MNM2613 _ Assignment 02 _ Semester 1 _ 2025 Introduction In an increasingly competitive and digitalised retail environment, South African businesses must employ strategic approaches to distribution, customer experience, and online marketing in order to d

MNM2613 _ Assignment 02 _ Semester 1 _ 2025 Introduction In an increasingly competitive and digitalised retail environment, South African businesses must employ strategic approaches to distribution, customer experience, and online marketing in order to differentiate themselves and grow. This assignment evaluates the marketing and operational strategies of Bathu, a proudly South African sneaker brand that has successfully positioned itself within a highly competitive market. This paper analyses Bathu's approach to distribution intensity, customer service, brand differentiation, and use of online channels. These elements are crucial to understanding the foundations of Bathu's success and can serve as valuable insights for other emerging entrepreneurs. Question 1: Distribution Intensity and Bathu's Strategy a. Types of Distribution Intensity Distribution intensity refers to the number of intermediaries used by a manufacturer to distribute its products in the market (Cant, Wiid & Hung, 2022). There are three main types: intensive, selective, and exclusive distribution. Intensive distribution seeks maximum market coverage by placing products in as many outlets as possible. Products that require mass exposure and are purchased frequently, like Clover milk, are typically distributed this way (Cant et al., 2022). Selective distribution according to Lamb, Hair, McDaniel, Boshoff and Terblanche (2022) involves selling products through a limited number of intermediaries. This allows manufacturers to maintain better control over how their products are sold and presented. For instance, a high-quality power tool brand may choose to sell only in specialised hardware stores where the staff can explain product features to buyers (Lamb et al., 2022). Exclusive distribution as noted by Rayport and Sviokla (2000) restricts the sale of products to a single intermediary in a given region. This method is often used for luxury products like Mercedes-Benz, ensuring a high degree of control over the customer experience and brand image (Kotler & Keller, 2016).