7.7 : 横向营销系统

A horizontal Marketing System or HMS refers to a distribution system where two or more independent firms at the same level collaborate to maximize marketing opportunities by combining their efforts.

They collaborate, either as competitors or non-competitors, to enhance marketing efficiency and competitiveness.

This partnership can be temporary or permanent and may involve creating a separate entity.

The aim is to optimize resources, broaden reach, leverage technology, and offer products in bulk for better performance.

For example, Nike and Apple, two non-competitors, teamed up on the Nike Plus products to merge athletic footwear with wearable technology and broaden their customer base via Apple's extensive distribution network.

Also, competitors like Starbucks and PepsiCo collaborated on "Starbucks Ready-to-Drink," beverages leveraging PepsiCo's distribution to extend Starbucks' reach nationwide.

The HMS approach offers benefits like accelerated market penetration, increased market share, reduced operational costs, and increased sales.

On the other hand, potential challenges may include the absence of anticipated synergies and management or culture clashes that slow down the economic growth of the firms.