Building, Measuring, and Managing Brand Equity

The provided content is a collection of academic articles and book excerpts on various topics, including strategic brand management, managing ERP life cycles, project portfolio management, leadership competencies, cross-cultural communication, research methods, IT outsourcing, project governance, business ethics, and small to medium-sized enterprises. The articles discuss the importance of effective branding, organizational benefits from enterprise systems, key factors affecting organizational benefits, trust in project business, successful IT outsourcing, managing project governance, and matching processes to the nature of the firm.

MANAGING A
SUCCESSFUL BUSINESS
PROJECT

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Aims and objectives...............................................................................................................1
P2 Project management plan.......................................................................................................2
P3 Work breakdown structure and Gantt chart...........................................................................3
TASK 2............................................................................................................................................5
P4 Qualitative and quantitative method for meeting the aims and objectives...........................5
TASK 3 ...........................................................................................................................................6
P5 Research by using different tools and techniques..................................................................6
P6 Communicate appropriate recommendation for drawing a valid conclusion......................11
P7 Reflect on the value of undertaking the research to meet the objective..............................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
It is required for every company to manage their business in effective manner. To
manage a business, it is required for the business to take many decisions. There are many
techniques available that can be used by the business to implement the decisions and complete
the project in systematic manner. It is required for the manager to manage their business in
systematic way and to contribute to the growth of the society by way of CSR activities.
Corporate social responsibility provides sustainable and competitive advantages to the business.
It is required for the business to contribute to the development of the society and it can be
possible if company actively participates in CSR activities (Adzic, 2011).
TASK 1
P1 Aims and objectives
Corporate social responsibility is the responsibility of the company toward the society. It
is required for the every business to make their best effort to the development of the society.
Charlotte hotel needs to check that due to their operations is any issue caused to the public and
environment so that effective measures can be taken by them. There must be effective system to
dispose off the wastage so that it can not harm to the society. When an organisation contributes
in CSR activities then it enhance the goodwill and brand value of the organisation in market.
It is required for them to improve the quality of the life of worker and their family so that
large number of people can attract toward their business. CSR activities provide sustainable
growth and development to the business and it is required for the organisation to contribute to the
CSR activities.
Aim: To implement CSR activities in business so that they can contribute more for the growth
and development of society as well as focusing on quality measures so that maximum assistance
can be provided to people- A Study on Charlotte Hotel (Keller, Parameswaran and Jacob, 2011).
Objective: Charlotte hotel can achieve their objective by implementing CSR activities in their
business. Following are the objectives of Charlotte hotel as:-
1. To identify the impact of CSR over Charlotte Hotel.
2. To determine relationship of CSR actions with Charlotte Hotel for securing competitive
advantage in market.
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3. To make the identification of methods that are used to secure competitive advantage in
market (Baiden and Price, 2011).
Research Question:
 What is the impact of CSR activities on Charlotte Hotel ?
 What is the relationship between CSR action for Charlotte Hotel to secure competitive
benefit ?
 What are the different methods that can be used for securing competitive advantage in
market through CSR project ?
P2 Project management plan
Project is the plan of the company that is created to produce special goods and services. It
is required for the company to make focus on the project so that better result can be achieved.
The success of the project is based on the efficient project management team. It is required for
Charlotte hotel to create effective project management plan so that their project and assignment
can be successful. Project management plan contains all the information and the steps that are
required to take to the success of the project.
Project is divided into two parts on the basis of process and knowledge. Process contains
planning, execution and controlling. Knowledge contains risk , cost, time, human resources,
