Corporate Social Responsibility and its Importance for Brookland Hotel

The assignment content discusses the importance of Corporate Social Responsibility (CSR) activities for the Brookland Hotel. The report highlights how CSR can help the hotel increase customer loyalty, develop a competitive advantage, and improve its reputation. It also emphasizes the need to prioritize environmental issues in any CSR activity. Additionally, the report touches on personal and professional development, highlighting the skills gained through completing the project.

MANAGING
SUCCESSFUL
BUSINESS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 aims and objective..................................................................................................................1
P2 The project management plan................................................................................................3
P3 Work break down structure and a Gantt chart.......................................................................4
TASK 2 ...........................................................................................................................................5
P4 Small scale research by applying the qualitative and quantitative method ...........................5
TASK 3............................................................................................................................................8
P5 analyzing the research and data by using appropriate tools and techniques..........................8
P6 Recommendations for implementing the CSR activities.....................................................13
TASK 4 .........................................................................................................................................14
P7 Reflective report...................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................16

ILLUSTRATION INDEX
Illustration 1: Network diagram.......................................................................................................4
Illustration 2: Gantt chart.................................................................................................................5
Illustration 3: Work Breakdown Structure.......................................................................................5

INTRODUCTION
CSR activity can be defined as the plan which is undertaken by the organization to
provide some additional services to the society. There are several issues which are arising in the
society so to those problems, the organization takes initiative. So for improving the society as
well as helping them, CSR activities are carried out by the organization. By doing this type of
activity, the sustainable objective can be achieved by the firm. Besides this, by focusing on the
CSR activity effectively they can develop the competitive advantage of the firm (Wheelen and
Hunger, 2011). On the other hand, the government has also made the rules and regulations
regarding these types of project. This is because the organization can easily help them through
funds and even provide the individual with the free services which they are providing to the
individual. This report will talk about the Brookland hotel which is one of new hotel established
in Weybridge (Brooklands Hotel, 2017.). It is counted in the luxury 4 star hotel. It is the service
industry, so it is required to perform the CSR activity among the society. Further, the report will
discuss about the need and requirement of the CSR activity and even the importance which it has
on the reputation of the organization (den Hertog and et.al., 2010). On the other hand, in this
report data analyses will be carried out which will helpful in the further growth of the
organization.
TASK 1
P1 aims and objective
In the today world, it has become important for the organization to plan the CSR activity
so that they can develop a positive goodwill in front of the customers. Further, this has become
one of the ways through which the organization can easily attract the customers. It is considered
as a promotional tool for the company (Rosemann and vom Brocke, 2015). If it is carried out
smoothly then it will have positive impact on the organization as well as the society. Brookland
Hotel is the new established hotel which has around 106 employees in the organization. For this,
firm it is will not able to plan big CSR activity but still by helping the society in small ways they
can help the individual who are in the need. In the recent time, the organization has not
contributed in these types of activities so for them it becomes important to focus on providing
benefits to the society.
Topic: “Implementing CSR activities within organisations to meet sustainable objectives
Background of the project:
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Sustainable objectives are the targets which are set to reduce the problems of the society
or the major issues which are faced by the world. Through participating in the CSR activities, the
organization can effectively meet the sustainable objectives. The implementation of CSR
activities is discussed by taken the Brookland hotel because at present the firm is not carrying out
any CSR activity which will act as a barrier in successful operation (Stokes, Wilson and Wilson,
2010). On the other hand, as the hotel is well known and famous so the customers will want that
they should plan or organize the activity which can help them. Besides this, there are other
competitors who are aggressively focusing on CSR activity because through doing this kind of
work they will effectively gain the market share. Further, the analysis is carried out to understand
the importance of CSR activity on developing the competitive advantage (Babiak and
Trendafilova, 2011). Besides this, in the present time, to become famous in the field, it is
required by the firm to help the society as with the help of this only, the customers can know the
organization. Further, government also supports the company who extensively organize the
activity for up-liftment of society. These are some of the reasons, due to which implementing of
CSR activity is important. If the Brookland hotel will not plan these projects then it can lose their
market and the customer can easily switch to other hotel (De Roeck and Delobbe, 2012).
