Canon

Joe Cannon (based in part on work by Karen Payne), Case Brief #1: Population Services

August 28, 2002

Note: be sure to put your name on the brief. It saves paper if you do not include a cover

page. Finally, list what number brief this is for you – is this the first one you have written

up, the second, etc.

The case brief must have the following five sections (each should be clearly defined by a

heading):

1. Problem Statement

2. Situation Analysis (probably with subheadings for each of the Five C’s)

3. Alternatives (With subheadings for each alternative)

4. Recommendation

5. Implementation Plan

The case brief here was three pages long (note that my guidelines now allow you to go 4

pages) – plus the 2 extra pages for Exhibits -3. Adding such exhibits, figures, or tables

allows you to provide more information and organize it in an easy to read manner.

Resist the temptation to provide a table that shows us something obvious. For example, a

table (or chart) that reproduced the data from the Population Services case exhibit 8

provides little information that we do not already know. Assume that the reader has all

the case data. On the other hand, creating a table that shows a pro forma income

statement or a different analysis of data from the case would be very useful. The SWOT

analysis in Exhibit 1 organizes information in a new way and gives it new meaning.

Case briefs are graded on a 50 point basis. If you meet my expectations in each section,

then you earn 45 points. By exceeding my expectations, I add points, and by falling short

of expectations I deduct points from the 45 base. When Appendices add value, you can

add a few extra points – but be sure they add value and do not simply take data from the

case and present it in a pie chart or bar graph. In other words, making information

simply look prettier is not adding value – look to add value by putting information from

the case or ideas into graphical formats that provide new insights.

Problem Statement: PSI must develop a marketing plan to increase the penetration of

birth control products in Bangladesh. Currently the company has had great success with

its condom, but the birth control pills have declined in sales and market share.

Note that alternative problem statements could also be developed. One might focus more

specifically on just Maya’s sales as a problem. I assumed that PSI’s goals were to

increase the couple year’s planning in the country – and that this leaves open the

possibility of no longer selling birth control pills. When grading cases we look for the

rest of the case brief to be focused on the problem statement identified.

Also, be sure the problem statement identifies a specific problem and is not too broad.

Situation Analysis: The facts below and others are also summarized in a SWOT

analysis in Exhibit 1.

• In developing your situation analysis, you may start with a longer list of relevant

factors – and then trim them down to those most relevant to your problem statement,

alternatives, recommendation and implementation plan. A frequent weakness in the

situation analysis is the presentation of facts and information from the case that are

only tangential to the problem statement.

• Note that this case brief also organizes the key information from