MNM3701 Assignment 1 Semester 2 2026 – Due 12 August 2026

MNM3701 ASSIGNMENT 1 2026
DUE 12 AUGUST 2026

Marketing Plan for OBC Chicken and Meat

1 INTRODUCTION

OBC Chicken and Meat is one of South Africa’s fastest-growing retail brands, having
grown from a small grocery store in Carltonville in 1987 to a network of over 75 stores
across multiple provinces (Niewenhuizen & Dilotsotlhe, 2024, p. 1). The business
operates primarily in the mass market segment, targeting lower to middle Living
Standards Measure (LSM) 3-6 consumers in townships, commuter areas, and central
business districts (Niewenhuizen & Dilotsotlhe, 2024, p. 2). OBC offers frozen chicken,
fish, red meat, processed meat, dairy products, and selected groceries through a
franchise model that empowers smaller store owners.

A marketing plan is “a document that summarises marketplace knowledge and the
strategies and steps to be taken in achieving the objectives set by marketing managers
for a particular period” (Wood, 2014, p. 4). According to the MNM3701 Study Guide
(2013, p. 7), the marketing plan clarifies the key marketing elements of a business and
maps out directions, objectives, and activities for the business and its employees. For
OBC Chicken and Meat, a comprehensive marketing plan can assist in several critical
ways: it provides a structured framework for examining the business, the market, and
the environment; it guides resource allocation and decision-making; it helps the
organisation anticipate market changes and competitive threats; and it ensures that all
marketing activities are aligned with the organisation’s mission and objectives
(MNM3701 Study Guide, 2013, p. 4). Given the increasingly competitive retail
environment in South Africa’s township and commuter markets, a well-constructed
marketing plan is essential for OBC to sustain its growth trajectory and defend its
market position.