問23
頻出度★★★
プロダクトポートフォリオマネジメントは, 企業の経営資源を最適配分するために使用する手法であり, 製品やサービスの市場成長率と市場におけるシェアから, その戦略的な位置付けを四つの領域に分類する。 市場シェアは低いが急成長市場にあり, 将来の成長のために多くの資金投入が必要となる領域はどれか。
令和3年度 ITパスポート試験 問23
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 23
Incorrectア
The “Cash cow” is the domain with a low market growth rate (low-growth, mature market) and a high market share. It is positioned to generate steady cash even with little additional investment, which is the exact opposite of the question's “rapidly growing market that needs a large investment of funds”, so it is wrong.
Incorrectイ
The “Star” is the domain with both a high market growth rate and a high market share. Maintaining the top position in a growing market requires investment, but it also earns a lot. The question states that the market share is low, so it does not match the condition and is wrong.
Incorrectウ
The “Dog” is the domain with both a low market growth rate and a low market share. Since neither growth can be expected nor is the share large, it is positioned as a candidate for withdrawal, which contradicts the question's condition of a “rapidly growing market”, so it is wrong.
- エ
正解 PPM (Product Portfolio Management) is a technique that takes the market growth rate on the vertical axis and the market share on the horizontal axis, classifying products and services into four domains: “Star”, “Cash cow”, “Question mark”, and “Dog”. The condition given in the question is a product with a low market share but in a rapidly growing market (i.e., a high market growth rate) that needs a large investment of funds for future growth. This falls in the high-growth-rate × low-share quadrant, and this domain is called the “Question mark”. A Question mark has large room to grow, but gaining share requires heavy up-front investment (cash outflow); so it is positioned such that, if nurtured well it moves toward becoming a “Star”, and if it fails it slips into a “Dog”. Therefore the correct answer is エ, “Question mark”.
ここがポイント
- PPM is an analysis technique that classifies products into four quadrants (Star, Cash cow, Question mark, Dog) using the market growth rate on the vertical axis and the market share on the horizontal axis.
- The “Question mark” is the high-growth-rate × low-share quadrant, positioned as a future-growth candidate that needs a large investment of funds to gain share.
用語