The low-end street stalls have put into the question to the owner of the Maple Tree Accessory Shop in China that whether he took the right step by starting his own business. As the current situation of his business indicates a great loss for the future, if he continues with the existing strategies. Whether reducing the cost, as suggested by one his employees, will generate the desired results for his business? Or he should wind up his business for a short or longer term? To decide the most appropriate alternative he can utilize the major concepts of microeconomics, such as, elasticity and cost analysis. The author, Yuran Zeng, has the association with Guandong University of Foreign Studies.
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