MNM3701
Assignment 2
Semester 2
DUE 15 September 2025
, ASSIGNMENT 2 SEMESTER 2
Marketing Plan for Bathu
1. Introduction
Bathu is a South African Small, Medium and Micro Enterprise (SMME) established in
2015 by Theo Baloyi. The company focuses on designing and producing sneakers that
reflect African culture and identity. The name “Bathu,” which translates to “shoes for the
people” in township slang, reflects the brand’s philosophy. Since its founding, Bathu has
grown into more than a footwear business; it has become a cultural and lifestyle brand
that creates local employment opportunities and supports township economies.
A marketing plan acts as a strategic tool that sets out business objectives and details
the actions needed to achieve them, particularly in terms of customer attraction and
retention (Kotler & Keller, 2016). For a growing SMME like Bathu, such a plan is vital
because it provides direction, ensures resources are used effectively, and strengthens
brand loyalty in a competitive environment.
This assessment develops a marketing strategy for Bathu by examining its
segmentation, targeting, and positioning (STP), setting marketing objectives, and
suggesting support strategies that can promote sustainable business growth.
2. Segmentation, Targeting and Positioning
2.1 Segmentation
Segmentation involves breaking down a large consumer or business market into smaller
groups of customers who share similar traits, such as demographics, psychographics,
or behavioural patterns (Schiffman & Kanuk, 2015).
For Bathu:
Individual Customers: Bathu can apply demographic segmentation by targeting
young people aged 18–35, mainly from urban areas and belonging to middle-
income groups. Psychographic segmentation is also relevant, focusing on
Assignment 2
Semester 2
DUE 15 September 2025
, ASSIGNMENT 2 SEMESTER 2
Marketing Plan for Bathu
1. Introduction
Bathu is a South African Small, Medium and Micro Enterprise (SMME) established in
2015 by Theo Baloyi. The company focuses on designing and producing sneakers that
reflect African culture and identity. The name “Bathu,” which translates to “shoes for the
people” in township slang, reflects the brand’s philosophy. Since its founding, Bathu has
grown into more than a footwear business; it has become a cultural and lifestyle brand
that creates local employment opportunities and supports township economies.
A marketing plan acts as a strategic tool that sets out business objectives and details
the actions needed to achieve them, particularly in terms of customer attraction and
retention (Kotler & Keller, 2016). For a growing SMME like Bathu, such a plan is vital
because it provides direction, ensures resources are used effectively, and strengthens
brand loyalty in a competitive environment.
This assessment develops a marketing strategy for Bathu by examining its
segmentation, targeting, and positioning (STP), setting marketing objectives, and
suggesting support strategies that can promote sustainable business growth.
2. Segmentation, Targeting and Positioning
2.1 Segmentation
Segmentation involves breaking down a large consumer or business market into smaller
groups of customers who share similar traits, such as demographics, psychographics,
or behavioural patterns (Schiffman & Kanuk, 2015).
For Bathu:
Individual Customers: Bathu can apply demographic segmentation by targeting
young people aged 18–35, mainly from urban areas and belonging to middle-
income groups. Psychographic segmentation is also relevant, focusing on
