Organisations that are characterised by capturing the largest market shares are known as market leader firms. Such firm usually possess sufficient buoyant economy with adequate financial power. They also possess the following features: • well diversified business operations • produce high quality products • possess efficient distribution system • able to purchase at reasonable discount However, they can easily be pushed to the position of market challenger or market follower if their operations and marketing strategies are faulty. For the market leader to remain at the apex level, they should: • introduce product innovations • introduce cost efficient facilities • protect their current market share • embark on heavy advertising campaign • continuously improving customers' satisfaction NB: it is important that market leader firms keep their operation techniques secret if they intends to retain their leading positions.