Dick Smith foods is well known for its patriotic marketing strategies. It is an incepted from “Buy American” and similar movements in economically advanced countries. It is part of a response to the growth of global trade and the outsourcing of production (Baker, 2015, p. 8). In Australia, Dick Smith made excellent use of the Micro and Macro environments to set up a successful food business (Chan, 2012, p.14).
Micro-environment: Dick Smith’s key value proposition rested in the fact that its suppliers were Australian, using one aspect of the micro-environment to build and maintain his brand and exert influence over the macro-environment (Chan, 2012, p.18). Two important aspects of this are:
Macro-environment: The anti-globalization movement is the principle wave that Dick Smith Foods rides upon. The company highlights its products as locally sourced and produced alternatives to foreign-owned brands. However, foreign-owned is not the same as foreign, and many foreign-owned brands are often Australian (such as Vegemite).
In putting into perspective the micro- economic and macro- economic environment of Dick Smith Foods, it is quite easy to conclude that it has adapted a very viable marketing strategy that will see it grow over the years and increase its market share. The Australian brand has proved to be very patriotic to the clientele in the sense that they have instigated royalty. It has grown its customer base significantly in recent years since it adopted the market strategy that is deemed to be patriotc- oriented, this has made it to have an upper hand over its competitors.
Bibliography
Baker, M., 2015. Patriotic Products: Do They Sell? [WWW Document].Telstra.com. URL https://smarter.telstra.com.au/marketing/patriotic-products-do-they-sell (accessed 3.25.16).
Carroll, J., 2016. We can all agree: laconic Australian patriotism is best. The Australian.
Chan, A.M. 2012, "Patriotic Marketing: An Australian Case Example", in Nuha Jahan (ed.), Proceedings of 5th Global Business and Social Sciences Research Conference, 25-26 June 2012, Beijing, China.
Pearson, D., Henryks, J., Trott, A., Jones, P., Parker, G., Dumaresq, D., Dyball, R., 2011. Local food: understanding consumer motivations in innovative retail formats. British Food Journal 133.