Aim: To implement CSR activities in the organization to achieve sustainable objective: A case
study of Brookland hotel UK.
Objectives:
 To identify the importance of CSR activity in achieving sustainable objectives’
 To assess the relation of CSR activity on Brookland Hotel for achieving the competitive
advantage
 To analyze the positive impact of CSR activity on the Brookland Hotel
 To evaluate different methods through which Brookland Hotel can achieve competitive
advantage through CSR activities
Research questions
 How CSR activity is important in achieving sustainable objectives?
 What is the relation between CSR activities for Brookland Hotel for achieving the
competitive advantage?
 What are the positive impacts of CSR activity on the Brookland Hotel?
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 What are the different methods which can be adopted by the Brookland Hotel for
achieving competitive advantage through CSR activities?
P2 The project management plan
Task
Mode Task Name Duration Start Finish Predecessors
Manuall
y
Schedul
ed
Finding the topic of
research 10 days Wed 4/5/17 Tue 4/18/17
Manuall
y
Schedul
ed
Drafting aims and
objectives 6 days Wed
4/19/17
Wed
4/26/17 1
Manuall
y
Schedul
ed
Literature review 10 days Thu 4/27/17 Wed
5/10/17 1,2
Manuall
y
Schedul
ed
Research methodology 7 days Thu 4/27/17 Fri 5/5/17 1,2
Manuall
y
Schedul
ed
Data analysis 20 days Thu 5/11/17 Wed 6/7/17 2,3
Manuall
y
Schedul
ed
Conclusion and
recommendations 6 days Thu 6/8/17 Thu 6/15/17 3,5
Manuall
y
Schedul
Submitting the final
report
1 day Fri 6/16/17 Fri 6/16/17 6
3

ed
Illustration 1: Network diagram
P3 Work break down structure and a Gantt chart
Work break down structure is basically dividing the work in the hierarchical form so that
the project team can easily manage the task. Through this structure, the management team is able
to identify every detail of the section which can help the team to effectively accomplish the task.
This is basically the outline structure which aids the project management team to see the further
division in the project. There are major deliverables which are further divided into the sub
deliverables and this is further assigned to the individual who will be carrying out the task. This
is important for the Brookland Hotel because the firm can easily segregate the task and
determine the time which will be used in completing the assignment. There are several benefits
of the work break down structure because as this helps the organization effectively allocate the
budget to the task and through this, the appropriate budget can be identified by the organization.
On the other hand, it also helps in analyzing the risks which is attached with the project. If proper
information is not given for the particular task then the risk is identified in the project.
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Illustration 2: Gantt chart
Illustration 3: Work Breakdown Structure
TASK 2
P4 Small scale research by applying the qualitative and quantitative method
To analyze the impact of CSR activity on achieving the sustainable objectives, both
qualitative and quantitative methods will be used. This is because both are essential and effective
in gathering data for the organization which have not carried out the CSR activity in the firm. In
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case of the qualitative methods there are several books, journals which can be reviewed by the
researcher as this will help in gathering the information regarding the sustainable objectives and
the CSR policy adopted by different organization. On the other hand, there are many articles
which are written by the government authority on the CSR policies as well as activity. This data
will be beneficial for the company to introduce the new CSR policies in the hotel. In this,
qualitative data is required because there are several things whose concept can be clear only
when the data is taken by various books, journals etc.
On the other hand, with the qualitative data, quantitative is also important to evaluate the
impact of CSR activity on developing competitive advantage. The CSR activity is done for the
society only so it has become important to take the review from the respondents regarding the
effect on the organization. For this reason, primary data will be collected with the help of the
questionnaires as this will provide the relevant as well as the authentic information which aid the
firm in identifying the actual impact on the sustainable objectives.
