The Nigerian banking industry has been facing stiff competition for the past decades with different structuring strategies and reforms to ensure stability and meet the global standard. All the banks in the Nigerian banking institutions are effectively and efficiently competing to be a market leader. Some banks are already seen as market leaders, challenges, some market niche. The fidelity bank pic wants to use all necessary strategies of moving from challengers to leaders. There are a lot of internal factors external factors and the consumer behaviour is also a factor. It is discovered that the size of the competitors, the level of knowledge of each company, the channel of distribution, the abilities and weakness of the companies in the market is very necessary. The attitude of consumers, factors that makes customers choice of banks and also customers loyalty to banks will understood. The economic factors, the political environment, social and cultural environment, technological development are major challenges. It is very necessary therefore that a company that wants to lead the market should conduct adequate survey to understand both the internal, external and the behaviour of consumers in the market. Conclusion is made that marketing strategies should be the best approach to lead the market. Recommendations were made that marketers should understand the market, conduct research, understand their consumers and the ethics of their profession and adopt a strategy that will help them be a leader in the market