Market Follower and Market Nicher

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In addition to market leader and market challenger, there are another market participants that received less attention even though the actual number of those at most.

Market Follower

If market leaders and challengers compete to become the most sought after consumers, the market follower is not the case. He enjoys his current income with no strong desire to be number one in the eyes of consumers. He have principle that most important he get profit and there no need to seriously hit market. If your company is not the company's most sought after but pretty much have consumers and no interest of as well as a winner, you might fall into the category of market follower

Market Nicher

Market nicher can be said as the company reached a certain market share that other companies neglected. There are many companies like this compared to three other companies. They do specialize.


Market leader, market challeger and market followers typically have a large organizational structure and tend to be rigid. So if there are new opportunities in a region, they need to perform coordination  to their core management in central office. This resulted they moved slowly. Opportunities are then captured by the market nicher because he has a simple management structure so decisions can be made immediately.

The easiest example we observe is an antique car repair shop. Every manufacturer of automotiv must work with a particular repair shop as a service to consumers of their car. They can also make the workshop without the cooperation with other parties. Because of the big name of car manufacturers so very difficult for competitors to grab their market. But there are a niche that they may ignore or they can’t  worked  as antique car repair shop.

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