市場の大きな顧客の攻略は難しいが成功すれば大きなリターンが得られ、市場の小さな顧客の攻略は容易だが最大市場獲得の機会を損失する恐れがあると考えられることから、市場の大きな顧客を選定しリソースを集中投下することが「選択と集中」と考えるのは性急すぎます。

競合が存在する競争市場において、市場規模の一軸だけで判断することは競争優位性を得ることが出来ないだけではなく、気が付かない間に競合から攻略されてしまい市場から駆逐されてしまう恐れがあります。

市場の大きな顧客は競合が厳しいために多くのリソース量を必要とし消耗戦になりやすく、攻略に成功しても競合の参入により短期間で奪われる危険性があります。

市場の小さな顧客の攻略は競合が少なく、小さなリソース量でも攻略することが出来るため、ドミナント戦略によりシェアを積み上げることで着実に市場を拡大することが出来ます。

市場が縮小し競争環境は一層厳しさを増していることから、市場規模に自社の競争優位性を加えた二軸で顧客分類を行い、自社が持つ経営資源を考慮したうえで適切な優先順位とリソース配分を行うことが重要です。

“Do you think it’s natural to prioritize the big customers in the market to increase sales?”

Customers with large markets are difficult to capture, but if successful, large returns can be obtained. Customers with small markets are easy to capture, but there is a risk of losing the opportunity to capture the whole market. It is too hasty to think that concentrated to customers with large markets investment of resources is “selection and concentration.”

In a competitive market where there are competitors, judging only by the market scale will not only prevent you from gaining a competitive advantage, but you may also be expelled from the market by being attacked by your competitors without realizing it.

A large customer in the market requires a large amount of resources due to severe competition, and it is easy to become a battle of attrition, and even if you succeed in capturing it, there is a risk that you will be taken away in a short period of time by the entry of competitors.

There is little competition to capture customers in a small market, and it is possible to capture them with a small amount of resources, so we can steadily expand the market by accumulating market share through a dominant strategy.

Given that the market is shrinking and the competitive environment is becoming even more intense, it is necessary for you to classify customers based on a dual-axis approach, considering both market size and your company’s competitive advantages. Then, allocate appropriate prioritization and resources according to the business resources your company possesses.