Analysis of CSR Activities for Hilton Hotel's Business Project

This report focuses on the implementation of Corporate Social Responsibility (CSR) activities by Hilton Hotel to achieve sustainable growth and competitive advantage. It begins with an introduction to CSR and its importance, particularly for a multinational company like Hilton. The report outlines a b...Read More

MANAGING SUCCESSFUL
BUSINESS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Objective of business project plan.........................................................................................1
P2 Development stages of project plan of company...................................................................3
P3 Gantt chart and Work breakdown structure of action plan....................................................5
TASK 2............................................................................................................................................6
P4 Qualitative and Quantitative analysis of business plan..........................................................6
TASK 3............................................................................................................................................8
P5 Analysis of collected data for research..................................................................................8
P6 Recommendation to finding of data analysis in research project.......................................17
P7 Reflective report of produced research project....................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Corporate social responsibility is defined as various activity that are carried out by
multinational companies to share some part of their profit with the shareholders, employee, to the
society, with governmental and for sustainability development of healthy environment. This can
be described as the responsibility of an company towards, society, communities, people and
environment. Accomplishment of all CSR goals by company helps in developing good brand
image in the working business environment and also helps in earn more profit for company.
These CSR activities helps in achieving sustainable continuous growth of company to large
extent. Hilton hotel is engaged in delivering its hospitality services to large number of customer
in worldwide. This company is continuously efforts for developing good CSR project plan for
the organisation n order to attain higher probability of firm and development of good brand
image in marketplace (Bettencourt and et. al., 2002). The company is following ethical practices
in its operations in order to satisfy the firm employee, customers, stakeholder and society people
efficiently. In today scenario Hilton is facing huge public backlash which can negatively impact
the profit of firm. So, in order to deal with this respective issue the business entity should
develop effective management plan for an successful business.
In this respective report various type of data is collected from the respondents through
developing an questionnaire in order to analyse the data appropriately and can make profitable
business plan for growth of hotel. This report also represented with development of wreak
breakdown structure for the business action plan in order to sustainable development of
company.
TASK 1
P1 Objective of business project plan.
In this particular research report contribution of CSR activities in the sustainable growth
of Hilton hotel in business environment are analysed through data interpretation techniques. The
Hilton hotel is developing its some part of profit to the people of society, governmental and
related people like customers, employees and other stakeholders (Brown and Vessey, 2003). The
Hilton is responsibility acting towards the its corporate social responsibility in marketplace to
increase the brand value and enhance goodwill of company among customers and other
competitors. The Hilton is planing to establish a new establishment in London. So, the company
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is busy in scheduling the major functionality and operations of the company and less focusing
upon the CSR activities in London which may negatively affect the brand image. So, in order to
deal with this responsibility issue the hotel chain should develop focus on action plan towards
the company corporate social responsibly towards its employees, customers, society people,
government and to the natural environment.
Theme: The research report is having theme of implementing CSR activities in operation
of Hilton in order to achieve competitive advantage and sustainable development objectives of
organisation.
Background: CSR activities are having great importance in development of goodwill of
company. The Hilton hotel is an multinational hotel chain delivering its services to large
numbers of countries. In order to maintain profitability of firm continuously Hilton higher
management have to comply with its corporate social responsibility in actions which will be
helpful in maintaining good brand image in marketplace (Chen and Popovich, 2003). The CSR
activity carried put by the Hilton helps in resolving various issues faced in the society by
minority and people due to discrimination in communities. The women are also sufferer of
domestic violence in the countries for which the Hilton is largely developing new plans of CSR
activities in order to help women and people in need. The company is following effective
management approaches in operation to reduce the negative impact of its functionality on the
natural environment and continuously engaged in delivering CSR services to serve a better
healthy environment.
Aim: Aim of the respective research project ins to order various action plan in relation to
implementation of CSR activities in practice by Hilton hotel to achieve all goals and objective of
firm to grow sustainably in business environment (Eckerson, 2010).
Objectives:
 Analysis of significance of CSR activities for growth of Hilton hotel.
 Finding out various factors that can help in achieving competitive advantage over the
competitors by Hilton. Determining the role of corporate social responsibility of Hilton in gaining competitive
advantage in commercial environment.
Research Questions:
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 How implementation of CSR activities can contribute in sustainable growth of Hilton
hotel?
 Describe the connecting link between the corporate social responsibility of Hilton and
competitive advantage of the organisation in marketplace?
 Indemnification of effect of corporate social responsibility action plan of Hilton hotel on
its operation and its developmental plans?
 Interpret the various approaches that can be developed by Hilton in order to gain
competitive advantage in market through implementing CSR activities in practice
effectively?
P2 Development stages of project plan of company.
Task Name Duration Start Finish Predecessors
Identification of issue that may
affect sustainable growth of Hilton
3 days Monday
8/21/17
Wednesday
8/23/17
Defining the research topic 3 days Thursday
8/24/17
Monday
8/28/17
1
Evaluation of objectives and aim of
research project
2 days Tuesday
8/29/17
Wednesday
8/30/17
2
Reviewing literature 5 days Thursday
8/31/17
Wednesday
9/6/17
3, 2
Produce an research methodology 6 days Thursday
9/7/17
Thursday
9/14/17
4
Collection of data and analyse the
results
4 days Friday
9/15/17
Wednesday
9/20/17
5, 4
Interpret the collected data 3 days Thursday
9/21/17
Monday
9/25/17
6,5
Conclusion over the research
findings and recommendation to
action plans
2 days Tuesday
9/26/17
Wednesday
9/27/17
7
3