quality, scope, communication. Cost of project:- It is required for Charlotte hotel to consider the cost that may arise in
project (Doherty, Ashurst and Peppard, 2012). It helps the organisation to use effective
mechanism to reduce the cost and expenses. It helps the organisation to attract large
number of customers toward their product ans services as comparison to competitor. To
implement these actions, it is estimated that it will cost £20000. Scope of project:- It is essential for the management team to find out the scope of the
project so that they can use the effective measures to increase the scope of project.
Research can be conducted before the starting of the project. It is beneficial for the
organisation to implement strategies so that they can attain leading position. Time period of project:- The project management plan considers the time. Time is
important to mention so that there is a criteria to complete the project. It is required to
take effective measures to complete the task on time so that effective product and
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services can be provided to customer when they need it. For the present project of CSR, it
is identify that it will be completed within 6 months. Risk:- Risk is always associated with every project and task. So it is required for the
organisation to accept such risk (Eckerson, 2010). The project management plan consist
of many things, one of them is risk. It is important to have the effective risk management
system so that associated risk can be managed in effective manner. The main risk of this
project is the changes that took place in market. It is required for cited organisation to
copnsider it so that it can't affect project in negative manner. Quality:- The project must be completed on the basis of quality. It is required for the
organisation to provide qualitative product and service to their customers. It helps hotel to
attract large number of customers toward their services and product. It is required for the
organisation to provide quality services. Because it helps to enhance the profitability of
the company. Resources:- The project can be successful if the required resources are available. It helps
to complete the project on time and to generate high quality. Success of the project can
not be possible without resources. Resources are required to proper execution of the
project. To achieve the success, it is required to use available resources in effective
manner. The key resources are man power, cost of the project etc.
 Communication:- It is required to provide all the information that is relevant for the
execution of the project to the project management team. It is required to have healthy
communication among the team member so that they can proper execute their plan. It
helps the organisation to get the success of the project.
P3 Work breakdown structure and Gantt chart
Work break down structure
It divides the task into small parts that helps to complete the task in effective manner. It
makes the working easy and under-stable (Keller, Parameswaran and Jacob, 2011). It helps to
make the planning to complete the task in effective manner and to complete it on time. When
every task is divided into the parts then it is easy to get the success of the task and the project. It
is required for the Charlotte Hotel to divide the complex project into the parts so that it can be
managed in effective manner. It help to improve the success of the complex project.
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Charlotte hotel can use this technique to complete the task in effective manner. It is
required for them to divide their team according to their strength on each part so that they can get
the success. It further leads in the expansion of the business. It is very useful technique that can
be adopted by the hotel to over come the complex situation that may arise at any time in business
(Law, Chen and Wu, 2010). It helps to improve the effectiveness and efficiency of a project. It
provides assistance to the organisation to improve their profitability. Work break down structure
break the work into number of segments that help to accomplish the same in effective manner.
Gantt Chart
It is most used chart in project management. It is helpful to complete the task and define the
sequence of task. Gantt chart is useful technique that is used to make the effective time
management. It divides the total time into the segment so that each part can be completed on the
given time. All the relevant information regarding the project are mentioned in it like total work
that is required to done, how much work is completed, how much time is for each task.
Gantt chart is kind of bar chart that shows the start and finish dates of elements of the
project. It is used by the companies so that they can complete their project on time. In this, they
allot each task of the total work according to given time (Meskendahl, 2010). It can be used to
show current schedule status. It can be used in information technology to represent the collected
information. It helps in completing the work in a minimum time duration as well as provide
motivation in the completing the task in a effective manner.
Task/Week 1 2 3 4 5 6
Goals and objectives
4
Illustration 1: Work breakdown structure

