MNM3701 Assignment 2 Semester 2 2025 (Answer Guide) - Due 15 September 2025

MNM3701 Assignment 2 Semester 2 2025 (Answer Guide) - Due 15 September 2025 1. Introduction Bathu is a proudly South African footwear brand established in 2015 by entrepreneur Theo Baloyi. The brand is widely recognised for its uniquely designed mesh sneakers, which have become a symbol of innovation, culture, and township pride. As an SMME (Small, Medium, and Micro Enterprise), Bathu operates within South Africa’s highly competitive retail and fashion sector, where it has carved out a niche by aligning its products with local identity, lifestyle, and aspirational branding. Despite its success, Bathu still faces challenges typical of SMMEs, including sustaining growth, responding to shifting consumer behaviour, and expanding its market reach in an increasingly globalised economy (Kaplan, 2022). A marketing plan is a structured document that outlines the strategies and actions a business intends to use to reach its target market, build brand awareness, and achieve its financial and non-financial objectives. It provides direction on product positioning, pricing, promotion, and distribution, ensuring that marketing activities are aligned with organisational goals (Kotler & Keller, 2016). For an SMME like Bathu, a marketing plan is particularly useful because it enables the business to manage limited resources effectively, prioritise key opportunities, and differentiate itself from competitors. Furthermore, it supports long-term sustainability