問22
頻出度★★★
A社は, 単一市場をターゲットとして複数の製品を提供しており, 毎年社内の調査部門が市場の成長率と各製品のシェアを調査している。この調査情報を用いて資源配分の最適化を行うために, 製品別の投資計画作成に活用する手法として, 最も適切なものはどれか。
平成27年度 秋期 ITパスポート試験 問22
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 22
Incorrectア
CRM (Customer Relationship Management) is a technique/system for building long-term relationships with customers and raising customer satisfaction and customer lifetime value. Its focus is on managing customer information, and it is not used for per-product resource allocation based on the axes of market growth rate and share.
Incorrectイ
ERP (Enterprise Resource Planning) is a concept/system for integrating and managing information from core business operations such as production, sales, accounting, and human resources, and for operating management resources at company-wide optimum. It is not a technique for making product-portfolio investment decisions based on growth rate and share.
- ウ
正解 The correct answer is ウ, 'PPM.' PPM (Product Portfolio Management) is a technique that places a company's multiple products on a matrix (the BCG matrix) with 'market growth rate' on the vertical axis and 'relative market share' on the horizontal axis, and classifies each product into four quadrants: 'Star,' 'Cash Cow,' 'Question Mark,' and 'Dog.' The survey information in the question — 'market growth rate' and 'the share of each product' — corresponds exactly to these two axes. As a technique for optimizing per-product resource allocation (investment planning) — deciding which product to invest in heavily, where to recover funds, and which to withdraw — PPM is the most appropriate.
Incorrectエ
SWOT analysis is a technique for formulating strategy by organizing a company's strengths (Strength) and weaknesses (Weakness) together with the external environment's opportunities (Opportunity) and threats (Threat). It is a framework for environmental analysis, not a method that classifies products by the two axes of market growth rate and each product's share to optimize resource allocation.
ここがポイント
- PPM (Product Portfolio Management) classifies products into four quadrants (Star, Cash Cow, Question Mark, Dog) along the two axes of 'market growth rate' × 'market share,' optimizing per-product resource allocation and investment planning.
- Remember the purpose of each acronym distinctly: CRM = customer relationship management, ERP = integrated management of management resources, SWOT = environmental analysis of strengths/weaknesses/opportunities/threats.
用語