問20
頻出度★★★
A社は競合する他社とのポジショニングの分析を行った。3社の中でA社が最高の評価を得るには，A社のブランドの評価項目は，最低何ポイントが必要か。 なお，各評価項目の最低値は1ポイント，最高値は10ポイントとし，それぞれの評価項目の重み付けをした合計値で各社の評価を行うものとする。
| 評価項目 | 重み | A社 | B社 | C社 |
|---|---|---|---|---|
| 営業力 | 1 | 10 | 9 | 6 |
| 価格 | 4 | 10 | 7 | 9 |
| 品質 | 3 | 6 | 10 | 7 |
| ブランド | 2 | （網掛け） | 6 | 10 |
注記 網掛けの部分は，表示していない。
平成28年度 秋期 ITパスポート試験 問20
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 20
Incorrectア
With 6 points, Company A’s total is 68 ＋ 2×6 ＝ 80, which does not reach Company C’s 83 and cannot be the highest. It does exceed Company B’s 79, but it fails to satisfy the condition of being the highest among the three companies, so it is inappropriate.
Incorrectイ
With 7 points, Company A’s total is 68 ＋ 2×7 ＝ 82, falling 1 point short of Company C’s 83. It does not satisfy the boundary condition 68 ＋ 2x ＞ 83 (x ＞ 7.5), so it does not become the highest evaluation and is incorrect.
- ウ
正解 Each company’s evaluation is determined by the total of “weight × points.” First, compute the competitors’ totals: Company B is sales capability 1×9 ＋ price 4×7 ＋ quality 3×10 ＋ brand 2×6 ＝ 9 ＋ 28 ＋ 30 ＋ 12 ＝ 79, and Company C is 1×6 ＋ 4×9 ＋ 3×7 ＋ 2×10 ＝ 6 ＋ 36 ＋ 21 ＋ 20 ＝ 83. For Company A, everything except brand is fixed: sales capability 1×10 ＋ price 4×10 ＋ quality 3×6 ＝ 10 ＋ 40 ＋ 18 ＝ 68. Letting the required brand points be x, Company A’s total is “68 ＋ 2x.” For Company A to obtain the highest evaluation among the three companies, it must exceed the strongest competitor, Company C (83): 68 ＋ 2x ＞ 83 → 2x ＞ 15 → x ＞ 7.5. Since points are integers from 1 to 10, the smallest value satisfying this is x ＝ 8. When x ＝ 8, Company A becomes 68 ＋ 2×8 ＝ 84, exceeding Company C’s 83 and Company B’s 79, giving the highest evaluation. Therefore, at least 8 points are needed, and the correct answer is “ウ.”
Incorrectエ
With 9 points, Company A becomes 68 ＋ 2×9 ＝ 86 and indeed is the highest, but the question asks for “the minimum number of points needed.” Since 8 points already satisfy the condition, 9 is not the minimum value but is excessive, so it is inappropriate.
ここがポイント
- Weighted evaluation (weighted total) means finding an overall evaluation by summing “weight × points” over all evaluation items. The trick is to first fix the competitors’ totals and identify the maximum value that your own company must exceed.
- For a question asking for “the minimum number of points needed,” solve the boundary that satisfies the condition (68 ＋ 2x ＞ 83) as an inequality, and, given that points are integers, round up to choose the smallest integer.
用語