Competitive Positions

Firms competing in a specified target market, at any point in time, vary in their objectives and resources.  These firms may take four different forms which are following:

1.   Market leader-the firm along the largest market share.
2.   Market challenger-the runner-up firm, struggle to overtake the leader.
3.   Market follower-the firm that also has runner-up status but seek out to maintain share and not rock the boat.
4.   Market niche-the firm which serves small segments that the other firms overlook or avoid.