CSR Implementation for Marriott Hotel: A Detailed Report

This report examines the implementation of Corporate Social Responsibility (CSR) at Marriott Hotel, focusing on achieving sustainable objectives and competitive advantage. It includes a project management plan with cost and timescale estimations, a work breakdown structure, and a Gantt chart. The research employs an interpretivism philosophy with a descriptive research design, utilizing both primary (questionnaires) and secondary data. The report analyzes data through thematic analysis, exploring themes such as the importance of CSR, its impact on brand image, and employee concerns. Findings indicate a strong belief in CSR's value for business performance and brand enhancement, with recommendations for improving CSR initiatives. Ethical considerations and research limitations are also discussed.

MANAGING SUCCESSFUL
BUSINESS PROJECT

TABLE OF CONTENTS
Task 1...............................................................................................................................................3
P1 Project aims and objectives....................................................................................................3
P2 Project management plan........................................................................................................4
P3 Work breakdown structure and Gantt Chart...........................................................................5
Task 2...............................................................................................................................................6
P4 Carrying out small-scale research...........................................................................................6
Task 3.............................................................................................................................................13
P5 Research methodologies.......................................................................................................13
P6 Appropriate recommendation...............................................................................................16
Task 4.............................................................................................................................................17
P7 Reflection of own learning and performance.......................................................................17
References......................................................................................................................................19
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TASK 1
P1 Project Purpose
Research topic:
“ to Implement Corporate social responsibility for meeting sustainable objective and competitive
advantage”.
Introduction
CSR is the major concern of organizations now a days. Most of the firms ensure that they
run their business ethically. Firms are now developing their relationship with employees and
customers in order to make them satisfy. Companies are emphasis on creating healthy workplace
environment so that retention rate of workers can get increased (Lourenço and et.al, 2014). In the
modern globalized era it is difficult for the entities to sustain in the market for longer duration.
For gaining competitive advantage and increasing sustainability, firms are implementing
corporate social responsibility activities in the organization so that they can accomplish their
objectives soon.
Present report is based on the study of Marriott hotel which is leading lodging brand of
hospitality sector. Company is much more concern about its customers and staff members. It is
providing fair services and benefits to them so that they be associated with the brand for longer
duration (Baden and Harwood, 2013). It will discus the impact and role of CSR activities in the
company.
Aim
“ to Implement Corporate social responsibility for meeting sustainable objective and competitive
advantage; study of Marriott Hotel.”
Objective
 To explain conceptual frame work of CSR.
 To determine impact of CSR on sustainability and competitive advantage of Marriott
Hotel.
 To access role of corporate social responsibility within organization.
 To recommend ways for enhancing profit and sustainability of Marriott hotel by
implementing CSR programs.
Research question
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 Explain the concept of corporate social responsibility?
 What are the impact of CSR on sustainability and competitive advantage of entity?
 What roles play by CSR within organizations?
P2 Project plan
Cost: It is considered as one of the effective tool and project manager has to look upon this
element. For implementing CSR in the organization project manager needs to spend amount in
data collection, salaries etc. For that it is essential to utilize financial resources well so that
issues related to over budget do not take place in the organization.
The cost of the current project is 500 pound and in this budget project manager can
complete this project effectively without any trouble.
Data collection 200 pound
Salaries to staff 100 pound
Installation of software 75 pound
Implementation of activities 100 pound
Project monitoring and changes 25 pound
Timescale: It is another important element of project management, it is the duty of project
manager that to complete the entire project within specified time duration. Research may take
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long time so project manager needs to schedule activities properly so that it can be completed on
time.
Team work: CSR implementation project in the organization needs support of all employees,
management etc. Team working can support project manager in carrying out investigation in
accurate manner. Team working can improve working efficiency of the members and by this
way manager will be able to link all activities and meeting with objective.
Communication: It is one of the essential aspect of project management, for implementing CSR
in the organization project manager has to improve communication. By this way chances of
errors can be minimized. Formal and informal communication such as meetings, emails are
effective tools that can help in circulating necessary information to all departments.
Risk: Technical, human resource, technical risk are main issues which are associated with the
implementation of CSR project.
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P3 Gantt Chart and WBS
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Illustration 1: Gantt Chart
TASK 2
P4 Methods used in research projects
There are several tools and techniques use by the organization in order to prepare good
research. For that researcher has to collect relevant information so that it can get in depth
information about subject matter (Ali and et.al, 2015). Tools and techniques of research
methodology are described as below:
Research philosophy
