医药行业的报告（英文版）.ppt49

McKinsey was commissioned in Q1, 2003 to:
provide dedicated effort in conducting in-depth market survey and collect detailed information from 4 cities within 2 provinces to identify the key growth drivers in China’s broad market;
4 product categories were included: G.I. (Motilium), OBGY (Gyno.), Nail Infection (Sporanox) & Vertigo (Sibelium)
provide objective assessment about the broad market opportunity (not including any urban centres);
provide business model / proposal for XJP to capture the broad market
McKinsey Broad Market Study Process
Project design (Q1, 2003)
Project review with local and regional J-C team (Apr. 03)
Survey market selection (Apr. 03)
Field work in 2 cities in Shandong (May 03)
1st interim report (mid-June 03)
Field work in 2 cities in Sichuan (mid-June – mid-July 03)
2nd interim report and Killer Idea workshop (end July 03)
Final report (Aug. 03)
Presentation to corporate management (Sept. 03)

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