知識・スキル The Turning Point編集部

プロダクトアウトとマーケットイン

プロダクトアウトとマーケットイン、この2つの考え方をご存知でしょうか？ ビジネスの基本概念ともいえるこの2つについて説明していきます。

プロダクトアウトとは

プロダクトアウトとは、製品を開発したり、サービスを提供したりする際、会社の方針や作りたいものありきで事業を進めることを意味します。
プロダクトを作ってから、どう販売していくかを考えるため、プロダクトアウトと呼びます。

つまり、「良いモノは売れる」というマーケットの考え方です。

マーケットインとは

マーケットインとは、顧客の意見、市場ニーズをもとに製品を開発することです。モノを作ったら売れる時代は終わった、いかに顧客が満足するかが重要であるという考え方です。

つまり、「売れるモノを作る」というマーケットの考え方です。

メリットデメリット

プロダクトアウトのメリットは市場の独占です。画期的な製品やサービスを開発することによって、市場のパイオニア（先駆者）となり、市場を独占することができます。
デメリットとしては消費者に馴染みのない製品であるため、自社製品をPRして認知してもらわなければなりません。つまり、消費者が購買するまでに労力や費用がかかってしまいます。

マーケットインのメリットは、ニーズありきで製品開発を行うため、一定の需要を確保することができます。つまり、「安全な」商品展開が出来ます。
デメリットとしては、ニーズを満たすモノを開発する為、画期的な商品が生まれにくく、イノベーションは望めません。また、ニーズをもとに開発する為、アイデアの独自性が弱く、他企業との競争に陥りやすくなります。

どちらの考えが良いのか

プロダクトアウトとマーケットイン、どちらの考え方が良いと思いますか？
プロダクトアウトは高度経済成長期の大量生産大量消費の時代を代表する概念です。市場への製品供給量が消費者の需要より少なかった為、良いモノを作れば売れました。しかし、市場の成熟化、供給の過剰などにより、モノを作っても売れなくなります。

そこで誕生したのがマーケットインです。消費者の多様化を精査し、ニーズに合わせた商品を開発することで安全に商売するようになりました。
こうして見てみるとプロダクトアウトは古い概念、時代が選んだのはマーケットインであり、良いのはマーケットインだと思いませんか？

しかし、どちらが良い考え方なのかは、判断が難しいです。マーケットインの考え方だと、低リスクだが利益が少ない、プロダクトアウトは成功すれば利益が大きいが、リスクも高い。どちらを選択するかは人や企業によって様々なのです。

まとめ

新しい製品やサービスを考えている貴方、貴方のアイデアはどちらでしたか？どちらにせよ、重要なの両方を意識して戦略を練ることです。プロダクトアウトとマーケットイン、両方のメリットデメリットを把握してビジネスに活かしましょう。

＜参考リンク＞
・【PPM】そのままで大丈夫？ライバルに勝つために必要な分析方法を解説！

・経験・資格がない人ができる起業とは？

・ビジネスがうまくいかない致命的な理由

・TP Interview 005：株式会社家’s 代表取締役社長 伊藤昌徳（前編）

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