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MODULE NAME: MODULE CODE:

BUSINESS MANAGEMENT 3A BMNG7311/d/f/p/w
BUSINESS MANAGEMENT 3A BMNG7321/d/w

ASSESSMENT TYPE: EXAMINATION (PAPER ONLY)

TOTAL MARK ALLOCATION: 120 MARKS
TOTAL HOURS: 2 HOURS (+10 minutes reading time)
INSTRUCTIONS:
1. Please adhere to all instructions in the assessment booklet.
2. Independent work is required.
3. Five minutes per hour of the assessment to a maximum of 15 minutes is dedicated to
reading time before the start of the assessment. You may make notes on your question
paper, but not in your answer sheet. Calculators may not be used during reading time.
4. You may not leave the assessment venue during reading time, or during the first hour or
during the last 15 minutes of the assessment.
5. Ensure that your name is on all pieces of paper or books that you will be submitting. Submit
all the pages of this assessment’s question paper as well as your answer script.
6. Answer all the questions on the answer sheets or in answer booklets provided. The phrase
‘END OF PAPER’ will appear after the final set question of this assessment.
7. Remember to work at a steady pace so that you are able to complete the assessment within
the allocated time. Use the mark allocation as a guideline as to how much time to spend on
each section.
Additional instructions:
1. This is a CLOSED BOOK assessment.
2. Answer All Questions.

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Question 1 (Marks: 120)

Seattle Coffee Company

At Seattle we have worked hard to maintain the craft element of coffee. It is delicately preserved
and nurtured as it journeys through the steps from bean to cup. We have also put effort towards
creating cafés and take-away kiosks that become urban refuges where you can escape, recalibrate
and walk away strengthened to face another day in the city. We have trained our baristas to make
your drinks just the way you like them – nipped, tucked and crafted to suit your individual taste.
Our baristas are primed not just to satisfy our appetite for a great coffee, but for community and
recognition as well. We hope that our slogan “the way you like it” isn’t just empty words, but sums
up your whole experience in Seattle.

As the coffee industry has grown, we have seen how quality generally gets lost along the way.
Producers use poor grade, mass-sourced green coffee that can’t be traced back to individual farms
or co-operatives. Mass roasting and operating off a thin base of roasting knowledge drive quality
even further away. In many cases in the coffee industry in South Africa, there seems to be a lack of
will to work against these trends, and inferior product continues to get churned out in bulk.
At Seattle we try to recapture the artisanal approach towards the craft:

Traceability versus non-traceability of crops; handpicked versus mechanized harvesting; hand-

roasting versus computerized bulk roasting; manual versus automated espresso production.
This ‘quality at-all-costs’ orientation cascades down from farm to cup. To continue with our aim to
provide product and service at its best, we made a conscious decision never to grow at rate where
quality would become a casualty. We remain independent of any international parent company and
maintain our roots as an exclusively South African, family-run business. Our growth has extended
from stand-alone stores to 24hr convenience bars in Caltex FreshStops and FoodLovers Markets
across the country.

FARMING: WHERE IT ALL BEGINS

The best quality coffee starts with premium-grade green beans. Arabica and Robusta are the two
main species of coffee trees, and Arabica is by far the superior strain. We source the top 1% of the
world’s finest Arabica beans. We work closely with every farmer and co-op to ensure that their
methods of soil preservation, harvesting and processing will maximize their crop quality and ensure

© The Independent Institute of Education (Pty) Ltd 2023

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the sustainability of their environment. We look after the welfare of each farmer by maintaining
strong relationships and pay them at least 25% above Fair Trade prices.

ROASTING: TURN UP THE HEAT

Roasting coffee is a science and an art form. Mixing their honed skill, culinary intuition and an
understanding of scientific absolutes, our highly apprenticed roasters guide each roast through
well-defined parameters. Careful thought and 20 years of experience have gone into every step of
our roast. This extends from the intricacies of the gas burner, how the beans are tossed within the
roasting drum, all the way to the cooling system that quickly removes excess heat from the freshly
roasted coffee. By hand-roasting each batch, they are able to adjust the heat and pressure within
the roasting drum in response to constantly changing atmospheric conditions and differing
moisture levels within the beans.

