問18
頻出度★★★
SWOT分析で用いる四つの視点の一つである“脅威”になり得る事例はどれか。
平成25年度 秋期 ITパスポート試験 問18
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 18
Incorrectア
The “decline in technical capability” of home appliance maker Company A is a deterioration of the technology the company itself holds — that is, of its own management resource — and so it is a negative factor of the internal environment. Therefore, among the four perspectives it is classified as a “Weakness”, not a “threat”.
Incorrectイ
The “downward trend in sales staff motivation” at automobile sales Company B is a problem concerning the state of the company’s own people and organization, and it is an internal-environment factor that can be improved through in-house measures (evaluation systems, training, and so on). Hence it falls under “Weakness”, not “threat”.
Incorrectウ
The “decline in brand favorability” at brand shop Company C is a state in which the brand the company has built up — an internal management resource (an intangible asset) — is weakening. It takes the form of an evaluation from the market, but what is being evaluated is the company’s own asset, so it is a negative factor of the internal environment, i.e. a “Weakness”, and not a “threat”, which is an external factor.
- エ
正解 SWOT analysis is a method that cuts the company along two axes — “internal environment” versus “external environment”, and “positive factors” versus “negative factors” — and organizes the result into four perspectives: Strength, Weakness, Opportunity, and Threat. Among these, a “threat” refers to a factor that originates in the external environment and works to the company’s disadvantage. Choice エ, “Export enterprise Company D: the exchange rate continues to move with a trend toward yen appreciation”, is a change in the external market environment — the foreign exchange market — which the company cannot move through its own efforts. Moreover, the subject is Company D, an exporter, so as the yen appreciates its selling prices overseas rise relatively, its competitiveness drops, and its yen-denominated sales and profits shrink as well. In other words, it fits perfectly the definition of a threat as “a factor that originates in the external environment and is disadvantageous to the company”, so エ is the correct answer.
ここがポイント
- The four perspectives of SWOT analysis are determined by “internal environment or external environment” × “positive or negative”. Internal and positive = Strength, internal and negative = Weakness, external and positive = Opportunity, external and negative = Threat.
- To tell a “threat” apart from a “weakness”, judge by whether the factor is something the company can control (its own resources such as technical capability, people, or brand = weakness) or a change in the external environment that the company cannot move (exchange rates, regulations, entry of competitors, the economy, and so on = threat).
用語