問26
頻出度★★★
中堅家電メーカ A 社では, 自社の製品群に対する資金投資の優先度を検討するために, 将来性と競争力によって製品をグループ分けしたい。このとき用いる分析手法として, 最も適切なものはどれか。
平成30年度 秋期 ITパスポート試験 問26
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 26
Incorrectア
Cluster analysis is a statistical method that groups together objects with similar attributes such as price and customer segment. It can classify products by similarity, but it is not a framework for deciding investment priority from the viewpoints of future potential and competitiveness, so it is inappropriate.
Incorrectイ
RFM analysis is a method that classifies customers by the three indicators Recency (last purchase date), Frequency (purchase frequency), and Monetary (purchase amount) to identify valuable customers. Its target is the customer, which does not match this question's aim of classifying products by future potential and competitiveness to decide investment allocation.
- ウ
正解 PPM (Product Portfolio Management) is an analysis method that takes market growth rate (future potential) on the vertical axis and market share (competitiveness) on the horizontal axis, and positions each of the company's products into the four quadrants of Stars, Cash Cows, Question Marks, and Dogs. It is a framework for considering which products should receive capital investment first (investment allocation), which fits exactly the question's aim of grouping products by future potential and competitiveness to consider the priority of capital investment. Therefore option ウ, which uses PPM analysis of market share and market growth rate, is correct.
Incorrectエ
Principal component analysis is a statistical method that summarizes many variables into a small number of composite variables (principal components) while keeping information loss low. Here it is used to analyze the causes of product defects; it is useful for quality analysis but is unrelated to considering investment priority by future potential and competitiveness, so it is inappropriate.
ここがポイント
- PPM is a management analysis method that classifies products into the four quadrants of Stars, Cash Cows, Question Marks, and Dogs along the two axes of market growth rate (future potential) and market share (competitiveness), in order to consider the allocation of management resources (capital).
- Distinguishing similar terms: cluster analysis = classification by attributes, RFM analysis = classification of customers, principal component analysis = summarization of variables. Judge by whether the analysis target and purpose match the question's requirement (products x investment priority).
用語