Project on CSR Activities for Sustainable Objectives (Brookland Hotel)

This project provides a comprehensive analysis of Corporate Social Responsibility (CSR) activities, specifically focusing on their implementation and impact on Brookland Hotel. The project begins with an introduction to CSR, emphasizing its importance for sustainable objectives and competitive advantages. Task 1 outlines the project's aims, objectives, and the significance of CSR, followed by a project management plan that includes cost, time, communication, quality, and scope considerations. A work breakdown structure and Gantt chart are presented for effective time management. Task 2 delves into research methodologies, employing both qualitative and quantitative methods to gather relevant data. Task 3 focuses on analyzing the collected data using various tools and techniques, leading to recommendations for implementing CSR activities. The project concludes with a reflective report summarizing the findings and recommendations. The project covers key aspects like identifying CSR requirements, understanding the significance of CSR, and defining methods for Brookland Hotel to gain a competitive edge. The research questions address how CSR helps gain competitive advantages and the specific benefits Brookland Hotel can obtain, along with methods for achieving those advantages. The project also incorporates a questionnaire to gather primary data regarding CSR practices and their impact on the company's reputation and objectives.

Managing Successful
Business

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Aims and objectives of this project........................................................................................1
P2 The project management plan................................................................................................3
P3 Work breakdown structure and Gantt chart for providing time-frames................................5
TASK 2............................................................................................................................................6
P4 Small scale research through qualitative and quantitative method........................................6
TASK 3............................................................................................................................................8
P5 Analysing research and data by applying different tools and techniques..............................8
P6 Recommendations for implementing CSR activities...........................................................14
TASK 4..........................................................................................................................................15
P7 Reflective report...................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Corporate social responsibility is a management concept which is carried out by
organisations for providing additional facilities to the people. In this framework, company takes
initiative for protecting the environment as well for society well-being so that everyone can live
their life effectively and happily (Blyth and Worthington, 2010). With the help of this activity,
organisation can attain sustainable objectives as well as competitive advantages over its rivals.
On the other side, government has also design various legal legislation regarding CSR activities
which have to be fulfilled by every organisations in every situation. This project is based on
Brookland Hotel which is operating their business at international level and provides better
quality of services to their users. Further, this assignment will define the requirements of CSR
activities as well its importance for the reputation of company. This study will also conduct data
analysis by which organisation can move towards the way of growth.
TASK 1
P1 Aims and objectives of this project
In today competitive environment, it is very necessary that organisation should carry out
CSR activities so that positive image can be developed in the mind of customers (What is
corporate social responsibility, 2017). Further, with the help of this, organisation will be able to
get attention of large number of people because their activity will enhance the fame of company.
Brookland hotel is a new establishment in which approx 114 employees are working currently.
Because of having less number of workers, it will not be able to carry out CSR activities at large
level but can help the needed people in small ways. If chosen organisation wants to get more
benefits then it needs to provide proper attention on these activities so that desired result can be
attained.
Topic: Implementation of CSR activities for achieving sustainable objectives
Background of project:
Sustainable objectives are designed by company on the basis of their mission or vision
statement ( Law, Chen and Wu, 2010). These targets have main motive to minimize the problems
from the society so that economy of nation can be developed. If firm is going to involve in CSR
activity then it will be able to meet with sustainable objectives effectively and efficiently and
within stipulated period of time. At present time, Brookland hotel is not carrying out these
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activities which is generating various types of hurdles in their operation so in order to get
success, it is necessary that it should focus on CSR activities so that people can be attracted
towards it and it can reach to their decided destination within stipulated period of time. Besides
from this, their competitors are adopting this practices aggressively for capturing the large
market share and for gaining large amount of profit. If organisations will take initiative for
