Implementing CSR: A Study on Brooklands Hotel Green Spa Project Report

This report examines Brooklands Hotel's corporate social responsibility (CSR) initiatives, specifically focusing on the introduction of a Green Spa to meet sustainability objectives. The report outlines the aims and objectives of the project, including understanding the concept of CSR, determining the importance of the Green Spa, and recommending successful implementation strategies. The project management plan, including scope, cost, and risk assessments, is detailed, along with a work breakdown structure (WBS) and Gantt chart. Qualitative research methods, including research design, data collection, sampling, and ethical considerations, are discussed. The report analyzes the research conducted with Brooklands Hotel's clients, utilizing a questionnaire to gather data on their perceptions. The findings aim to guide Brooklands Hotel in successfully launching the Green Spa and achieving its sustainability goals, ultimately benefiting both the business and the community. The report provides a comprehensive overview of the project's planning, execution, and analysis, offering valuable insights into CSR implementation within the hospitality industry.

MANAGING
SUCCESSFUL
BUSINESS

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Aims and objectives of Brooklands Hotel.............................................................................1
P2 Preparing the project management plan.................................................................................2
P3 Work breakdown structure and Gantt chart...........................................................................5
TASK 2............................................................................................................................................6
P4 Research through qualitative method.....................................................................................6
TASK 3..........................................................................................................................................15
P5 Analysis of research.............................................................................................................15
P6 Recommendations on the basis of research.........................................................................16
TASK 4..........................................................................................................................................16
P7 Reflective report...................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
A contending environment is apparent to prevail all over the market that has in turn
necessitated the organisations to undertake a sustainable approach to serve their clients and users
by using some more effective and well defined policies. It is with a fundamental consideration of
not only serving the society in a suitable manner but to together enhance the potentiality of their
own. This in turn links to a major agenda of today's contemporary business organisations to
adopt some considerable activities to fulfil their corporate social responsibilities (CSR). It is not
only evident to assist them in a more feasible orientation in the market but together aids into
enhancing their brand name (Kerzner, 2013). Through which, they may equally benefit the
society by together benefiting themselves with a raised level of profitability. The below report
have thereby discoursed upon a corresponding outlook of an elected organisation named
Brooklands Hotel situated in UK. It is where managing a successful business for them is to
vitally associate with a leading agenda of benefiting the society to a great extent with a proposed
plan to carry out their undertaken CSR activities.
TASK 1
P1 Aims and objectives of Brooklands Hotel
Brooklands Hotel in UK is one of the most well known hospitality based organisation
where it has also been ranked in the category of the best small enterprise. They operate with a
leading aim of serving the best possible services to their users with a proficient team of
individuals. They are also acquired a popular recognition for several sustainable approaches
adopted by them as a way of satisfying their organisational stakeholders to a great extent ( Shen
and et.al., 2010). At present, they are referring to get into a new projection of introducing a
Green spa for their consumers. It is therefore in regard to this pertinent consideration of
Brooklands Hotel, below defined are their formulated aims and objectives concentrating upon a
successful implementation of CSR activities.
Topic: “Corporate social responsibility (CSR) and its significance in meeting sustainability and
competitive benefit”.
Aim: “Implementing CSR activities within organisations by launching a Green spa to meet
sustainable objectives- A study on Brooklands Hotel”.
Objectives: These are certain well-defined objectives so as to help the researcher to carry out a
directional study with an ultimate achievement of its intended purpose. These are-
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 To understand the factual concept of CSR and its implementation in business.
 To determine the need base importance of introducing a Green spa as a way of fulfilling
the sustainable objectives of Brooklands Hotel.
 To ascertain the activities that will be carried out by Brooklands Hotel for the launch of
Green spa. To recommend certain effective ways in which the established Green spa will be proven
to be successful for the business.
Research questions:
 What is the factual concept of CSR activities and how it is being implemented in
business?
 How the launch of Green spa as an undertaken CSR activity will tend to fulfil the
sustainable objectives of Brooklands Hotel? What are the activities carried out by Brooklands Hotel for introducing a Green spa?
