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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.
See also:
Market leader
Market niche
Market share
Disease awareness marketing, Blanket coverage, Contextual marketing, i-Coach, Brand revitalisation, Affinity marketing, Beta Tests, Internal Customers, Competitor analysis, Conversion rate , Customer relationship management (CRM), Internal analysis, Institute of Practitioners in Advertising (IPA), Market segmentation, Marketing communications,
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