Secondary data collection tools like using ready and prepared materials. Therefore, for
data collection through secondary method, researcher analyses prepared financial records as well
different authors' views on CSR implementation approach for any organisation's effectiveness
(Rosemann and vom, 2015). Researcher is to collect data through conducting survey using
questionnaire consists of questions regarding employees' views on CSR implementation of
Brookland Hotel. Through this method, actual market position of entity can be analysed which
has no link with last years' performance as well future intentions. Therefore, questionnaire for
conducting survey regarding hotel's services is presented as:
Questionnaire
Name:
Age:
Gender:
1) Do Brookland Hotel carries out CSR activity in the organization
 Yes
 No
2) Does CSR activity can help in achieving sustainable objectives?
 Yes
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 No
3) In your opinion, do CSR activities help in attaining competitive advantage?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
4) On what topic CSR activities can be performed by the Brookland Hotel?
 Environmental safety and security
 Child labour
 Women empowerment
5) What are the benefits of planning the CSR activity in the organization?
 Enhancing the goodwill
 Increasing the customer base
 Developing reputation in the market
6) In what time duration, the Brookland Hotel should perform the CSR activities?
 In a month
 Once in a year
 After 6 months
7) Do you think that government provide different benefits to the organization which carries out
the CSR activities
 Yes
 No
Recommend the ways in which the Brookland Hotel can carry out the CSR activities in the
market.
TASK 3
P5 analyzing the research and data by using appropriate tools and techniques Research design: The whole research depends on the research design which is carried out
by the researcher for identifying the impact. There are basically three type of research
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design which is descriptive, exploratory, and experimental. According to the topic and
the research, descriptive is the design which will be more suitable for the topic and
through this, the conclusion can be derived effectively. Research philosophy: Interpretivism philosophy will be used in the report which will help
in evaluating the data effectively which will further results in arriving at the appropriate
conclusion. On the other hand, there is Positivism philosophy which will be not suitable
for carrying out research. Data collection: For collecting the data, there are basically two methods which will be
applied in the research, one is the primary and the other one is the secondary data. In case
of the primary data, questionnaire will be made which will assist in gaining the relevant
as well as appropriate data from the respondents. On the other hand, in case of the
secondary data, books, journals will be referred which will help the researcher to gather
the information regarding the CSR activity which is required to be carried out by the
organization. Besides this, it will also assist in gaining the data about how the competitive
advantage can be developed through CSR activity. But in this case, the researcher needs
to identify the authentic and relevant information. Data analysis: The data analysis will be done with the help of thematic analysis. In this
case, various themes will be made which will help in carrying out the research
effectively. The themes will be made every question as this will aid the scholar in
minutely analyzing the response.
 Limitations: There are many limitations which are witnessed at the time of carrying out
the research study. One of the major limitations is the time. The topic is vast and for
getting the response, particular period of time is required. So in the whole it can be said
that time is less for the whole research.
Data analysis
Theme 1:
Do Brookland Hotel
carries out CSR
activity in the
organization Frequency
Yes 3
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No 17
From the above graph it can be concluded that most of the customers states that
Brookland Hotel does not carry out the CSR activity in the organization. This is the major
drawback for the hotel because as the users know that so they do not have good image in their
minds. So due to this reason, it has become important for the organization to plan the CSR
policies which can develop a positive goodwill and even help them to attract the target customers
towards their organization.
Theme 2: CSR activity helps in achieving sustainable objective
Does CSR activity
can help in achieving
sustainable objectives? Frequency
Yes 15
No 5
From the above graph it can be depicted that CSR activity is essential for the organization
for achieving the sustainable objective. This is because the sustainable objective focuses on the
growth and development of the society which is directly linked with the sustainable objective.
Out of 20 respondents, 15 of them agree that it helps in attaining sustainable objective in the
environment. Further the activities which are generally carried out the organization are for the
benefit of the society so in this case, the government can attain the sustainable objective. But on
the other hand, there are 5 of the respondents who disagrees with this because they believe that
sustainable development is carried out on the larger level but the CSR activity is planned at the
shorter level so through planning the CSR activity they cannot be able to achieve this. For
attaining sustainable objective, larger section of the society should be benefited as this will only
help in achieving the goal.
