Horizontal diversification is a strategic approach businesses adopt to expand their product offerings by adding new products or services to their existing line for the same target market. In this approach, a company seeks to leverage its existing resources and capabilities to expand into new product categories or industries that are related to its existing business.
Horizontal diversification is typically pursued to achieve several objectives. First, it allows companies to broaden their revenue base and reduce dependence on a single product or market. Second, it helps companies to capture new growth opportunities by leveraging their existing customer base and distribution channels. Third, it enables companies to achieve economies of scale and scope by sharing resources, such as manufacturing facilities, distribution networks, and marketing channels.
The key to successful horizontal diversification is identifying and leveraging the existing synergies between the new and existing product lines. This means the new product line should complement the existing product line regarding customer needs, market trends, and production processes. For example, a company that produces running shoes may diversify horizontally by adding an athletic apparel line. This new product line leverages the company’s existing manufacturing capabilities and distribution channels while complementing its existing line of running shoes.
Horizontal diversification can be achieved through various strategies, including organic growth, mergers and acquisitions, and strategic partnerships. Organic growth involves developing new products internally through research and development or investing in new manufacturing facilities. Mergers and acquisitions involve acquiring existing companies that have a complementary product line or are in a related industry. Strategic partnerships involve collaborating with other companies to develop and market new products jointly.
Horizontal diversification is not without risks. One major risk is that the new product line may not be as profitable as the existing one, which can dilute the company’s overall profitability. Another risk is that the company may face challenges integrating the new product line into its existing operations and culture. To mitigate these risks, companies must conduct thorough market research, develop a clear strategy for the new product line, and ensure their organizational structure and culture align with the new product line.