Market Challenger is a commonly used marketing term. It is used to refer to a company or a product which is a non- market leader. This firm is aggressively trying to capture more market share from its competitors
It is a firm that is holding major market share and is attempting to gain market leadership through marketing efforts. It is competing vigorously with market leader for outright leadership.
It is basically a competitive strategy which is used for attacking Market Leader. It can attack on several fronts depending on its capabilities.
