問12
頻出度★★★
プロダクトポートフォリオマネジメントにおいて, 分析対象となる製品や事業を, 金のなる木, 花形, 負け犬及び問題児に分類するとき, 縦軸と横軸に使われる指標の組合せとして適切なものはどれか。 a 顧客定着率 b 市場規模 c 市場成長率 d 市場占有率
平成27年度 春期 ITパスポート試験 問12
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 12
Incorrectア
The combination of a customer retention rate and b market size. The customer retention rate is an indicator for measuring CRM and customer loyalty, not an axis of PPM, and market size only shows how large the whole market is, indicating neither the company's own strength (share) nor its future potential (growth rate). Neither can serve as an axis that divides the four quadrants.
Incorrectイ
The combination of a customer retention rate and c market growth rate. Market growth rate is correct as the vertical axis of PPM, but the customer retention rate is not the horizontal axis of PPM. If you take the retention rate as the horizontal axis, you cannot distinguish the Cash Cow (high share) from the Dog (low share), both of which have a low market growth rate. What separates these two is market share (d), which shows the company's competitive position, and the retention rate cannot substitute for it.
Incorrectウ
The combination of b market size and d market share. Market share is correct as the horizontal axis of PPM, but market size only shows how large the market is at present and does not show whether that market will grow from now on (growth potential). What the vertical axis of PPM requires is the market growth rate (c), which indicates future potential; with market size you cannot distinguish the Star from the Cash Cow.
- エ
正解 PPM (Product Portfolio Management) is a method that places products or businesses on a two-axis matrix with market growth rate (c) on the vertical axis and market share (d) on the horizontal axis, and uses it to decide how to allocate resources. The combination of high and low on these two axes determines four quadrants. The area with high growth rate and high share is the Star (keep investing to maintain it), the area with low growth rate but high share is the Cash Cow (the earner of funds), the area with high growth rate but low share is the Question Mark (decide whether to invest and grow it into a Star, or withdraw), and the area with both low growth rate and low share is the Dog (a candidate for withdrawal or downsizing). All four classifications in the question arise from this framework of vertical axis = market growth rate and horizontal axis = market share, so the correct combination is c and d, that is, choice エ.
ここがポイント
- The two axes of PPM are vertical axis = market growth rate and horizontal axis = market share. By the combination of high and low on these two axes, items are classified into four quadrants: Star (high growth x high share), Cash Cow (low growth x high share), Question Mark (high growth x low share), and Dog (low growth x low share).
- Grasp the strategic meaning of each quadrant. Pour the funds earned by the Cash Cow into Question Marks and Stars, and consider withdrawing from or downsizing the Dogs; this way of thinking about resource allocation is the purpose of PPM.
用語