Implementing CSR Activities for Competitive Advantage: Marriott Hotel

This report, centered on a case study of the Marriott Hotel, investigates the significance of implementing Corporate Social Responsibility (CSR) activities to achieve competitive advantages and enhance brand image. The study outlines project aims, objectives, and a project management plan, including a work breakdown structure and Gantt chart. It employs both qualitative and quantitative research methods, including questionnaires to gather primary data, alongside secondary data from various sources. The research design is descriptive, utilizing an interpretivism philosophy for data analysis, which is conducted thematically. The report also addresses data collection techniques, sampling methods, and limitations. The analysis provides recommendations for implementing CSR activities to enhance Marriott's brand image and gain a competitive edge, based on the research findings and data analysis conducted. The report concludes by reflecting on the research to meet the stated objectives.

MANAGING SUCCESSFUL
BUSINESS

Table of Contents
TITLE: “To identify significance of implementing CSR activities to attain competitive
advantages and enhance brand image of business” – A case study Marriott hotel..........................1
TASK 1............................................................................................................................................1
P1 Project aims and objectives for the selected business ...........................................................1
P2 Project management plan ......................................................................................................2
P3 Work breakdown structure and Gantt chart...........................................................................2
TASK 2............................................................................................................................................4
P4 Research through qualitative and quantitative research ........................................................4
TASK 3............................................................................................................................................6
P5 Research through using appropriate tools and techniques.....................................................6
Data analysis...............................................................................................................................8
P6 Recommendations for data analysis.....................................................................................15
TASK 4..........................................................................................................................................16
P7 Reflect from research to meet objectives.............................................................................16
REFERENCES..............................................................................................................................18

TITLE: “To identify significance of implementing CSR activities to attain
competitive advantages and enhance brand image of business” – A case
study Marriott hotel
TASK 1
P1 Project aims and objectives for the selected business
Background of the study
CSR (Corporate social responsibility) activities playing very important role in the
business. This is because, every enterprises take responsibility for services and also put several
efforts for benefits and many other things in society. Beside this, enterprises also possess some
responsibility for their surrounding environment to make effective functions and operations (The
importance of corporate social responsibility, 2015). Different types of CSR activities can be
implemented in company which make successful results such as satisfaction of personnel,
society awareness, welfare for workers, etc. every industry produce more wastage which create
negative impact on the environment and pollute it as well. Therefore, Marriott need to take
initiate to implement CSR to make neat and clean environment. It is very useful aspect for the
chosen industry to take participation for building brand image in marketing of hotel. With this
regard, present research based on the Marriott that face many issues for implementing CSR
activities and its benefits to the society. In addition to this, it is also identified importance to
enhance brand image of the company in successful aspect (Karaosmanoglu, Altinigne and
Isiksal, 2016).
Marriott hotel deals in hospitality sector operations and functions so that it will be helpful
to make effective functioning through CSR activities. In this context, employees, customer and
many other people gain several benefits at workplace for developing outcomes in systematic way
(Homburg, Stierl and Bornemann, 2013). Researcher can use several methods to identify
significance in business for implementation of CSR activity. As results, it assists to enhance
brand image of the company operations in several areas.
Aims and Objectives
Aim: “To identify significance of implementing CSR activities to attain competitive advantages
and enhance brand image of business” – A case study Marriott hotel.
Objectives:
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 To understand the concept of CSR activities within the business unit.
 To analyse significance of implementation of CSR activities within the Marriott hotel.
 To identify interrelationship between CSR activities that help to gain competitive
advantages and also enhance brand image of the company.
 To provide recommendations in order to implement CSR activities that help to gain
competitive advantages and enhance brand image of Marriott hotel.
Research questions
 What is the concept of CSR activities in the business unit?
 What are the significance of implementation of CSR activities in Marriott hotel?
 How CSR activities has relationship to gain competitive advantages and enhance brand
image of the chosen firm?
 What are recommendation you provide to implement CSR activities that help to gain
competitive advantages and enhance brand image of Marriott hotel?
P2 Project management plan
Task Name Duration Start Finish Predecessors
Finding the topic of
research 5 days Mon 9/25/17 Fri 9/29/17
Drafting aims and
objectives 4 days Mon 10/2/17 Thu 10/5/17 1
Review of literature 3 days Fri 10/6/17 Tue 10/10/17 2,1
Methodology of research 4 days Wed 10/11/17 Mon 10/16/17 2,3
Analysis of data 2 days Tue 10/17/17 Wed 10/18/17 3,4
Recommendation and
conclusion 3 days Thu 10/19/17 Mon 10/23/17 4,5
Submission of the report 1 day Tue 10/24/17 Tue 10/24/17 5,6
P3 Work breakdown structure and Gantt chart
2

