This year SportChek has a new ski the K2 Mystic Luv. The ski is a Special Make Up ski meaning it doesn’t exist on a manufacturer’s website and is of cheap quality with a nice high-end looking graphics. SportChek buying Ski Canada in 2006 provided it with the opportunity to advertise their SMU skis which were made by them, tested by them, and sold exclusively by them.
Smart business decision, but not really ethically correct.
Following this tactic SportChek is definitely not being truthful to consumers about their products. The K2 brand reputation for quality is quite high and when costumers buy K2 skis they expect something great which they are definitely not getting through SMU skis. Furthermore, even if these SMU skis are good skis there is no way for consumers to know the truth before buying since they are tested by people working for SportChek. These testers will obviously give a good review seeing as the profit made from selling one of these skis is much higher than selling one made by the actual manufacturer. This same logic applies to sales representatives working for SportCheck who would benefit more from selling someone the K2 Mystic Luv then the K2 Miss Demeanour.
SportCheks new business endeavour has allowed them to further increase their profits but at the expense of the average consumer who is looking for unbiased and truthful help.
Can you tell the difference between real and fake?
