Horizontal Diversification

horizontal diversification
a growth strategy in which a company seeks to add to its existing lines new products that will appeal to its existing customers
horizontal integration ...

Diversification - a growth strategy in which an organisation takes on new products and new markets at the same time. See Growth Strategies; Concentric Diversification; Conglomerate Diversification; Horizontal Diversification.

See also: Market share, Marketing, Control, Customer, Sales