Illustration 1: Work break down structure
Illustration 2: Gantt chart
From the present network planning it has been stated that total days in the completion of
project will be 1+2+3+4+5+6+7=22 days. All activities must be complete on time so that
company have not to face problem to access cost and there is no wastage occurs. In this way, on
3

September 24th activities will be started and it will be done on October 22nd. Therefore, it is the
best opportunity to the selected business to cater effective information that assists to accomplish
the project on time. This is because, there is no lack of time in each activity so that it is important
to accomplish it on the time. In this way, cost also assess on each activity to implement effective
resources in project plan to implement CSR activities. There are different types of resources also
determines such as physical, human, technological, etc.
TASK 2
P4 Research through qualitative and quantitative research
In order to assess the significance of CSR activities in order to gain competitive
advantages, in present report qualitative and quantitative both types of data has been taken. This
is because, it takes very important place to collect relevant information for Marriott. In the
qualitative information researcher takes different books, journals, online, articles and many other
authors published sources (Karaosmanoglu, Altinigne and Isiksal, 2016). Beside this,
quantitative information includes graph, table raw data from survey which make effective results
from analysis. In the present research, I had taken primary data through questionnaire which
provide relevant and authentic information that helps to create desire objectives:
Questionnaire
Name:
Gender:
Age:
1. Do you well known about the CSR activities?
 Yes
4
Illustration 3: Network planning

 No
2. Are you agree that CSR activities and competitive advantages of Marriott hotel has any
interrelationship?
 Yes
 No
3. From the above, which type of CSR activities you want to engage within the selected
enterprise?
 Safety environment
 Women empowerment
 Satisfaction of personnel
 Recycling of products
4. From the above, which type of activity can be involve to enhance brand image of the Marriott
hotel?
 Involvement of employees to protect the environment
 Satisfaction of personnel through provide them rights
 Determine safety and healthy environment
 In employment there is no discrimination
5. How are you satisfy from the implementation of CSR activities in the chosen business unit?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
6. There is any requirement of training session to implement CSR activities within the
enterprise?
 Yes
 No
7. What you want to recommend to Marriott hotel to implement CSR activity?
 Implementing legislation for effective CSR
 Enhance awareness of employees regarding CSR activities.
 Create interest regarding implementation of CSR activities.
5

8. Are you agree with implementation of CSR activities in the Marriott hotel for developing
functions and operations?
 Yes
 No
9. Any other recommendation which you want to provide?
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
___________________________________
TASK 3
P5 Research through using appropriate tools and techniques
 Introduction: There are different types of tools and techniques through data can be
collected in significant manner (Homburg, Stierl and Bornemann, 2013). With this
regard, there are different methods has been discussed that play very important role to
gather relevant information for Marriott hotel. It helps to identifying significance of
implementing CSR activities to attain competitive advantages which enhance brand
image. As results, it consists several important chapters that play very important role to
assess research problem and ascertain valid results (Pérez and Del Bosque, 2015).
 Research design: It allows to researcher to conduct research in effective way. Therefore,
it enables to address problems efficiently to assess issues and problem in systematic way.
With the help of research design, outline can be made in which study will be develop.
There are three types of research design exist through we can collect effective
information and gather relevant data (Chen, Tai and Chen, 2015). It includes exploratory,
descriptive and experimental research design. In the present research, researcher used
descriptive research design that assist to find effective information in Marriott hotel. In
addition to this, design also help to outline current problem for assess present situation.
With the help of exploratory design, different questions assists to find out problems
issues to gather information to solve problem (Khan, Lew and Park, 2015).
6

