Starbucks acquired competitor Seattle's Best Coffee - which had a presence in Subway restaurants - in order to target a more working-class audience without diluting the Starbucks brand. What is this an example of?

Question

Quizplus · Accepted Answer

This is an example of horizontal integration, where a company acquires another company in the same industry at the same level of the supply chain to expand its market reach and customer base.

Starbucks Acquired Competitor Seattle's Best Coffee - Which Had a Presence