Role of culture

According to the Hofstedes five dimension, the first dimension that we review in 99
speedmart is social orientation also known as collectivism. They have a group of
supportive suppliers that work with them in order to gain reputation and keep a good
image to increase the customer visits and sales volume by adapting an effective
marketing plan. Furthermore, 99 speedmart will conduct meetings as well as monthly
discussion to discuss any issues or ideas regarding the business situation, sales, or any
complaint from customers. It is a very effective way to solve the problem together
with superiors and subordinates.
Second dimension is uncertainty orientation. 99 speedmart are relying on standard
operating procedure, which is step-by-step carry out the operation and to ensure that
theres no error and at the same time make sure their product have quality and
consistency. For example, they are able to purchase the goods in bulk which can help
them to improve efficiency and reduce cost. They also centralize their purchase and
delivery to ensure the quality output, efficiency and consistency of performance. By
using this, it can help to minimize miscommunication and failure to comply the
industrys rules and regulation. Therefore, 99 speedmart can be known as uncertainty
avoidance which value consideration by reducing ambiguity. On the other hand, 99
speedmart also considered as a risk taker that is also known as uncertainty
acceptance. This is because 99 speedmart is able to take the challenge and slowly
expand their stores not only located in urban areas but also rural areas such as Taman
Bahagia Morib, Kuala Langat. As we know that people from rural area are more
frugal and their standard of living are lower compare to urban areas. Although 99
speedmart had meet their slogan of near and save, but somehow some products
prices are slightly higher compare to other hypermarket such as Giant. Therefore,
there will be the risk which is the sales volume of the stores that located in rural areas
will be decrease compare to urban areas.
Third dimension is goal orientation. 99 speedmart provide good income and
Employees Provident Fund (EPF) as well as SOCSO benefits for their employees.
With this, it is known as aggressive goal behavior. This is because they are more
concern on the achievement of their employees. 99 speedmart have a good career
development in job promotion and will motivate their employee through promotion

such as getting job advancement, which is from a subordinate to a supervisor. This

method will lead their worker to a better participation and initiative to work within the
organization.
On the other hand, 99 speedmart also achieve passive goal behavior. There is a slogan
from the company to their employee is that in everything we do, we strive to
improve the quality of life for the people we serve and the people who work with us.
This mean that 99 speedmart also concern employees quality of life. They provide a
better work life balance such as employees are entitle for lunch break and dinner
break, off days to create chances for friends and gather with families, as well as
certain festives holiday like Chinese New Year and Hari Raya.
Forth dimension is time orientation. As we know that the company do provide
training for their employees. These is to ensure that their employees will take
initiative and leave a good sign on their business in order to make a difference. A
training program will improve companys performance and profit. It is a long-term
gain because employee can learn some new skills for the companys workforce gain
and targeted skills to meet the needs of 99 speedmarts operation in the future and it
also comes out with a higher productivity improvement and better work safety
practices. Nevertheless, 99 speedmart will sell the goods according to the market
demand. It means that the company is able to adapt anytime based on the current
social hierarchy and fulfilling the social orientation. For intance, in recent years
theres huge increase of Touch n Go card users and 99 speedmart becomes a third
party agents to provide Touch n Go reload service in their stores which they dont
provide last time. Hence the ability of adaptability to change can prove that 99
speedmart is a short-term orientation..
The last dimension is about power distance. 99 speedmart is a high power distance
company and have the culture of power respect. Therefore, employee will fully
respect their superior or higher level management because higher power distance
company tend to believe that people who in power have the ability to control
everything and know better. Thus, the subordinates is expected to be told what to do
and follow the instructions that given by the superior. On the other hand, the founder
of 99 speedmart, Mr Lee Thiam Wah, was diagnosed with polio and been wheelchair
bound since he was eight months old. Although he was disability but it doesnt affect

his passion to success in life. Therefore, 99 speedmart will not rule out the possibility
of hiring disabled people to work within their organization. It is a culture of power
tolerance that a good leader is motivating his subordinates where by they learn from
experienced poeple to bring out an attitude of having a positive mind as well as an
ethical manner to conduct the business and gain trust among all employees and
suppliers.