 Research philosophy: In respect to gain effective conclusion, in the present research
interpretivism philosophy has been taken. This defined effectively that help to ascertain
data in business unit. This is the best philosophy which could be used in several
researches. On the other hand, another philosophy is positivism which is not suitable for
conducting the present research (Deng and Xu, 2017). Along with this, interpretivism
philosophy focus on the subjective part which includes several theories and models to
conduct study. Therefore, results arrive from the philosophy which is realistic and
provide important information. Results are also arrived from this philosophy that make
realistic and important information with relation to research question (Mason and
Simmons, 2014).
 Data collection: Data collection methods are describing in two types such as primary and
secondary. Primary data contains through questionnaire that help to gain effective data
that are suitable for present research (Karaosmanoglu, Altinigne and Isiksal, 2016).
Survey is the best method is very important aspect to gather relevant information in the
best way. To prepare survey questions, aims has been developed in the well structure that
include open and close ended questions. In order to take secondary information,
secondary data, journals, articles, books, etc. has been taken (Kim and Ham, 2016). These
elements collected according to CSR activities in Marriott hotel. In order to prepare
survey researcher has aim to develop effective structure through framed research
objectives to gain positive outcomes.
 Data analysis: Data analysis conducted in term of thematic analysis. In the effective and
appropriate research, response taken in correct and effective information with each
question response (McCusker and Gunaydin, 2015). In the quantitative techniques,
researcher gathered information through measure information with statistical tools such
as Z test, chi square test, etc. Beside this, qualitative techniques includes analysis of data
through thematic analysis with using different charts, graphical representation, etc.
(Importance of Data Analysis in Research, 2017) It support to the researcher to
understand themes and evaluate results in the systematic manner. Researcher included
several types of themes to analysis the data which is the best techniques used in
qualitative results (Mukhopadhyay and Gupta, 2014).
7

 Sampling: It is the another important tool that help to researcher to collect relevant
information from targeting the population from the whole universe. In this purpose,
selected information is the important part which carry for effective analysis. In order to
collect new information, researcher require select sample size from the whole universe
(VanPatten and Williams, 2014). It is the study that focuses on taking information that
identifying importance of CSR activities to gain competitive advantages and enhance
brand image as well. Sample will be taken in this research is 20 employees who work in
Marriott hotel. As results, main aim in this aspect determines both types of challenges
that face by respondent to cater effective results. Main reason to select the workers is that
researcher face big issue in it because of the biasses (Farooq and O'Brien, 2015).
 Limitations: In order to conduct the present research program, there are several
limitations has been take place. With this regard, right and effective response cannot be
gather effectively because topic is very wide and there is no long time for it (Mackey and
Marsden, 2015). Due to insufficient time, complete research cannot be gather in effective
way.
Data analysis
Theme 1: People are know about CSR activities
1. Do you well known about the CSR
activities? Response
 Yes 12
 No 8
Total 20
8

Interpretation: From the above graph, it has been shown that there 20 respondent has been
taken from which 12 stated that they are well known about CSR activities. However, remaining 8
people said that they are not known about the any CSR activities. As results, it can be stated that
the selected enterprise has wide opportunity to implement it because various people know about
it. It determines positive impact on the Marriott to make significant results.
Theme 2: Majority of people agree that CSR activities and competitive advantages has
interrelationship
2. Are you agree that CSR activities and
competitive advantages of Marriott hotel has
any interrelationship? Response
 Yes 15
 No 5
Total 20
9
12
8
 Yes
 No
15
5
 Yes
 No

