Implementing CSR Activities at The Berkeley Hotel for Sustainability

This project focuses on implementing Corporate Social Responsibility (CSR) activities at The Berkeley Hotel to achieve sustainable objectives. It includes a detailed project management plan, a work breakdown structure, and a Gantt chart for effective task management. The assignment involves bot...Read More

MANAGING
SUCCESSFUL
BUSINESS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Research aim and objectives.................................................................................................1
P2 Project management plan.......................................................................................................2
P3 Work breakdown structure and Gantt chart...........................................................................5
TASK 2............................................................................................................................................6
P4 Small scale research by applying qualitative and quantitative method.................................6
TASK 3............................................................................................................................................9
P5 Analysing the research by using appropriate tools and techniques.......................................9
P6 Recommendations for implementing the CSR activities.....................................................13
TASK 4..........................................................................................................................................13
P7 Reflective report...................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
........................................................................................................................................................15

INTRODUCTION
In today's scenario most of the companies are providing so many kind of social welfare to
societies. CSR is one of the major concept that can be used to improve goodwill and reputation
in outside world. To run an enterprise for a long time, organisations can use corporate social
responsibility activities to create sustainability of business in the marketplace. This may create
opportunities for firm to take appropriate and unique actions that help in giving hard competition
to rivals. This assessment, is based on firm Hotel The Berkeley which has a plan of improving
quality of products and services. Also it includes, hotel's management plan, Gantt chart by using
various tools and techniques and by analysing it company can meet its desired objectives (Serra
and Kunc, 2015).
TASK 1
P1. Research aim and objectives
Nowadays, CSR activities have become necessary for an organization. This will lead a
developed business organization and its higher goodwill in front of customers. It is a
fundamental objective of a company that it should formulate strategies which must be helpful for
corporation and society as well. This type of planning leads firm to a strong brand image that
will bring competitive advantage for the venture. With the help of these activities, enterprise can
create a different image than its rivals. This is an activity by which organisation can attract a
number of customers that will loyal for firm. Mostly, company uses this technique as a
promotional tool and made a positive impact on society (Jeston and Nelis, 2014). The Berkeley
is a famous hotel in United Kingdom. Number of workers who are working in this firm are more
than 500 because it is a luxury hotel in country. As it is a large business entity, so it has enough
amount to spent in fulfilment of corporate social responsibilities and management of company
needs to pay more attention on this concept to gain competitive advantageous and to create a
distinct image from business rivals in hotel industry.
Topic: “Implementing CSR activities within organisations to meet sustainable objectives”
Background of project:
An association needs to set mission and vision for the formulation of business operations
in an appropriate manner. Sustainability objectives are the goals that are helpful in solving
problems and issues which society is facing nowadays. Managers will be able to achieve all of
their short and long objectives by getting involved in CSR activities. The Berkeley is a
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prominent hotel in nation that but they did not use CSR plan till now and they need to get
involved in these kinds of operations. This kind of behaviour is affecting the growth and success
of enterprise. Company has already made its brand image in the eyes of their consumers but they
need to set up a plan that is related to society’s welfare. If an organisation generates this kind of
plan, government also helps in implanting these kinds of services and this will ultimately help
the association in making a good future. If The Berkeley not get involve in this type of actions
they could loose their market share along with competitive advantages (Maylor, Blackmon and
Huemann, 2016).
Aim: To implement CSR activities in the organisation to meet sustainable targets - A study of
hotel The Berkeley in United Kingdom.
Objectives:
 To recognise importance of CSR activities in attaining sustainability.
 To analyse the bond of CSR activities on The Berkeley Hotel for taking competitive
advantageous.
 To study the positive effect of CSR activity on reference organisation.
 To examine distinct method by which Hotel The Berkeley can gain competitive
advantage with help of CSR activity.
Research Questions:
 How sustainable missions can achieve with help of CSR activities ?
 What is the connection between CSR activities for The Berkeley Hotel in achievement of
competitive advantage ?
 What are the positive effects of CSR activity on Hotel ?
 What are the tools and techniques that can be adopted by Hotel The Berkeley for
attaining competitive advantage with help of CSR activity ?
P2 Project management plan
It is essential for The Berkeley or for any organisation to make a proper
