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Marketing

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Issue:

Business

 

Written by:

Lee H

 

Date added:

February 9, 2011

 

Level:

University

 

Grade:

A

 

No of pages / words:

4 / 953

 

Was viewed:

1949 times

 

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Essay content:

To explain the horizontal/vertical, often when you talk of horizontal, you mean companies and products that are on the same level as you, competing for the attention of the same customers (and suppliers). Vertical relationships are those which a company depends on, either their relationship with suppliers or their relationship with customers...
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Each of these also operates on their own horizontal axis. The more powerful players on that level become, the more they can affect players on the other levels. There are different levels of importance per force, depending on the context and type of the firm. When a company is more powerful horizontally, a market-leader, even a monopolist, it does not have to worry about suppliers as much, and is perhaps able, financially, to integrate vertically, taking over some of its suppliers and/or some of the middle-men that stand between the company and its customers...
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