Task Name Duration Start Finish Predecessors
Submission of report 1 day Thursday
9/28/17
Thursday
9/28/17
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The company should comply with the following influencing factors to the sustainable
development of Hilton h0ptel while providing any strategic or working plan for the organisation
growth:
Cost: Any of the business action should with designed within the working framework of
company budget (5 Tips for Running a Successful Business. 2017). The developed action plan of
Hilton hotel in order to implement CSR activity in practice should be complied with the budget
capabilities of firm and the benefit should be more to society in comparison with the investment
made by company.
Scope: The corporate society responsibility action plan of Hilton hotel should have wider
scope with respect to benefits for the society as well as for the organisation both in marketplace.
Time: The developed activity plan related to implementation of CSR in practice by
Hilton should be managed according to the defined time period in order to bring effectiveness in
action of organisation (Elkington and Smallman, 2002).
Quality: The organisation should take take quality services and standards of the services
provided through the delivery of corporate social responsibility of the Hilton in marketplace.
Communication: The action plan of CSR activity of Hilton hotel should be
communicated among all the employee, stakeholder and to the boards of director in order to
bring efficiency in the functions of company.
Risk: Before developing any plan for delivery of corporate social responsibility the
Hilton hotel should critically analyse various risk associated with the action plan like the activity
developed by form should be in boundaries of ethics of society in order to gain higher acceptance
by people and can contribute in building good brand image.
P3 Gantt chart and Work breakdown structure of action plan.
The work breakdown structure is the systematic approaches in order to breakdown the
tasks and work among different team. This can be defined as allotting the task to the different
team in order to bring higher efficiency in the functionality of company and also helps in
countering the problem of higher wastage of resources in the working environment(11 KEY
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CHARACTERISTICS OF A GLOBAL BUSINESS LEADER. 2017). Hilton is following work
breakdown structure according to the hierarchical management of the responsibilities and task to
the people and mangers of company. This helps in brining higher effectiveness of the company.
The work breakdown structure complied with the scheduling of task by the higher executives of
Hilton and communicating to the lower people in order to implement action plan effectively in
the company. Gantt chart is another approach in brining higher efficiency in the action plan
related to implementation the corporate social responsibility in practice by Hilton hotel through
scheduling the task and activities in order to gain higher results from the action plan.
5