society well-being then government will provide proper support to those companies for the
development of society (Czinkota, Ronkainen and Moffett, 2011). If Brookland will not plan this
activity then it may lose their market share and clients may also switch to another hotel. Besides
from this, there are various other reasons for adopting this practises which are given below-
Aim: In order to get sustainable objectives, implementation of CSR activities in the
organisation: case study is based on Brooklands hotel.
Objectives:
 To identify the requirement of corporate social responsibility practises for Brookland
hotel.
 To understand the significance of CSR activities for getting sustainable objectives.
 To identify the relation of CSR activities with the achievement of competitive
advantages.
 To define various methods by which Brookland hotel can obtain competitive advantages
over its rivals.
 To evaluate all possible benefits which can be achieved by Brookland hotel from CSR
activities.
Research questions-
 How CSR activities help the company to gain competitive advantages along with
sustainable objectives?
 What is the requirement of CSR activities?
 Which type of advantages can be obtained by Brookland hotel from CSR activities?
 What are the methods that can be adopted by Brookland hotel in order to get competitive
advantages over its rivals?
 How CSR activities and competitive advantages are related with each other?
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P2 The project management plan
Project management plan is very important in today competitive world because it
provides direction to the employees for performing as per specified standards (Schwalbe, 2015).
While preparing this document, some components should be involved like cost, time, quality etc.
so that effective plan can be made. These elements are described below- Cost- While making an effective project plan, there will be requirement of some cost like
labour charges and other resources. In CSR project, cost will be analyse after deducting
tax rebates and total cash outflow will be treated as project expenditure. If organisation
will provide products to the society for their welfare then cost of production will be
project value. Time- For completing a project effectively, there should be decided specific period of
time in which desired result will be obtained. For this, Brookland should set SMART
objective which will help in achieving the expected outcome. Communication- It is the most important element which helps in implementing of project
effectively and successfully (Wikström and et.al., 2010). All strategies or procedure
should be communicated to the employees so that they can take action accordingly and
will help the company to obtain positive result. There are various techniques which can
be used by management for communicating with their subordinates like written notice,
meetings etc. Quality- Brookland should focus on the quality of project by adopting latest technology
so that needs or wants of customers can be satisfied and they will remain in the company
for long period of time. It will also help in maintaining better relation with suppliers,
clients, government etc. Having good quality in their products or services, sales or
profitability of the company can also be enhanced (Lutchen, 2011).
 Scope- For carry out CSR activities effectively and successfully, there will be
requirement of various number of people who will help in achieving the desired result or
outcome like suppliers, employees, clients etc. so Brookland hotel should maintain
healthy relation with them so that desired result can be obtained within stipulated period
of time.
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After involving all above mentioned points, Brooklands hotel can formulate this project
effectively and successfully. If it will be implemented as per standards then it will lead to growth
and development of project (Young, 2013).
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P3 Work breakdown structure and Gantt chart for providing time-frames
In work breakdown structure, complicated tasks are divided into simple or manageable
components so that project can be completed effectively and successfully (De Visscher, 2016).
With the help of this concept, management team becomes able to gain detailed information about
all tasks by which they obtain their expected result by carrying out their assigned task in an
effective manner. This structure is very important for Brookland hotel because it assists in
segregating the task as well in determining time frame in which task should be completed. This
structure provides several advantages to the company like-
 Helps in allocating available resources appropriately or effectively and with the help of
this, appropriate budget of the company can also be identified easily.
 With the help of this, organisation can also analyse all possible risks which may occur in
the implementation of project. If detailed information about task will not be possessed by
responsible person then risk can be seen in the project.
Work break structure related to Corporate Social Responsibility
Project management Foundation Resources Design
Project planning Draw outline Arrange required
resources
A effective and
attractive
questionnaire will be
designed in which
questions related to
CSR activities will be
written down.
Planning of resources Conduct market
research for knowing
about existing
problems (Baiden and
Price, 2011).
Internet, mobile
phones, stationary,
fund, human resource
etc
Gaining detailed
information about
CSR practises so that
employees will be
satisfied.
Scope of project Identification of
required resources like
Does plant sapling and