management plan to achieve objectives that have been set by employer. It may include all the
things related to a plan like capital, risk factors, limited resources, etc. This can be stated as an
important part of every project. If any of the above mentioned things does not get included in a
plan, it may become a reason behind an unsuccessful project. Employers need to do proper
research according to objectives and then, according to the plan, proper implementation is
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necessary so that project can get completed with success. Hotel The Berkeley for achieving set
objectives wants to set a proper CSR project this may need some capital and time as well to
make plans according to aims and objectives (Management Plan, 2018).
Cost: It is essential for the organisation to pull out a proper budget for projects (Reich,
Gemino and Sauer, 2014). It may help in the decision making process. Employer should fix costs
for every single situation which may not cost them much. Applying CSR in Hotel the Berkeley,
managers and leaders have to set costs for every step. This can be stated as an essential part in
making a proper plan. The capital that they are going to apply in the project is £2500.
Scope: By planning a project every employer can keep the scope if they are going to have
success in long term or not. Most probably, they make proper plan which mostly has a scope for
betterment of the organisation. It can be both for a short and for long term. If a company adapts
CSR, this may lead them in making a better image in societies. Their goodwill will enhance
which will help them in sustaining for a long time in marketplace.
Time: It is necessary for the employer to fix time for objectives so that they can be
attained in timely manner. Unsuccessfulness in this may cost organisation and it also may lead to
decreased position in the marketplace. Hotel The Berkeley should set time frame in planning and
implementing CSR project.
Quality: In this, it is important for organisation to keep an eye on the quality of what
services they are giving. A proper CSR can help Hotel the Berkeley to improve its image in
society.
Communication: This can be stated as one of the main parts of a corporation. Here,
proper communication should be done from top to lower level management. This may remove
conflicts in between both; employer and employee.
Risk: Time frame that has been set by the employer for a project. Supervisors should
keep an eye on this factor. If their project is not accomplishing in an appropriate manner then,
this may lead loses.
Resources: This could be anything which is related to project and may help in achieving
the set goals. CSR activities needs several resources like capital which have been applied in the
project, labour or human resources. Hotel the Berkeley uses resources which are important for
CSR project and this may lead them to achieve the set objectives (Nicholas and Steyn, 2017).
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P3 Work breakdown structure and Gantt chart
An organisation should take care that they formulate plans and then design activities for
dividing them among their employees to carry out tasks. Manager uses appropriate tools and
techniques to get work done by distributing it between their workforce according to their
capabilities. This help them superiors to reduce work load from single person and also lead to
completion of work within deadlines. The Berkeley used these approaches so that they are able
to accomplish activities effectively and in proper way an its description is as follows: Work breakdown structure: It is referred to as concept through which superiors divide
heavy work into simple and small task so that their staff can complete it appropriately.
This help managers in attaining all targets effectively as they are aware about their
members skills and knowledge. This brings specialisation in system by making them
perform activities regularly and this speed up their working. The Berkeley has adopted
this approach so that they are able to provide services which impress their clients by
offering them food and other materials on time. By distributing work among their
members and managing that all departments function properly and provide their clients
best experience.
 Gantt chart: Organisation is using this tool to complete task effectively by dividing
activities between their employees to reduce their workload and help them to complete
their duties on time. Management is required to make appropriate decision while
distributing work according to their time limit (Somsuk and Laosirihongthong, 2014).
They have to consider plan of project and its duration before segmenting it so that they
are completed within deadlines. The Berkeley segregate work according to their
requirements and demand of customers. As they know that their booking will be more at
vacation time, therefore they manage their activities and facilities accordingly to attract
people and remain competitive.
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TASK 2
P4 Small scale research by applying qualitative and quantitative method
A company uses various kind of tools and techniques to conduct a research plan for
performing CSR activities in their firm. This leads them to fulfil clients needs and wants in
required time (Peppard and Ward, 2016). Along with this seniors of organization can make a
proper judgement for their corporation. Different tools and methods are as follows:
 Primary
 Secondary
With help of these methodologies a manager will gather adequate information and data
which will bring efficient decision making for business operations. A researcher use both
methods as mangers are going to perform CSR activities in their association and researcher has
to provide information that will lead to gain competitive advantages. As a consequence they will
able to maintain their market share and position in industry for longer duration of time. In these
techniques company can use qualitative and quantitative tools that will enable data analyses. This
data evaluation will assist in greater outcomes.