TASK 2
P4 Qualitative and Quantitative analysis of business plan.
It is necessary that researcher should analyse the influence of CSR activity on the
development of company and gaining higher competitive advantage through both qualitative and
quantitative analyse of the research topic. This analysis helps in significance of CSR plan of
Hilton hotel inn achievement of all aims and objective of Hilton in working business
environment.
Qualitative data helps in finding related facts to the research projects. This analysis
provide an quality of results to the researcher in order to analyse the influence of CSR activity in
the sustainable development of Hilton hotel. This is analysed through collection of secondary
data from the previous research projects, competitors action plans, through different theories and
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model of development from books and journal. This follows an descriptive approach to analyse
the significant of CSR activity n gaining competitive advantage.
While the data collected for quantitative analyse comprise of numbers and figures which
studies the extent effect of CSR activity on growth of company and helps in quantifying the
profit through the CSR activity business plan of Hilton hotel. This involves collection of primary
data through questionnaire development and making participation of customers, directors and
other stakeholders in analysing the responses of person related to the strategy of CSR activity of
company in enchaining goodwill of company and creating brand image of Hilton hotel in
marketplace.
Questionnaire
Name:
Gender:
Age:
Q1. Is the Hilton hotel is engaged in CSR activity or not?
 Yes
 No
Q2. Is Corporate social responsibility of Hilton is effective in sustainable growth of company?
 Yes
 No
Q3. Is CSR activity is having significant role in development of competitive advantage or not?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q4. The CSR activity of company is related to which issues and problem in physical
environment.
 Environmental protection
 Employment rights
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Questionnaire
 Women empowerment
 Child labour
Q5. Importance of CSR activity in the growth of Hilton hotel.
 Increasing goodwill of company.
 Attracting more potential customers.
 Developing good reputation in marketplace.
 Helps in gaining competitive advantage.
Q6. The regularity in time-period for continuous development of CSR activity in Hilton.
 Once in month
 Once in year
 After every 6 months
Q7. Significance of role and responsibility of government towards implementation of CSR
activity by company in commercial environment.
 Yes
 No
Q8. Extent of responsiveness of Hilton hotel towards CSR activity in society and communities.
TASK 3
P5 Analysis of collected data for research.
Research design: There are many types of research design that can be developed during
carrying out an research by researchers. Research design can be descriptive in nature or it can be
exploratory or excremental in nature. In this particular case scenario the research topic is effect
of CSR in sustainable growth of Hilton hotel descriptive research design is selected in order to
analyse the influence of various factors with deep study of project topic.
Research Philosophy: Interpretivism and positivism are two type of research
philosophies which are mostly used by an researcher in order to find out effective results from
the data analysis. In this particular research project interpretivism research philosophy is
important in practice in order to evaluate and interpret the significance of CSR activity I
achievement of sustainable growth objectives by Hilton hotel.
8

Data Collection: There are two approaches of data collection one is primary data which
is collected from direct respondents related to the research topic while secondary data is
interpreted from previous research projects, books, journal. In this respective report data
collected in primary in nature which is assembled from various candidate like customers,
employees, society people experts, higher management people of Hilton etc. to carry out an
effective exploration of particular topic.
Data analysis: In this respective research project in order to find appropriate results of
research issue the researcher is making use of thematic approach to analyse the data effectively.
This is followed by designing various themes related to the particular question included in
questionnaire and then analyse the collected data to for achievement of findings related to report.
Data Interpretation
Data interpretation helps in finding out the results of there research topic and its related
issue. In this in order to analyse the action plan fro the CSR activities of Hilton hotel and its
influence on the growth of society and importance for the sustainable development of company
objectives are interpreted through developing questionnaire for 20 candidates. These candidates
are directors of company, people from society competitors, customers, employee and
shareholders etc. To analyse the results effectively and study the responses of respondents
efficiently towards the CSR efforts of Hilton hotel.
Theme 1: Corporate Social responsibilities carried out by Hilton.
Is the Hilton hotel is engaged
in CSR activity or not?
Frequency
Yes 17 (85%)
No 3 (15%)
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According to 85% of respondent it can be stated that Hilton hotel is responsibly engaged
in developing its corporate social responsibilities towards the society people, government,
employees and to the environment also. While 15% of candidate deny the statement that the
respective hotel is contributing its profit in CSR activities.
Theme 2: Significance of CSR activity in achieving company sustainable growth objectives.
Is Corporate social
responsibility of Hilton is
effective in sustainable
growth of company?
Frequency
Yes 14 (70%)
No 6 (30%)
10
0
2
4
6
8
10
12
14
16
18
17
3
Yes
No

In order to find out appropriate answer to this particular thematic analysis the researcher
carried out survey among 20 candidate and found that about 70% of respondent agree that CSR
activity of Hilton hotel is having major role in sustainable development of company and
contribute largely in maintaining good brand image in marketplace. While 30% of candidate
disagree with the statement.
Theme 3: Role of CSR activity in gaining higher competitive advantage in Hilton.
Is CSR activity is having
significant role in
development of competitive
advantage or not?
Frequency
Strongly agree 4 (20%)
Agree 6 (30%)
Neutral 5(25%)
Disagree 3(15%)
Strongly disagree 2 (10%)
11
0
2
4
6
8
10
12
14
6 Yes
No

