問11
頻出度★★★
製品に関する PPM に関して，次の記述中の a，b に入れる字句の適切な組合せはどれか。 「a」とは，少ない投資で収益を生み出す製品群である。これに対して，「b」は，将来の成長のためには一定以上の投資が必要となる製品群である。
平成24年度 秋期 ITパスポート試験 問11
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 11
Incorrectア
a-Cash cow is correct, but b-Dog is wrong. A dog is the quadrant where both the market growth rate and the market share are low; even if you invest, the market itself does not grow, so no return can be expected. In PPM it is a candidate for withdrawal, downsizing, or pulling resources out, and it does not fit the description of b, “a product group that requires a certain level of investment for future growth.”
- イ
正解 The correct answer is イ (a-Cash cow, b-Question mark). PPM (Product Portfolio Management) is a method that takes the market growth rate as the vertical axis and the market share as the horizontal axis, classifies a company’s own products or businesses into four quadrants, and examines how to allocate management resources. Blank a, “a product group that generates profit with little investment,” refers to the cash cow (low growth, high share): the market has matured and its growth rate is low, so little additional capital or sales-promotion investment is needed, while its high share lets the company collect funds steadily. Channeling the funds obtained here into the other quadrants is the basic idea of PPM. Blank b, “a product group that requires a certain level of investment for future growth,” refers to the question mark (high growth, low share): the market is growing fast and still has room to expand, yet the company’s own share is low. If a question mark is left alone it falls to a dog, but if the funds generated by the cash cow are concentrated on it to raise its share, it can be grown into a star. Therefore イ, with a as the cash cow and b as the question mark, is correct.
Incorrectウ
Both a and b are wrong. A star has high growth and a high share, and its sales and profits are large, but competition in a growing market is fierce, so it must keep investing heavily to maintain its share; it therefore does not fit the description of a, “generates profit with little investment.” The dog in b is also low growth and low share, a quadrant that is not an investment target but a candidate for withdrawal, so it does not fit either.
Incorrectエ
b-Question mark is correct, but a-Star is wrong. A star is indeed a product group that generates profit, but continuous investment is indispensable to keep the top share in a high-growth market. The one that gets by with little investment is the cash cow, which a star turns into after market growth slows down, so the cash cow is what goes in blank a.
ここがポイント
- The four quadrants of PPM are determined by market growth rate x market share: high growth and high share = star, low growth and high share = cash cow, high growth and low share = question mark, low growth and low share = dog. Memorize each name together with its combination on the two axes.
- It is harder to get this wrong if you follow the flow of money: the cash cow needs little investment and generates funds, so it is the source of money; the question mark is the place to invest those funds to grow it into a star; the star still needs continued investment to maintain its share but becomes a future cash cow; and the dog is a candidate for withdrawal or downsizing. Keep this cycle in mind.
用語