Adapted from:
Seattle Coffee Company. 2023. Who we are. [Online]. Available at:
https://www.seattlecoffeecompany.co.za/who-we-are/ [Accessed on 24 January 2023].

Seattle Coffee Company. 2023. Our coffee. [Online]. Available at

https://www.seattlecoffeecompany.co.za/our-coffee/ [Accessed on 24 January 2023].

Read the article above and in a report format, discuss the following:

1. With the use of examples, critically discuss the strategic link and competitive advantage of
Seattle Coffee Company.
2. A stakeholder approach recognises and seeks to respond to the interest and expectations
of a broader group of stakeholders. Describe the tool that Seattle Coffee Company
managers can use to map stakeholders on two dimensions.
3. Determine the strategic direction of Seattle Coffee Company and outline the benefits of
having a clear strategic direction.
4. Apply the process for knowledge creation and sharing in an organization such as Seattle
Coffee Company. Justify your answer using the above case study.
5. Evaluate the impact of any three macro-environment factors on Seattle Coffee Company.

© The Independent Institute of Education (Pty) Ltd 2023

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6. Conduct an industry analysis of the coffee shop industry in South Africa, using Porter’s five
forces model.
7. Compare threshold, distinctive and dynamic capabilities for Seattle Coffee Company.

Instructions:
 Your report must have an introduction and conclusion.
 Provide examples to support your answers.
 Use the rubric provided as a guide.
 Marks will be awarded for the structure of your report and the synthesis and argumentation
of your answer.

You will be assessed according to the following rubric:

