horizontal strategy

A horizontal strategy involves a company expanding or improving its offerings across different areas at the same level in the industry, rather than developing new products or moving into different markets. For example, a smartphone manufacturer might aim to produce a broader range of devices or accessories to serve more customer segments. This approach aims to increase market share, diversify revenue sources, and strengthen the company's position within its existing industry. It focuses on growth through diversification and efficiency within a particular stage of the value chain, rather than vertical expansion into different stages like manufacturing or distribution.