A company with a market share below the market leader, but has sufficient market presence that aggressively working upward in order to gain more control. These are non-market leader at present, which exert a lot of effort to move beyond their industry. Market challengers make ways to vie industry industry in various ways: challenge the market leader on price or direct approach, increase product differentiation or improving customer service or indirect approach, and launch an entirely new product or service to change the game or radical approach.