what is market cannibalization 
market cannibalization refers to a drop in sales and demand for a product when the company replaces it with a new one market cannibalization can occur when a new product is similar to an existing product and both share the same customer base it leads to no increase in the company s market share despite sales growth for the new product cannibalization can also occur when a chain store or fast food outlet loses customers due to another store of the same brand opening nearby 