This helps the company by increasing its role in the total product life cycle. This increases the company's power to decide everything that can be done with the product. This is because if you consider a product, it is not only the company whose name is printed on the product but there are many other parties involved in the process of designing, manufacturing and post manufacturing of the product but the company on the product label is the someone who decides anything. Horizontal integration on the other hand is a strategy where a company involved in one phase of the product goes and acquires the company that can be used in the next phase and continues to build the product. It is a type of integration where a company acquires the company in the same value chain to increase its size, resources and reduce production prices, reducing operating costs, etc., to offer value better for the customer. This is market consolidation, which also increases product research and development so that the company can increase its own