UNIVERSITY OF SOUTH AFRICA
College of Economic and Management Sciences
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MNM3701: Marketing Management
Assignment 1 | Semester 2, 2026
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MNM3701
Module Code:
Marketing Management
Module Name:
Marketing Plan for Khayelitsha Cookies
Essay Topic:
Assignment 1
Assignment Number:
Semester 2, 2026
Semester:
August 2026
Due Date:
Submitted in partial fulfilment of the requirements for Marketing Management, UNISA 2026
, UNISA | MNM3701 Marketing Plan: Khayelitsha Cookies
Introduction
Khayelitsha Cookies is a Cape Town social enterprise that produces handmade cookies, brown-
ies, rusks and cheese straws while creating employment opportunities for previously unemployed
women from disadvantaged Western Cape communities. The company operates from a food
safety certified factory in Beaconvale and currently sells products to retail stores, offices, schools,
hospitals, hospitality businesses and online customers across different markets (Khayelitsha Cook-
ies, 2026). A marketing plan provides a structured way of examining customers, competitors, busi-
ness resources and market opportunities before deciding how a business should attract customers
and grow its sales (Gomez Albrecht et al., 2023). For a small, purpose-driven business such as
Khayelitsha Cookies, a marketing plan is particularly valuable because it forces a disciplined link
between the social mission of the enterprise and the commercial decisions needed to keep it fi-
nancially sustainable, so that growth in sales translates directly into growth in employment for the
women it exists to support.
Page 2 of 15
College of Economic and Management Sciences
⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄⋄
MNM3701: Marketing Management
Assignment 1 | Semester 2, 2026
⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄⋄
MNM3701
Module Code:
Marketing Management
Module Name:
Marketing Plan for Khayelitsha Cookies
Essay Topic:
Assignment 1
Assignment Number:
Semester 2, 2026
Semester:
August 2026
Due Date:
Submitted in partial fulfilment of the requirements for Marketing Management, UNISA 2026
, UNISA | MNM3701 Marketing Plan: Khayelitsha Cookies
Introduction
Khayelitsha Cookies is a Cape Town social enterprise that produces handmade cookies, brown-
ies, rusks and cheese straws while creating employment opportunities for previously unemployed
women from disadvantaged Western Cape communities. The company operates from a food
safety certified factory in Beaconvale and currently sells products to retail stores, offices, schools,
hospitals, hospitality businesses and online customers across different markets (Khayelitsha Cook-
ies, 2026). A marketing plan provides a structured way of examining customers, competitors, busi-
ness resources and market opportunities before deciding how a business should attract customers
and grow its sales (Gomez Albrecht et al., 2023). For a small, purpose-driven business such as
Khayelitsha Cookies, a marketing plan is particularly valuable because it forces a disciplined link
between the social mission of the enterprise and the commercial decisions needed to keep it fi-
nancially sustainable, so that growth in sales translates directly into growth in employment for the
women it exists to support.
Page 2 of 15
