ã³ã³ãµã«ãã£ã³ã°æ¥çã§ã¯ãã¯ã©ã€ã¢ã³ãã®èª²é¡è§£æ±ºã«åããŠæ§ã
ãªåæææ³ãçšããããŠããŸãããäžã§ã3Cåæã¯åžå Žç°å¢ã®ç解ãšç«¶åä»ç€Ÿãšã®å·®å¥åãå³ãäžã§æ¬ ãããªãããŒã«ãšãªã£ãŠããŸããæ¬èšäºã§ã¯ãã³ã³ãµã«ãã£ã³ã°æ¥ã«ããã3Cåæã®éèŠæ§ã«ã€ããŠè§£èª¬ãããšãšãã«ã顧客ã競åä»ç€Ÿãèªç€Ÿã®ååæã®
ãã€ã³ãã詳ãã玹ä»ããŸããããã«ã3Cåæãå®è·µããéã®æé ã泚æç¹ãåæçµæã®æŽ»çšæ¹æ³ãç¶ç¶çãªåæã®éèŠæ§ã«ã€ããŠã觊ããã³ã³ãµã«ãã£ã³ã°æ¥çã§æ±ãããã3Cåæã®å®è·µçãªæŽ»çšæ¹æ³ããäŒãããŸãã
ã³ã³ãµã«ãã£ã³ã°æ¥ã«ããã3Cåæã®éèŠæ§
ã³ã³ãµã«ãã£ã³ã°æ¥çã§ã¯ãã¯ã©ã€ã¢ã³ãã®èª²é¡è§£æ±ºã«åããŠãæ§ã ãªåæææ³ãçšããããŠããŸãããã®äžã§ãã3Cåæã¯ãåžå Žç°å¢ãç解ãã競åä»ç€Ÿãšã®å·®å¥åãå³ãäžã§æ¬ ãããªãããŒã«ãšãªã£ãŠããŸããæ¬èšäºã§ã¯ãã³ã³ãµã«ãã£ã³ã°æ¥ã«ããã3Cåæã®éèŠæ§ã«ã€ããŠã詳ãã解説ããŠãããŸãã
ã³ã³ãµã«ãã£ã³ã°æ¥ã®ç¹åŸŽãšèª²é¡
ã³ã³ãµã«ãã£ã³ã°æ¥ã¯ãã¯ã©ã€ã¢ã³ãã®æ±ããåé¡ã課é¡ã«å¯ŸããŠãå°éçãªç¥èãã¹ãã«ã掻ãããŠãœãªã¥ãŒã·ã§ã³ãæäŸãããµãŒãã¹æ¥ã§ããã³ã³ãµã«ã¿ã³ãã¯ãã¯ã©ã€ã¢ã³ãã®æ¥çãåžå Žç°å¢ãç解ããäžã§ãæŠç¥ç«æ¡ãæ¥åæ¹åãITå°å ¥æ¯æŽãªã©ãè¡ããŸãã
ããããã³ã³ãµã«ãã£ã³ã°æ¥çã«ã¯ã以äžã®ãããªèª²é¡ããããŸãã
- ã¯ã©ã€ã¢ã³ãã®ããŒãºã®å€æ§åãšé«åºŠå
- 競åä»ç€Ÿãšã®å·®å¥åã®é£ãã
- ãããžã§ã¯ãã®ææã«å¯Ÿããè©äŸ¡ã®ææ§ã
- 人æã®ç¢ºä¿ãšè²æã®é£ãã
ãããã®èª²é¡ãå æããããã«ã¯ãã¯ã©ã€ã¢ã³ããåžå Žã競åä»ç€Ÿãæ·±ãç解ããèªç€Ÿã®åŒ·ã¿ã掻ãããæŠç¥ãç«ãŠãããšãéèŠã§ããããã§æŽ»çšãããã®ãã3Cåæã§ãã
3Cåæã®æŠèŠãšç®ç
3Cåæãšã¯ãèªç€Ÿãåãå·»ãåžå Žç°å¢ãã以äžã®3ã€ã®èŠç¹ã§åæãããã¬ãŒã ã¯ãŒã¯ã§ãã
- CustomerïŒé¡§å®¢ïŒïŒã¿ãŒã²ãããšãã顧客局ã顧客ããŒãºãåæãã
- CompetitorïŒç«¶åïŒïŒç«¶åä»ç€Ÿã®ååã匷ã¿ã»åŒ±ã¿ãåæãã
