What Is the Product Mix Width?


Quick Answer

The product mix width is the number of product lines or categories that a company sells. A wide product mix allows a company to diversify, and it increases the number of customers it can target.

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Full Answer

The product mix defines the total variety of products a company sells. Firms group products with similar characteristics into product lines or categories, which helps them in developing strategies for managing and marketing products.

An example of a product mix is a collection of laptops, tablets, cell phones and printers. Within this mix could be product lines comprising touchscreen smartphones, folding cell phones and QWERTY keyboard phones. In this example, the product width is three because there are three product lines.

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