Primary Data: It is a method of fresh data collection that is doing for fulfilment of
organisation specific objective. This method includes several tools that are interview,
questionnaire, scheduling, data sampling etc. when data is gathered by this technique that info is
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very accurate as it is been collected by company researcher for particular reason. Managers of
The Berkeley prepared a questionnaire to perform research task and took 20 persons as their
sample size for research (Chang, 2016).
Questionnaire
Name:
Age:
Gender:
Contact No.:
Q1: Do The Berkeley carry out CSR activities in their hotel ?
Yes
No
Q2: What do you think will CSR activity help organization in attaining competitive
advantages ?
Agree
Neutral
Disagree
Q3: Which topic would you suggest for CSR activity to corporation ?
Environmental safety and security
Women empowerment
Child labour
Q4: What is your point of view will CSR activity help firm in gaining sustainable goals ?
Yes
No
Q5: What are the benefits of planning CSR in hotel ?
Developing goodwill
Growing reputation
Increasing client base
Q6: For which time period The Berkeley can perform CSR activities ?
Once in a Year
In every six months
Q7: Recommend some benefits of conducting CSR in firm that can get aid with it.
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Secondary Data: There are several tools that assist this method of data collection. For
e.g. newspaper, journals, internet, books, and many others. With help of these techniques a
manger collects required data that helps in proper decision making for business. But it has a con
that is this method is not reliable and does not exactly belong to time scale (Christin Jurisch and
et. al., 2014).
Case Study 1: It is a mandatory for The Berkeley to apply new and unique things into
their social services. Hotel needs to develop improved services and they will create strong brand
image for association. So that individual will able to recognise firm easily and they could
measure corporation different from its rivals. Main aim of venture is to conduct corporation's
social responsibility activities and this will provide a prominent growth to enterprise.
Case Study 2: The Berkeley is a very popular hotel chain in United Kingdom that provide
world class facilities in hospitality sector. Firm needs to conduct CSR activities to create their
separate image from competitors and to gain competitive advantages. As this firm is a prominent
hotel chain and they have enough amount to put in CSR activities and this will assist them in
attaining target within limited period of time.
Therefore, it is clear that venture has to spend their some piece of money in CSR
activities to provide facilities to their society and themselves as well. This tool will work as a
promotional tactic that stand them apart from their business rivals.
Methods other than the above techniques are used by business entity are stated below:
Data analysis:It must be main priority of manager that he should analyse all gathered
information accurately because this will help in effective decision-making system of
organisation. Quantitative: By the help of this trick employer gets data in numeric term that is numbers
and they can evaluate that accurately. These could be analysed in statistical and
mathematics format. This research provides data that is associated with clients needs,
desires and demands & wants (Crane and Matten, 2016). Qualitative: In this method no need of numbers and data can not be evaluated in numeric
form. This includes pictures, degree of satisfaction, signs and example that relates with
interview and other method of quantitative technique.
Research design: This can be stated as one of the main part of a project. Employer
should be clear with objectives that has been set by management. According to aim a proper
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design of a research needs be made so that data can be collected which is related to set objective
only. Under this, three kind of research can be done and those are descriptive, experimental and
explanatory. These kind of researches may help in gaining proper information according the
plan. For this purpose descriptive design can be stated as the most suitable one that Hotel The
Berkeley can adapt.
Research philosophies: A researcher is the one who is responsible for pulling out best data
according to the plan and objective of organisation. Here, many theories can help him/her in
making authenticated research. Some philosophies are Interpretive and positivism. This project
Interpretive philosophy may aid in the best way to organisation.
Sampling: It could be divided in two types one is probability and other one is non-
probability. Less cost is associated with this tool and researcher can get data quickly with this
method. In this report sample size is 20.
TASK 3
P5 Analysing the research by using appropriate tools and techniques
For any project collecting data can be stated as an essential part for an organisation.
There are many tools and techniques that a company can utilise for making decisions which are
favourable. Employer or analysts of the firm collects this data. Analyse it in a proper manner,
make decision and take judgements (Kelly, Male and Graham, 2014).
Theme 1: CSR activities is carry out by The Berkeley hotel
Q1: Do The Berkeley carry out CSR activities in their hotel ? Respondents
Yes 18
No 2
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Interpretation:
CSR may help in enhancing goodwill of The Berkeley Hotel and for every organisation
as well in the society. From the above representation, it has been concluded that yes, CSR can
create favourable conditions for the hotel. Here, 18 respondents reacted in the favour of
application of CSR and 2 of them were not.
Theme 2: CSR helping in competitive areas
Q2: What do you think will CSR activity help organization in
attaining competitive advantages ?
Respondents
Agree 15
Neutral 3
Disagree 2
10
Yes No
0
5
10
15
20
18
2
Column B
Agree
Neutral
Disagree
0 2 4 6 8 10 12 14 16
Column B

