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product management - existing product (expand product mix (product…

- - - - vertical
        
        different quality offered at different price
      - horizontal
        
        different functions
        
        comparable
        
        price
        
        quality
    - - addressing changed customer preference
      - additional market segment
      - realising higher prices
      - create market entry barrier - occupy untapped space
      - brand image transfer
  - - - horizontal
        
        integration of products at the same market level with the aim to offer new services to previous customers or new customer groups
      - vertical
        
        a supplier conducts activities in upstream or downstream stages of the value chain
      - lateral
        
        venturing into totally new markets that have no connection whatsoever to the previous operations of the company