問10
頻出度★★★
プロダクトポートフォリオマネジメントでは，縦軸に市場成長率，横軸に市場占有率をとったマトリックス図を四つの象限に区分し，製品の市場における位置付けを分析して資源配分を検討する。四つの象限のうち，市場成長率は低いが市場占有率を高く保っている製品の位置付けはどれか。
平成21年度 春期 ITパスポート試験 問10
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 10
- ア
正解 The correct answer is ア. PPM (Product Portfolio Management) puts the market growth rate on the vertical axis and the market share on the horizontal axis, sorts products or businesses into four quadrants, and is used to decide where to allocate limited money and people. The condition in this question is that the market growth rate is low and the market share is high. A low market growth rate means the market is mature, so there is little need to pour extra money into equipment investment or sales promotion. At the same time, because the market share is high, sales are large and economies of scale work as well, so profit comes easily. In other words, the product needs little investment yet steadily generates cash, and this quadrant is called a cash cow. Sending the money earned here to a question mark, which has growth potential but a low share, or to a star product, which needs money to defend its share, is the basic idea of resource allocation in PPM.
Incorrectイ
A star product is the quadrant where the market growth rate is high and the market share is also high. Sales are large, but because the market is still growing, a lot of investment is needed at the same time to defend the share, so cash moves in and out heavily. The question describes a low market growth rate, so this does not apply.
Incorrectウ
A dog is the quadrant where the market growth rate is low and the market share is also low. Neither growth of the market nor a good position for the company can be expected, so it is a candidate for withdrawal or downsizing. The question describes a product that keeps a high market share, so this does not apply.
Incorrectエ
A question mark is the quadrant where the market growth rate is high but the market share is low. Because growth can be expected from here on, investing in it may raise it into a star product; on the other hand, if it cannot be grown, it drops to a dog. It is on the high growth rate side, which is the opposite of the low growth rate condition in the question.
ここがポイント
- Remember the four PPM quadrants as combinations of high and low on the two axes, market growth rate (vertical) and market share (horizontal): high x high = star product, high x low = question mark, low x high = cash cow, low x low = dog.
- A cash cow is the quadrant that brings in money because the market has matured so only a little extra investment is required, while the share is high. Allocating the money produced here to question marks and star products is the aim of resource allocation under PPM.
用語