Market Challenger

Posted in Marketing and Strategy Terms, Total Reads: 2002

Definition: Market Challenger

A firm that is just a notch below the market leader and is a leadership contender in its own rights, when comes up with strategies to uproot the dominance of the leader, can be termed as a market challenger.

A market challenger can try the established tricks of the trade such as price reduction, product differentiation or altogether a new strategy by launching a new product to change the entire playing field.

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