One way to expand away from serving a single product-market is to target other customer groups using the same product or a similar product. For example, Gore-Tex supplies its high-performance fabric to apparel producers and it is used as dental floss. For many companies* expanding into new markets is a natural way to expand operations. This strategy reduces the risks of depending on a single market yet it allows the use of existing technical and production capabilities. When deciding to pursue this strategy, a company must have the resources for expansion and must develop a marketing strategy for the new customer group's).