Professional Documents
Culture Documents
BSIT - 4A
Global Economy
Market Integration
2. Horizontal Integration
Vertical Integration
Forward Integration
- If a company takes on a different marketing role that is more closely
related to the consuming function. For example, a farmer who sells his
harvests personally to a neighborhood grocery shop rather than to a
distribution center that manages the delivery of commodities to different
supermarkets.
Backward Integration
- A procedure in which a corporation buys or combines with other
companies that offer raw ingredients for its completed product. For
example, Jollibee bought a chicken farm for their own supply.
CONGLOMERATE