, PLEASE USE THIS DOCUMENT AS A GUIDE ONLY
1. After reading the Bathu case study, you would notice that Mr Baloyi has a vision for the
company and would need to formulate a compelling strategy to compete in the market. Advise
Bathu on how they can define and develop their strategy by practically applying three distinct
elements from Mintzberg’s 5 Ps of strategy. For each chosen ‘P’, explain how it would
specifically be reflected in Bathu’s strategic approach.
Strategic Approach for Bathu: Applying Mintzberg’s 5 Ps of Strategy
To effectively compete in the footwear market, Bathu needs a comprehensive and adaptable strategy
that aligns with both current market realities and long-term goals. Mintzberg's 5 Ps of strategy offer a
framework that can guide Bathu’s growth and positioning. By focusing on three key
elements—strategy as position, strategy as plan, and strategy as pattern—Bathu can develop a
compelling and competitive strategy that not only meets customer needs but also sets the company
apart from international giants like Nike and Adidas.
1. Strategy as a Position
A strategy as a position focuses on how the company can place itself within the market, considering
both customer needs and external market dynamics (Wiid et al., 2016). It reflects how a company
carves out its space amidst competitors.
Application to Bathu: Bathu has successfully positioned itself as a proudly South African brand
that celebrates African culture and heritage. This positioning allows Bathu to differentiate itself
in the competitive market, which is largely dominated by global brands. The company
leverages its local identity as a unique selling point, offering consumers not just stylish
footwear but a piece of African pride. The strategic position Bathu occupies emphasizes cool
designs, durability, and affordability, which appeal to a local and international market that
values both quality and cultural relevance (Niewenhuizen, 2020).
2. Strategy as a Plan
A strategy as a plan involves consciously planned actions to achieve a specific objective, with a clear
roadmap to guide the company (Wiid et al., 2016). It’s a systematic approach to growth, designed
with foresight and precision.
Application to Bathu: The company has clearly mapped out its plans for future growth,
particularly focusing on expanding its footprint internationally. Bathu's initial success, starting
from humble beginnings, has paved the way for an ambitious expansion roadmap. This plan
includes formalizing operations, improving business processes, and utilizing customer data to
make informed decisions about store placements. Bathu's ultimate goal is to become a
multinational African lifestyle brand, with plans to open company-owned stores in
international markets such as the UK and North America (Niewenhuizen, 2020).
1. After reading the Bathu case study, you would notice that Mr Baloyi has a vision for the
company and would need to formulate a compelling strategy to compete in the market. Advise
Bathu on how they can define and develop their strategy by practically applying three distinct
elements from Mintzberg’s 5 Ps of strategy. For each chosen ‘P’, explain how it would
specifically be reflected in Bathu’s strategic approach.
Strategic Approach for Bathu: Applying Mintzberg’s 5 Ps of Strategy
To effectively compete in the footwear market, Bathu needs a comprehensive and adaptable strategy
that aligns with both current market realities and long-term goals. Mintzberg's 5 Ps of strategy offer a
framework that can guide Bathu’s growth and positioning. By focusing on three key
elements—strategy as position, strategy as plan, and strategy as pattern—Bathu can develop a
compelling and competitive strategy that not only meets customer needs but also sets the company
apart from international giants like Nike and Adidas.
1. Strategy as a Position
A strategy as a position focuses on how the company can place itself within the market, considering
both customer needs and external market dynamics (Wiid et al., 2016). It reflects how a company
carves out its space amidst competitors.
Application to Bathu: Bathu has successfully positioned itself as a proudly South African brand
that celebrates African culture and heritage. This positioning allows Bathu to differentiate itself
in the competitive market, which is largely dominated by global brands. The company
leverages its local identity as a unique selling point, offering consumers not just stylish
footwear but a piece of African pride. The strategic position Bathu occupies emphasizes cool
designs, durability, and affordability, which appeal to a local and international market that
values both quality and cultural relevance (Niewenhuizen, 2020).
2. Strategy as a Plan
A strategy as a plan involves consciously planned actions to achieve a specific objective, with a clear
roadmap to guide the company (Wiid et al., 2016). It’s a systematic approach to growth, designed
with foresight and precision.
Application to Bathu: The company has clearly mapped out its plans for future growth,
particularly focusing on expanding its footprint internationally. Bathu's initial success, starting
from humble beginnings, has paved the way for an ambitious expansion roadmap. This plan
includes formalizing operations, improving business processes, and utilizing customer data to
make informed decisions about store placements. Bathu's ultimate goal is to become a
multinational African lifestyle brand, with plans to open company-owned stores in
international markets such as the UK and North America (Niewenhuizen, 2020).