Project management plan
Collection of data
Development of strategies
Implementation
Goal achieved
TASK 2
P4 Qualitative and quantitative method for meeting the aims and objectives
Qualitative method is used to provide quality services to their customers. By conducting
questionnaire on 30 customers of the Charlotte Hotel, it can be said that the hotel is engaged in
CSR activities and providing qualitative services to the society (Ochieng and Price, 2010). The
main aim behind this is to identify that the operation of the hotel is not affecting the public in
negative manner. It also provides information that their product and services are acceptable to
the customers or not.
CSR activities states that the company has some moral responsibility toward the society.
It helps to attract number of customers toward the organisation and it is possible if they provide
quality services and product to their customers (Müller and Turner, 2010). It helps to enhance the
quantity that the customers bought from the organisation. These two techniques are interrelated
because customer will buy more product if there will be quality in their product ad services.
Name
Age
Gender
1. Is Charlotte Hotel providing quality services?
 Yes
 No
2. Are the CSR act is a primary work of Charlotte street hotel? Are you agree with this
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statement?
 Agreed
 Disagreed
 Neutral
3. Are the services which are provided by Charlotte street hotel acceptable by the society ?
 Yes
 No
4. Are their CSR activity working in an ethical manner?
 Yes
 No
5.Are they fulfilling the society objectives?
 Yes
 No
6. Who is the more responsible for the implementation of CSR activities in Charlotte street
hotel?
 HR department
 Higher authority
 Leaders and managers
7. How will you refer to enforce the CSR initiatives in feasible manner ?
 By arranging donation or charity events on regular basis
 Through voluntary organisation
 By providing the fiscal assistance to community based organisation
8. Recommendation?
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TASK 3
P5 Research by using different tools and techniques
It is required for every organisation to conduct the research so that correct market
information can be collected. It helps the organisation to take effective measures to achieve the
goal and objective of the organisation (Smyth, Gustafsson and Ganskau, 2010). There are many
tools that can be used by the organisation to collect the information and to conduct the research
in effective manner.
Following are the tools that can be used by the organisation as:-.
1) Research design-
It consists of method and procedure to collect the required information. It is used to consider that
the issues are considered in the research so that solution can be provided for the problem. It helps
to make the effective investigation on every aspect of the business so that every issue can be
addressed.
2) Research approach-
This approach is used to make effective research so that actual data can be derived. It is effective
tool that helps the organisation to conduct the research and to take corrective action in the
business. This approach is used at small level. It provides all the data that are required to
implement the plan (Sparrow, 2012).
3) Data collection-
It is the technique that is used to collect all the relevant information of the business. Data
collection is used to collect the information on every aspect of business. It helps to take the
decision in the business so that final target can be achieved. There are many information that are
available that are required to use by the business so it collects the information and use it in
effective implementation.
4) Data analysis-
In this technique, the data that are collected by the business are analysed so that it can be judged
that such information is relevant or not. It helps to identify the issue that may arise and affect the
business in future so that effective actions can be taken to solve such problem.
These tools are very useful to conduct the effective research. It provides the information
to the management that are necessary to used in the project implementation. These information
provides the market data so that organisation can judge that their product and services will be
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acceptable by the people or not. It provides aid to take the effective decision in the business.
Charlotte hotel uses these tools and techniques to investigate the market so that their product and
services can be accepted by the society.
Data analysis
Interpretation of the different questions:
1. Is Charlotte Hotel providing quality services?
 Yes 25
 No 05
Interpretation
According to the result of the survey, it can be said that the hotel is providing qualitative services
to their customers. It shows that their working is effective and they are providing best product
and services to their customers (Polonsky and Waller, 2014).
2. Are the CSR act is a primary work of Charlotte street hotel? Are you agree with this
statement?
 Agreed 21
 Disagreed 01
 Neutral 08
8
Yes No
0
5
10
15
20
25
Frequency

