A market leader is a company with the largest market share in an industry that can often use its dominance to affect the competitive landscape and direction the market takes. A market leader typically enjoys the largest market share or the largest percentage of total sales in a given market. What are the advantages of market leaders? Market leaders are often able to leverage their position in order to increase cost efficiency. Not only are they able to employ large economies of scale to reduce the per-unit cost of the product, but they also use their first-mover advantage to set price trends and essentially control the market. What does a marketer do? Marketers create and execute marketing strategies to promote a company, product or service. They work for specific companies selling their own products or for marketing firms that have businesses as clients.