other activities related
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raw material, man
power etc.
to welfare of society.
TASK 2
P4 Small scale research through qualitative and quantitative method
Impact of CSR activities on business should be evaluated on a regular basis for ensuring
that action are taken into right direction (Chesbrough, 2010). It can be done with the help of
qualitative and quantitative methods which will help in collecting relevant and important data
regarding CSR practices. If information will be gathered through qualitative methods then
researcher will take help of books, journals, articles by which he will be able to know about
sustainable objectives and CSR related policies of other organisations.
On the other hand, quantitative method is also very important for evaluating the affect of
CSR activities on business profitability. Organisation carries out CSR activities for providing
several benefits to the society so in this situation, it should take feedbacks from respondents so
that its effect on company can be identified (Gharajedaghi, 2011). For this purpose, collection of
primary data will be helpful in which questionnaire will be filled from the respondents. With the
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help of this method, relevant and authentic or appropriate data can be collected which will assist
in identifying the actual impact on sustainable objectives.
Questionnaire
Name:
Age:
Gender:
1. Does Brookland hotel take initiative for the welfare of society?
 Yes
 No
2. Do you think that sustainable objectives can be obtained after implementation of CSR
related strategies?
 Yes
 No
3. On what topic of CSR, Brookland hotel is more focusing?
 Safety and security of environment
 Abolishment of child labour
 Women empowerment
4. Why Brookland hotel wants to carry out CSR activities?
 For enhancing goodwill
 Capturing large market share
 Creating positive perception in the mind of clients
5. In your opinion, will company receive any kind of benefit from government if it will
take initiative for well being of society?
 Yes
 No
6. Recommend about various methods by which competitive advantages can be achieved
by Brookland hotel?
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TASK 3
P5 Analysing research and data by applying different tools and techniques
Research is a kind of investigation in which various types of solutions are collected for
specific problems (Chang, Walters and Wills, 2013). In other terms, it can be said that it is a
process in which researcher collects various types of information in a systematic manner. In this
study, research methodology are using in which various kinds of tools and techniques are applied
that are described below- Research design- It is an important part in research process because overall success of
investigation is totally depend on this. It can be divided into three parts: descriptive,
exploratory and experimental (Introducing Research Methods, 2017). In case of CSR
project, application of descriptive method will be beneficial that will help in generating
positive outcome in an effective and efficient manner. Research philosophy- There are two types of philosophies one is Interpretivism and
another is Positivism. As per present case, Interpretivism concept will be used which will
provide support in the evaluation of data and will further help in reaching to its decided
destination. On the other side, if talk about Positivism philosophy then it will not be
suitable in carrying out research (Riedl, Davis and Hevner, 2014). Data collection- In order to collect information, researcher can use two types of methods,
one is primary and other one is secondary data. In primary data, investigator will design
questionnaire which will contain various questions regarding CSR activities. With the
help of this method, relevant and appropriate data can be collected from the respondents
easily and effectively. On the other part, if researcher will collect information via
secondary data then he will take help of books, journals and articles of government for
collecting relevant and important information regarding CSR activities. Apart from this,
with the help of this method, it can also be known that how competitive advantages can
be obtained through CSR activities (Schrempf-Stirling, Palazzo and Phillips, 2016). But
as per present situation, researcher should focus on collecting relevant and authenticate
information. Data analysis- Researcher can analyse data with the help of thematic analysis in which
various kinds of themes will be made by which research process can be carried out
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effectively and smoothly. Data analyst will made themes of each and every questions so
that scholar can analyse response easily and accurately (Servaes and Tamayo, 2013). Sampling- It can be defined as a process which is used in carrying out statistical analysis.
In this, some people are selected from larger population for filling the designed
questionnaire. In this case, sample of 20 employees is taken. Limitations- While carrying out research process, investigator may has to face various
types of problems or limitations which will create disturbance in it. Here is given one of
the biggest drawback is time (Silverman, 2016). Researcher will need to proper or
particular period of time for collecting and analysing response of respondents because
present topic is too wide. So it can be said that lots of time is required for conducting
whole research in an effective and efficient manner.
Data analysis-
Theme 1: Brookland hotel take initiative for the welfare of society.
Does Brookland hotel take initiative for the welfare of society? Frequency
Yes 14
9

