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Companies that supply only one product with no variation will have a market share for only a short-time. This is because the product will not meet the requirements of all or will meet maximum density supply, everyone will have one and therefore no demand thereafter. By making variants this demand will increase for the one product type i.e. Toll Royce makes a range of cars not just the one. This will then meet consumer demand as not every one wants silver ghost. The same applies in the clothing industry. Not everyone is a small to medium, and in food not everyone wants a tin of soup that serves 2 when there is need for 1 serving and more than 4 servings.
In addition supply is maintained when choice is offered and the demand is to a degree maintained.
The term "do not keep all you eggs in one basket" is therefore use. By having diversity of products means when on line drops in demand another can be brought in to play to maintain business flow.
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