問5
頻出度★★★
既存市場と新市場, 既存製品と新製品でできるマトリックスの四つのセルに企業の成長戦略を表す市場開発戦略, 市場浸透戦略, 製品開発戦略, 多角化戦略を位置付けるとき, 市場浸透戦略が位置付けられるのはどのセルか。
| 既存製品 | 新製品 | |
|---|---|---|
| 既存市場 | A | B |
| 新市場 | C | D |
平成31年度 春期 ITパスポート試験 問5
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 5
- ア
正解 This table is the Ansoff growth matrix, with the vertical axis being the market (existing market / new market) and the horizontal axis being the product (existing product / new product), on which four growth strategies are placed. The market penetration strategy means selling existing products more deeply into existing markets, raising purchase frequency and market share to grow sales. Therefore cell A, corresponding to 'existing market × existing product', applies, and the correct answer is ア (A).
Incorrectイ
Cell B is 'existing market × new product', the position of the product development strategy that introduces new products to existing customers. It is not the market penetration strategy.
Incorrectウ
Cell C is 'new market × existing product', the position of the market development strategy that expands existing products into new markets (new regions, new segments). It is not the market penetration strategy.
Incorrectエ
Cell D is 'new market × new product', the position of the diversification strategy that introduces new products into new markets. It is the highest-risk strategy, not the market penetration strategy.
ここがポイント
- The Ansoff growth matrix classifies growth strategies into four types along two axes: market (existing / new) × product (existing / new). Market penetration = existing × existing, product development = existing market × new product, market development = new market × existing product, diversification = new × new.
- The market penetration strategy deepens existing products within existing markets, raising market share and purchase frequency to expand sales; it is the lowest-risk strategy.
用語