- CompanyïŒèªç€ŸïŒïŒèªç€Ÿã®åŒ·ã¿ã»åŒ±ã¿ãçµå¶è³æºãåæãã
3Cåæã®ç®çã¯ã以äžã®3ç¹ã§ãã
- åžå Žç°å¢ã®ç解ãæ·±ããæ©äŒãšãªã¹ã¯ãææ¡ãã
- èªç€Ÿã®åŒ·ã¿ã掻ããã競åä»ç€Ÿãšã®å·®å¥åãå³ã
- 顧客ããŒãºã«åèŽãã補åã»ãµãŒãã¹ãéçºãã
3Cåæãè¡ãããšã§ãã³ã³ãµã«ãã£ã³ã°äŒç€Ÿã¯ãã¯ã©ã€ã¢ã³ãã®èª²é¡è§£æ±ºã«åããæé©ãªæŠç¥ãç«æ¡ããããšãã§ããŸãã
ã³ã³ãµã«ãã£ã³ã°æ¥ã«3Cåæãå¿ èŠãªçç±
ã§ã¯ããªãã³ã³ãµã«ãã£ã³ã°æ¥ã«3Cåæãå¿ èŠãªã®ã§ããããã以äžã«ããã®çç±ã3ã€æããŸãã
- ã¯ã©ã€ã¢ã³ãã®èª²é¡ãå€è§çã«åæã§ãã
ã³ã³ãµã«ãã£ã³ã°æ¥ã§ã¯ãã¯ã©ã€ã¢ã³ãã®æ±ãã課é¡ã¯å€å²ã«ããããŸããåžå Žç°å¢ã競åä»ç€Ÿãèªç€Ÿã®ç¶æ³ãå€è§çã«åæããããšã§ã課é¡ã®æ¬è³ªãèŠæ¥µããé©åãªãœãªã¥ãŒã·ã§ã³ãææ¡ã§ããŸãã
- ç¬èªã®äŸ¡å€æäŸã«ããå·®å¥åãå¯èœã«ãªã
ã³ã³ãµã«ãã£ã³ã°æ¥çã§ã¯ã競åä»ç€Ÿãšã®å·®å¥åãéèŠã§ãã3CåæãéããŠèªç€Ÿã®åŒ·ã¿ãåèªèãããã®åŒ·ã¿ã掻ãããç¬èªã®äŸ¡å€æäŸãè¡ãããšã§ã競åä»ç€Ÿãšã®å·®å¥åãå³ãããšãã§ããŸãã
- ã¯ã©ã€ã¢ã³ããšã®é·æçãªé¢ä¿æ§ç¯ã«ã€ãªãã
3Cåæã«åºã¥ããç確ãªã¢ããã€ã¹ã¯ãã¯ã©ã€ã¢ã³ãã®èª²é¡è§£æ±ºã«ã€ãªããã ãã§ãªããä¿¡é Œé¢ä¿ã®æ§ç¯ã«ãå¯äžããŸããã¯ã©ã€ã¢ã³ããšã®é·æçãªé¢ä¿ãç¯ãããšã§ãå®å®ããåçåºç€ã確ä¿ã§ããŸãã
以äžã®ããã«ã3Cåæã¯ãã³ã³ãµã«ãã£ã³ã°æ¥ã«ãšã£ãŠæ¬ ãããªãããŒã«ã§ãããšèšããŸããåžå Žç°å¢ã®å€åãæ¿ããäžã3Cåæã掻çšããŠãã¯ã©ã€ã¢ã³ãã®èª²é¡è§£æ±ºã«è²¢ç®ããŠããããšãæ±ããããŠããŸãã
åèæç®
èè | ã¿ã€ãã« | åºç幎 |
---|---|---|
Porter, M. E. | Competitive Strategy: Techniques for Analyzing Industries and Competitors | 1980 |
Osterwalder, A., & Pigneur, Y. | Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers | 2010 |
Weihrich, H. | The TOWS Matrix – A Tool for Situational Analysis | 1982 |
