MNB3701 Assignment 2
(COMPLETE ANSWERS)
Semester 2 2025 - DUE
September 2025
For assistance contact
Email:
, Marketing Plan for Bathu
1 Introduction
1.1 Overview of Bathu
Bathu is a highly successful South African sneaker brand founded in 2015 by Lekau Sehoana.
The brand's name, derived from township slang for "shoes," reflects its authentic roots and
connection to local culture. Starting with a single iconic sneaker design, the Mesh Edition, Bathu
has grown into a significant SMME (Small, Medium, and Micro-sized Enterprise) with a strong
retail presence across South Africa. The company's success is built on a foundation of local
pride, high-quality products, and an inspiring entrepreneurial journey, positioning it as a symbol
of South African ingenuity and style.
1.2 What is a Marketing Plan?
A marketing plan is a strategic document that outlines a company's marketing objectives, the
strategies to achieve them, and the resources required. For an SMME like Bathu, a marketing
plan serves as a critical roadmap. It helps the company to clearly define its goals, identify and
understand its target audience, and allocate resources effectively to promote its products. By
providing a structured framework, a marketing plan assists Bathu in making informed decisions,
staying focused on its strategic priorities, and measuring the success of its marketing initiatives.
1.3 About this Assessment
This assessment aims to apply key marketing principles to a real-world business case study,
Bathu. Through a structured analysis, it will explore how a marketing plan can be developed and
implemented to support Bathu's continued growth and success. The plan will begin by focusing
on the foundational concepts of Segmentation, Targeting, and Positioning (STP), before moving
on to other critical aspects of the marketing strategy.
2 Segmentation, Targeting and Positioning
2.1 Segmentation
Market segmentation is the process of dividing a large, diverse market into smaller, more
manageable sub-groups of consumers with similar needs, characteristics, or behaviors (Kotler &
Armstrong, 2020). This allows a company to tailor its products and marketing efforts to better
serve the specific needs of each segment.
Individual Customers
Bathu can segment its individual customer market using a combination of geographic,
demographic, psychographic, and behavioral variables:
Geographic Segmentation: The brand primarily targets customers in South Africa, with
a strong focus on urban and peri-urban areas where there is a high concentration of young
people and a vibrant street culture. Bathu’s network of physical stores is strategically
(COMPLETE ANSWERS)
Semester 2 2025 - DUE
September 2025
For assistance contact
Email:
, Marketing Plan for Bathu
1 Introduction
1.1 Overview of Bathu
Bathu is a highly successful South African sneaker brand founded in 2015 by Lekau Sehoana.
The brand's name, derived from township slang for "shoes," reflects its authentic roots and
connection to local culture. Starting with a single iconic sneaker design, the Mesh Edition, Bathu
has grown into a significant SMME (Small, Medium, and Micro-sized Enterprise) with a strong
retail presence across South Africa. The company's success is built on a foundation of local
pride, high-quality products, and an inspiring entrepreneurial journey, positioning it as a symbol
of South African ingenuity and style.
1.2 What is a Marketing Plan?
A marketing plan is a strategic document that outlines a company's marketing objectives, the
strategies to achieve them, and the resources required. For an SMME like Bathu, a marketing
plan serves as a critical roadmap. It helps the company to clearly define its goals, identify and
understand its target audience, and allocate resources effectively to promote its products. By
providing a structured framework, a marketing plan assists Bathu in making informed decisions,
staying focused on its strategic priorities, and measuring the success of its marketing initiatives.
1.3 About this Assessment
This assessment aims to apply key marketing principles to a real-world business case study,
Bathu. Through a structured analysis, it will explore how a marketing plan can be developed and
implemented to support Bathu's continued growth and success. The plan will begin by focusing
on the foundational concepts of Segmentation, Targeting, and Positioning (STP), before moving
on to other critical aspects of the marketing strategy.
2 Segmentation, Targeting and Positioning
2.1 Segmentation
Market segmentation is the process of dividing a large, diverse market into smaller, more
manageable sub-groups of consumers with similar needs, characteristics, or behaviors (Kotler &
Armstrong, 2020). This allows a company to tailor its products and marketing efforts to better
serve the specific needs of each segment.
Individual Customers
Bathu can segment its individual customer market using a combination of geographic,
demographic, psychographic, and behavioral variables:
Geographic Segmentation: The brand primarily targets customers in South Africa, with
a strong focus on urban and peri-urban areas where there is a high concentration of young
people and a vibrant street culture. Bathu’s network of physical stores is strategically
