Achieving Sustainable Objectives: CSR Activities at Brookland Hotel

This report examines the implementation of Corporate Social Responsibility (CSR) activities within the Brookland Hotel to achieve sustainable objectives. The report begins with an introduction to CSR and its importance, followed by a project management plan outlining aims, objectives, and a work breakdown structure. Task 2 involves a small-scale research project employing both qualitative and quantitative methods, including questionnaires. Task 3 focuses on analyzing the research data using appropriate tools and techniques, culminating in recommendations for implementing CSR activities. The report also includes a reflective report and a conclusion summarizing the findings and implications of the study. The report investigates the importance of CSR in achieving sustainable objectives, its impact on the hotel's competitive advantage, and the positive impacts of CSR activities on the Brookland Hotel. The research questions are addressed through the use of both primary and secondary data collection methods, and thematic analysis is employed to analyze the data.

MANAGING
SUCCESFUL
BUSINESS

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
P1 aims and objective.............................................................................................................3
P2 The project management plan...........................................................................................5
P3 Work break down structure and a Gantt chart..................................................................6
TASK 2......................................................................................................................................7
P4 Small scale research by applying the qualitative and quantitative method......................7
TASK 3......................................................................................................................................9
P5 analyzing the research and data by using appropriate tools and techniques.....................9
P6 Recommendations for implementing the CSR activities................................................16
TASK 4....................................................................................................................................17
P7 Reflective report..............................................................................................................17
CONCLUSION........................................................................................................................17
REFERENCES.........................................................................................................................19

INTRODUCTION
CSR activity can be defined as the plan which is undertaken by the organization to
provide some additional services to the society. There are several issues which are arising in
the society so to those problems, the organization takes initiative. So for improving the
society as well as helping them, CSR activities are carried out by the organization. By doing
this type of activity, the sustainable objective can be achieved by the firm. Besides this, by
focusing on the CSR activity effectively they can develop the competitive advantage of the
firm (Wheelen and Hunger, 2011). On the other hand, the government has also made the rules
and regulations regarding these types of project. This is because the organization can easily
help them through funds and even provide the individual with the free services which they
are providing to the individual. This report will talk about the Brookland hotel which is one
of new hotel established in Weybridge (Brooklands Hotel, 2017.). It is counted in the luxury
4 star hotel. It is the service industry, so it is required to perform the CSR activity among the
society. Further, the report will discuss about the need and requirement of the CSR activity
and even the importance which it has on the reputation of the organization (den Hertog and
et.al., 2010). On the other hand, in this report data analyses will be carried out which will
helpful in the further growth of the organization.
TASK 1
P1 aims and objective
In the today world, it has become important for the organization to plan the CSR
activity so that they can develop a positive goodwill in front of the customers. Further, this
has become one of the ways through which the organization can easily attract the customers.
It is considered as a promotional tool for the company (Rosemann and vom Brocke, 2015). If
it is carried out smoothly then it will have positive impact on the organization as well as the
society. Brookland Hotel is the new established hotel which has around 106 employees in the
organization. For this, firm it is will not able to plan big CSR activity but still by helping the
society in small ways they can help the individual who are in the need. In the recent time, the
organization has not contributed in these types of activities so for them it becomes important
to focus on providing benefits to the society.
Topic: “Implementing CSR activities within organisations to meet sustainable objectives
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Background of the project:
Sustainable objectives are the targets which are set to reduce the problems of the
society or the major issues which are faced by the world. Through participating in the CSR
activities, the organization can effectively meet the sustainable objectives. The
implementation of CSR activities is discussed by taken the Brookland hotel because at
present the firm is not carrying out any CSR activity which will act as a barrier in successful
operation (Stokes, Wilson and Wilson, 2010). On the other hand, as the hotel is well known
and famous so the customers will want that they should plan or organize the activity which
can help them. Besides this, there are other competitors who are aggressively focusing on
CSR activity because through doing this kind of work they will effectively gain the market
share. Further, the analysis is carried out to understand the importance of CSR activity on
developing the competitive advantage (Babiak and Trendafilova, 2011). Besides this, in the
present time, to become famous in the field, it is required by the firm to help the society as
with the help of this only, the customers can know the organization. Further, government also
supports the company who extensively organize the activity for up-liftment of society. These
are some of the reasons, due to which implementing of CSR activity is important. If the
Brookland hotel will not plan these projects then it can lose their market and the customer can
easily switch to other hotel (De Roeck and Delobbe, 2012).