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Theme 3: CSR activity will help the Brookland Hotel in achieving the competitive
advantage
In your opinion, do CSR
activities help in attaining
competitive advantage? Frequency
Strongly agree 12
Agree 3
Neutral 2
Disagree 1
Strongly disagree 2
From the above graph it can be stated that CSR help the Brookland Hotel in attaining the
competitive advantage this is because the organization will be able to build good reputation
which will help in increasing the customer base. If this happens for the long period, then the firm
will be able to attain the competitive advantage. Out of 20 respondents, 12 of the individual
agreed that CSR activities are able to achieve the competitive advantage. But on the other hand,
there are 2 of the respondents who disagreed with the statement because they believe that CSR
activities have no link with the guests who will be visiting the hotel because the plan is not
carried out for them. Besides this, 2 of the individual are neutral as they feel that it may or may
not develop competitive advantage.
Theme 4: CSR activity is required to be carried out environmental safety and protection
On what topic CSR activities can be
performed by the Brookland Hotel? Frequency
Environmental safety and security 15
Child labour 3
Women empowerment 2
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The above graph states that it is essential for the Brookland Hotel to carry out the CSR
policy on the area which requires assistance. In case of the building environmental issues, 15 of
the respondents stated that environmental issues and safety is the major concern and they should
be focused by every organization. There are 3 of the respondents which believe that the CSR
activity should be carried out on the child labour the reason is that it has increased drastically and
the government are required to reduce child labour. On the other hand, there are 2 of the
respondents which state that women empowerment is also one of the major factors which should
be discussed by the Brookland Hotel because it is also the current issue which are required to be
focused.
Theme 5: Increasing customer base is the major benefit for conducting CSR activities
What are the benefits of planning the
CSR activity in the organization? Frequency
Enhancing goodwill 5
Increasing customer base 8
Developing reputation in the market 7
From the above graph it can be depicted that the major benefit of the CSR activity is that
it will help in increasing the customer base of the organization. By conducting the CSR plan, the
organization indirectly promotes their functions which help in attracting the individual towards
them. So in this case, it can be said that it will help in increasing the customer base. On the other
hand, there are 5 of the individual who believes that it will help in enhancing the goodwill of the
Brookland Hotel which will automatically enhance the goodwill. There are 7 of the respondents
who feel that CSR will help in developing reputation in the market.
Theme 6: In every 6 months CSR activity should be performed
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In what time duration,
the Brookland Hotel
should perform the CSR
activities? Frequency
In a month 6
Once in a year 4
After 6 months 10
From the above graph it can be depicted that majority of the respondents states that the
CSR activity should be carried out in every 6 months because it will give time to the hotel to
plan the activity effectively. On the other hand, there are 6 of the individual, who believes that in
every month, the Brookland Hotel can effectively carry out the short CSR activity which can
help them to effectively position their image in the market. Besides this, there are around 4 of the
individuals who states that the CSR should be carried out once in a year because it consumes lots
of expense and it is the new hotel so it will be difficult to manage the expenses.
Theme 7: Government provides benefits for the organization who conducts CSR activity
Do you think that
government provide
different benefits to the
organization which
carries out the CSR
activities Frequency
Yes 14
No 6
From the above graph it can be stated that majority of the respondents are in the favour
that the government provides benefits to the organization who conducts CSR activity effectively.
The benefits are that they leverage the tax rates etc. This is helpful for the hotel in the long run
because the major issue which comes in the operating the services are government regulations.
Besides this, there are 6 of the individual who believes that the government do not provide
benefit because CSR is the voluntary activity which is done by the organization. So in this case,
no benefits are attached to it.
