Overview
Scenario: The Hidden Price
Group Size: 5–6 students
Fatimah is a marketing manager at a fast-growing e-commerce company. While reviewing sales data, she notices that loyal customers are being charged slightly higher prices than new users through a personalized pricing system. The strategy has increased profits significantly, and senior management is pleased with the results. When she raises concerns, her director responds, “It’s legal, and everyone does it.” Fatimah is unsure whether to escalate the issue or remain silent.
Answer the Following Questions
1. Stakeholder Analysis (3 Marks)
• Identify at least 4 stakeholders in this case.
• What is their stake (interest or right)?
• How are they affected by this pricing strategy?
2. Consumer Ethics – 2 Marks
• Does this practice violate any consumer rights (e.g., right to be informed, fairness)?
• Is the pricing strategy transparent or deceptive? Explain.
3. Ethical Principles– 2 Marks
• Does this practice align with:
o Fairness
o Transparency
o Market integrity
• Explain your answer using these principles.
4. Ethical Decision (2 Marks)
• What should Fatimah do?
o Remain silent
o Report internally
o Escalate the issue
• Justify your answer based on ethical reasoning.
5. Consequences (1 Mark)
• What are the possible consequences if:
o The company continues this practice?
o Customers become aware of it?
Please note: avoid plagiarism
Each question should be 350-400 words.