No 6
Interpretation: 70% respondents give positive feedback that Brookland hotel takes initiative
for the welfare of society and remaining 30% people provide negative feedback.
Theme 2: Sustainable objectives can be obtained after implementation of CSR activities.
Do you think that sustainable objectives can be obtained after
implementation of CSR related strategies?
Frequency
Yes 17
No 3
10
Yes No
0
2
4
6
8
10
12
14
16
14
6
Column B

Interpretation: When it is asked to the people that with the help of CSR activities,
organization can achieve sustainable objectives than 85% respondents provide positive feedback
that means company can attain their targets with the help of this. On the other hand, 15% people
give their answer in negative.
Theme 3: Brookland hotel is focusing on CSR activities.
On what topic of CSR, Brookland hotel is more focusing? Frequency
Safety and security of environment 11
Abolishment of child labour 5
Women empowerment 4
11
Yes No
0
2
4
6
8
10
12
14
16
18 17
3
Column B

Safety and security of environment
Abolishment of child labour
Women empowerment
0
2
4
6
8
10
12 11
5
4 Column B
Interpretation: From research, it came to know that Brookland hotel is more focussing
on safety and security of environment because 55% respondents give their answer in favour of it
and 25% people will give their reply in favour of abolishment of child labour and 20%
individuals go with last option that is women empowerment.
Theme 4: company receive any kind of benefit from government if it will take initiative for well
being of society.
In your opinion, will company receive any kind of benefit from government if
it will take initiative for well being of society?
Frequency
Yes 18
No 2
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Interpretation: 90% respondents say that government will provide various benefits to
that organisation which is taking initiative for protecting the environment and 10% people giove
negative answer.
Theme 5: Brookland hotel wants to carry out CSR activities for getting benefits.
Why Brookland hotel wants to carry out CSR activities? Frequency
For enhancing goodwill 10
Capturing large market share 6
Creating positive perception in the mind of clients 4
13
Yes No
0
2
4
6
8
10
12
14
16
18
20
18
2
Column B

For enhancing goodwill
Capturing large market share
Creating positive perception in the mind of clients
0
2
4
6
8
10
12
10
6
4
Column B
Interpretation: 50% people say that Brookland hotel is carrying out this activities for
enhancing goodwill in the market, 30% respondents go with second option that is for capturing
large market share and 20% individuals say that chosen company only does welfare for creating
positive perception in the mind of customers.
P6 Recommendations for implementing CSR activities
After analysing all possible outcome, it can be said that Brookland hotel should focus on
CSR activities because it will help in capturing large market share as well will build positive
brand image in the market. It can only be happen when this practices will be carried out
effectively and efficiently which can only be possible if right method will adopted for giving
benefit to the society. There are several methods which can be used by organisation that are
described below-
 Mostly companies give donation to charitable trust which will be used for the welfare of
society. There are various non profitable organisations which requires some finance so
Brookland hotel can give some amount for the benefits of these charitable trust. It is one
of the easiest and common method because in this, there is no requirement of any kind of
planning or management. At initial phase of company, it will be very helpful in attaining
the desired result.
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 If Brookland hotel is concerned about the environment then it should design some new
rules and regulations for protecting the surroundings which will be followed by their staff
in every condition. This initiative will provide various benefits to the company like it will
create positive perception in the mind of customers and will aid in retaining them for long
period of time because it will help in impressing to the clients by their services.
TASK 4
P7 Reflective report
After knowing about all facts, I must say that CSR activities is not only beneficial for the
society but also provides various advantages to the organisation. With the help of this practice,
company can attain sustainable objectives easily and effectively as well can enhance their
customer base. Apart from theoretical concept, I also learned that how data can be collected from
specific books or journals because there are large number of books. In this situation I have to
find out most appropriate one which will provide relevant and proper information regarding CSR
activities.
On the other side, for carrying out research process effectively and successfully,
investigator should have proper time so that all information can be analyse appropriately. Even
after having less time, I managed my all responsibility on time and successfully.
While carrying out data analysis, I also collected various information regarding different
software by which information can be analysed effectively and appropriately. Apart from this, I
have completed my all responsibility effectively and efficiently with the support of graph and
thematic analysis.
CONCLUSION
After completion of study, it has been said that CSR activities will play an important role
in the success of Brookland hotel because it will attract to the customers towards it by which
organisation will be able to obtain competitive advantages over its rivals. Further, it can be said
that every company gets different benefits from this activity. It will be beneficial for that firm
which is new establishment in the market because it will help in developing positive goodwill in
the society. At present time, mostly people are concerned about the safety of environment then in
this case, hotel should conduct various programmes or events and should also design rules and
regulation which will help in protecting and maintaining the safety of environment.
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