Aim: To implement CSR activities in the organization to achieve sustainable objective: A
case study of Brookland hotel UK.
Objectives:
 To identify the importance of CSR activity in achieving sustainable objectives’
 To assess the relation of CSR activity on Brookland Hotel for achieving the
competitive advantage
 To analyze the positive impact of CSR activity on the Brookland Hotel
 To evaluate different methods through which Brookland Hotel can achieve
competitive advantage through CSR activities
Research questions
 How CSR activity is important in achieving sustainable objectives?
 What is the relation between CSR activities for Brookland Hotel for achieving the
competitive advantage?
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 What are the positive impacts of CSR activity on the Brookland Hotel?
 What are the different methods which can be adopted by the Brookland Hotel for
achieving competitive advantage through CSR activities?
P2 The project management plan
Task Mode Task Name Duration Start Finish Predecessors
Manually
Schedule
d
Finding the topic of
research 10 days Wed 4/5/17 Tue 4/18/17
Manually
Schedule
d
Drafting aims and
objectives 6 days Wed 4/19/17 Wed 4/26/17 1
Manually
Schedule
d
Literature review 10 days Thu 4/27/17 Wed 5/10/17 1,2
Manually
Schedule
d
Research methodology 7 days Thu 4/27/17 Fri 5/5/17 1,2
Manually
Schedule
d
Data analysis 20 days Thu 5/11/17 Wed 6/7/17 2,3
Manually
Schedule
d
Conclusion and
recommendations 6 days Thu 6/8/17 Thu 6/15/17 3,5
Manually
Schedule
d
Submitting the final
report 1 day Fri 6/16/17 Fri 6/16/17 6
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P3 Work break down structure and a Gantt chart
Work break down structure is basically dividing the work in the hierarchical form so
that the project team can easily manage the task. Through this structure, the management
team is able to identify every detail of the section which can help the team to effectively
accomplish the task. This is basically the outline structure which aids the project management
team to see the further division in the project. There are major deliverables which are further
divided into the sub deliverables and this is further assigned to the individual who will be
carrying out the task. This is important for the Brookland Hotel because the firm can easily
segregate the task and determine the time which will be used in completing the assignment.
There are several benefits of the work break down structure because as this helps the
organization effectively allocate the budget to the task and through this, the appropriate
budget can be identified by the organization. On the other hand, it also helps in analyzing the
risks which is attached with the project. If proper information is not given for the particular
task then the risk is identified in the project.
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Figure 1: work break down structure
TASK 2
P4 Small scale research by applying the qualitative and quantitative method
To analyze the impact of CSR activity on achieving the sustainable objectives, both
qualitative and quantitative methods will be used. This is because both are essential and
effective in gathering data for the organization which have not carried out the CSR activity in
the firm. In case of the qualitative methods there are several books, journals which can be
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reviewed by the researcher as this will help in gathering the information regarding the
sustainable objectives and the CSR policy adopted by different organization. On the other
hand, there are many articles which are written by the government authority on the CSR
policies as well as activity. This data will be beneficial for the company to introduce the new
CSR policies in the hotel. In this, qualitative data is required because there are several things
whose concept can be clear only when the data is taken by various books, journals etc.
On the other hand, with the qualitative data, quantitative is also important to evaluate
the impact of CSR activity on developing competitive advantage. The CSR activity is done
for the society only so it has become important to take the review from the respondents
regarding the effect on the organization. For this reason, primary data will be collected with
the help of the questionnaires as this will provide the relevant as well as the authentic
information which aid the firm in identifying the actual impact on the sustainable objectives.