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P6 Recommendations for implementing the CSR activities
From the report, it can be said that CSR activity are important for the Brookland Hotel to
capture the large customer base as well as developing the reputation in the market. But this can
be happen only when the methods of the CSR are adopted effectively. It is essential to adopt the
right method through which they can give benefit to the society. There are various methods
which can be adopted and they are as follows:
 One of the most common methods is by donating the charitable trust. There are various
trusts which are in need of the finance so the organization can donate the amount for the
welfare of the charitable trust. This is the easiest method because the Brookland Hotel is
not required to plan or organize the things they only need to give them finance
(Karaibrahimoglu, 2010). This activity can be helpful for the organization in the initial
stage.
 On the other hand, for the safety of the environment, the Brookland Hotel can effectively
introduce the rules and regulations in the hotel for protecting the environment. This
initiative will help in benefiting the hotel as well as the customers will also be impressed
by the services which will assist in retaining the customers.
 All ethical considerations are required to be considered for data collection and further
implementing project planning.
 All prepared strategies must be implemented systematically in certain time for
accomplishing all tasks effectively.
 Effective strategies should be prepared for encouraging team workers for contribution in
team work to reach out set targets.
TASK 4
P7 Reflective report
From the above I came to know that the CSR activities are not only beneficial for the
society but they are also helpful for the organization which has been recently established in the
market. The CSR not only helps in attaining the sustainable objectives but they also help in
increasing the customer base. Besides the theoretical concepts and the knowledge regarding the
CSR activity, I also came to know that how one has to search the data from the books and
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journal. There are many books but still one has to identify the appropriate one to identify the
proper information. On the other hand, the time given for doing the research was less but still I
was easily able to complete the work on time. Further, at the time of conducting the data
analysis, I gained knowledge regarding the software which is used in analysing the data. With
the help of the graph and the thematic analysis, I was effectively able to complete the task. For
me, this was the development factor which helped in achieving the goals within the time limit.
Therefore, through project, I improved skills like communication, problem solving and
others. However, I learned to encourage workers for team building and coordination for task
accomplishment. Including this, I improved my professionalism also learned different skills for
reducing risks and team working effectively. Thus, through attending project, I leared different
as well improved myself efficiently also affect personal and professional development. It will be
able helpful for further years and completing tasks of the organisation.
CONCLUSION
From the above report it can be articulated that CSR activity is important for the
Brookland Hotel for sustaining in the service industry. It will not only help them in increasing
customers but it will assist in developing competitive advantage through providing benefit to the
society. Further, it can also be concluded that the reason for carrying out the activities are
different for every organization. But in this case it is helpful because it is newly established and
will further assist in developing a positive goodwill. On the other hand, through the survey of the
customers, important issue on which the users should be made aware are the environmental
issues. So on this basis, the hotel can plan as well as organize the programme or make rules and
regulations in the organization to maintain the environmental safety.
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REFERENCES
Books and journal
Babiak, K. and Trendafilova, S., 2011. CSR and environmental responsibility: motives and
pressures to adopt green management practices. Corporate social responsibility and
environmental management. 18(1). pp.11-24.
De Roeck, K. and Delobbe, N., 2012. Do environmental CSR initiatives serve organizations’
legitimacy in the oil industry? Exploring employees’ reactions through organizational
identification theory. Journal of Business Ethics.110(4). pp.397-412.
den Hertog and et.al., 2010. Capabilities for managing service innovation: towards a
conceptual framework. Journal of Service Management. 21(4), pp.490-514.
Karaibrahimoglu, Y.Z., 2010. Corporate social responsibility in times of financial crisis.
African Journal of Business Management .4(4). p.382.
Rosemann, M. and vom Brocke, J., 2015. The six core elements of business process
management. In Handbook on business process management. 1. (pp. 105-122).
Springer Berlin Heidelberg.
Stokes, D., Wilson, N. and Wilson, N., 2010. Small business management and
entrepreneurship. Cengage Learning EMEA.
Wheelen, T.L. and Hunger, J.D., 2011. Concepts in strategic management and business
policy. Pearson Education India.
Online
Brooklands Hotel. 2017. [online]. Available through<
http://www.hotelwifitest.com/hotels/gb/weybridge/brooklands-hotel/>. [Accessed on
5thApril, 2017].
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