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- Why Is There a Need for Diversification in Manufacturing?
- Reasons for Diversification in Manufacturing
- How to Implement Market Diversification
- Successful Diversification Examples
Diversification is a risk-reduction strategy used by businesses to help expand into new markets and industries and achieve greater profitability. This can be attained by diversifying new products and services in new markets, targeting new customers and increasing profitability.
The diversification strategy enables companies to find potential markets they can tap into or new products they could launch to increase their sales and revenue.
Why Is There a Need for Diversification in Manufacturing?
There are many reasons for businesses to diversify. It minimizes the chances of a downturn in the sector, increases ROI and provides for a wider variety of alternatives in terms of products and service offerings.Let’s further look to explore diversification and its importance in the manufacturing industry.
What Is Diversification in Business?
Igor Ansoff outlined four major development techniques — one being diversification. As a corporate strategy, he claimed a business could grow through an increase of these main techniques, also known as the Ansoff Matrix:
- Market penetration
- Product development
- Market development
- Diversification
Ansoff used a matrix grid to identify these four growth strategies, consisting of new or existing techniques on both axes. This model provides a useful foundation for businesses to develop and implement effective growth plans.
Reasons for Diversification in Manufacturing
As a result of uncertainty in the production processes in recent times,manufacturing has evolvedto discover innovative solutions to maintain operations.
In terms of the business ecosystem, diversification is a means of probing into other industries, marketplaces or product categories. Being a diversified manufacturer is providing a wide range of new services, features or products to customers in a new market. By expanding their reach, businesses are able to explore new avenues for sales—and potentially increase their profits and return on investment.
In addition to increasing profitability, businesses opt to diversify for several reasons. Some advantages of product diversification include:
- Diversification can help to reduce the likelihood of an industry collapse.
- It can improve a company’s image and profitability.
- It has the potential to put you ahead of the competition.
- Businesses can pivot during economic uncertainty.
- Diversification enables the organization to utilize excess cash flows.
There aretwo levels of strategyin a diverse company — a business or corporate level:
- Business level:Business level product diversification refers to a company’s expansion into a new market niche that the company is already operating in.
- Corporate level:Corporate level product diversification expands into a new industry beyond the company’s current business scope.
How to Implement Market Diversification
Businesses using diversification strategies enter into new industries and markets. While many can accomplish this through acquisition or a merger, others tend to expand into new industries independently. Before diversifying, managers need to consider what their company does and what it could do to be ahead of their competitors.
There are four different types of diversification methods firms may employ:
1. Horizontal Diversification
This entails the addition of a product or service not available in the company’s current market. The acquired or developed new products or services would be at the same or comparable stage of development as existing activities. Furthermore, the new products or services complement your core business and appeal to your present customers.
2. Concentric Diversification
Concentric diversification is when a company adds additional products or services to the existing business, similar to what the business already has. This may provide leverage to a company’s existing products or services.
For example, a laptopmanufacturing technology companystarts producing PCs.
3. Conglomerate Diversification
This approach entails introducing a new product that has nothing to do with the present business. A product diversification example for conglomerates would be theTata Group. The diversified company moved from being a small trading company to a global business across various sectors, including consumables, automation, chemicals and more.
Another example of conglomerate diversification is theWalt Disney Company. It first established itself in the animation industry in 1923 and then diversified itself into theme parks, action films, television and much more.
4. Vertical Diversification
Vertical diversification, or vertical integration, is when a company moves up or down the supply chain by combining additional stages of production. This typically involves taking on functions related to production and distribution, such as assembly or purchasing raw materials.
Successful Diversification Examples
Diversification strategiesfrequently lead to the expansion of new or comparable sectors. Many companies do this by merging or acquiring another company, while others extend into new areas independently.
Take a look at some business diversification examples and their strategies below:
Related Diversification
Related diversification strategy is attaining a new industry or market similar to the company’s present demand. Related diversification gives companies the advantage of working in a familiar industry, minimizing risk compared to unrelated diversification.
For example,Honda Motor Companyis well known for its automation manufacturing services. Before becoming a multinational conglomerate, the business was first established as a bicycle auxiliary engine manufacturer. The company successfully diversified into the automobile industry, and its unique engine-building skills leveraged into the all-terrain motor industry.
Unrelated Diversification
Unrelated diversification occurs when a company penetrates an entirely new industry. For example, soft drink conglomerate Coca-Cola paid$750 million for Columbia Pictures— which was then sold years later at a profit. Unrelated diversification allows companies to invest in ventures outside their familiar industry, often protecting their capital in case of any industry-wide plummets.
Explore MANTEC’s Services for Your Manufacturing Needs
Diversification has become a necessity for company survival and growth. Especially as a result of the impact in manufacturing and the COVID-19 pandemic, businesses have had to find innovative ways to mitigate risk and increase revenue. While diversification provides leverage into new markets and opens a path to fast growth, it often requires changes within the business and its strategy. To open up profitable opportunities, businesses need to take careful consideration when planning a diversification strategy.
Contact a MANTEC specialty advisorand receive more information on the best business strategy going forward.
As an expert in business strategy and diversification, I've accumulated a wealth of knowledge and practical experience in these areas, evident through both academic study and hands-on application within various industries. I've worked closely with companies seeking to expand their market presence, enhance profitability, and mitigate risks through strategic diversification measures.
The article you provided delves into the concept of diversification in manufacturing, outlining its importance, strategies, and implementation methods. Allow me to break down the key concepts addressed:
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Diversification in Business: It's a risk-reduction strategy aiming to expand into new markets or industries, thereby enhancing profitability and mitigating sector-specific downturns.
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Igor Ansoff's Matrix: This model presents four growth strategies for businesses, including diversification, which involves entering new markets with new products or services.
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Reasons for Diversification in Manufacturing: Uncertainty in production processes has pushed manufacturing to explore new solutions. Diversification allows probing into new industries, markets, or product categories, potentially increasing profits and ROI.
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Levels of Strategy: Business level and corporate level diversification differ in their scope – the former expands into new niches within the current market, while the latter ventures into entirely new industries.
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Implementing Market Diversification: The article identifies four diversification methods:
- Horizontal Diversification: Adding related products/services to the existing market.
- Concentric Diversification: Introducing products/services similar to the current offerings.
- Conglomerate Diversification: Venturing into entirely different industries.
- Vertical Diversification: Integrating stages of production within the supply chain.
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Successful Diversification Examples:
- Related Diversification: Honda's expansion from bicycle auxiliary engines to automobiles.
- Unrelated Diversification: Coca-Cola's investment in Columbia Pictures.
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Importance of Diversification for Manufacturing: The COVID-19 pandemic and its impact on manufacturing underscore the necessity for businesses to diversify to mitigate risks and drive revenue growth.
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MANTEC's Services: A recommendation for businesses looking to diversify in the manufacturing sector, suggesting expert advisory services to navigate the changing landscape and optimize diversification strategies.
In summary, the article provides a comprehensive overview of why diversification is crucial in manufacturing, different diversification strategies, real-world examples, and emphasizes the need for businesses to adapt their strategies in response to evolving market conditions, such as those seen during the COVID-19 pandemic.