Product Line Length
Company objectives influence product line length—the total number of items in the product line. One objective is to create a product line to induce up-selling. The Mercedes C-Class plays a critical role as an entry point to the brand. As one industry analyst noted, “The C-Class is critical for the luxury race because it creates the most amount of volume for Benz. It also opens the Benz brand to potential future buyers by catching them while they’re young with the hopes that they upgrade as they get more affluent and older.”24
A different objective is to create a product line that facilitates cross-selling: Hewlett-Packard sells printers as well as computers. Still another is to protect against economic ups and downs: Electrolux ...
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