問4
頻出度★★★
商品市場での過当な競争を避け，まだ顧客のニーズが満たされていない市場のすきま，すなわち小さな市場セグメントに焦点を合わせた事業展開で，競争優位を確保しようとする企業戦略はどれか。
平成21年度 春期 ITパスポート試験 問4
ストラテジ系経営戦略マネジメント › 経営戦略手法
This question's explanation and your answers so far.
解説
問 4
- ア
正解 A niche strategy avoids a head-on clash in the main market crowded with large companies, and concentrates management resources on a small “gap (niche)” market that other companies have not entered, so as to build the leading position there. The three conditions in the question, namely “avoiding excessive competition,” “a market gap where customer needs are not yet met,” and “developing business focused on a small market segment,” are all restatements of the definition of a niche strategy itself. By not aiming at the whole market but narrowing down to a limited area, even a company with few management resources can become relatively strong in that area, and can therefore secure a competitive advantage. Thus ア is correct.
Incorrectイ
A push strategy is a sales promotion approach in which the manufacturer works on wholesalers and retailers through sales staff and rebates, so that the distribution channel “pushes” the goods out to consumers. It is about the means of how promotion flows, which is a different dimension from the question’s point of which market segment to choose in order to avoid competition.
Incorrectウ
A brand strategy is a strategy of fostering customers’ trust in and attachment to the company’s own trademark and image, and of raising that value in order to differentiate its products from those of other companies and to avoid price competition. It does not include the idea of choosing an area by narrowing the focus onto a market gap, and it is also used in large-scale markets, so it does not fit the description in the question.
Incorrectエ
A pull strategy is a sales promotion approach in which the manufacturer works directly on consumers through advertising, gets consumers themselves to ask for the product by name, and thereby “pulls” the goods into the distribution channel. It is a demand-stimulating method that forms a pair with the push strategy, and it does not match the intent of the question, which discusses the size of the target market segment and the avoidance of competition.
ここがポイント
- Niche strategy = concentrating management resources on a small “gap (niche)” market where you do not compete head-on with large companies, and securing a competitive advantage in that limited area. When words such as market gap, small segment, or concentration appear, choose this.
- Push strategy and pull strategy do not classify “which market to choose” but “how promotion flows.” Push means pushing goods out through distributors; pull means using advertising to make consumers pull them in. Remembering them as a pair prevents confusion.
用語