Questionnaire
Name:
Age:
Gender:
1. Do Brookland Hotel carries out CSR activity in the organization
Yes 
No 
2. Does CSR activity can help in achieving sustainable objectives?
Yes 
No 
3. In your opinion, do CSR activities help in attaining competitive advantage?
Strongly agree 
Agree 
Neutral 
Disagree 
Strongly disagree 
4. On what topic CSR activities can be performed by the Brookland Hotel?
Environmental safety and security 
Child labour 
Women empowerment 
5. What are the benefits of planning the CSR activity in the organization?
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Enhancing the goodwill 
Increasing the customer base 
Developing reputation in the market 
6. In what time duration, the Brookland Hotel should perform the CSR activities?
In a month 
Once in a year 
After 6 months 
7. Do you think that government provide different benefits to the organization which
carries out the CSR activities
Yes 
No 
8. Recommend the ways in which the Brookland Hotel can carry out the CSR activities
in the market.
TASK 3
P5 analyzing the research and data by using appropriate tools and techniques
 Research design: The whole research depends on the research design which is carried
out by the researcher for identifying the impact. There are basically three type of
research design which is descriptive, exploratory, and experimental. According to the
topic and the research, descriptive is the design which will be more suitable for the
topic and through this, the conclusion can be derived effectively.
 Research philosophy: Interpretivism philosophy will be used in the report which will
help in evaluating the data effectively which will further results in arriving at the
appropriate conclusion. On the other hand, there is Positivism philosophy which will
be not suitable for carrying out research.
 Data collection: For collecting the data, there are basically two methods which will be
applied in the research, one is the primary and the other one is the secondary data. In
case of the primary data, questionnaire will be made which will assist in gaining the
relevant as well as appropriate data from the respondents. On the other hand, in case
of the secondary data, books, journals will be referred which will help the researcher
to gather the information regarding the CSR activity which is required to be carried
out by the organization. Besides this, it will also assist in gaining the data about how
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the competitive advantage can be developed through CSR activity. But in this case,
the researcher needs to identify the authentic and relevant information.
 Data analysis: The data analysis will be done with the help of thematic analysis. In
this case, various themes will be made which will help in carrying out the research
effectively. The themes will be made every question as this will aid the scholar in
minutely analyzing the response.
 Limitations: There are many limitations which are witnessed at the time of carrying
out the research study. One of the major limitations is the time. The topic is vast and
for getting the response, particular period of time is required. So in the whole it can be
said that time is less for the whole research.
Data analysis
Theme 1:
Do Brookland Hotel
carries out CSR
activity in the
organization Frequency
Yes 3
No 17
Yes No
0
2
4
6
8
10
12
14
16
18
Frequency
Frequency
From the above graph it can be concluded that most of the customers states that
Brookland Hotel does not carry out the CSR activity in the organization. This is the major
drawback for the hotel because as the users know that so they do not have good image in their
8

minds. So due to this reason, it has become important for the organization to plan the CSR
policies which can develop a positive goodwill and even help them to attract the target
customers towards their organization.
Theme 2: CSR activity helps in achieving sustainable objective
Does CSR activity
can help in achieving
sustainable objectives? Frequency
Yes 15
No 5
Yes No
0
2
4
6
8
10
12
14
16
Frequency
Frequency
From the above graph it can be depicted that CSR activity is essential for the
organization for achieving the sustainable objective. This is because the sustainable objective
focuses on the growth and development of the society which is directly linked with the
sustainable objective. Out of 20 respondents, 15 of them agree that it helps in attaining
sustainable objective in the environment. Further the activities which are generally carried
out the organization are for the benefit of the society so in this case, the government can
attain the sustainable objective. But on the other hand, there are 5 of the respondents who
disagrees with this because they believe that sustainable development is carried out on the
larger level but the CSR activity is planned at the shorter level so through planning the CSR
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activity they cannot be able to achieve this. For attaining sustainable objective, larger section
of the society should be benefited as this will only help in achieving the goal.
