increasing market share may be an important objective especially for new businesses when they are trying to become a more established business as once they gain more market share they will be well known
with businesses being well known this means that they can increase sales further as retailers will be encouraged to stock the firms products leading to more customers being tempted to buy them
to increase market share a firm may need to heavily promote their products or put their prices really low to reduce their competitors from getting their customers
with established businesses wanting to increase their market share this means that they are trying to dominate the market and reduce competitors in the market