Interpretation:
In today's world competition is increasing in every sector. CSR activities may aid Hotel
The Berkeley in giving hard competition to rivals. This kind of approach is gonna help
organisation to grow its reputation in front of public society and also in corporate world. In this,
15 respondents gave answer in positive way and 2 of them stated that CSR activities may not
help corporation in increasing it goodwill and 3 of them stated that they do not know about it
(Gollenia, 2016).
Theme 3: CSR helps The Berkeley hotel in different situations
Q3: Which topic would you suggest for CSR activity to corporation
?
Respondents
Environmental safety and security 15
Women empowerment 4
Child labour 1
Interpretation:
For enhancing goodwill and reputation in marketplace it is necessary for Hotel The
Berkeley to give proper environment to its employees. Organisation should mainly focus on
security and safety. Proper conditions which is given by firm to staff members can help in
enhancing both productivity and profitability. Here, most of the respondent given answered in
the favour of environmental safety. This is one of an important part which may help in making
healthy relationships in between both employer and employee.
Theme 4: CSR activities helps in achieving goals
11
15
4
1
Environmental safety and
security
Women empowerment
Child labour

Q4: What is your point of view will CSR activity help firm in
gaining sustainable goals ?
Respondents
Yes 18
No 2
Interpretation:
CSR activities can help in achieving targets, aims and objectives that has been set by The
Berkeley Hotel. This process aid organisation to make environment positive which is related to
social life. Also, the research that has been done by employer according to project may lead put
firm in favourable position where targets can be achieved easily (Svejvig and Andersen, 2015).
Theme 5: Favourable conditions can be created by CSR for Hotel The Berkeley
Q5: What are the benefits of planning CSR in hotel ? Respondents
Developing goodwill 7
Growing reputation 7
Increasing client base 6
12
Yes No
0
5
10
15
20
Column B

Interpretation:
Respondents answered positively in this context regarding CSR. This shows if hotel uses
this kind of activities, it will become highly affirmative for organisation (Zou and et. al., 2014).
Person here stated that goodwill can be developed, can create reputation of company in society
and also helps in increasing percentage of clients.
Theme 6: At the time of enhancing reputation and goodwill CSR can be used in the hotel
Q6: For which time period The Berkeley can perform CSR
activities ?
Respondents
Once in a Year 9
In every six months 11
Interpretation:
From the chart, it can be concluded that both of them are favourable for Hotel The
Berkeley. But, most of the persons recommended that company should adapt the time frame of 6
13
7
7
6
Developing goodwill
Growing reputation
Increasing client base
0.8 1 1.2 1.4 1.6 1.8 2 2.2
0
0.5
1
1.5
2
2.5
Column B

months. This will help organisations to grow in a fast manner. Also this, aid firm to improve its
brand image.
P6 Recommendations for implementing the CSR activities
From report it is seen that firm which are engaged in CSR activities is able to increase
their customer base and improve their image in market by fulfilling wants of people. The
Berkeley had implemented these methods effectively so that they are able to construct reputation
in market to attract customers and establish advantage over other hotels. They should conduct
activities which benefit society and donating funds to charitable trust by providing them financial
support so that they are able to serve needy people and organise tasks for their welfare.
The Berkeley is benefited as they are providing money which help administration as they
are not required to invest time in organising things (Duffield and Whitty, 2015). This had helped
firm in their initial stage when they are required to make people aware about their presence in
market and informing them about their services. The Berkeley had make rules and regulations to
protect rights of employees and providing them safe environment. This had help hotel in
attracting their customers by providing them services through which they got impress and
delivering quality facilities which help in retaining their clients.
TASK 4
P7 Reflective report
From above I concluded that an organisation conducting CSR activities gets advantage in
their business by offering goods and services which are required by people to fulfil their needs
and satisfy them. This had help executives in accomplishing objectives by increasing their
goodwill in market and improving their customer base by benefiting society (Rosemann and vom
Brocke, 2015). I also learnt ways to search data from books and journals for getting complete
information about CSR activities besides getting aware by theoretical knowledge. But this was
not simple as I had to identify books which carries appropriate information for my analysis and
easy to understand concepts.
As I was give less time, but was able to complete research on time by working
systematically and taking care that I had take data from all available sources. This help me in
getting knowledge about various software which are used to interpret information and making
appropriate results. To make it effective by adding graph and thematic analysis so that everyone
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can understand it properly (Hornstein, 2015). This was development factor through which I
learnt to achieve goal within time limit.
CONCLUSION
From the above report, it has been comprehended that CSR activities plays main role in
making a healthy environment in the society. This may help companies to achieve goals that
have been set by employer related to social welfare. In today's world it is hard to run business
successfully in continuous manner. There are so many obstacles firms faces at the time of
decision making which are beneficial for organisation. These activities includes, doing research
related to objectives, planning so that desired targets can get attained in timely manner. These
things that we have discussed above, may help in giving hard competition to rivals and also aid
to achieve goals which may help in creating healthy relations in society.
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