This paper will analyze specific dilemmas in a virgin group, the forces behind the dilemma and the group code of conduct. It will further establish the relationship between company ethics and ethical dilemma. The paper concludes that, though the company has its business strategy and goals, it is faced with ethical challenges within the stakeholders and shareholders. Therefore, the group should not only focus on growth, but also put into consideration the ethical impact of its operations on employees, the government, customers, suppliers, and the community. Ethical dilemma Business ethic is vital for any business entity to gain a competitive edge and attain its goals. Ethics ensure observation of morals and code of conduct within an organization as well as its operation with its stakeholders. Business ethics disciplines employees and other stakeholders as it defines what is wrong and what is right. At times, organizations experience a conflict of interests with its employees, society, the business environment as well as the government policies. When such differences arise, the management decision-making organ has to decide, harmonize, and reconcile the conflicting interests. For an organization to avoid and solve ethical dilemmas, it should be able to have a sound decision-making body. The body should be able to collect as many information and material facts as the situation permits. It should then identify the relevant and key ethical issue and consider alternative viewpoints. When dealing with ethical issues, it is crucial to identify, measure, and prioritize the effects on different stakeholders. This is because the effect may vary from one stakeholder to another due to their diverse interests and concerns. The decision-makers should then consider what effort it has put towards the issue and how committed it is to solve the issue. This will enable the management to understand its failure and evaluate its commitment to the organization. In order to establish a well-serving solution to the issue, the management should identify the available options for the issue. A variety of course of action will allow it to choose the best action since they will be able in a position to analyze the consequences attached to each option. These consequences may be either long term or short term to the business. Positive results will be of much importance and the option with such results should be emulated while negative results will harm the business therefore, should be avoided. The practicality of benefitting options should be identified and the impacts upon one’s character and integrity. The management should then pick the most beneficial and practical course of action as it fits the situation better. Causes of ethical dilemma In a perfect business environment, employees and employers would always do the right and perfect thing while conducting business. However, ethical dilemmas are present in every workplace, as people have to make a very difficult choice between moral and immoral (Touchstone, 2008). Employees should handle work-related pressure to perform well and facilitate company goals and objectives achievement. At times, employees experience temptations to apply the shortest route possible. to achieve targets or even handle the pressure. The shortcuts may be immoral or against the company policies. Therefore, pressure from management regarding profits and results can push employees to act immoral and witnesses not whistle blow for fear of victimization.