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Increasing Sales or Genuine Honesty?

Introduction

Dick Smith foods is a fast growing company in the supermarket industry, although, Dick Smith Foods is differentiated by other competitors due to its ‘Australian Grown, Australian Made’ nature of the products. Dick Smith Foods prepared an advertisement called; ‘Is Australian ownership of business simply jingoism?’ in this article Dick Smith Foods explains the claims by newspaper journalist Dennis Shanahan who labels Dick Smith Foods as ‘hypocritical’ and ‘nothing more than a money-making scheme’. The company is described as making use of patriotic marketing in order to increase sales and denigrate other foreign existing competitors.

Jingoism

Dennis Shanahan, pursued out to ‘The Australian’ newspaper on the 27th of April 2001 in attempt to run a campaign against Dick Smith Foods. Dennis Shanahan claims that Dick Smith Foods is “feeding paranoia” and

“jingoism” when promoting the advantages of Dick Smith Foods. Dick Smith Foods can be labelled as hypocritical and unethical due to its “Australian Made, Australian Grown” campaign (D, Shanahan, 2001). If Dick Smith were passionate about maintaining profits within the country, the Dick Smith electronics company would be the pinnacle of hypocrisy, as foreign countries import all products.

Genuine Honesty

However, Dick Smith Foods is a company who endeavours to protect the jobs of local farmers and support the Australian economy by keeping profits within the country. This has be Dick Smith’s objective since the establishment of Dick Smith Foods in 1999. Since then, the company has achieved its goal and all proceeds are funded to farmers who grow produce within Australia. 85% of Australian consumers purchase products in Australia that are foreign made or imported, the results prompted the company to be established (A.Chan, 2012). In Dick Smiths response to Dennis Shanahan, Dick Smith successfully addresses the importance of balance within the supermarket...