17 Differentiate between vertical & horizontal growth strategies of a business. [6]

[Huma Junaid]

[KN] Horizontal integration is taking over your competitor, whereas vertical is about integrating with suppliers /customers (whole sellers, retailers)
[AN] Hard Rationalization in horizontal integration /less rationalization in vertical.
[AN+]informed decision making in horizontal integration and un informed in vertical

[KN] Focus is on "Exclusivity" in forward vertical whereas "greater market share" in horizontal integration.
[AN] in vertical the consumer base will expand and in horizontal the market dominance will
[AN+] giving both horizontal and vertical a competitive advantage over their competitors