Overview of the study:
CSR activities are significantly defined to be a modernised concept of almost all sort of
business organisations to show their concern towards the society with a genuine outlook of
serving them in a prospective manner. It is where these activities are not only evident to provide
a prosperous future to the organisations adopting some effective measures as a way of benefiting
the society to a great extent (Trkman, 2010). The present report is thus with a similar reference to
the implementation of CSR activities in an elected hospitality based organisation named
Brooklands Hotel. It is where they are hereby referring to introduce a new concept of Green spa
so as to provide eco-friendly facilities to their upcoming number of customers. For which, the
below sections have made varied discussions regarding the projection of their undertaken
formulation by together carrying out a small-scale research to predict its success in the future.
P2 Preparation of project management plan
This is basically for proceeding to a successful strategy ahead where a designed approach
is stated as one of the most appropriate way. It will hereby reflect an advanced planning that will
in turn support them to create a beforehand blueprint of their plan. Wherein, such a pre-planned
approach will together help them in conducting a directional work for a timely fulfilment of their
undertaken goals and objectives. It is therefore to create a succeeding plan over here, Brooklands
Hotel is required to concentrate upon certain prudent factors such as the scope of this project
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along with the cost required to complete in on a fixed deadline (Wikström and et.al., 2010). This
will together include some other leading considerations such as the quality required to execute
the project in a successful manner. It is by together referring to the needful resources and
communication among the affiliated organisational bodies involved in this project.
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It is on the basis of above formulated plan to carry out the research in a directional manner,
each of the activities required to be conducted for the same has been divided into proportionate
time period (Trkman, 2010). It is where each of this stage will in turn make it effortless for the
investigator to provide a better output with suitably analysed results. Below are some specific
parameters undertaken in this study- Cost- A budget of 500 GBP has been undertaken here where under this, the surveyor is
required to carry out all its affiliated tasks. It has been fixed on the basis of a primary
exploration carried out by the researcher where this cost will assist in collecting a
pertinent set of data from considerate resources by together documenting it in a prompt
way. Risk- Investigation is often composed of several types of risks with a major risk of
limited time period with confined number of resources to gather reliable information
from both primary and secondary sources of data collection (Wiek and Lang, 2016). This
associates with yet another leading risk where in case the project has been delayed due to
the above discovered limitations, then it directly leads to a lost deadline. Scope- It is in context to outline the scope of the present study where it has reflected a
very extended range where most of the discussions are being carried to define the role of
CSR in providing a sustainable outlook to the business. This in turn specifies a greater
reach of this survey to many such small to medium size organisations to successfully
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operate in this corporate world by benefiting both the economic status of the nation and
its community people.
 Resources- Several resources have extensively being used to conduct the present research
work with a foremost existence of primary and secondary sources to collect a valid set of
data from them (Müller and Turner, 2010). Beside this, time and cost have also referred
to two such leading resources that has largely aided the surveyor to carry out a guiding
investigation by effectively exploring requisite information's to reach its targeted goal.
P3 Work breakdown structure (WBS) and Gantt chart
A work breakdown structure represents a systematic format to carry out the research in a
directional manner for timely accomplishment of its goals. It is hereby in context to a selected
business organization named Brooklands Hotel where this tactic is proven to be a useful for a
prompt interpretation of each of those activities that are required to be performed for this survey.
