文档介绍：McKinsey missioned 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: . (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)
BROAD MARKET CAN BE DEFINED AS CLASS 2 HOSPITALS AND BELOW AT REGIONAL CITY LEVEL AND ALL HEALTH CARE INSITITUTIONS AT COUNTY LEVEL AND BELOW
Regional city
County
Town
Village
Class 3 hospital
Class 2 & below hospital
Pharmacy
Clinic
Broad market
Source: McKinsey analysis
BROAD MARKET DRUGS INCLUDE OTC AND “OUT PATIENT” Rx DRUGS
Source: McKinsey analysis
Targeting easily diagnosed, non-life threatening diseases
Easy to use
Relatively cheap
Relatively safe with few side effect
Examples
OTC
Mature
New
Motilium
Gyno-Daktarin
Rx
Outpatient
In-hospital
Sporanox / Sibelium
Cipramil
Broad market drugs
McKinsey Key Findings Overall Market Situation
BROAD MARKET REPRESENTS 94% OF OVERALL DEMAND FOR BROAD MARKET DRUGS
Class 3 hospital
Broad market drug sales breakdown by geography
Percent
* For only 2 according cities
** Data for only Sichuan province
Source: Interview with distributors, hospitals, pharmacies & clinics; McKinsey analysis
All 4 cities
Broad market represents 94% of demand
100%=
Bn RMB
Shandong*