Horizontal diversification

Marketing understands the term “horizontal diversification” to mean the expansion of the previous product portfolio to include product lines from the same economic level.
New customers or the same customers as before are addressed - for the latter, however, new problems / needs are solved and satisfied. For this reason, there is also a factual connection between the new and old product lines.

example - An automobile manufacturer expands its product range to include SUVs, vans and trucks.

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