It is however in accordance to an allotted time period for each of the tasks to systematically
attain them on time (Tarone, Gass and Cohen, 2013). A proper breakdown of work will
determine the wind-up of this project in advance with a proper management of each of the
activities. Gantt chart is specified to be yet another essential measure over here where it will
clearly predict the time allotment in accordance to the plan. This in turn reflects to be a great
assistive tool that will help the investigator to duly complete each divided task for a timely
completion of the overall project. Below depicted are a structured representation of Gantt chart
and work breakdown:
WBS-
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Gantt Chart
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TASK 2
P4 Investigating using qualitative technique
This is to analyse the above carried research that was conducted to interrogate the
existing clients and users of Brooklands Hotel as a way of acknowledging their carried
perception towards the new launch of Green spa. For which, various investigation techniques
were undertaken by the surveyor to carry out a directional study and are as stated below to
provide a comprehensive cognition to the readers- Research design- This is a foremost step for heading towards a research work where a
design is mainly intended to reflect the blue print of a study (Flick, 2015). In context to
which, the surveyor in the present investigation have chosen for a descriptive design of
the research that is assistive to conduct an in-depth research of the research topic. Data collection- Both data collection measures namely primary and secondary have
been opted by the surveyor to conduct present research work where the primary set of
data have been gathered from the respondents by directly interrogating them (Leary,
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2016). Herein, the secondary set of information have been accumulated by considering
some pre-established data assembled from the governmental reports and company
records, etc. Sampling- The random technique of sampling has been referred by the investigator over
here where the study participants were proportionately distributed using the tact of non-
probability (Rosenau and Githens, 2011). With reference to which, 50 regular clients of
Brooklands Hotel were interrogated over here with the help of questionnaire that in turn
reflected a survey based method for the primary collection of data. Data analysis- This is in context to analyse the above amassed data where a qualitative
method for data analysis was hereby chosen by the investigator over here (Lushey and
Munro, 2015). As a result, to which, a thematic analysis was done on the basis of the
responses acquired from the study participants.
 Ethical consideration- There exists certain ethical considerations of the surveyor to
carry out a directional study where a foremost concern is in regard to get a prior
permission from the respondents (Gast and Ledford, 2014). It is where they should not
be forced to contribute in the study and thus makes a willing participation in it. Apart
from this, the surveyor is together required to protect the collected set of data where the
given responses of the participants should not get leaked and must be used only by the
authorised bodies.
TASK 3
P5 Analysis of research
This is on the basis of the above intended goal of Brooklands Hotel where they are
hereby referring to set up a Green spa in their well-established section of spa. It is however with
a persistent goal of meeting the sustainable objectives of their business by undertaking such CSR
activities. This part has thus reflected a small-scale research carried out by opting for a
qualitative investigation by directly interrogating 50 regular clients of Brooklands Hotel. It has
been done by conducting a survey specially arranged with the help of a framed questionnaire
framed to collect likely responses from the targeted set of respondents, as depicted below-
QUESTIONNAIRE
Name-
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Gender-
 Age-
◦ 18 to 22 years
◦ 23 to 25 years
◦ 26 to 30 years
◦ More than 30 years
 How often do you visit the spa of Brooklands Hotel?
◦ Frequently
◦ Sometimes
◦ Rarely
◦ Never
 In accordance to your own experience, what reflects to be the most significant feature of
a spa?
◦ Ambience
◦ Quality of products
◦ Range of services
◦ Therapies from trained workforce
 On what basis do you mostly refer to choose a spa?
◦ Location
◦ Price
◦ Quality of the offered services
◦ Nature and type of services
 What kind of spa mostly attracts you?
◦ Day spa
◦ Urban spa
◦ Destination spa
◦ Green spa
 Do you think instruction on wellness must be an important part of a spa?
◦ Yes
◦ No
 Brooklands Hotel is having a trained set of employees who are expertise in serving their
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clients and users.
◦ Strongly agreed
◦ Agreed
◦ Neutral
◦ Disagreed
◦ Strongly disagreed
 How would you rate your satisfaction level based upon your own experiences from the
spa services of Brooklands Hotel?
◦ Highly satisfied
◦ Satisfied
◦ Neutral
◦ Dissatisfied
◦ Highly dissatisfied
 Any additive suggestions for envisioning any change in the existing spa services of
Brooklands Hotel by together advising something for their new launch of Green spa?
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Theme 1- Most of the clients are visiting the spa services of Brooklands Hotel on frequent basis.
How often do you visit the spa of Brooklands Hotel? Frequency
Frequently 25
Sometimes 15
Rarely 7
Never 3
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