問26
頻出度★★★
自社の商品について PPM を作図した。“金のなる木”に該当するものはどれか。 PPM（プロダクトポートフォリオマネジメント）の 2×2 マトリックス。縦軸は「市場占有率」（上＝高，下＝低），横軸は「市場成長率」（左＝低，右＝高）。各象限に円が配置されている。
| 市場占有率＼市場成長率 | 低 | 高 |
|---|---|---|
| 高 | A商品 | B商品 |
| 低 | C商品 | D商品 |
注記 円の大きさは売上の規模を示す。
平成31年度 春期 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
- ア
正解 PPM (product portfolio management) is a method that classifies products into four quadrants according to whether their market share (vertical axis) and market growth rate (horizontal axis) are high or low. A “cash cow” is the quadrant where the market growth rate is low (meaning little new investment is required) while the market share is high (meaning it steadily generates large sales and profit). In the figure, Product A sits in the upper-left, where market share is “high” and market growth rate is “low.” It is exactly the “cash cow” that earns cash while keeping investment low, so the correct answer is “ア,” Product A.
Incorrectイ
Product B is in the quadrant where both market share and market growth rate are “high” (upper-right), corresponding to a “star,” which holds a high share in a growing market. It also needs heavy investment to sustain growth, so it is not a cash cow.
Incorrectウ
Product C is in the quadrant where both market share and market growth rate are “low” (lower-left), corresponding to a “dog,” which is weak in both share and growth. It is a candidate for withdrawal, so it is not a cash cow.
Incorrectエ
Product D is in the quadrant where market share is “low” and market growth rate is “high” (lower-right), corresponding to a “question mark,” which is in a growing market but has a low share. It needs large investment to nurture, so it is not a cash cow.
ここがポイント
- The four PPM quadrants: high share × low growth = cash cow, high share × high growth = star, low share × high growth = question mark, low share × low growth = dog.
- A “cash cow” refers to a product with low growth that needs little additional investment yet steadily generates cash thanks to its high market share.
用語