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