Writing application essays can be very difficult. You not only are juggling your topic with evaluation but applying it to an ethical issue. In this case, the question is even harder because you also have two compare two topics together. Now you could just talk about ethical dilemmas in general and whether Utilitarianism or Kant is more useful. However I think you run the risk of producing a vague and bland answer. I would stick with the dilemmas surrounding Business Ethics (this is what your examiners are really looking for.) So before you start writing decide which 2-3 dilemmas or issues you are going to talk about (e.g. sweatshops, treatment of employees, whistleblowers, globalization etc.)
This is an example of what I would class as a good introduction. This is because it displays to an examiner all the necessary elements in a simple and clear way, yet remaining informative (not descriptive) and is effective in the way it handles the question. From reading this introduction it is obvious what the question is. Always a sign of a good start!
When answering a question that specifies two theories (Util and Kant in this case) then you need to decide your four paragraph rule for each – this is your structure. It is only four paragraphs (not the usual five: The Five Paragraph Rule) because you are required to compare two theories rather than one (e.g. unlike the Natural Law and Euthanasia question I blogged about previously)- therefore you need time to explain and evaluate both.
Four paragraph rule=