01
Sales directors, KAMs, and modern-trade leaders
For people who need to read the partner’s logic, build negotiation scenarios, and assess commercial choices through their impact on the full P&L.
Session · on-site
What it actually is
Not a course. A working virtual market
World of Trade is a 3-day, software-based simulation that leadership teams from 90%+ of top FMCG and retail companies use as their commercial lab. Mixed teams run a full virtual P&L over several years, practise pricing, promo, portfolio and route-to-market decisions with realistic counterparts, and live the consequences in real time.
- Every hour is a decision with consequences. No lectures dressed up as workshops.
- The unit of learning is the decision. Numbers update on every move.
- One model holds market, P&L, category, negotiations and cross-functional alignment together.
- Feedback is immediate — for the participant and for the business.
Methodology
Market, decision, P&L, debrief. Three times a day, for three days
The loop runs nine times across three days, covering 1.5 simulated years. Each loop raises the stakes: competitor models adapt, budgets tighten, the market responds.
01 · Briefing
Market state, roles, KPIs
Roles, market rules, KPIs. Teams take in the market state and the category brief.
02 · Negotiation
Cross-team deals under pressure
Cross-team deals under time pressure. Pricing, promo, range, supplier terms.
03 · Market round
Decisions become consequences
Decisions become consequences. The simulation executes; numbers move; competitors respond.
04 · Debrief
What the market rewarded — and punished
Facilitators read the P&L with the team. Patterns surface; lessons translate.
Who it is for
Where the program lands hardest
Designed for mid-to-senior leaders in consumer-facing companies and for current or future business leaders.
02
Marketing and trade marketing
For specialists who want to connect promo, investment, category logic, and market dynamics inside one decision-making model.
03
General management, finance, and operations
For leaders who need a holistic picture of the consumer business and a clear view of how each function shapes P&L and strategic resilience.
04
Current and future business leaders
For participants who want to sharpen strategic, profit-oriented thinking, test scenarios without risk, and see the consequences of their choices faster.
What the participant takes away
Concrete capabilities, not just impressions
Every participant leaves with a clear set of management habits — not just memories of an intense three days.
01
Instant feedback on every decision
Participants see the impact of their actions on business performance and quickly learn the real cost of every commercial move.
02
Both sides of the table
Teams step out of their own role and see how retailers, manufacturers, and colleagues from adjacent functions actually think.
03
Financial fluency and data sense
Participants build the habit of using numbers and financial logic to drive decisions — not just to write up reports after the fact.
04
A view of the business as one system
Participants leave seeing a consumer-facing company as a single system — not a stack of disconnected functions and KPIs.
Cases
How the product is used in the industry
FMCG manufacturer
Commercial academy for trade marketing
Multiple cohorts over three years. Measurable lift in promo ROI in cohorts that completed the program.
Retail chain
Joint business planning training for category buyers
The full procurement team ran six cohorts. A new JBP template is now rolled out across the business.
Beverage manufacturer
Flagship module of the regional leadership academy
Several cohorts, leaders trained, NPS around 90. The program has been re-booked every year since launch.
Cash & carry wholesaler
Joint program with key suppliers
Mixed teams of buyers and KAMs. A shared negotiation style is now standard across several key supplier relationships.
Retail group
Onboarding for new category directors
Confident P&L reading in three days. Now a mandatory module before the first negotiation cycle.
International FMCG company
Regional commercial-team development program
Several countries and cohorts. A common language for joint planning and category logic across the region.
What makes it different
A real economic model — not a slide deck with buttons
Twenty years of market-model development in the hands of leadership teams from 90%+ of the region’s top FMCG and retail companies. Built for decisions, not lectures.
→ Approach
Practice, not lectures
Every hour is a decision with consequences. Real commercial choices in a five-team competitive market — not slides about how it should be done.
→ Environment
Safe to fail, real to feel
Test strategies and make mistakes without burning real budgets. The market reacts the way it would in real life — just without the customer relationships at stake.
→ Feedback
Feedback in minutes, not months
Every round gives a transparent read on decision quality and a structured facilitator debrief. Learning becomes measurable for the participant and for the business.
→ Mindset
Systems over silos
Focus shifts from local actions to the consequences of decisions across the whole business — and the durability of the strategy behind them.
→ Team
Cross-functional by design
Sales, marketing, finance, category and supply sit at the same table and have to align on one commercial story that survives competitive pressure.
→ Skills
Capability that travels back to work
Negotiations, category, P&L fluency and data sense develop together as one management loop — so participants leave with habits, not just notes.