Theme 3: CSR activity will help the Brookland Hotel in achieving the competitive
advantage
In your opinion, do CSR
activities help in attaining
competitive advantage? Frequency
Strongly agree 12
Agree 3
Neutral 2
Disagree 1
Strongly disagree 2
Strongly
agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
Frequency
Frequency
From the above graph it can be stated that CSR help the Brookland Hotel in attaining
the competitive advantage this is because the organization will be able to build good
reputation which will help in increasing the customer base. If this happens for the long period
of time, then the firm will be able to attain the competitive advantage. Out of 20 respondents,
12 of the individual agreed that CSR activities are able to achieve the competitive advantage.
But on the other hand, there are 2 of the respondents who disagreed with the statement
because they believe that CSR activities have no link with the guests who will be visiting the
10

hotel because the plan is not carried out for them. Besides this, 2 of the individual are neutral
as they feel that it may or may not develop competitive advantage.
Theme 4: CSR activity is required to be carried out environmental safety and
protection
On what topic CSR activities can be
performed by the Brookland Hotel? Frequency
Environmental safety and security 15
Child labour 3
Women empowerment 2
Environmental
safety and security Child labour Women
empowerment
0
2
4
6
8
10
12
14
16
Frequency
Frequency
The above graph states that it is essential for the Brookland Hotel to carry out the
CSR policy on the area which requires assistance. In case of the building environmental
issues, 15 of the respondents stated that environmental issues and safety is the major concern
and they should be focused by every organization. There are 3 of the respondents which
believe that the CSR activity should be carried out on the child labour the reason is that it has
increased drastically and the government are required to reduce child labour. On the other
hand, there are 2 of the respondents which state that women empowerment is also one of the
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major factors which should be discussed by the Brookland Hotel because it is also the current
issue which are required to be focused.
Theme 5: Increasing customer base is the major benefit for conducting CSR activities
What are the benefits of planning the
CSR activity in the organization? Frequency
Enhancing goodwill 5
Increasing customer base 8
Developing reputation in the market 7
enhancing
goodwill increasing
customer base developing
reputation in the
market
0
1
2
3
4
5
6
7
8
Frequency
Frequency
From the above graph it can be depicted that the major benefit of the CSR activity is
that it will help in increasing the customer base of the organization. By conducting the CSR
plan, the organization indirectly promotes their functions which help in attracting the
individual towards them. So in this case, it can be said that it will help in increasing the
customer base. On the other hand, there are 5 of the individual who believes that it will help
in enhancing the goodwill of the Brookland Hotel which will automatically enhance the
goodwill. There are 7 of the respondents who feel that CSR will help in developing reputation
in the market.
Theme 6: In every 6 months CSR activity should be performed
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In what time duration,
the Brookland Hotel
should perform the CSR
activities? Frequency
In a month 6
Once in a year 4
After 6 months 10
In a month Once in a year After 6 months
0
1
2
3
4
5
6
7
8
9
10
Frequency
Frequency
From the above graph it can be depicted that majority of the respondents states that
the CSR activity should be carried out in every 6 months because it will give time to the
hotel to plan the activity effectively. On the other hand, there are 6 of the individual, who
believes that in every month, the Brookland Hotel can effectively carry out the short CSR
activity which can help them to effectively position their image in the market. Besides this,
there are around 4 of the individuals who states that the CSR should be carried out once in a
year because it consumes lots of expense and it is the new hotel so it will be difficult to
manage the expenses.
Theme 7: Government provides benefits for the organization who conducts CSR
activity
13

Do you think that
government provide
different benefits to the
organization which
carries out the CSR
activities Frequency
Yes 14
No 6
Yes No
0
2
4
6
8
10
12
14
Frequency
Frequency
From the above graph it can be stated that majority of the respondents are in the
favour that the government provides benefits to the organization who conducts CSR activity
effectively. The benefits are that they leverage the tax rates etc. This is helpful for the hotel in
the long run because the major issue which comes in the operating the services are
government regulations. Besides this, there are 6 of the individual who believes that the
government do not provide benefit because CSR is the voluntary activity which is done by
the organization. So in this case, no benefits are attached to it.
