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A company already holding a major share in the market and competing with the current market leader.
Typically a market challenger is a company competing intrusively to advance its market share, as opposed to a market follower; that is seeking only to maintain its market share. However companies may work to avoid overtly direct competition by cultivating a market niche.
Infiltration marketing, Buzz, Reciprocal links, Market penetration pricing, Test marketing, Database marketing, Customer service, Marketing cost analysis, Franchising, Customised marketing mix, Maturation, Beta Tests, SWOT analysis, Electronic point of sale (EPOS) system, Ad rotation,