UNIVERSITY ASSESSMENTS

SMA4802
Strategic Safety Management
ASSESSMENT 5
Due date: 5 May 2023
Unique number: 221250
Marks: 100
This paper consists of nine (9) pages.
INSTRUCTIONS AND INFORMATION
 The aim of this assessment is to test your knowledge relating to the key learning
outcomes of this module.
 Answer all the questions.
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 Submit your assignment under myModules, Assessment 5.
 This assignment is compulsory. You must complete and submit it in order to be
admitted to the examination.
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This applies to all sources that you consult, including the study guide and prescribed
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 Take note of the mark allocation for each question. This will give you an indication
of the number of facts that you need to present. Number your answers clearly,
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following the numbering in this document. As far as possible, make use of the
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 You are welcome to contact your lecturer via e-mail if you need guidance in
completing this assessment.
You can reach Ms Cheryl Rielander at SMA4802@unisa.ac.za and rielacl@unisa.ac.za.

Completing your assessment

STEP 1: Download and save the template file.
Save your answer file as:
SMA4802_S1_Assessment_5_Studentnumber_Surname
STEP 2: Complete the declaration of originality.
Complete the declaration by filling in your details, and save these changes.
STEP 3: Complete all the sections of the assessment.
Answer all the questions. Write your answers to each of the questions in the table
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Your completed assessment must consist of the following sections, compiled into a single
PDF document:
 Declaration of own work (copy/retype/rewrite and complete)
 Assessment question/s (answer)
 List of references (list all the sources you have consulted)
 Self-assessment checklist (copy/retype/rewrite and complete)
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Complete the checklist at the end of the assessment before converting the document to
PDF and submitting your assessment.
STEP 5: Submit your assessment.
Submit your answer file online via myUnisa.

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Unisa will not accept paper-based or e-mailed documents, or documents submitted

via the postal system.

Please note that no image files will be marked. If you submit an image file, you will
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Keep a copy of your completed assessment, and also keep proof of submission.

NO EXTENSIONS FOR THE SUBMISSION OF THIS ASSESSMENT WILL BE

GRANTED.

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SECTION A: DECLARATION
Your assessment will not be marked if you have not completed and submitted this
declaration.

Declaration of own work

I hereby declare that the material which I now submit for assessment is entirely my
own work and has not been taken from the work of others. All sources consulted in
completing this assessment have been duly acknowledged.

Module code: _____________SMA4802__________

Student’s first name/s and surname:_________Oreen Shireen Rikhotso_________

Student number: __________18875467_____________

Signature: _________OS Rikhotso_____________

(electronic/digital handwritten signature/initial(s) and
surname)

Cellphone number: ____________078 406 8509____________________

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SECTION B: THEORETICAL QUESTIONS

PLEASE TYPE OR WRITE YOUR ANSWERS IN THE BLOCKS PROVIDED.

QUESTION 1 [25]

1.1. The Shoprite Group and in particular Checkers have done a lot of strategic
planning and management in order to become more competitive in the high-end
food market and to compete with Woolworths. Explain how the Shoprite Group
went about changing the image of Checkers by using strategic management of
their brand. (15)
 Delivering the lowest prices through increased efficiency – it strives for efficiency
in everything it does including streamlining its supply chain and upgrading its
operation.
 Advanced supply chain - Shoprite improved its competitive advantage and
sustainability by taking control of its supply chain in line with international best
practices in retail and as a result a result, it currently commands a leadership
position in the industry and has also become the African continent's largest
distributor of grocery products.
 Fully-owned fleet - the Group has a large fleet of trucks and trailers operating
24 hours a day, seven days a week to guarantee the maximum availability of
goods delivered on a strict time schedule.
 Retail storage, availability and information technology - The Group's
advanced supply chain has also enabled it to re-engineer its retail stores and
optimise the use of retail space by dedicating the minimum area to storage
and the maximum area to trading space. Technological developments force
the Group to continually update its technological platforms to keep abreast of
these developments.
 Centralised distribution - The Group is able to seamlessly manage the supply
of products to its stores across the African continent as a result of its
investment in an extended centralised distribution network.
 Stakeholder focus - Shoprite maintains relationships with a range of
interested parties to continuously improve the alignment of interests between
the company and its key stakeholders.

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 A large and growing population on the African continent requiring food and
staple Products - Africa continues to be an attractive long-term investment
opportunity due to its large-scale and rapid urbanisation, strong population
growth and economic growth that is persistently higher than that of developed
economies.
 Muted economic growth outlook - The lower income groups continue with
their shopping for staples and basic foodstuffs throughout the economic
cycle.
 Increase in regulation and standards - The growing compliance requirements
in every jurisdiction the Group operates in require diligence and strong
systems to oversee them.
 Online shopping trends - online shopping is growing rapidly on a global scale.
It is Shoprite's intention to participate in this trend as it grows and matures on
the continent.
 Changing trends in customer preferences and consumption behaviours -
When faced with tough economic times, customers tend to compromise on
quantity but, to the extent possible, not on quality.
 Fast pace of change in technology - the interface between retailers and
consumers is changing at a rapid pace. The key drivers for success in a
changing landscape are technology and big data.
 Strategic focus areas - Shoprite's strategic intent is to continue to strengthen
and extend its leadership position as the foremost FMCG retail operation on
the African continent. Forbes Magazine(2019)

1.2. Name the different integration strategies and provide a reason why an
organisation would use those strategies. (10)
I. Vertical integration strategy – this comprises of backward and forward
integration strategies. Organisation use this strategies so save on supply or
distribution costs.
Forward integration – Is when an organisation gains ownership of its distributors
to cut down on distributing costs of an outsourced service.