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Criteria Low level of Achievement
Strategic Link: 0 ‐1 marks
theory • Some facts are provided;
• The facts are not all clear and correct;
• The student demonstrates a very basic
understanding of the topic;
• Only a few of the main points are covered;
• Some information is relevant and
presented in a logical order.
Strategic link: 0 ‐2 marks
application • Some of the theoretical points are
supported by evidence from case study;
• The student demonstrates a very basic
understanding of the topic;
• Some information is relevant and
presented in a logical order.
Stakeholder 0 ‐1 marks
approach: theory • Some facts are provided;
• The facts are not all clear and correct;
• The student demonstrates a very basic
understanding of the topic;
• Only a few of the main points are covered;
• Some information is relevant and
presented in a logical order.
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Medium level of achievement
2 ‐3 marks
• Half to most of the main points of the topic are
covered;
• Facts are clear and well-focused, but are not
supported;
• Most of the information is relevant and
presented in a logical order;
• Demonstrates a general understanding of the
topic.
3 ‐4 marks
• Half to most of the main points theoretical
points are supported by evidence from case
study;
• Student demonstrates a general understanding
of the evidence from the case study;
• Most of the information is relevant and
presented in a logical order.
2‐3 marks
• Half to most of the main points of the topic are
covered;
• Facts are clear and well-focused, but are not
supported;
• Most of the information is relevant and
presented in a logical order;
• Demonstrates a general understanding of the
topic.
2023
High level of achievement
4 marks
• Most of the main points of the topic are
covered;
• Facts are clear and well-focused and are
well supported;
• Student demonstrates a detailed
understanding of the topic;
• Information is relevant and presented in a
logical order;
• Further insight through the use of
examples is evidenced.
5 ‐6 marks
• Most of the theoretical points are
supported by evidence from case study;
• Student demonstrates a detailed
understanding of the evidence from the
case study;
• Information is relevant and presented in a
logical order.
4 marks
• Most of the main points of the topic are
covered;
• Facts are clear and well-focused and are
well supported;
• Student demonstrates a detailed
understanding of the topic;
• Information is relevant and presented in a
logical order;
• Further insight through the use of
examples is evidenced.
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Stakeholder 0 ‐2 mark
approach: • Some of the theoretical points are
application supported by evidence from case study;
• The student demonstrates a very basic
understanding of the topic;
• Some information is relevant and
presented in a logical order.
Strategic direction 0 ‐1 marks
benefits: theory • Some facts are provided;
• The facts are not all clear and correct;
• The student demonstrates a very basic
understanding of the topic;
• Only a few of the main points are covered;
• Some information is relevant and
presented in a logical order.
Strategic direction 0 ‐2 mark
benefits: application • Some of the theoretical points are
supported by evidence from case study;
• The student demonstrates a very basic
understanding of the topic;
• Some information is relevant and
presented in a logical order.
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3 ‐4marks
• Half to most of the main points theoretical
points are supported by evidence from case
study;
• Student demonstrates a general understanding
of the evidence from the case study;
• Most of the information is relevant and
presented in a logical order.
2 ‐3 marks
• Half to most of the main points of the topic are
covered;
• Facts are clear and well-focused, but are not
supported;
• Most of the information is relevant and
presented in a logical order;
• Demonstrates a general understanding of the
topic.
3 ‐5 marks
• Half to most of the main points theoretical
points are supported by evidence from case
study;
• Student demonstrates a general understanding
of the evidence from the case study;
• Most of the information is relevant and
presented in a logical order.
2023
5 ‐6 marks
• Most of the theoretical points are
supported by evidence from case study;
• Student demonstrates a detailed
understanding of the evidence from the
case study;
• Information is relevant and presented in a
logical order.
4‐5 marks
• Most of the main points of the topic are
covered;
• Facts are clear and well-focused and are
well supported;
• Student demonstrates a detailed
understanding of the topic;
• Information is relevant and presented in a
logical order;
• Further insight through the use of
examples is evidenced.
6‐7 marks
• Most of the theoretical points are
supported by evidence from case study;
• Student demonstrates a detailed
understanding of the evidence from the
case study;
• Information is relevant and presented in a
logical order.
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Knowledge 0 ‐2 marks
management: • Some facts are provided;
theory • The facts are not all clear and correct;
• The student demonstrates a very basic
understanding of the topic;
• Only a few of the main points are covered;
• Some information is relevant and
presented in a logical order.
Knowledge 0 ‐2 mark
management: • Some of the theoretical points are
application supported by evidence from case study;
• The student demonstrates a very basic
understanding of the topic;
• Some information is relevant and
presented in a logical order.
Macro‐ 0 ‐2 marks
environment: • Some facts are provided;
theory • The facts are not all clear and correct;
• The student demonstrates a very basic
understanding of the topic;
• Only a few of the main points are covered;
• Some information is relevant and
presented in a logical order.
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3 ‐5 marks
• Half to most of the main points of the topic are
covered;
• Facts are clear and well-focused, but are not
supported;
• Most of the information is relevant and
presented in a logical order;
• Demonstrates a general understanding of the
topic.
3 ‐5 marks
• Half to most of the main points theoretical
points are supported by evidence from case
study;
• Student demonstrates a general understanding
of the evidence from the case study;
• Most of the information is relevant and
presented in a logical order.
3 ‐5 marks
• Half to most of the main points of the topic are
covered;
