Behind the Brand: Commerce Students Uncover Business Success in Dunedin

Earlier this week, the Level Three Commerce students headed out to visit successful businesses in Dunedin. Our first stop was Silver Fern Farms where Bill de la Mare (Head of External Affairs) presented us with an overview of Silver Fern Farms and how the business operates globally. The business started in 1948 and became Silver Fern Farms in 2008. It is New Zealand’s largest producer and marketer of lamb, beef and venison. It operates as a co-operative with over 16,000 sheep, beef and deer farmers as partners. There are seven global hubs (UK, NZ, Shanghai, USA, Japan, Korea & UAE). 

Bill explained how Silver Fern Farms makes strategic responses to changes in external factors including how potential tariffs imposed by America would affect the company’s exporting and the importance of ensuring a sufficient volume of stock is available for processing. 

Students asked questions about marketing of products locally and globally as part of their research assessment. Silver Fern Farms uses a “Plate to Pasture” marketing strategy focused on what the consumer needs/wants. Keeping up to date with trends is essential and recently a Japanese Influencer cooked in the purpose-built cooking/kitchen area and live streamed to fans. A huge amount of sales were made as a result of this event. 

Our next stop was Fable where Charlotte Steel (ex-Kavanagh College student) spoke about how the hotel chain uses successful marketing techniques to new and existing patrons. 

After lunch, we met Ingrid Roding (Marketing & Communications Manager, OUSA) at the University of Otago Clubs & Societies building. Ingrid has a wealth of knowledge and experience in marketing and communications both locally and overseas. She spoke about the resurgence of Nike who faced declining market share in 1984, by turning a risky investment into a multi-billion dollar success through strategic marketing. Students enjoyed listening to Ingrid’s presentation and gathered information that will assist them with writing a marketing plan.

All in all, a great day!