the Month

We are delighted to announce that the Strategic Marketer of the Month for November is Anant Pagare, an MBA student at Cardiff Business School.

Anant achieved this by playing the online Market2win Game and guiding his virtual company to a superb market success.   In doing so, he demonstrated the right stuff for senior leadership including superior customer insight, situation awareness, strategic leadership and masterful execution.

Anant was glad to be involved in one of our games: “In my opinion, knowledge is of little use without understanding the practical aspect and consequences of application of the theories. Market2win provided a platform where we needed to analyse the market conditions, compete with other companies in a simulated market environment, anticipate the competitor’s strategy and to act accordingly to stay ahead. It was a great learning experience and I’d be glad to get an opportunity again to become a part of it.”

“There were over 300 MBA students playing in several different games” says Edmund, MD of Market2win, “and Anant’s company made one of the highest profits across all the games.  He did this by beating his fellow students, not the computer.  He did exceptionally well.”

Do you want to develop your strategic leadership skills by playing against other real people from around the world – and collect valuable CPD time along the way? For more information about upcoming games go to

First Open Game of 2011 – now FULL

The first open Market2win Game of 2011 will run from the 1st – 18th March 2011.  This is open to anyone that wishes to develop their strategic marketing skills from the comfort of their home – no qualifications necesssary!

Everyone who plays the game will get vital experience in learning and practicing the skills necessary for strategic leadership.   The Market2win Game is used with senior leaders in corporations as well as some of the top business schools in Europe.

Because it all happens online you can login at anytime, anywhere to fit around your existing commitments. There is no minimum time requirement.  The more time you put in, the better your chances of winning!

Please note, you may be working in teams and if so, will be required to share your email address with your fellow team players.   The players in each team will choose their captain.  This is a great way to network with top business professionals and many of our players are senior marketing executives with over 10 years of experience in business.

Furthermore, if you are in the Chartered Institute of Marketing, your time spent on the game earns you valuable CPD (home study) time.

To register, simply click on one of the “Buy Now” buttons at the bottom of the Play page (

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