P6 Recommendations for implementing the CSR activities
From the report, it can be said that CSR activity are important for the Brookland Hotel
to capture the large customer base as well as developing the reputation in the market. But this
can be happen only when the methods of the CSR are adopted effectively. It is essential to
adopt the right method through which they can give benefit to the society. There are various
methods which can be adopted and they are as follows:
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 One of the most common methods is by donating the charitable trust. There are
various trusts which are in need of the finance so the organization can donate the
amount for the welfare of the charitable trust. This is the easiest method because the
Brookland Hotel is not required to plan or organize the things they only need to give
them finance (Karaibrahimoglu, 2010). This activity can be helpful for the
organization in the initial stage.
 On the other hand, for the safety of the environment, the Brookland Hotel can
effectively introduce the rules and regulations in the hotel for protecting the
environment. This initiative will help in benefiting the hotel as well as the customers
will also be impressed by the services which will assist in retaining the customers.
TASK 4
P7 Reflective report
From the above I came to know that the CSR activities are not only beneficial for the
society but they are also helpful for the organization which has been recently established in
the market. The CSR not only helps in attaining the sustainable objectives but they also help
in increasing the customer base. Besides the theoretical concepts and the knowledge
regarding the CSR activity, I also came to know that how one has to search the data from the
books and journal. There are many books but still one has to identify the appropriate one to
identify the proper information. On the other hand, the time given for doing the research was
less but still I was easily able to complete the work on time. Further, at the time of conducting
the data analysis, I gained knowledge regarding the software which is used in analysing the
data. With the help of the graph and the thematic analysis, I was effectively able to complete
the task. For me, this was the development factor which helped in achieving the goals within
the time limit.
CONCLUSION
From the above report it can be articulated that CSR activity is important for the
Brookland Hotel for sustaining in the service industry. It will not only help them in increasing
customers but it will assist in developing competitive advantage through providing benefit to
the society. Further, it can also be concluded that the reason for carrying out the activities are
different for every organization. But in this case it is helpful because it is newly established
15

and will further assist in developing a positive goodwill. On the other hand, through the
survey of the customers, important issue on which the users should be made aware are the
environmental issues. So on this basis, the hotel can plan as well as organize the programme
or make rules and regulations in the organization to maintain the environmental safety.
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REFERENCES
Books and journal
Babiak, K. and Trendafilova, S., 2011. CSR and environmental responsibility: motives and
pressures to adopt green management practices. Corporate social responsibility and
environmental management. 18(1). pp.11-24.
De Roeck, K. and Delobbe, N., 2012. Do environmental CSR initiatives serve organizations’
legitimacy in the oil industry? Exploring employees’ reactions through organizational
identification theory. Journal of Business Ethics.110(4). pp.397-412.
den Hertog and et.al., 2010. Capabilities for managing service innovation: towards a
conceptual framework. Journal of Service Management, 21(4), pp.490-514.
Karaibrahimoglu, Y.Z., 2010. Corporate social responsibility in times of financial
crisis. African Journal of Business Management .4(4). p.382.
Rosemann, M. and vom Brocke, J., 2015. The six core elements of business process
management. In Handbook on business process management. 1. (pp. 105-122).
Springer Berlin Heidelberg.
Stokes, D., Wilson, N. and Wilson, N., 2010. Small business management and
entrepreneurship. Cengage Learning EMEA.
Wheelen, T.L. and Hunger, J.D., 2011. Concepts in strategic management and business
policy. Pearson Education India.
Online
Brooklands Hotel. 2017. [online]. Available through<
http://www.hotelwifitest.com/hotels/gb/weybridge/brooklands-hotel/ >. [Accessed on
5thApril, 2017].
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