Brand：UBC bookstore

Main competitors: Discount bookstore, online platform that sell the textbooks. And also student can get second hand book from old students.

Point of Parity：have wide range of variety, can satisfy student ‘s basic needs of textbook.

Points of Difference：can use the UBC card there. And they also sell other products such as food and stationary.

UBC bookstore located in the center of UBC so they have strong enough power to dominant the price of textbooks and can be the monopoly. However their competitors always have lower prices so actually many students prefer to buy the book form their compeitiers. Personally, I recommend bookstore try to give discount to the student that use the UBC card to to maintain their sales revenue to build a strong barriers to entry the market of selling the textbook. Price should be similar to the price of discount bookstore.

Apple just unveiled two iPhone models in these days, which includes its new iphone5S and colorful iPhone5C. Everyone know this news and waiting for buying these new smart phones. But according to the theory of business ethics, is that a really good phenomenon for everyone?

Customers need to spend more than $500 to purchase each new iphone5C. Apple already has really good promotion and everyone can know the information of Apple’s latest product. But for the family that cannot afford those expensive cellphones, doing too much advertisement is not an ethical action. Children might ask their parents to getting the new phones. To some extent, it’s not an ethic action to the community and their consumers.

Also, Apples built the factories in China. They sell their products with high prices but pay low levels of wages to their workers and workers have bad working conditions. That’s not ethic to their workers.

So in general, many big successful businesses are not ethical enough. Before they try to get enough profit to satisfy their shareholder’s want, they still need to think about how to be ethic to all of their stakeholders.

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