There are two ways to lengthen a company's product line or offer more services:
1) Product Stretching - Lengthen a product line beyond its current range. For example, Chrysler introduced its luxury brand, Mercedes OR Toyota offers is luxury brand, Lexus.
2) Product Line Filling - add more items within the same range of a product line. For example, there are a lot of types of iPods (shuffle, nano, original, touch)
Offering a longer product line helps companies like Apple fulfill all of the markets needs when it comes to music listening. In turn, this is how Apple took over the personal audio market and still remains the leader industry leader.
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