What Is a Business Level Strategy?

Horizontal strategy means that on the basis of fully investigating the target consumer, the company understands the other needs of the target consumer, selects one or several manufacturers within its demand range, and forms a strategic alliance to better meet the target consumer An enterprise behavior of the needs of the consumers.

Horizontal strategy

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Horizontal strategy means that on the basis of fully investigating the target consumer, the company understands the other needs of the target consumer, selects one or several manufacturers within its demand range, and forms a strategic alliance to better meet the target consumer An enterprise behavior of the needs of the consumers.

Chinese name

Horizontal strategy

Nature

strategy

Purpose

Meet consumer needs

Features

Corporate behavior

The implementation of horizontal strategy should pay attention to the following two aspects

The ultimate goal of a horizontal strategy is to continuously grow itself by better meeting consumer needs. The implementation of a horizontal strategy is of great practical significance to both strategic alliance companies, including their own companies, and to their common target consumers. Specifically, they are:

1. For companies implementing horizontal strategies, they can devour competitors' spheres of influence while building a more solid line of defense against their competitors. Expand the company's market share in this target market. This is because when your competitors can only meet the needs of the target consumer in an industry, you can implement horizontal strategies with your strategic allies in

Through the implementation of the horizontal strategy, it is very beneficial to the company, its horizontal strategic partners, and target consumers. We also know that whoever can more easily and quickly meet the needs of target consumers compared to competitors, will be invincible in the competition with competitors. The horizontal strategy provides hope for our company, especially the disadvantaged ones.

Implementing a horizontal strategy should require at least five steps.

Identify your target consumers

Determining the company's target consumers is a prerequisite for effective implementation of horizontal strategies

China Mobile cooperates with network provider to promote mobile SMS service

China Mobile just started promoting what it considers to be a very promising short message industry in the late 20th century

China Mobile

During the business, many setbacks were encountered, and progress was very insignificant. In the second half of 2000, China Mobile decided to cooperate with the first 13 online content providers such as NetEase, which has the same target consumers as mobile phone text messages, to jointly promote mobile phone text messages After the business, the mobile phone short message service has made a turnaround and achieved rapid development. After that, China Unicom quickly followed up and contributed to the popularity of the short message service. According to media reports, since the second half of 2000, China s mobile phone short message service has increased by an average of 40 million monthly messages, and 10 billion short messages were transmitted on mobile phones in 1999. On special days, such as the Spring Festival, New Year's Day, Valentine's Day, etc., mobile text messages are even more popular. The strategy of mobile cooperation with network content providers has finally achieved great results. It is really self-interested and beneficial to others. At the same time that China Mobile quickly opened the mobile phone messaging business market, three nasdaq listed companies such as NetEase, Sina, and Sohu also successively announced profit through short message business. It can be said that the rapid popularization of the model created by China Mobile in cooperation with network content providers to promote mobile phone messaging services has made many content providers such as China Mobile, China Unicom, and NetEase profitable. It is rumored that China Mobile s mobile phone SMS business strategic partners now have more than 300 online content providers, and more than 200 other online content providers are waiting in line for approval.

Microsoft grows by partnering with computer manufacturers

Originally, consumers who wanted to purchase a computer had to purchase corresponding software as a package after purchasing a computer. From this perspective, although the overall computer assembly and software belong to two different industries, their target consumers are All are consistent. Founded in the 1970s, Microsoft, a small software manufacturer at the time, realized this at the time. From the perspective of better services and target consumers, it formed alliances with many computer manufacturers and designed itself. Windows and office system software will be provided directly to computer manufacturers, and even design personalized software for a computer manufacturer, so that consumers can purchase all computer software and hardware at once. With the strategy of alliance with computer manufacturers, Microsoft's strength has grown rapidly. So far, it has become a leader in the software industry. Its windows and office software have almost monopolized the entire software industry. The various computer manufacturers that Microsoft cooperates with have also become well-known brands after expanding the market together with Microsoft. Now, the alliance between computer manufacturers and Microsoft can be said to be very common and has become an unwritten rule. Whoever wants to enter the computer manufacturing industry must form an alliance with Microsoft, otherwise, it will certainly be impossible.

They are at least the strength of the project they are promoting is not strong or even weak. At that time, Microsoft was still a small workshop company. The mobile phone text message business promoted by China Mobile was only a new thing at that time. However, they have achieved great success. Microsoft has obtained an absolute monopoly in the field of operating systems and office software. The cooperation between network content providers and mobile operators in short message services has been quickly recognized, and has even become a kind of Industry model. Why did they succeed? It is not difficult to see that the reason why they are successful is that they have formed a strategic alliance with enterprises in other industries that have the same target consumers as their own enterprises. In this alliance, through the integration of enterprises The development of mobile messaging services by Microsoft and China Mobile is just one aspect. At the same time, other companies in their respective alliances have also made great progress.