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Horizontal integration is the process of a company increasing production of goods or services at the same level of the value chain, in the same industry. A company may do this via internal expansion or through mergers and acquisitions .
Diversification is a corporate strategy to enter into or start new products or product lines, new services or new markets, involving substantially different skills, technology and knowledge. Diversification is one of the four main growth strategies defined by Igor Ansoff in the Ansoff Matrix : [ 1 ]
In that case, one of the Ansoff quadrants, diversification, is redundant. Alternatively, if a new product does not necessarily take the firm into a new market, then the combination of new products into new markets does not always equate to diversification, in the sense of venturing into a completely unknown business. [11]
Porter wrote in 1980 that strategy targets either cost leadership, differentiation, or focus. [1] These are known as his three generic strategies, which can be applied to any size or form of business.
The medicine industry is an example of a vertical market. A vertical market is a market in which vendors offer goods and services specific to an industry, trade, profession, or other group of customers with specialized needs.
The diversification strategy is with most risk because the business is growing into both a new market and product, and thus contains with most uncertainties. Market penetration is not only a strategy but also a measurement (in percentage) for popularity of a brand or a product in the category, in other words, the number of customers in the ...
Economic diversity or economic diversification refers to variations in the economic status or the use of a broad range of economic activities in a region or country. [1] Diversification is used as a strategy to encourage positive economic growth and development. [ 2 ]
Horizontal integration, when a company increases production of goods or services at the same level of the value chain and in the same industry (e.g via internal expansion, acquisition or merger) Vertical integration , when the supply chain of a company is integrated and owned by that company (i.e. integration of multiple stages of production)