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1n.月饼ChinesebakeryproducttraditionallyeatenduringtheMid-AutumnFestival 1.Mooncakefestival(orMid-AutumnFestival)isakeyfamilygatheringevent 2.MooncakewasusedinrevolutionoftheMingdynasty–oneofthelongestandwellrandynasty
inChinesehistoryProjectMooncake1–Phase2:BusinessPlanSupportChinaAzureopportunityidentificationCONFIDENTIALANDPROPRIETARYAnyuseofthismaterialwithoutspecificpermissionofMcKinseyCompanyisstrictlyprohibitedJan,2012Studywrapup(A)
TableofcontentRecapofPhaseI–WhichmarketsegmentsaremostattractiveDeepdiveonprioritysegments(leadingplayersbusinessmodels)ReviewoverallprojectscopeandkeyquestionstobeansweredIdentifytheopportunitiesforAzureinpriorityverticalsDeepdiveonSMBopportunityDeepdiveonmultiplieropportunityAlignonoverallopportunitiesforlandingAzureinChina1
StudyscopedefinedinLOPSOURCE:McKinseyMarketsize/opportunityCompetitorlandscapeProductcustomervaluepropRisksconstraintsImplement-ationplanGovernmentrelationsplanGotomarketmodelIncomestatement(PL)QuestionstobeansweredinthebusinessplanWhatistheoverallmarketsizeandwhichareasaregrowing?WhatarethelargestareasofopportunityforMicrosoft?Whoarethecurrentandfuturecompetitors?WhatisMicrosoft’spositioningrelativetothecompetitors?WhatserviceswillMicrosoftofferandatwhatprices?WhichpartsofthevaluechainwillMicrosoftfocuson?WhichcustomersegmentswillMicrosofttarget?Whatisthevaluepropositiontodifferentcustomersegments?WhataretherisksinvolvedinlaunchingcloudinChina?WhatarethelegalandlicensingconstraintsthatmustbenavigatedtodelivercloudservicesinChina?Whatarethekeymilestonesinbuildingthebusiness?Whataretheshorttermactionsthatneedtobedoneinthenext6months(e.g.multiplierdiscussions)WhattypeofgovernmentsupportwillMicrosoftneedtolaunchcloudservicesinChina?Wha
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