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Backward integration – Is a strategy whereby an organisation gains ownership

of its supplier. When an organisation relies on another organisation for raw
materials they need to produce their products. For example a bakery uses
flour to bake bread so in this strategy organization opt to buy the flour
production company for them to manage both the bakery as well as the flour
production company.
II. Horizontal integration strategy – this is the type of integration where
organisation buy other organisations that renders similar services as it also
does for example a clothing shop purchasing another clothing shop to have
control over it, merging companies and make it one. Organisations use this
strategy in order to get rid of their competitors

QUESTION 2 [25]

2.1. Research Amazon’s vision, mission and strategic goals. Explain what their
vision, mission and strategic goals are as well as the way in which their strategic
goals are SMART+C. (15)
Amazon’s vision - is “to be earth's most customer-centric company; to build a place
where people can come to find and discover anything they might want to buy online
Amazon’s mission – is to be Earth’s most customer-centric company. Who we are:
Amazon (2020)
Amazon’s strategic goals are SMART+C because their strategy include:
a) Knowing their customers - Understanding consumer behaviour which will help
know exactly what consumer’s want will strengthen the relationship with them.
b) Maximize data - Trying to get feedback from customers on their individual
experiences through other departments within.
c) Get obsessive with customer service – Find ways which will improve customer
service.
d) Being innovative – try new things that you think might excite customers even if
you fail for the first time, trying until get it right.

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e) Create a comprehensive CRM strategy - Use data and technology to add value
to the customer experience by offering more personalized interactions. Gudat
(2022)

2.2. Toyota is a global brand well known as leaders in automotive manufacturing.

Research and explain what Toyota’s global vision and mission statements
mean to you. (10)
Toyota‘s vision and mission statement mean it is seeing itself as the most leading
company that will provide the society with means of reliable, convenient, safe and
fast mobility, it is committing and dedicating itself into serving It’s consumers by
providing them with quality products at a price that match well with the type of
product they will be offering. It further states that it will develop new forms of
transportation and search for new ways of connecting technology with people while
making use of eco-friendly resources that will not compromise the environment or
planet. It is aiming to grow it’s organisation in future by fulfilling the needs of its
customers, meaning It will be producing by paying more attention to its clients’ liking
and their safety. What Toyota will produce is more than what the clients will expect
to get from them. An exceptional service which will leave consumers happy and
more satisfied with their motive “our customer’s come first”.

QUESTION 3 [25]

3.1. Read the following articles and answer the following questions:
https://stec.univ-ovidius.ro/html/anale/RO/wp-content/uploads/2019/02/6-3.pdf
https://hbr.org/2018/01/the-leaders-guide-to-corporate-culture#
https://news.hofstede-insights.com/news/what-is-the-relationship-between-business-
strategy-and-company-culture
https://ohsonline.com/Articles/2021/05/12/Organizational-Culture-Drives-Safety-
Performance.aspx
https://www.indeed.com/career-advice/career-development/culture-of-safety-in-the-
workplace

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3.1.1. Define your understanding of corporate culture in an organisation. (10)

Corporate culture refers to the values, beliefs, and behaviours that determine how
a company's employees and management interact, perform, and handle business
transactions (Tarver, 2023). It is how the company conducts itself as a whole, how
it renders service to its clients or customers, their operating hours as well as how
they dress in a way that makes them different from other organisations. The way in
which employees commit itself to doing what is considered as acceptable, dress
code serves as a representation of their organisation. Corporate culture plays a
major role in business’s success or failure. Positive corporate culture can influence
high level of productivity, low turnover by employees. If the organisation has a good
culture it also attract good employees or customers with the same vision of wanting
to achieve a specific goal. Regardless of the main objective of the company being
wanting to make profit, if companies’ values their employees, those employees will
also follow the culture of the organisation by valuing their clients and offering them
with the greatest service.

3.1.2. Describe your understanding of the relationship that exists between corporate
culture and strategic planning. (5)
Strategic planning sets out the direction, plans and focus for employees to
understand the organization's goals and objectives that needs to be accomplished,
while culture helps accomplishing goals by encompassing them in the organization's
shared values and beliefs. Corporate culture is informal, it is guided by other
people’s norms and beliefs and can be adapted by new staff or employees through
copying from old employees, however strategic planning is what employees gets
orientated to focus on and it is formal. (The leader's Guide to Corporate Culture,
2023).
Strategic planning is implemented by management and conveyed down to
employees whereas organisational culture is built and other people adapts to it and
to achieve organisational goals these two goes hand in hand. The plan directs on
how to get there and culture act on getting there.