3Cåæã®åèŠçŽ ã®è§£èª¬
3Cåæã¯ãåžå Žç°å¢ãç解ãã競åä»ç€Ÿãšã®å·®å¥åãå³ãããã®ãã¬ãŒã ã¯ãŒã¯ã§ããã顧客ïŒCustomerïŒã競åä»ç€ŸïŒCompetitorïŒãèªç€ŸïŒCompanyïŒã®3ã€ã®èŠç¹ããåæãè¡ããŸããããã§ã¯ãåèŠçŽ ã®åæãã€ã³ãã«ã€ããŠè§£èª¬ããŸãã
顧客ïŒCustomerïŒåæã®ãã€ã³ã
顧客åæã§ã¯ãã¿ãŒã²ãããšãã顧客局ã顧客ããŒãºã詳现ã«ææ¡ããããšãéèŠã§ãã以äžã®ç¹ã«çç®ããŠåæãè¡ããŸãã
- 顧客ã®å±æ§ïŒå¹Žéœ¢ãæ§å¥ãè·æ¥ãæåŸãªã©ïŒ
- 顧客ã®è³Œè²·è¡åïŒè³Œå ¥é »åºŠãè³Œå ¥éé¡ãè³Œå ¥ãã£ãã«ãªã©ïŒ
- 顧客ã®ããŒãºã課é¡ïŒé¡åšããŒãºãšæœåšããŒãºïŒ
- 顧客ã®æºè¶³åºŠã loyaltyïŒãã€ã€ã«ãã£ïŒ
ãããã®æ å ±ãåéã»åæããããšã§ã顧客ã®ç¹æ§ãããŒãºã«åèŽãã補åã»ãµãŒãã¹ã®éçºããå¹æçãªããŒã±ãã£ã³ã°æœçã®ç«æ¡ãå¯èœã«ãªããŸãã
競åä»ç€ŸïŒCompetitorïŒåæã®ãã€ã³ã
競åä»ç€Ÿåæã§ã¯ãèªç€Ÿãšç«¶åããäŒæ¥ã®ååã匷ã¿ã»åŒ±ã¿ãææ¡ããããšãç®çã§ãã以äžã®ç¹ãåæããŸãã
- 競åä»ç€Ÿã®è£œåã»ãµãŒãã¹ã®ç¹åŸŽãäŸ¡æ Œ
- 競åä»ç€Ÿã®ããŒã±ãã£ã³ã°æŠç¥ã販売ãã£ãã«
- 競åä»ç€Ÿã®è²¡åç¶æ³ãçµå¶è³æº
- 競åä»ç€Ÿã®åžå Žã·ã§ã¢ãæé·æ§
競åä»ç€Ÿã®ç¶æ³ãææ¡ããããšã§ãèªç€Ÿã®åŒ·ã¿ã掻ãããå·®å¥åæŠç¥ãã競åä»ç€Ÿã®åŒ±ã¿ãçªããæ»ãã®æŠç¥ãç«ãŠãããšãã§ããŸãã
èªç€ŸïŒCompanyïŒåæã®ãã€ã³ã
èªç€Ÿåæã§ã¯ãèªç€Ÿã®åŒ·ã¿ã»åŒ±ã¿ãçµå¶è³æºã客芳çã«è©äŸ¡ããããšãéèŠã§ãã以äžã®ç¹ãåæããŸãã
- èªç€Ÿã®è£œåã»ãµãŒãã¹ã®ç¹åŸŽãäŸ¡æ Œ
- èªç€Ÿã®ããŒã±ãã£ã³ã°æŠç¥ã販売ãã£ãã«
- èªç€Ÿã®è²¡åç¶æ³ãçµå¶è³æºïŒäººæãæè¡ããã©ã³ããªã©ïŒ
- èªç€Ÿã®çµç¹æåãããªã¥ãŒãã§ãŒã³
èªç€ŸåæãéããŠãèªç€Ÿã®åŒ·ã¿ãåèªèãããã®åŒ·ã¿ã掻ãããæŠç¥ç«æ¡ãã匱ã¿ãè£åŒ·ããããã®æœçãæ€èšããããšãã§ããŸãã
以äžãã3Cåæã®åèŠçŽ ã®åæãã€ã³ãã§ãããããã®èŠçŽ ãç·åçã«åæããããšã§ãåžå Žç°å¢ã®ç解ãæ·±ãã競åä»ç€Ÿãšã®å·®å¥åãå³ãããã®æŠç¥ç«æ¡ãå¯èœã«ãªããŸãã