Interpretation: In this above diagram, it has been stated that majority of people agree with
implementing CSR activities at workplace of Marriott hotel. 15 people said that CSR activities
and competitive advantages of the chosen business has interrelationship which make positive
impact on the functions and operations. Beside this, 5 respondents stated that there is no any
relation between CSR activities and competitive advantages that can be enhance brand image of
the Marriott hotel.
Theme 3: Safety environment is the important element to keep effective results and
implement CSR activities in Marriott hotel
3. From the above, which type of CSR
activities you want to engage within the
selected enterprise? Response
 Safety environment 7
 Women empowerment 5
 Satisfaction of personnel 5
 Recycling of products 3
Total 20
Interpretation: In the present graph, it has been show that out of 20 respondents 7 said that
safety environment is very important and useful aspect which help to implement CSR activities
at workplace. Beside this, 5 persons said that women empowerment is the crucial element which
make effective results with implementing of CSR. Along with this, 5 persons also said that
satisfaction of employees assists to make effective results with implementation of CSR activities
10
7
5
5
3 Safety
environment
Women
empowerment
Satisfaction of
personnel
Recycling of
products

at workplace of Marriott. Remaining 3 people stated that recycling of the products and services is
the best implementation to determines CSR activities in the chosen business unit.
Theme 4: Safety environment is the best technique which enhance brand image of the
Marriott hotel
4. From the above, which type of activity can
be involve to enhance brand image of the
Marriott hotel? Response
 Safety environment 8
 Women empowerment 3
 Satisfaction of personnel 5
 Recycling of products 4
Total 20
Interpretation: In order to cater the present graph, it has been stated that in Marriott safety
environment in the best activity which enhance brand image of the company. In this way, 8
people stated that safety environment is the best element which enhance brand image.
Furthermore, 3 people said that women empowerment another effective element which can be
enhance brand image of the chosen business in successful manner. Beside this, 5 persons stated
that satisfaction of employees is the another important aspect for enhancing brand image of the
selected business unit. Remaining 4 persons stated that recycling the of the products is crucial
aspect for developing brand image of Marriott hotel.
Theme 5: Respondents are highly satisfied with implementation of CSR activities in the
chosen enterprise
11
8
3
5
4 Safety environment
Women
empowerment
Satisfaction of
personnel
Recycling of
products

5. How are you satisfy from the
implementation of CSR activities in the
chosen business unit? Response
 Highly satisfied 10
 Satisfied 4
 Neutral 3
 Dissatisfied 2
 Highly dissatisfied 1
Total 20
Interpretation: In this present graph, it has been stated that there are 10 people stated they are
highly satisfied from implementation of CSR activities at workplace. Hereafter, it creates
positive impact on the functions and operations of the selected enterprise. Furthermore, 4 persons
stated they are only satisfied from the CSR implementation. However, 3 people are neutral from
this activity in the business unit. Remaining 2 and 1 people are dissatisfied and highly
dissatisfied respectively from implementing CSR at Marriott. As results, it can be depict that
improvement in CSR activities will beneficial to the chosen business operations. It makes
successful results for ascertain productivity at workplace.
Theme 6: Training session require for implementing CSR activities in the enterprise
6. There is any requirement of training
session to implement CSR activities within
the enterprise? Response
 Yes 13
12
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
0
2
4
6
8
10
10
4 3 2 1
Response

 No 7
Total 20
Interpretation: In order to take the present graph, it has been stated that there are 13 people who
said that training is very important aspect for implementation of CSR at workplace. However,
remaining 7 persons said that there is no requirement to implement this activity in Marriott. As
results, it will be helpful to enhance operations and functions to develop targets in systematic
way. Due to majority of positive outcomes, positive impact can be develop in systematic work of
the enterprise. Training session is the effective element which make improvement in the
employee performances to cater effective information in the business unit.
Theme 7: Implementation of legislation is the effective for CSR activities
7. What you want to recommend to Marriott
hotel to implement CSR activity? Response
 Implementing legislation for effective
CSR 12
 Enhance awareness of employees
regarding CSR activities. 4
 Create interest regarding implementation
of CSR activities. 4
Total 20
13
13
7
Yes
No

