When your company has low market share, you don’t have to worry about economic slowdowns or other external circumstances because you can just get better at marketing and sales and take business away from your competitors to grow.
When you have high market share, you will be affected by external circumstances and cannot make it up with internal improvements (unless you diversify into or add other products or services).
Low market share – the critical variable is you.
High market share – external variables will affect you.
Which one describes your business?
It’s exactly where it suppose to be.