問19
頻出度★★★
経営戦略策定の過程で, 今後力を入れるべき事業, 撤退すべき事業の分析に用いる手法として適切なものはどれか。
平成24年度 春期 ITパスポート試験 問19
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 19
Incorrectア
BPR (Business Process Reengineering) is a method that does not take the existing business processes as given, but redesigns the flow of work, the organization, and the information systems from scratch, so that cost, quality, and speed improve dramatically. What it addresses is how the existing work is carried out, not the business-unit-level choice of which businesses to keep and which to stop. It therefore does not fit the purpose of comparing and analyzing the businesses to focus on and the businesses to withdraw from.
Incorrectイ
BSC (Balanced Scorecard) is a method that evaluates a company's performance from four perspectives — the financial perspective, the customer perspective, the business process perspective, and the learning and growth perspective — and sets a goal and an evaluation metric for each in order to manage how the strategy is being carried out. It is a framework for measuring performance from many angles rather than leaning only on financial figures, and for translating strategy into action on the front line. It is not a portfolio analysis method that lines up several businesses and sorts out which to invest in and which to withdraw from.
Incorrectウ
CSF (Critical Success Factor) is the idea of narrowing down and clarifying the factors that are decisive for achieving a management goal that has been set. For example, items such as shortening delivery times or raising customer satisfaction are identified, and KPIs are set as the metrics for measuring how far they have been achieved. It shows what to concentrate on in order to reach a goal. It is not an analysis method that judges, from the market growth rate and the market share, whether a business itself should be continued or exited.
- エ
正解 The correct answer is エ, PPM. PPM stands for Product Portfolio Management. It is an analysis method used by a company that runs several businesses or products to decide which of them should receive its limited management resources. Each business is plotted on a chart with the market growth rate on the vertical axis and the market share (relative market share) on the horizontal axis, and is classified into the following four quadrants. (1) Star — both the growth rate and the share are high. Sales are large, but competition and capital investment are also intense, so both the inflow and the outflow of cash are large. A star is maintained and strengthened as a future mainstay. (2) Cash cow — the growth rate is low but the share is high. Little additional investment is needed and it generates cash steadily, so the cash earned here is directed to other businesses. (3) Question mark — the growth rate is high but the share is low. If cash is invested and share is captured, it can grow into a star, but if not, it falls to a dog, so a decision is needed on whether to nurture it or pull out. (4) Dog — both the growth rate and the share are low. It generates no cash and has little future, so it becomes a candidate for withdrawal or downsizing. In this way, PPM lets a company compare on a single chart which businesses to focus on going forward and which businesses to withdraw from, so it is the appropriate analysis method for selecting businesses and allocating resources in the process of formulating a management strategy.
ここがポイント
- PPM (Product Portfolio Management) — a method that classifies a company's own businesses and products into the four quadrants of star, cash cow, question mark, and dog along the two axes of market growth rate and market share, and uses this to judge where to allocate management resources and which businesses are candidates for withdrawal. It helps to remember the accompanying flow of cash as well: the money earned by cash cows is put into question marks and stars, while dogs are considered for withdrawal or downsizing.
- Telling confusable management acronyms apart — BPR is the fundamental redesign of business processes, BSC is performance evaluation and strategy management through the four perspectives of finance, customer, business process, and learning and growth, and CSF is the identification of the critical success factors indispensable for reaching a goal. The answer changes depending on whether the question asks about the selection, concentration, and withdrawal of businesses, or about process improvement, performance evaluation, or the identification of success factors.
用語