It is one of the important tool of research methodologies, researcher has to select most
appropriate philosophy as per the type of study. There are several kinds of philosophies such as
pragmatism, realism, interpretivism etc (Homburg, Stierl and Bornemann, 2013). With the help
of appropriate tool research would be able to collect the information in appropriate manner. In
the present study scholar has chosen interpretivism tool. This will help investigator in collecting
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mass information about subject. This philosophy believes on relativist ontology thus, it is
beneficial in preparing good report.
Research design
It is another element of research methodology that emphasis on evidence. It supports in
getting overview about the topic. It is of many types such as descriptive ,experimental,,
correlation etc. In the present study scholar has selected the descriptive research design that is
beneficial and suitable for the current study (Eccles, Ioannou and Serafeim, 2014). With the help
of this researcher would be able to make effective decision and it will help in analyzing the data
in appropriate manner.
Research approach:
It is the detail plan of entire study, that explains methods of collecting the data on the
topic. It is the great tool that supports in addressing the problems and finding effective solutions
to resolve those. There are several types of research approaches selection of most appropriate
technique is very important (Öberseder, Schlegelmilch and Murphy, 2013). Types of approaches
are such as deductive, abductive, inductive etc. For getting suitable result's investigator has taken
support of inductive approach. It has supported in developing hypotheses and analyzing the
information well. With the help of this tool researcher has developed its knowledge and collected
in depth information that helps in preparing the good report.
Data collection
this is considered as one of essential tool of in projects that supports collecting relevant
information about subject matter. Primary data collection is the technique in which scholar
collect first hand information through observation, questionnaire etc (Deng, Kang and Low,
2013). These information are collected and used by the investigator for the first time. On other
hand secondary data collection is another tool in which research can gather information from
internet, books, journals etc. these are such data which are already used and can be reused in the
report. In the present study scholar has collected in formation through questionnaire (primary
data collection). Individual has asked question with 12 mangers of Marriott hotel. Apart from
this researcher has gathered some of the details from secondary sources (Turker and Altuntas,
2014). These data have helped in preparing a good authentic report.
Data analyses:
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It is the process that helps in understanding and analyzing the data effectively in order to
draw a valid conclusion. In this process researcher has to look upon point of views of different
respondents and accordingly individual can analyses the data significantly. There are two
methods of data analyses qualitative and quantitative. In the quantitative research, scholar has to
do Z test for getting results (Corporate Social Responsibility, 2017). On other hand in the
qualitative method investigator use thematic analyses in order to analysis the data. It is the great
way of presenting the data. Graphs and charts can create good impression on the reader. thematic
analysis tool has been used in order to analyses the data effectively (Definition of corporate
social responsibility (CSR), 2017).
Ethical consideration:
It is one of the important tool that makes the entire study ethical. It is necessary that
research follow ethics and work within its boundary. While carrying out the study scholar has
followed rules and regulation and individual has not broken any rule. Investigator has give
respect to all respondents and involved persons and did not pressurize to fill questionnaire. Apart
from this researcher has paid attention of needs and desires of respondents and according to their
timely comforts, individuals have made communication (Corporate Social Responsibility, 2017).
Researcher has not used the data for commercial purpose, individual has deleted all information
after submitting the report. Some information are gathered through secondary sources but
investigator has not copied any of the material from the website. Individual has understood the
meaning and written in its own language in the report in order to avoid plagiarism.
Research limitation:
To work on the CSR activities researcher were having limited ti me duration and due to
insufficient time scholar was facing problems. Individual has to select limited number of
respondents because in such limited time duration it was very difficult to involve more people in
the research. Scholar was facing problem of insufficient funds that is why individual was unable
to perform its work effectively (Homburg, Stierl and Bornemann, 2013).
TASK 3
P5 Research questions and interpretation
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Persons detail
Gender
Age
1. Does engagement in CSR is essential for the organization?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
2. Does CSR impacts on brand image of the Marriott hotel?
 Yes
 No
3. What is the major issue in the Marriott that create problems for the employees?
 Women rights
 Employee safety
 Poor quality
4.What CSR initiatives have been recently taken by Marriott hotel?
 Health
 Environment
 Women empowerment
5. What would be major benefit to Marriott if it implements CSR activities in the workplace?
 Increase sustainability
 Competitive advantage
 Employee satisfaction
 Brand awareness
6. Do you think CSR can help in improving business performance and efficiency level of
company?
 Yes
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 No
7. What would be the best way of implementing CSR activities in the organization?
 Organize charity events
 Voluntary
 Provide funds for well fare of community
Data analyses
Theme 1: Engagement in CSR is essential for the organization
Interpretation: From the research it is found that 5 out of 12 respondents viewed that they are
strongly agreed with the point that engagement in CSR is very important for the entities. With
the help of this they can increase their profitability to great extent. 4 out of 12 answers have said
that they are agreed that CSR is essential for entity (McDonnell, King and Soule, 2015). 2 out of
12 said that CSR is not essential for the firms. They viewed that for getting profit company has
to provide quality products that can not be possible by CSR activities. For that cited firm will
12
Strongly agree Agree Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
4
2
1
Column B