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)