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3.1.3. How would corporate culture be able to affect the management of the safety
culture within your organisation? (10)

You are most welcome to consult other websites, but just ensure that you clearly state
which websites were used for the formulation of your answers.

The "safety culture" is a subculture of the corporate culture and therefore it is

constrained and influenced by it (Furst, 2021)
An organisation's culture can influence human behaviour and human performance
at work. According to Organisational culture, poor safety culture has contributed to
many major incidents and personal injuries. An organisation's culture can have as
big an influence on safety outcomes as the safety management system.
If members of the organisation does not value safety in their workplace, it is so easy
for the next person not to worry about safety of themselves and others. Safety starts
with one person then the next. The moment employees make safety their corporate
culture the easy it is to habituate to the kind of behaviour.

Risk assessments before one can commence their work is another form of risk
mitigation, which when is done on a day to day basis it becomes a norm or culture
that employees together with their management create within their work
environment. So if safety management is not one of the corporate culture then the
safety of employees is compromised more especially in the high risk environment.

QUESTION 4 [25]

4.1. Research and explain the way in which the following matrixes can be useful to
your organisation:
4.4.1. Strategic Position and Action Evaluation (SPACE) matrix (5)
The Space matrix is a useful tool for analyzing the strategic position of an
organization based on its internal and external factors. It helps in identifying the most
appropriate strategy for the organization. You first have to find out the position of
the organisation i.e financial strength, environmental stability, industry

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attractiveness and lastly competitive advantage and only then you can
determine which strategy to implement for your organisation. This will be
useful to the organisation as it gives direction of which strategy to use
depending on either internal or external factors of the organization.

4.4.2. Boston Consulting Group (BCG) matrix (5)

It helps organizations to better understand their current and future competitive
landscapes. The process can help business owners improve their products, identify
new opportunities, and even determine which services to eliminate if necessary
(Martin, 2023). The BCG matrix can also be a useful tool for uncovering new
opportunities in your market and eliminating poorly performing products, which can
save organisations a lot of money in the future.

4.4.3. Internal-External (IE) matrix (5)

Organisations can use the IE matrix to analyze the current position of the divisions
and suggest the strategies for the future. It can be used to evaluate firm’s internal
environment and to reveal its strengths as well as its weaknesses. This matrix is
used to examine vital position and working of an organization or trade by ranking
the scores with the most important to the least.

4.4.4. Grand Strategy matrix (5)

The Grand Strategy Matrix is a tool that identifies several strategic options for
companies depending on the strength of their competitive positions and the growth
of their industries. It is based on two important dimensions namely market growth
and competitive position. This allows organizations to come up with alternative
strategies for the business.

4.4.5. Quantitative Strategic Planning Matrix (QSPM) (5)

QSPM is a useful analytical tool that helps you determine the relative attractiveness
of different strategies. It allows business owners to identify the important external
and internal critical success factors for your business unit, and then helps you assess

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these strategies in the light of these critical success factors. This matrix gives the
best suitable analytical technique to the organisation by comparing it with other
different actions (Francis, 2014).

REFERENCES
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David, F.R. (2020). Strategic Management: Concepts and Cases. 12th ed. FT Prentice Hall

Francis, A. (2014) Quantitative strategic planning matrix (QSPM), MBA Knowledge

Base. Available at: https://www.mbaknol.com/strategic-management/quantitative-
strategic-planning-matrix-qspm/ (Accessed: 05 July 2023).

Gudat, S. (2022) Amazon Business Strategy: 2022 goals, Objectives & Retail
Marketing Takeaways, CCG. Available at: https://www.customer.com/blog/retail-
marketing/amazon-business-strategy/ (Accessed: 04 July 2023).

How to use a BCG matrix (no date) Business News Daily. Available at:
https://www.businessnewsdaily.com/5693-bcg-matrix.html (Accessed: 05 July 2023).

Peter FurstMay 12, 2021 (no date) Organizational culture drives (safety)
performance, Occupational Health & Safety. Available at:
https://ohsonline.com/articles/2021/05/12/organizational-culture-drives-safety-
performance.aspx (Accessed: 05 July 2023).

Shoprite Holdings | Company Overview & News (no date) Forbes. Available at:
https://www.forbes.com/companies/shoprite-holdings/ (Accessed: 04 July 2023).

Tarver, E. (2023) Corporate culture definition, characteristics, and importance,

Investopedia. Available at: https://www.investopedia.com/terms/c/corporate-
culture.asp (Accessed: 05 July 2023).

The leader’s Guide to Corporate Culture (2023) Harvard Business Review. Available
at: https://hbr.org/2018/01/the-leaders-guide-to-corporate-culture (Accessed: 05 July
2023).

What is the relationship between strategy and company culture? (no date) Hofstede
Insights news. Available at: https://news.hofstede-insights.com/news/what-is-the-
relationship-between-business-strategy-and-company-culture (Accessed: 05 July
2023).

Who we are: Amazon (2020) US About Amazon. Available at:

https://www.aboutamazon.com/about-us (Accessed: 04 July 2023).

[Total marks: 100]

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