When a manufacturer and a retailer come together to form an agreement, it can be considered a horizontal cooperative strategy. This type of strategy occurs when two or more companies at the same level of the supply chain collaborate to achieve mutual benefits.

In the case of a manufacturer and a retailer, the agreement often involves the manufacturer providing products to the retailer, who will then sell them to consumers. This can lead to a variety of benefits for both parties, such as increased sales, improved supply chain efficiencies, and reduced costs.

One example of a horizontal cooperative strategy is when a manufacturer agrees to produce a specific product exclusively for a retailer. This arrangement can provide the retailer with a unique product that cannot be found elsewhere, which can help to increase customer loyalty and drive sales.

Another example is when a manufacturer and retailer work together to develop and market a new product. This can involve the manufacturer providing research and development expertise, while the retailer provides input on consumer preferences and market trends. By working together in this way, both parties are able to create a product that meets the needs of consumers while also maximizing profits.

In addition to these benefits, a horizontal cooperative strategy can also help to reduce risk for both parties. By working together, the manufacturer and retailer can share the risks involved in developing and marketing a new product or entering a new market. This can reduce the financial burden on both parties and make it easier to pursue new opportunities.

Overall, an agreement between a manufacturer and a retailer is an effective way to implement a horizontal cooperative strategy. By working together, both parties can achieve mutual benefits and reduce risk, while also improving supply chain efficiencies and driving sales. Whether it involves exclusive product lines or collaborative product development, this type of strategy can be a powerful tool for businesses looking to achieve success in today`s competitive marketplace.