問1
頻出度★★★
製品と市場が，それぞれ既存のものか新規のものかで，事業戦略を“市場浸透”，“新製品開発”，“市場開拓”，“多角化”の四つに分類するとき，“市場浸透”の事例に該当するものはどれか。
平成30年度 春期 ITパスポート試験 問1
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 1
Incorrectア
A beverage maker using its proprietary technology to develop a “new variety of flower” introduces a new product into a new market (the flower market), which is “diversification” in the 〔new product × new market〕 quadrant. This is not market penetration, which grows an existing product in an existing market.
Incorrectイ
A casual-wear maker selling business suits introduces a new product into the existing apparel market, which is “new product development” in the 〔new product × existing market〕 quadrant (if the shift in customer segment is emphasized, it can also be read as diversification). Either way the product is new, so it is not market penetration, which deals with an existing product.
Incorrectウ
A food maker expanding its sales area from a local focus to nationwide extends an existing product to a new region = a new market, which is “market development” in the 〔existing product × new market〕 quadrant. Because the market becomes new, it differs from market penetration.
- エ
正解 This question asks about the Ansoff growth matrix. When business strategy is classified into four types along a product axis (existing/new) and a market axis (existing/new), “market penetration” is the 〔existing product × existing market〕 quadrant — a strategy of selling more of an existing product in an existing market to raise market share. In エ, a daily-necessities maker increases in-store sales staff to expand sales of its existing “core product” to the same market as before, so neither the product nor the market is new. This exactly matches strengthening sales in an existing market = market penetration, so エ is correct.
ここがポイント
- The Ansoff growth matrix is a framework that classifies growth strategies into four quadrants along a product axis (existing/new) × a market axis (existing/new). Market penetration = existing product × existing market; new product development = new product × existing market; market development = existing product × new market; diversification = new product × new market.
- The key point of “market penetration” is that both the product and the market stay existing, and share is raised by strengthening sales capability or increasing purchase frequency (among the choices, pick the one that makes neither the product nor the market new).
用語