Minicase 1

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School

Humber College *

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100

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Marketing

Date

Feb 20, 2024

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docx

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Uploaded by SuperElectronPorpoise15

Weekly Class Activities Mini Case Study Report : MKTG 4777 Week 2 Group Number : 7 Group members: Harjot Shergill Nida Tayab Uyen Thanh Nguyen Dan Felix

Minicase 1 1- What Are the Relevant Facts? ● BrightLeaf Electronics is launching a new smartphone, an eco-friendly smartphone ● The device that has the potential to transform the way we think about technology and its relationship with our planet. ● Made from recycled materials and operating on low energy consumption. 2- What Are the Ethical Issues? ● These green choices have slightly reduced the device's performance. ● Damaging to the environment if smartphones are not launched, or if they stop it from being eco-friendly. ● The company’s reputation and relationship with stakeholders might be in trouble as the product would not be making as much profit as it would with a non-eco friendly smartphone. ● If the company’s mission is their commitment to sustainability, it could possibly tarnish their reputation because they are making the decision to possibly stop their company from appealing to a broader market. 3- Who Are the Primary Stakeholders? ● Employees ● Shareholders

● Consumers ● Shareholders would be frustrated because they will be spending money on making the product but not receiving a large profit in return as the smartphone will have slower performance. 4- What Are the Possible Alternatives? What would we do? ● They create a non eco-friendly phone that functions better, leading to more customer satisfaction. Sarah can run a promotion on both products (eco friendly and non eco friendly) wherein the cost of the non eco friendly would be higher than that of the eco friendly cell phone. Short-term ● The main focus would be on the benefits to the environment in support of green energy and usage. Long-term: As a marketing strategy, partner with another large eco-friendly firm who would support the decision to launch the new tech for the benefit of the environment. The company will have a better reputation for launching an eco friendly device but its market customer would be narrower. 5- What Are the Ethics of the Alternatives? ● The possible alternatives ● The alternatives are damaging to the environment if smartphones are not launched, or if they stop it from being eco-friendly.

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● This showcases ethical egoism because everyone should always act in his or her own best self-interest 6- What are the Practical Constraints? What are the practical issues that would affect this decision? ● Reduced performance in smartphones ● Smaller customer base meaning lower profits ● Cost of making a sustainable and eco- friendly phone will be high since it will be using more friendly material. ● Emphasizing the performance while downplaying the eco friendly aspects could appeal to a broader market. ● Sarah deeply believes in the company’s commitment to sustainability, highlighting the environmental benefits could not only attract a niche market ● Concentrating on performance might result in higher immediate sales, this could benefit a wider range of shareholders, including employees, shareholders, and consumers who prioritize greater performance devices. 7- What Actions Should Be Taken? ● Sarah should take the path of long-term environmental benefit even if it means appealing to a smaller yet dedicated customer base ● There is a need to weigh short term gains from long term welfare to balance the needs of the present with the responsibilities in the future.

One that would maximize the overall welfare of all affected parties. How can you justify this decision from a utilitarian standpoint? Utilitarianism is the most influential of the moral theories. The idea is that whether actions are morally wrong or right depends on their effects. Utilitarians understand that the purpose of morality is to make life better by increasing the amount of good things in the world and decreasing the amount of bad things. We think that the company should go ahead and launch the product, even though it is slower than usual smartphones, because of the eco-friendly benefits. In Sarah’s case, her moral choice to concentrate on the betterment for the environment leads to the betterment of a more sustainable environment for not only the present inhabitants but on a long term basis as well. Utilitarians reject moral codes or systems that consist of commands or “taboos” that are based on the usual customs and traditions laid down by leaders. Alternatively utilitarians believe that what justifies morality is its positive contributions to human beings. Thus the decision to concentrate on the environmental benefit of the new cell phone. Also, the stakeholders and customers know our commitment to sustainability, and it would look bad for the company's reputation to value short term revenue over long term betterment for the environment.

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