,MNG3701 EXAMINATION PACK 2026
MNG3701 MAY/JUNE 2026 EXAMINATION MEMO
PART A — [45 MARKS]
QUESTION 1 — [25 MARKS]
1.1(a) Critically evaluate Takealot’s mission statement to determine whether it meets
the requirements of a well-formulated mission statement. [10 Marks]
Mission statement: “Changing lives for the better through e-commerce.”
Answer
A mission statement explains the fundamental purpose of an organisation and provides
direction regarding what the organisation seeks to achieve. A well-formulated mission
statement should communicate the organisation's purpose, customers, products or services,
markets, technology, values and commitment to stakeholders. Takealot's mission statement
can therefore be evaluated against these requirements.
Aspect Yes/No Excerpt from the mission statement
Identifies the organisation's The statement does not specifically identify
No
customers customers or consumers.
Identifies the products or “through e-commerce” indicates that Takealot
Yes
services offered operates through electronic commerce.
The statement does not indicate that Takealot
Identifies the market served No
operates in South Africa or serves the African market.
Indicates the organisation's “Changing lives for the better” communicates a broad
Yes
purpose organisational purpose.
Identifies the technology Yes “e-commerce” identifies the technological and
,used business platform through which Takealot operates.
“Changing lives for the better” suggests a
Communicates
Yes commitment to creating positive value for customers
organisational values
and society.
The reference to “changing lives” suggests concern
Indicates concern for
Partly for people, but stakeholders are not specifically
stakeholders
identified.
The statement gives the organisation a broad
Provides a sense of
Yes direction towards improving people's lives through e-
direction
commerce.
Distinguishes the
The statement is broad and could potentially apply to
organisation from No
many e-commerce businesses.
competitors
Is concise and easy to
Yes The mission is short, clear and easy to understand.
remember
Takealot's mission statement therefore satisfies some important requirements of an
effective mission statement. In particular, it communicates a broad purpose and identifies e-
commerce as the means through which the organisation seeks to achieve that purpose.
The phrase “changing lives for the better” also communicates an aspirational element that
can provide employees with a general sense of direction.
However, the statement has several limitations. It does not identify Takealot's specific
customers, geographical market or particular products and services. It also does not clearly
distinguish Takealot from competing online retailers. The mission is therefore meaningful
and concise, but it could provide more specific information about the organisation and the
market in which it operates.
1.1(b) Provide recommendations on how the mission statement can be improved and
formulate an updated mission statement incorporating your recommendations. [5
Marks]
, Answer
Takealot's mission statement could be improved by making it more specific while retaining
its simple and memorable nature. The organisation should identify its customers, indicate
the geographical market it serves, and communicate the value that it seeks to provide
through its online retail platform. The statement should also reflect important aspects such
as convenience, accessibility, customer service and the use of technology.
A possible improved mission statement is:
“To improve the lives of African consumers by providing convenient,
accessible and customer-focused online shopping through innovative e-
commerce solutions.”
This version retains the original emphasis on improving people's lives but provides greater
clarity regarding the customers served, the market, the method of operation and the value
offered. It also communicates Takealot's focus on convenience and customer orientation.
1.2 Evaluate Takealot's goal using the SMART framework. [10 Marks]
Goal: “To be the most customer-centric online destination in Africa.”
Answer
The SMART framework requires goals to be Specific, Measurable, Achievable, Relevant
and Time-bound.
SMART
Evaluation
element
Partly. The goal identifies what Takealot wants to become: “the most
customer-centric online destination in Africa”. However, “customer-centric” is
Specific
not clearly defined, and the goal does not specify the particular customer-
service outcomes that must be achieved.
Measurable Partly/No. The organisation can potentially measure customer-centricity
MNG3701 MAY/JUNE 2026 EXAMINATION MEMO
PART A — [45 MARKS]
QUESTION 1 — [25 MARKS]
1.1(a) Critically evaluate Takealot’s mission statement to determine whether it meets
the requirements of a well-formulated mission statement. [10 Marks]
Mission statement: “Changing lives for the better through e-commerce.”
Answer
A mission statement explains the fundamental purpose of an organisation and provides
direction regarding what the organisation seeks to achieve. A well-formulated mission
statement should communicate the organisation's purpose, customers, products or services,
markets, technology, values and commitment to stakeholders. Takealot's mission statement
can therefore be evaluated against these requirements.
Aspect Yes/No Excerpt from the mission statement
Identifies the organisation's The statement does not specifically identify
No
customers customers or consumers.
Identifies the products or “through e-commerce” indicates that Takealot
Yes
services offered operates through electronic commerce.
The statement does not indicate that Takealot
Identifies the market served No
operates in South Africa or serves the African market.
Indicates the organisation's “Changing lives for the better” communicates a broad
Yes
purpose organisational purpose.
Identifies the technology Yes “e-commerce” identifies the technological and
,used business platform through which Takealot operates.
“Changing lives for the better” suggests a
Communicates
Yes commitment to creating positive value for customers
organisational values
and society.
The reference to “changing lives” suggests concern
Indicates concern for
Partly for people, but stakeholders are not specifically
stakeholders
identified.
The statement gives the organisation a broad
Provides a sense of
Yes direction towards improving people's lives through e-
direction
commerce.
Distinguishes the
The statement is broad and could potentially apply to
organisation from No
many e-commerce businesses.
competitors
Is concise and easy to
Yes The mission is short, clear and easy to understand.
remember
Takealot's mission statement therefore satisfies some important requirements of an
effective mission statement. In particular, it communicates a broad purpose and identifies e-
commerce as the means through which the organisation seeks to achieve that purpose.
The phrase “changing lives for the better” also communicates an aspirational element that
can provide employees with a general sense of direction.
However, the statement has several limitations. It does not identify Takealot's specific
customers, geographical market or particular products and services. It also does not clearly
distinguish Takealot from competing online retailers. The mission is therefore meaningful
and concise, but it could provide more specific information about the organisation and the
market in which it operates.
1.1(b) Provide recommendations on how the mission statement can be improved and
formulate an updated mission statement incorporating your recommendations. [5
Marks]
, Answer
Takealot's mission statement could be improved by making it more specific while retaining
its simple and memorable nature. The organisation should identify its customers, indicate
the geographical market it serves, and communicate the value that it seeks to provide
through its online retail platform. The statement should also reflect important aspects such
as convenience, accessibility, customer service and the use of technology.
A possible improved mission statement is:
“To improve the lives of African consumers by providing convenient,
accessible and customer-focused online shopping through innovative e-
commerce solutions.”
This version retains the original emphasis on improving people's lives but provides greater
clarity regarding the customers served, the market, the method of operation and the value
offered. It also communicates Takealot's focus on convenience and customer orientation.
1.2 Evaluate Takealot's goal using the SMART framework. [10 Marks]
Goal: “To be the most customer-centric online destination in Africa.”
Answer
The SMART framework requires goals to be Specific, Measurable, Achievable, Relevant
and Time-bound.
SMART
Evaluation
element
Partly. The goal identifies what Takealot wants to become: “the most
customer-centric online destination in Africa”. However, “customer-centric” is
Specific
not clearly defined, and the goal does not specify the particular customer-
service outcomes that must be achieved.
Measurable Partly/No. The organisation can potentially measure customer-centricity
