三、简答题

　　1. (本小题6分，可以选用中文或英文解答，如使用英文解答，须全部使用英文，答题正确的，增加5分，最高得分为11分。)

　　乐彩糖类公司是我国一家糖果生产企业，其产品主要有口香糖、薄荷糖、咖啡糖、水果糖、棒棒糖，其产品的年销售额、市场增长率与相对市场占有率如图所示：

　　(1)根据上述案例，判断口香糖、薄荷糖、咖啡糖、水果糖、棒棒糖分别属于哪种业务。

　　(2)针对各种业务，指出适宜采用的战略。

　　(3)简述波士顿矩阵的启示。

　　[答案]

　　(1)市场增长率是指企业所在产业某项业务前后两年市场销售额增长的百分比，通常用10%平均增长率作为增长高、低的界限。企业在产业中的相对市场占有率是指以企业某项业务的市场份额与这个市场上最大的竞争对手的市场份额之比。相对市场占有率的分界线为1.0，划分为高、低两个区域。

　　口香糖及棒棒糖属于明星业务;薄荷糖属于瘦狗业务;咖啡糖属于问题业务;水果糖属于现金牛业务。

　　(2)口香糖与棒棒糖属于高增长强竞争地位的明星业务，应采用发展战略。

　　薄荷糖属于低增长弱竞争地位的瘦狗业务，可以采用收割或放弃战略。

　　咖啡糖属于高增长低竞争地位的问题业务，可以采用发展、收割或放弃战略。

　　水果糖属于低增长强竞争地位的现金牛业务，可以采用保持或收割战略。

　　(3)波士顿矩阵有以下几方面重要的贡献：

　　①波士顿矩阵是最早的组合分析方法之一，作为一个有价值的思想方法，被广泛运用在产业环境与企业内部条件的综合分析、多样化的组合分析、大企业发展的理论依据等方面。

　　②波士顿矩阵将企业不同的经营业务综合在一个矩阵中，具有简单明了的效果。

　　③该矩阵指出了每个经营单位在竞争中的地位，使企业了解到它们的作用和任务，从而有选择和集中地运用企业有限的资金。每个经营业务单位也可以从矩阵中了解自己在总公司中的位置和可能的战略发展方向。

　　④利用波士顿矩阵还可以帮助企业推断竞争对手对相关业务的总体安排。其前提是竞争对手也使用波士顿矩阵的分析技巧。

　　[Answer]

　　(1)Market growth rate refers to the percentage of growth of two consecutive year sales amount of one business in one industry in which the enterprise operates. 10% average growth rate is usually used as the limit of high growth and low growth. The relative market share of the industry refers to that the enterprise uses market share of one business to compare with the market share of the largest competitor in the market. The boundary of relative market share is 1.0, it is classified into high area and low area.

　　Chewing and lollipop belong to star business; peppermint sweet belongs to dogs business; coffee candy belongs to question marks business; fruit drops belong to cash cows business.

　　(2)Chewing and lollipop belong to star business which is in high growth and high competitiveness position, development strategy could be adopted.

　　Peppermint sweet belongs to dogs business which is in slow growth and low competitiveness position, abandon strategy or harvest strategy could be adopted.

　　Coffee candy belongs to question marks business which is in high growth and low competitiveness position, development strategy, harvest strategy or abandon strategy could be adopted.

　　Fruit drops belong to cash cows business which is in slow growth and high competiveness position, keeping strategy or harvest strategy could be adopted.

　　(3)Boston Matrix has material contributions in the following aspects:

　　① Boston Matrix is one of the earliest combination analysis methods, as a valuable thinking method, it is widely applied in comprehensive analysis of industry environment and internal conditions of enterprise, diversified combination analysis and theory basis of large enterprise development.

　　② Boston Matrix combines different businesses into one matrix, which has simple effectiveness.

　　③ Boston Matrix indicates the position of each business unit in competition, which makes the enterprise to understand their roles and tasks in order to select and intensively use enterprise’s limited fund. Each business unit may learn its own position in head office and possible strategy development direction.

　　④ Boston Matrix may help enterprise to infer the general arrangement of related business of competitors. The precondition is that the competitor also uses analytical skill of Boston Matrix.

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