MNM3701
Assignment 1 Semester 2 2026
Unique number:
Due date: August 2026
MARKETING PLAN FOR KHAYELITSHA COOKIES
1 INTRODUCTION
Khayelitsha Cookies is a Cape Town social enterprise that produces handmade
cookies, brownies, 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
Cookies, 2026). A marketing plan provides a structured way of examining
customers, competitors, business resources and market opportunities before
deciding how a business should attract customers and grow its sales (Gomez
Albrecht et al., 2023).
, MARKETING PLAN FOR KHAYELITSHA COOKIES
1 INTRODUCTION
Khayelitsha Cookies is a Cape Town social enterprise that produces handmade
cookies, brownies, 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
Cookies, 2026). A marketing plan provides a structured way of examining customers,
competitors, business resources and market opportunities before deciding how a
business should attract customers and grow its sales (Gomez Albrecht et al., 2023).
THEORETICAL DISCUSSION OF THE INTERNAL AND EXTERNAL
ENVIRONMENT
1.1 INTERNAL ENVIRONMENT
1.1.1 Mission
A mission statement explains why a business exists, whom it serves and what
makes its purpose different from competing businesses within the same market
(Gomez Albrecht et al., 2023).
1.1.2 Resources
Business resources include people, money, information, raw materials and
technology that work together so that products can be produced and delivered
successfully to customers (Gomez Albrecht et al., 2023).
1.1.3 Business Offering
A business offering is the product or service presented to customers to satisfy
particular needs while giving them enough value to choose it instead of competing
alternatives (Gomez Albrecht et al., 2023).
1.2 EXTERNAL ENVIRONMENT
Assignment 1 Semester 2 2026
Unique number:
Due date: August 2026
MARKETING PLAN FOR KHAYELITSHA COOKIES
1 INTRODUCTION
Khayelitsha Cookies is a Cape Town social enterprise that produces handmade
cookies, brownies, 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
Cookies, 2026). A marketing plan provides a structured way of examining
customers, competitors, business resources and market opportunities before
deciding how a business should attract customers and grow its sales (Gomez
Albrecht et al., 2023).
, MARKETING PLAN FOR KHAYELITSHA COOKIES
1 INTRODUCTION
Khayelitsha Cookies is a Cape Town social enterprise that produces handmade
cookies, brownies, 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
Cookies, 2026). A marketing plan provides a structured way of examining customers,
competitors, business resources and market opportunities before deciding how a
business should attract customers and grow its sales (Gomez Albrecht et al., 2023).
THEORETICAL DISCUSSION OF THE INTERNAL AND EXTERNAL
ENVIRONMENT
1.1 INTERNAL ENVIRONMENT
1.1.1 Mission
A mission statement explains why a business exists, whom it serves and what
makes its purpose different from competing businesses within the same market
(Gomez Albrecht et al., 2023).
1.1.2 Resources
Business resources include people, money, information, raw materials and
technology that work together so that products can be produced and delivered
successfully to customers (Gomez Albrecht et al., 2023).
1.1.3 Business Offering
A business offering is the product or service presented to customers to satisfy
particular needs while giving them enough value to choose it instead of competing
alternatives (Gomez Albrecht et al., 2023).
1.2 EXTERNAL ENVIRONMENT