Interpretation
CSR is the primary activity of the company. It can be showed in the survey result. Because in
this, it is shown that 21 person out of 30 are agreed that primary motive of the hotel is CSR act.
This organisation has considered this so that they can provide assistance to society in better way.
3. Are the services which are provided by Charlotte street hotel acceptable for society ?
 Yes 28
 No 02
Interpretation
9
Agreed Disagreed Neutral
0
5
10
15
20
25
Yes No
0
5
10
15
20
25
30
Frequency

It is showed in the survey result that customers are happy and satisfied with the working of the
hotel because there is working in ethical manner (Saunders and Lewis, 2014). There are many
services are offered by this company and these are effective and acceptable by the society
because they consider interest of society.
4. Are their CSR activity working in an ethical manner?
 Yes 29
 No 01
Interpretation
It is presented with the above data that hotel is providing their best services to the customers and
their working is ethical in nature. So it is acceptable to the customers. This company consider
CSR activities in ethical manner so that they can provide assistance to people.
5.Are they fulfilling the society objectives?
 Yes 28
 No 02
10
Yes No
0
5
10
15
20
25
30
35
Frequency

Interpretation
It is clear through the survey result that the customers are impress with the services and hotel is
fulfilling the society objectives (Seddon, Calvert and Yang, 2010). The product and services of
the hotel is not hazardous to the society. Because this company consider social group in their
interst , that is why they are effective in their services.
6. Who is the more responsible for the implementation of CSR activities in Charlotte street
hotel?
 HR department 8
 Higher authority 8
 Leaders and managers 4
Interpretation
11
Yes No
0
5
10
15
20
25
30
Frequency
HR department Higher authority Leaders and managers
0
1
2
3
4
5
6
7
8

It is stated that the HR department and Higher authority is responsible to implement CSR
activities. It is required for them to make their best effort so that they can implement the CSR
activities in better way.
P6 Communicate appropriate recommendation for drawing a valid conclusion
By the collected data and the research it can be said that the organisation is working in
good environment and providing their best services and product to the customers. This
organisation is providing their CSR activities that helps the organisation to get greater efficiency
and effectiveness in their business (Too and Weaver, 2014). But it is required for the
organisation that all the customers who are accepting services of the organisation are satisfied.
There is very minimal number of customers who are not satisfied and they have very little issues.
If all the respondent provide equivalent data then it can get measure that working is
ethical and appropriate. Result of survey shows that most of the customers are satisfied with the
working of the organisation. HR department and senior management team of the organisation is
responsible to implement the CSR activities. It is required for them to implement some strategy
that can help to promote CSR activities.
By analysing the data it is the responsibility of the Charlotte hotel to work on all issues
and problems that are facing by number of respondent and to make it clear in an appropriate
time.
P7 Reflect on the value of undertaking the research to meet the objective
From the above study I came to know the importance of CSR actions. I identified that it
is not only beneficial for the social group but also form the organisation. It helps the company to
secure competitive advantage in market as to increase profitability, number of customers,
increase in goodwill etc (Trevino and Nelson, 2010).
I got an idea about the different ways to conduct research. There are many ways that can
be used by investigation to collect correct and relevant market information as primary research
and secondary research. I identified that to take the views of different authors is also beneficial
because it provides expertise views and information about the research topic.
On the other hand, I came to know that there are different techniques that can be used by
business to complete their work on time as Gantt Chart and Work break down structure. Further,
at the time of data analysis I gained information about the different software that can be used for
data analysis so that best information can be collected. With the use of graphs and themes, I was
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able to complete my task in effective manner. Through this research, I got idea about different
factors of research as well as about the CSR activities (Wikström and et. Al, 2010).
CONCLUSION
As per the above report it can be concluded that CSR activities are the essential part of
every organisation. Charlotte hotel makes their best effort to the CSR activities and checks that is
any harm caused to the public due to the operation of the company. There are many research
tools available that can be used by the organisation to investigate the various information. It
helps the organisation to achieve the greater efficiency and profitability. This hotel is providing
their services to the customers and it can be judged from the survey that most of the customers
are satisfied with their services. It provides greater facility to the customers.
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REFERENCES
Books and Journals
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p.20.
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effectiveness. International Journal of Project Management. 29(2). pp.129-136.
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Computing Business Framework. International Journal of Information Management.
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den Hertog, P., van der Aa, W. and de Jong, M.W., 2010. Capabilities for managing service
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Doherty, N. F., Ashurst, C. and Peppard, J., 2012. Factors affecting the successful realisation of
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Eckerson, W. W., 2010. Performance dashboards: measuring, monitoring, and managing your
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measuring, and managing brand equity. Pearson Education India.
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Meskendahl, S., 2010. The influence of business strategy on project portfolio management and
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Müller, R. and Turner, R., 2010. Leadership competency profiles of successful project managers.
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Smyth, H., Gustafsson, M. and Ganskau, E., 2010. The value of trust in project business.
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