Value: 30%
Length: 2000 words, excluding references and any tables, figures or
appropriate appendix material)
Rationale: The purpose of the assignment is for you to demonstrate
that you understand how to apply theories and models of corporate
society responsibility and business ethics in a particular scenario.
Task: write a report on the following case:
1. Your company manufactures a range of toys aimed at 3 to 7 year
olds. Though a large and well-established company, recent sales
have shown little growth, and profits, though adequate, are now
in decline. You are considering the promotion of a major product
which is to be launched for the next Christmas period. Two
radically differing advertising strategies have been suggested:
 An aggressive sales campaign built around TV advertising aimed
directly at children and promoting the product as this year’s
fashion. This campaign, along with point-of-sale promotion, will
be very costly but should make a big impact and has
considerable growth and profit potential.
 A more low-key campaign based on the safety and educational
value of the product. This is similar to the approach used in
previous years.
Write a report addressing the factors and issues to be considered in
making a choice between these two approaches. In what ways might
ethical concerns have an impact on this decision?
(source: M.R. Harrison, An Introduction to Business and Management Ethics,
Palgrave Macmillan, 2005, pp. 288-9)
Your report should present a clear discussion of the relevant issues,
showing a clear understanding of relevant ethical theories and
concepts. You should address each of the following:
 Who are the stakeholders in the decision-making
process? x3
 What ethical dilemmas are apparent? x2
 What information is available and not available to the
stakeholders and decision-makers at the time that the
decision must be made? x2
 What decision making considerations do you need to
incorporate in managing your response? x1
You should present clear (although not necessarily unequivocal)
conclusions.
Your report should be clearly structured into appropriate sections, for
example:
1. Introduction
2. Background Analysis
3. Option Assessment
4. Decision-Making Considerations
5. Conclusions/Recommendations
You do NOT need to include an Executive Summary.

Introduction
Standard outline of the organisation and its Position. Brief and
direct – factors that need to be taken into consideration and
what are the potential outcomes.
Background analysis
The analysis is basically a layout of the information in the
outline of the assignment, suitably paraphrased but directly
related to the purpose of the report. This could take the form of
a table of factors such as:
 stakeholders
 decline in the market and seasonality of the market
 previous and potential marketing campaigns
However it should be kept brief; therefore a table can be a
suitable format since that format is ‘immediate’ and suitably
concise.
Option Assessment and Decision-Making Considerations
It is necessary to focus on the availability of information to make
ethical decisions. To what extent is ethical decision-making
dependent on information for stakeholders? For example, is it
necessary/possible for the stakeholders to know about the
complete supply chain and ethical issues at each link?
Conclusions/Recommendations
Normal sort of summary but with direct statements (eg. bulletpoints) regarding practical means to consider the options. Also
recommendations regarding risk minimisation.