CSR activity pays very important role in gaining competitive advantage. This can be
stated through interpreting data collected effectively. Quantitative information shows that 6 out
of 20 candidate agree on the statement that CSR plays significant role in attaining competitive
advantage market while only 3 disagree to respective statement.
Theme 4: Role of Hilton hotel CSR activity in resolution various issues in society.
The CSR activity of company is
related to which issues and
problem in physical
environment.
Frequency
Environmental protection 6 (30%)
Employment rights 9 (45%)
Women empowerment 3 (15%)
Child labour 2 (10%)
12
0
1
2
3
4
5
6
4
6
5
3
2
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

From the primary data collected from the questionnaire it can be stated that company is
engaged in delivering various types of CSR activity to the society. According to 30% of
respondents Hilton is responsibly delivering its duty to the environment through various action
plan related to environmental protection. While 45% of candidate responses that hotel is engaged
in protecting the employment rights in working environment through developing various action
plans related to organisation CSR activities. While the company is also involved in women
empowerment activity and reducing child labour practices in business surrounding to large
extent.
Theme 5: Importance of CSR activity in sustainable development of hotel.
Importance of CSR activity in the
growth of Hilton hotel.
Frequency
Enhancing goodwill of company 8 (40%)
Attracting more customers 3 (15%)
Gaining competitive advantage 2 (10%)
Developing good reputation in 7 (35%)
13
Frequency
0
1
2
3
4
5
6
7
8
9
6
9
3
2
Environmental protection
Employment rights
Women empowerment
Child labour

Importance of CSR activity in the
growth of Hilton hotel.
Frequency
marketplace
About 35% of respondents believes that CSR activity is having important role in
development of good reputation in marketplace. While 40% respondents recommended that CSR
activity is having significant role in enhancing the goodwill of company while 15% believes that
it is important for attracting large numbers of respective customers towards brand services of
Hilton hotel.
Theme 6: Regularity of CSR activities and action plans of Hilton.
The regularity in time-period
for continuous development
of CSR activity in Hilton?
Frequency
Once in month 13 (65%)
Every year 3 (15%)
14
Frequency
0
1
2
3
4
5
6
7
8
8
3
2
7
Enhancing goodwill of
company
Attracting more customers
Gaining competitive
advantage
Developing good reputation in
marketplace

The regularity in time-period
for continuous development
of CSR activity in Hilton?
Frequency
After 6 months 4 (20%)
65% of respondents recommended that the Hilton hotel should revise their CSR activity
once in a month. While 20% of people recommend that CSR activities should be repetitively
carried out after every six month to and other remaining candidate suggests that it should be done
only once in a year by hotel.
Theme 7: Responsibility of governing bodies in implementing CSR in Hilton action plans.
Significance of role and
responsibility of government
towards implementation of
CSR activity by company in
commercial environment.
Frequency
Yes 13 (65%)
15
0
2
4
6
8
10
12
14 13
3 4
Once in month
Every year
After 6 months

Significance of role and
responsibility of government
towards implementation of
CSR activity by company in
commercial environment.
Frequency
No 7 (35%)
65% of the total candidate believes that government is having great role in regulating the
action plan of the companies towards their corporate social responsibilities. While remaining
35% denied on this respective statement.
P6 Recommendation to finding of data analysis in research project.
The company is responsibly acting towards the corporate social responsibilities as an
multinational company towards the society welfare and protection environment. Hilton hotel is
largely engaged in protecting natural environment through controlling the carbon foot-printing in
various processes carried out in operations of restaurant, accommodation services etc. Some of
the recommendation to the enhance the efficiency of research project in practices are as follows:
 Selection of sample size should be large which will helps in interpreting the influence of
CSR activity in attaining higher goodwill by company more efficiently by researcher.
 The Hilton hotel should develop different action plans and approaches to contribute more
and more in CSR activities.
16
0
2
4
6
8
10
12
14
13
7 Yes
No

P7 Reflective report of produced research project.
From the above report, according to me it can be reflected that CSR activities is having
signification role in development of good brand image and achieving higher competitive
advantage in the business environment by Hilton hotel. I also found that all the research activities
should be manages effectively within the defined time frame in order to bring higher effeciency
in action plan.
CONCLUSION
From the above report, it can be concluded that CSR activities carried out by Hilton hotel
in the environment largely benefits the protection of natural environment also helpful in welfare
of the society. The company is largely focusing upon the satisfaction level of employee and
customers through implementing legal and ethical practices in working surrounding of company
which largely contribute in building good brand image in commercial environment.
17

REFERENCES
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