Term Paper on "Ethical Considerations of Nestle's Marketing Tactics"

Quoted Instructions for "Ethical Considerations of Nestle's Marketing Tactics" Assignment:

This paper is not about your personal opinion concerning the moral rightness or wrongness of Nestlé*****s marketing tactics. There is a correct and incorrect way to use the ethical theories to determine if an act is morally right or wrong.

Also, this is a paper, so treat it as such. It should have an introduction, and body, and a conclusion.

An important part of this class is learning to apply the ethical theories we discuss. As you can see this class is about more than merely expressing the moral points of view we already have. It is about learning how to do ethical reasoning. It is an introduction to some of the most highly regarded ethical theories, and how to use these theories to come to moral judgments in business. These theories can help us decide what is morally right and wrong!

DIRECTIONS:

Each of the following theories must be discussed and applied.

According to Kant's formulations of the categorical imperative, the rule and the act utilitarian, and the Rawlsian Original Position, is there anything morally objectionable (wrong) in the marketing techniques used by Nestle in the year 1970 and after (as these techniques are described on page 232-Case 5.2)?

How would each of the above theories apply to the way in which Nestle marketed its product? If it follows from these theories that Nestle's business practices are immoral, explain why they are wrong according to the theory you are discussing. If, when you apply the theories, you find that Nestle's marketing tactics do not involve any moral wrongs, explain why not.

More specifically:

- Kant tells us that an act is morally right if and only if we can will it

to become a universal law of conduct. That is, if the act can be a rule of conduct for everyone to follow. This is the 'categorical imperative'. But when can say that an act has met the categorical imperative? In other words, how do we know if an act can be a rule of conduct for everyone to follow? Kant tells us that the categorical imperative is met if and only if the act meets the following conditions:

1. The act can logically be universally acted on (see p.62),that is, it must be logically possible for everyone to perform the act

2. The act is universally acceptable or reversible; that is, all people acting rationally must be able to accept being on the receiving end of their own act

3. The act never treats people as mere means. (P.63.) Explain fully what these conditions mean and apply them in detail to the Nestle marketing tactics. Your objective is to show that you understand what these theories say and know how to use them.

- If you were in Rawls' original position under the veil of ignorance, would Nestle's marketing practices be acceptable? That is, would you want such tactics to be used by businesses in the society to which you will return?

Use the Original Position as a tool to determine if Nestle's marketing

practices (after the first hundred years) are morally acceptable. Explain

the original position and the veil of ignorance and how they impact your decision. Specifically describe the thought process of someone in the Original Position.

-Based the Act Utilitarian ethical theory view of what it is for an act to be morally right, are Nestlé*****s tactics morally right?

-Using rule utilitarianism, are the tactics Nestle used to market the formula morally right or wrong?

IMPORTANT:

1.Be sure to give a clear statement of what you take each theory to be.

Distinguish act utilitarianism from rule utilitarianism. Use the terminology each of the four theories would use to describe the morality of Nestle's actions. Explain the terminology you use. The theories should be applied in detail and include all of the essential elements of each theory.

2.In your discussion of Kant be sure to talk only about his requirement that a morally right act must meet the demands of the categorical imperative. See week 2, module 3 Also see text pp.62-64. In other words, are the tactics, logically universalizable, universally acceptable or reversible, and do they not treat people as mere means? When applying Kant*****s theory, apply only the various formulations of the categorical imperative (the three just noted.)

Explain why Kant requires that these conditions be met in order for an act

to be moral.

-Do NOT confuse Kant*****s concept of 'moral worth' with his view of what

conditions an act must meet in order to be morally right. Do NOT discuss

Kant*****s concept of 'moral worth' or 'good will'.

3.Discuss only the Original Position and what you would think about having

Nestlé*****s tactics used in the society to which you will return. Describe

what you, as a person in this position, would think of Nestle's marketing

tactics. Pretend you are one of those people asking if you would want these tactics used in your society - would you want them? Why or why not?

Why does your decision in the Original Position tell us anything about the morality of the tactics?

DO NOT DO THE FOLLOWING:

-Do NOT discuss the two principles Rawls thinks the people in the original

position would agree upon (principles of liberty and justice)

-Do NOT discuss the WHO regulations.

-Do NOT discuss the morality of distributing the formula. The distribution

of the formula is not the moral problem. The moral problems arise from the

TACTICS Nestle used to distribute the formula.

- Do NOT use any sources other than the course material. Anything that can

help you has been discussed on the message board is in the modules, study

guide, and in the text. This is NOT a research paper!

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