ãã ãã3Cåæãè¡ãéã«ã¯ã以äžã®ç¹ã«çæããå¿ èŠããããŸãã
- æ å ±ã®ä¿¡é Œæ§ã劥åœæ§ã確èªãã
- åæçµæãå®æçã«ã¢ããããŒããã
- åæçµæã瀟å ã§å ±æãã掻çšããäœå¶ãæŽãã
3Cåæã¯ãäžåºŠè¡ãã°çµããã§ã¯ãªããç¶ç¶çã«å®æœããããšãéèŠã§ããåžå Žç°å¢ã®å€åã«åãããŠãåæçµæãæŽæ°ããæŠç¥ã®èŠçŽããè¡ãããšãæ±ããããŸãã
ãŸãã3Cåæã§åŸãããç¥èŠãã瀟å ã®é¢ä¿è ãšå ±æããå®éã®æ¥åã«æŽ»çšããŠããããšã倧åã§ããåæçµæãæŠç¥ç«æ¡ãããŒã±ãã£ã³ã°æœçã«åæ ãããããšã§ã競åä»ç€Ÿãšã®å·®å¥åãã¯ã©ã€ã¢ã³ãã®èª²é¡è§£æ±ºã«ã€ãªããŠããããšãã§ããã§ãããã
ã³ã³ãµã«ãã£ã³ã°æ¥çã§ã¯ã3Cåæã¯å¿ é ã®ã¹ãã«ãšèšããŸããã¯ã©ã€ã¢ã³ãã®æ¥çãåžå Žç°å¢ãæ·±ãç解ããç確ãªã¢ããã€ã¹ãæäŸããããã«ã3Cåæãç¿åŸãã掻çšããŠããããšãæ±ããããŠããŸãã
æ¬èšäºã§ã¯ãã³ã³ãµã«ãã£ã³ã°æ¥ã«ããã3Cåæã®éèŠæ§ãšãåèŠçŽ ã®åæãã€ã³ãã«ã€ããŠè§£èª¬ããŸããã3Cåæãå®è·µããã¯ã©ã€ã¢ã³ãã®èª²é¡è§£æ±ºã«è²¢ç®ããŠããããšããã³ã³ãµã«ã¿ã³ããšããŠã®äœ¿åœã§ãããšèšããã§ãããã
åæèŠçŽ | åæãã€ã³ã |
---|---|
顧客ïŒCustomerïŒ |
|
競åä»ç€ŸïŒCompetitorïŒ |
|
èªç€ŸïŒCompanyïŒ |
|
ã³ã³ãµã«ãã£ã³ã°æ¥ã«ããã3Cåæã®å®è·µ
ã³ã³ãµã«ãã£ã³ã°æ¥çã«ãããŠã3Cåæã¯åžå Žç°å¢ãç解ãã競åä»ç€Ÿãšã®å·®å¥åãå³ãäžã§æ¬ ãããªãããŒã«ãšãªã£ãŠããŸããããã§ã¯ãå®éã«3Cåæãå®è·µããéã®æé ãšæ³šæç¹ãåæçµæã®æŽ»çšæ¹æ³ãç¶ç¶çãªåæã®éèŠæ§ã«ã€ããŠè§£èª¬ããŸãã
3Cåæã®å®æœæé ãšæ³šæç¹
3Cåæãå®æœããéã¯ã以äžã®æé ã«æ²¿ã£ãŠé²ããŠãããŸãã
- åæã®ç®çãšç¯å²ãæ確ã«ãã
- æ å ±åéãè¡ãïŒé¡§å®¢èª¿æ»ã競åä»ç€Ÿèª¿æ»ãèªç€Ÿåæãªã©ïŒ
- åéããæ å ±ãæŽçã»åæãã
- åæçµæããŸãšããã¬ããŒããäœæãã
- åæçµæã瀟å ã§å ±æããæŠç¥ç«æ¡ã«æŽ»çšãã
åæãè¡ãéã¯ã以äžã®ç¹ã«æ³šæãå¿ èŠã§ãã
- ä¿¡é Œã§ããæ å ±æºãéžæãã
