問19
頻出度★★★
PPM (Product Portfolio Management) で“問題児”と呼ばれる領域の特徴として, 適切なものはどれか。
平成26年度 秋期 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
“It has a high market share and does not require aggressive investment to expand the business, so it serves as a source of revenue” describes the “cash cow.” Because the market growth rate is low and the market is mature, little additional investment is needed, and the high share generates stable funds (cash); the standard practice is to direct those funds to problem children or stars. The moment the share is described as high, it is the exact opposite of a problem child, whose share is low.
Incorrectイ
“Market growth and a high market share bring large sales, but continuous investment is required to maintain competitiveness” describes the “star.” This is the quadrant where both the market growth rate and the market share are high. Sales are large, but because the market is growing, competition is fierce and investment to maintain share continues, so the cash outflow is also large. The decisive difference from a problem child is that the share is already high; when investment in a problem child succeeds, it moves into the star quadrant.
Incorrectウ
“Both the market growth rate and the market share are low, and no long-term business prospects can be expected, so withdrawal must also be considered” describes the “dog.” This is the quadrant where both the growth rate and the share are low. Additional investment is unlikely to be recovered, so shrinking or withdrawing (selling off or ending the business) becomes the option to consider. A problem child differs from this in that its market growth rate is high, so what is considered is not withdrawal but growing it through investment.
- エ
正解 The correct answer is エ. PPM (Product Portfolio Management) is an analysis method that uses a two-axis matrix with the “market growth rate” on the vertical axis and the “market share (relative market share)” on the horizontal axis. A company places its businesses or products into the four quadrants of this matrix and uses it to decide where to allocate management resources. Among these quadrants, the “problem child (question mark)” refers to the quadrant where the market growth rate is high but the company’s own market share is low. The market itself is growing, so there is future potential, but because the share is low, sales and profits are still small. If it is left alone, competitors will take control of this growing market and the business will fall into the “dog” quadrant. Therefore, in order to raise the share and grow it into the next pillar of revenue (a “star”), aggressive up-front investment such as advertising, expansion of production capacity, and research and development becomes necessary — it is called a “problem child” precisely because the investment burden is heavy and consumes cash while the results remain uncertain. Choice エ, “the market is growing but the market share is low, so aggressive investment is required to develop it into a future pillar of revenue,” correctly states both this positioning of high growth rate × low market share and the investment strategy required there, so it is appropriate.
ここがポイント
- Memorize the two axes and four quadrants of PPM exactly: vertical axis = market growth rate, horizontal axis = market share. High growth × high share = star, low growth × high share = cash cow, high growth × low share = problem child, low growth × low share = dog. Always tell the choices apart by the combination of high/low for “growth rate” and “market share.”
- The flow of funds in each quadrant and the actions to take: invest the money earned by a cash cow into a problem child to raise its share and grow it into a star; once the market matures, that star becomes a cash cow. A dog is a candidate for withdrawal or downsizing. The dividing line in this question is that a problem child is a target for investment, not a source of revenue.
用語