Interpretation: In the above graph, it has been shown that 12 respondents stated that
implementation of CSR is important aspect for the chosen business. Furthermore, 4 people said
that this activity enhance awareness of employees in the business for ascertain effective
functioning and outcomes in systematic way. Beside this, remaining 4 people said that it create
interest regarding implementation of CSR at workplace of chosen organisation.
Theme 8: People agree to implement CSR activities at workplace for effective functions
and operations
8. Are you agree with implementation of
CSR activities in the Marriott hotel for
developing functions and operations? Response
 Yes 17
 No 3
Total 20
14
12 4
4
Implementing
legislation for
effective CSR
Enhance awareness
of employees
regarding CSR
activities.
Create interest
regarding
implementation of
CSR activities.

Interpretation: In the present graph, it has been shown that there are majority of people agree to
implement CSR activities for ascertain effective operations and functions. Beside this, 3 people
are not agree with implementation of CSR activities create effective functioning and outcomes.
In this way, view of majority of people view create effective results and outcomes to make
successful results. Therefore, it can be stated that it is effective advantages to Marriott to enhance
their outcomes in significant manner.
P6 Recommendations for data analysis
In order to carry the present report, it has been identified that CSR activities play
significant role which is very essential to gain competitive advantages. This is because, it
enhances brand image of the company in front of people. In addition to this, it also identifies
steps that can be used by Marriott to improve their brand image within the market. Following are
some recommendation can be provide in order to gain competitive advantages that enhance
brand image (Karaosmanoglu, Altinigne and Isiksal, 2016). It also assists to implement
successful CSR activities at workplace for positive results as well.
 Marriott hotel can make products that are environment friendly towards their customer
which enhance customer base. It assists to make loyalty of customer towards the
organisation to implement CSR activities. If the business make products which are
environment friendly for customer they can easily keep clean environment (Homburg,
Stierl and Bornemann, 2013).
 In addition to this, the chosen organisation can also provide training and development
facility which create awareness towards the CSR activities. When employees came to
know about CSR, then it assists to take participation to implement successful results.
15
17
3
Yes
No

Beside this, training session make aware about the importance to encourage people and
participate in it (Khan, Lew and Park, 2015).
 Further, another recommendation can be made as that Marriott need to make septate
department to take responsibility for CSR activities in the business unit. It will make
support to carry effective results through CSR activities at workplace of chosen business
unit.
 Along with this, the selected business can be publish their CSR report every year that
help to identifying activities and making people awareness for which company is
responsible. Therefore, it will assist to develop significant results in the chosen business
unit (Homburg, Stierl and Bornemann, 2013).
 Marriott can also implement different strategy which develop effective results in it. It can
be enhance team performance through focus on the CSR activities. Hence, it can be
depict that the selected business should includes different types of strategies
(Karaosmanoglu, Altinigne and Isiksal, 2016).
TASK 4
P7 Reflect from research to meet objectives
In respect to develop effective research program, it is important to use several types of
methods that completing the results. I learned that Marriott need to develop their plan in the
proper manner to implement CSR activities. In addition to this, continuous monitoring also
required at workplace to accomplish aim and objectives. I also made Gantt chart and work break
down structure that is important to carry different activities in plan. Along with this, I also assess
that different types of techniques which used by the chosen firm to collect relevant data.
However, there are several methods to collect primary data but I have to sufficient time to take
all methods. While it is good method to collect fresh and new which not used previously. Apart
from this, I also got that this method is preparing critical path that help to assess activities which
important for the business.
Moreover, I face issues and problem to prepare questionnaire which is not easy task.
Structuring of questions develop as the accordance of aims and objectives. I also understand that
method of preparing chart and themes are determines effective interpretation which can be done
as per the chart. I also face issue to make chart because if we not cater right information, wrong
16

results will be come. I also understand that it is important for implementation of CSR in business
and surrounding environment as well.
17

REFERENCES
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