問34
頻出度★★★
PPM を用いて, 自社の資金を生み出す事業と, 投資が必要な事業を区分し, 資源配分の最適化を図りたい。このとき, PPM における資金や利益の有効な源となる “金のなる木” と名付けられた領域はどれか。
平成28年度 秋期 ITパスポート試験 問34
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 34
Incorrectア
A business with both a high market growth rate and a high share is a “star.” Its sales and profit are large, but the additional investment needed to maintain and expand share in a growing market is also large, so it is not necessarily a net source of funds.
Incorrectイ
A business with both a low market growth rate and a low share is a “dog.” Its ability to generate funds is weak; it is a candidate for withdrawal or downsizing, not a source of funds.
Incorrectウ
A business with a high market growth rate but a low share is a “question mark.” It requires large investment to expand share and is on the side that needs funds, positioned opposite to the cash cow.
- エ
正解 PPM (Product Portfolio Management) classifies businesses into four quadrants along two axes: the market growth rate (vertical axis) and the company's own market share (horizontal axis). The “cash cow” is the quadrant where, because the market growth rate is low, little additional investment is needed to maintain share, and because the company's share is high, it produces stable sales and profit (cash). The funds obtained here are directed toward investments such as the “question mark” businesses in growing markets, thereby optimizing resource allocation. Option エ, “a business where the market growth rate is low but the company's market share is high,” matches this definition.
ここがポイント
- PPM classifies businesses into four quadrants—star, cash cow, question mark, and dog—along two axes: market growth rate and the company's own market share.
- Cash cow = the low-growth, high-share quadrant that needs little additional investment, generates stable profit, and serves as the funding source for investing in other businesses.
用語