- 客芳çãªããŒã¿ã«åºã¥ããŠåæãã
- åæçµæã®åŠ¥åœæ§ãæ€èšŒãã
- åæçµæãå®æçã«ã¢ããããŒããã
ç¹ã«ãæ å ±åéã®æ®µéã§ã¯ãäžæ¬¡æ å ±ïŒé¡§å®¢ã競åä»ç€Ÿãžã®çŽæ¥èª¿æ»ïŒãšäºæ¬¡æ å ±ïŒå ¬éãããŠããã¬ããŒããèšäºãªã©ïŒããã©ã³ã¹ãã掻çšããããšãéèŠã§ãããŸããåæçµæã®åŠ¥åœæ§ãæ€èšŒããããã«ãè€æ°ã®èŠç¹ããåæãè¡ãããšãæå¹ã§ãã
3Cåæã®çµæã掻çšããæ¹æ³
3Cåæã®çµæã¯ã以äžã®ãããªã·ãŒã³ã§æŽ»çšããããšãã§ããŸãã
- äºæ¥æŠç¥ã®ç«æ¡ãèŠçŽã
- æ°ååã»ãµãŒãã¹ã®éçº
- ããŒã±ãã£ã³ã°æœçã®ç«æ¡ãæ¹å
- çµç¹äœå¶ã®èŠçŽãã人æè²ææ¹éã®çå®
äŸãã°ã顧客åæã®çµæãããç¹å®ã®é¡§å®¢ã»ã°ã¡ã³ãã«ããŒãºãé«ãããšãåãã£ãå Žåããã®é¡§å®¢å±€ãã¿ãŒã²ãããšããæ°ååã®éçºããããŒã±ãã£ã³ã°æœçã®åŒ·åãæ€èšããããšãã§ããŸãã
ãŸãã競åä»ç€Ÿåæã®çµæãããèªç€Ÿã®åŒ·ã¿ã掻ãããå·®å¥åãã€ã³ããæ確ã«ãªã£ãå Žåããã®åŒ·ã¿ãåé¢ã«æã¡åºãããã©ã³ãã£ã³ã°æŠç¥ãç«ãŠãããšãå¯èœã§ãã
èªç€Ÿåæã®çµæã¯ãçµç¹äœå¶ã®æé©åãã人æè²ææ¹éã®èŠçŽãã«æŽ»çšã§ããŸããèªç€Ÿã®åŒ·ã¿ã»åŒ±ã¿ãææ¡ããããšã§ã匷ã¿ã䌞ã°ãã匱ã¿ãè£åŒ·ããããã®æœçãæ€èšããããšãã§ããã§ãããã
ç¶ç¶çãª3Cåæã®éèŠæ§ãšã¢ããããŒãæ¹æ³
åžå Žç°å¢ã¯åžžã«å€åããŠããããã3Cåæã¯äžåºŠè¡ãã°çµããã§ã¯ãããŸãããå®æçã«åæãã¢ããããŒãããææ°ã®ç¶æ³ãææ¡ãç¶ããããšãéèŠã§ãã
åæã®ã¢ããããŒãã¯ã以äžã®ã¿ã€ãã³ã°ã§è¡ãããšãããããããŸãã
- äºæ¥æŠç¥ã®èŠçŽãææïŒå¹Ž1åãªã©ïŒ
- æ°ååã»ãµãŒãã¹ã®éçºååŸ
- 倧ããªåžå Žå€åããã£ãæïŒæ³æ¹æ£ãæè¡é©æ°ãã°ããŒãã«å±éãªã©ïŒ
ã¢ããããŒãã®éã¯ã以åã®åæçµæãšæ¯èŒããå€åã®èæ¯ãæ¢ãããšã倧åã§ããå€åã®èæ¯ãç解ããããšã§ãé©åãªå¯Ÿå¿çãè¬ããããšãã§ããŸãã
ãŸããåæçµæã®ã¢ããããŒãã¯ã瀟å ã®é¢ä¿è ãšå ±æããè°è«ãéããããšã§ãããå®è·µçãªæŠç¥ç«æ¡ã«ã€ãªããããšãã§ããŸããå®æçãªæ å ±å ±æã®å Žãèšããããšã§ã3Cåæãçµç¹çãªåãçµã¿ãšããŠå®çãããŠããããšãå¯èœã«ãªãã§ãããã
