Understanding Horizontal Positioning

Horizontal positioning refers to offering specialized services across multiple verticals rather than focusing on a single industry. It contrasts vertical positioning, where a firm tailors its services to a narrow field defined by specific industry codes. For example, a company that creates mobile apps for various types of workers, such as plumbers or field surveyors, exemplifies horizontal positioning as it serves diverse sectors with a common need. This approach allows firms to diversify their client base while maintaining a focus on the service they provide.