• Facts are clear and well-focused, but are not
supported;
• Most of the information is relevant and
presented in a logical order;
• Demonstrates a general understanding of the
topic.
2023
6 ‐7 marks
• Most of the main points of the topic are
covered;
• Facts are clear and well-focused and are
well supported;
• Student demonstrates a detailed
understanding of the topic;
• Information is relevant and presented in a
logical order;
• Further insight through the use of
examples is evidenced.
6 ‐7 marks
• Most of the theoretical points are
supported by evidence from case study;
• Student demonstrates a detailed
understanding of the evidence from the
case study;
• Information is relevant and presented in a
logical order.
6 ‐8 marks
• Most of the main points of the topic are
covered;
• Facts are clear and well-focused and are
well supported;
• Student demonstrates a detailed
understanding of the topic;
• Information is relevant and presented in a
logical order;
• Further insight through the use of
examples is evidenced.
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Macro‐ 0 ‐2 mark
environment: • Some of the theoretical points are
application supported by evidence from case study;
• The student demonstrates a very basic
understanding of the topic;
• Some information is relevant and
presented in a logical order.
Porter’s 5 forces: 0 ‐3 marks
theory • Some facts are provided;
• The facts are not all clear and correct;
• The student demonstrates a very basic
understanding of the topic;
• Only a few of the main points are covered;
• Some information is relevant and
presented in a logical order.
Porter’s 5 forces: 0 ‐3 mark
application • Some of the theoretical points are
supported by evidence from case study;
• The student demonstrates a very basic
understanding of the topic;
• Some information is relevant and
presented in a logical order.
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3 ‐5 marks
• Half to most of the main points theoretical
points are supported by evidence from case
study;
• Student demonstrates a general understanding
of the evidence from the case study;
• Most of the information is relevant and
presented in a logical order.
4 ‐7 marks
• Half to most of the main points of the topic are
covered;
• Facts are clear and well-focused, but are not
supported;
• Most of the information is relevant and
presented in a logical order;
• Demonstrates a general understanding of the
topic.
4 ‐7 marks
• Half to most of the main points theoretical
points are supported by evidence from case
study;
• Student demonstrates a general understanding
of the evidence from the case study;
• Most of the information is relevant and
presented in a logical order.
2023
6 ‐8 marks
• Most of the theoretical points are
supported by evidence from case study;
• Student demonstrates a detailed
understanding of the evidence from the
case study;
• Information is relevant and presented in a
logical order.
8 ‐10 marks
• Most of the main points of the topic are
covered;
• Facts are clear and well-focused and are
well supported;
• Student demonstrates a detailed
understanding of the topic;
• Information is relevant and presented in a
logical order;
• Further insight through the use of
examples is evidenced.
8 ‐10 marks
• Most of the theoretical points are
supported by evidence from case study;
• Student demonstrates a detailed
understanding of the evidence from the
case study;
• Information is relevant and presented in a
logical order.
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Types of 0 ‐2 marks
capabilities: theory • Some facts are provided;
• The facts are not all clear and correct;
• The student demonstrates a very basic
understanding of the topic;
• Only a few of the main points are covered;
• Some information is relevant and
presented in a logical order.
Types of 0 ‐2 mark
capabilities: • Some of the theoretical points are
application supported by evidence from case study;
• The student demonstrates a very basic
understanding of the topic;
• Some information is relevant and
presented in a logical order.
Structure of report 0 – 3 marks
• Some sentences are well constructed;
• The paragraphs are one long sentence with
no grammar.
• Missing Introduction or conclusion
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3 ‐5 marks
• Half to most of the main points of the topic are
covered;
• Facts are clear and well-focused, but are not
supported;
• Most of the information is relevant and
presented in a logical order;
• Demonstrates a general understanding of the
topic.
3 ‐5 marks
• Half to most of the main points theoretical
points are supported by evidence from case
study;
• Student demonstrates a general understanding
of the evidence from the case study;
• Most of the information is relevant and
presented in a logical order.
4 – 5 marks
• Most sentences are well constructed;
• The student makes a few errors in grammar but
they do not interfere with understanding.
• Some structure present, but there is either no
clear introduction or conclusion or headings
provided
2023
6 ‐8 marks
• Most of the main points of the topic are
covered;
• Facts are clear and well-focused and are
well supported;
• Student demonstrates a detailed
understanding of the topic;
• Information is relevant and presented in a
logical order;
• Further insight through the use of
examples is evidenced.
6 ‐8 marks
• Most of the theoretical points are
supported by evidence from case study;
• Student demonstrates a detailed
understanding of the evidence from the
case study;
• Information is relevant and presented in a
logical order.
6 – 7 marks
• Clear introduction and conclusion
• All sentences are well constructed
• Written in strong academic language
• Report is well-constructed with a clear
introduction and conclusion evident. .
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Synthesis and 0 – 3 marks 4 – 6 marks 7 – 8marks

argument • Some of the main aspects are suitably • Good extraction of and support of main • Excellent extraction of and support for
highlighted. aspects. main aspects.
• Limited showcase of argument and golden • Good showcase of argument and golden thread • Excellent showcase of argument and
thread golden thread
Substantiation of 0 – 3 marks 4 – 5 marks
6 – 7 marks
points • Limited substantiation with approximately • Half to approximately 60% of statements
• Majority of statements in all sections are
30% of statements substantiated. substantiated (possibly well done in one section
substantiated (examples/references).
but not others).
TOTAL /120

END OF PAPER

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