MNM3701
ASSIGNMENT 2 SEMESTER 2 2025
UNIQUE NO.
DUE DATE: 15 SEPTEMBER 2025
, MARKETING PLAN FOR BATHU
1. INTRODUCTION
Bathu is a proudly South African footwear brand founded in 2015 by Theo Baloyi, with
the vision of telling an authentic African story through sneakers. The company has
grown from its humble beginnings in Alexandra township to operating more than 30
retail outlets across South Africa, while also leveraging its online platform to serve
customers locally and internationally (Maqhina, 2021).
A marketing plan is a structured document that outlines the strategies and actions a
business will use to promote its products and services to achieve its goals (Kotler &
Keller, 2016). For a small, medium, and micro-enterprise (SMME) such as Bathu, a
marketing plan ensures resources are used effectively to build brand awareness,
enhance customer loyalty, and drive sustainable sales growth.
This assessment develops a marketing plan for Bathu by analyzing its segmentation,
targeting, and positioning strategies; defining its marketing direction and objectives; and
identifying marketing support strategies that can strengthen the brand’s growth and
competitiveness in the South African and African markets.
2. SEGMENTATION, TARGETING AND POSITIONING
2.1 Segmentation
Market segmentation is the process of dividing a broad consumer or business market
into smaller groups of customers with shared needs or characteristics (Kotler &
Armstrong, 2020). Segmentation allows Bathu to customize its marketing mix to meet
the unique needs of each group.
ASSIGNMENT 2 SEMESTER 2 2025
UNIQUE NO.
DUE DATE: 15 SEPTEMBER 2025
, MARKETING PLAN FOR BATHU
1. INTRODUCTION
Bathu is a proudly South African footwear brand founded in 2015 by Theo Baloyi, with
the vision of telling an authentic African story through sneakers. The company has
grown from its humble beginnings in Alexandra township to operating more than 30
retail outlets across South Africa, while also leveraging its online platform to serve
customers locally and internationally (Maqhina, 2021).
A marketing plan is a structured document that outlines the strategies and actions a
business will use to promote its products and services to achieve its goals (Kotler &
Keller, 2016). For a small, medium, and micro-enterprise (SMME) such as Bathu, a
marketing plan ensures resources are used effectively to build brand awareness,
enhance customer loyalty, and drive sustainable sales growth.
This assessment develops a marketing plan for Bathu by analyzing its segmentation,
targeting, and positioning strategies; defining its marketing direction and objectives; and
identifying marketing support strategies that can strengthen the brand’s growth and
competitiveness in the South African and African markets.
2. SEGMENTATION, TARGETING AND POSITIONING
2.1 Segmentation
Market segmentation is the process of dividing a broad consumer or business market
into smaller groups of customers with shared needs or characteristics (Kotler &
Armstrong, 2020). Segmentation allows Bathu to customize its marketing mix to meet
the unique needs of each group.