åæèŠçŽ | ã¢ããããŒãã®ãã€ã³ã |
---|---|
顧客ïŒCustomerïŒ |
|
競åä»ç€ŸïŒCompetitorïŒ |
|
èªç€ŸïŒCompanyïŒ |
|
以äžã®ããã«ã3Cåæã¯ãã³ã³ãµã«ãã£ã³ã°æ¥çã«ãããŠãåžå Žç°å¢ãç解ãã競åä»ç€Ÿãšã®å·®å¥åãå³ãããã®éèŠãªããŒã«ã§ããåæã®å®æœæé ãšæ³šæç¹ãèžãŸããåæçµæãæŠç¥ç«æ¡ã«æŽ»çšããããšã§ãã¯ã©ã€ã¢ã³ãã®èª²é¡è§£æ±ºã«è²¢ç®ããããšãã§ããã§ãããã
ãŸããç¶ç¶çãªåæãšã¢ããããŒããéããŠãåžžã«ææ°ã®åžå Žååãææ¡ããæè»ãªæŠç¥ä¿®æ£ãè¡ã£ãŠããããšãæ±ããããŸãã3Cåæãçµç¹çãªåãçµã¿ãšããŠå®çãããã³ã³ãµã«ãã£ã³ã°ãµãŒãã¹ã®å質åäžã«ã€ãªããŠããããšããæ¥çã§çãæ®ãããã®éµãšãªãã§ãããã
æ¬èšäºã§ã¯ãã³ã³ãµã«ãã£ã³ã°æ¥ã«ããã3Cåæã®å®è·µæ¹æ³ã«ã€ããŠè§£èª¬ããŸããã3Cåæãå¹æçã«æŽ»çšããã¯ã©ã€ã¢ã³ãã®æåŸ ã«å¿ããã³ã³ãµã«ãã£ã³ã°ãµãŒãã¹ãæäŸããŠããããšããã³ã³ãµã«ã¿ã³ãã®äœ¿åœã§ãããšèšããŸããåžå Žç°å¢ã®å€åã«æè»ã«å¯Ÿå¿ããªããã3CåæãéããŠãã³ã³ãµã«ãã£ã³ã°æ¥çã®çºå±ã«å¯äžããŠãããŸãããã
åèæç®
èè | ã¿ã€ãã« | åºç幎 |
---|---|---|
Porter, M. E. | Competitive Strategy: Techniques for Analyzing Industries and Competitors | 1980 |
Osterwalder, A., & Pigneur, Y. | Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers | 2010 |
Weihrich, H. | The TOWS Matrix – A Tool for Situational Analysis | 1982 |
ãŸãšã
ã³ã³ãµã«ãã£ã³ã°æ¥çã«ããã3Cåæã¯ãèªç€Ÿã»é¡§å®¢ã»ç«¶åä»ç€Ÿãæ·±ãç解ããããã®åŒ·åãªãã¬ãŒã ã¯ãŒã¯ã§ããèªç€Ÿã®åŒ·ã¿ã»åŒ±ã¿ãææ¡ãã顧客ã®ããŒãºã課é¡ãç確ã«æãã競åä»ç€Ÿãšã®å·®å¥åèŠå ãæ確ã«ããããšã§ãå¹æçãªæŠç¥ç«æ¡ãå¯èœã«ãªããŸãã3Cåæã掻çšããç¶ç¶çã«äºæ¥ç°å¢ã®å€åã«é©å¿ããŠããããšããã³ã³ãµã«ãã£ã³ã°æ¥çã§æåããããã®éµãšãªãã§ãããã