The Peril of Mindless Market Share Pursuit

The "mindless pursuit of market share" is a common but dangerous strategic error. While market leadership is a valid goal, chasing it without a clear understanding of the market and a viable strategy leads to reckless pricing, ill-conceived plans, and ultimately, financial losses.

The Flaw in the Logic:

• Wrong Market: Companies often fight for share in a market that is too broad and undifferentiated, where they have no sustainable advantage.
• Wrong Product: They may be pushing an incomplete product that cannot truly satisfy customer needs, leading to a battle based solely on price.
• Unsustainable Wars of Attrition: They engage in price wars against competitors who have more resources and can withstand losses for longer periods.

The goal should not be market share for its own sake. The true objective is to achieve a commanding and profitable share in a well-defined, defensible market segment. Simply trying to capture a small percentage of a huge market is a plan for failure, not a conservative strategy. This is a direct violation of The Strategic Principle of Marketing.