Managing a Successful Business Project: Marriott Hotel CSR Study

This project examines the implementation of Corporate Social Responsibility (CSR) activities within Marriott Hotel to achieve sustainable objectives. The report begins with an introduction to CSR, its importance, and its impact on an organization's image, particularly within the service industry. Part 1 outlines the aims, objectives, and background of the project, including the development of a project management plan, breakdown structure, and Gantt chart. Part 2 focuses on the application of quantitative and qualitative research methods to gather data on CSR activities. The project then analyzes research findings and data using appropriate techniques in Part 3 and draws recommendations to offer meaningful conclusions. The report also discusses the value of undertaking research to meet the project's objectives. The project explores the relationship between CSR activities and competitive advantage, analyzing the positive impacts of CSR on Marriott Hotel and evaluating various methods for CSR implementation.

Managing a
Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................1
Part 1................................................................................................................................................1
P1 Aims and objectives for project.............................................................................................1
P2 Project management plan.......................................................................................................3
P3 Breakdown structure and Gantt chart....................................................................................4
Part 2................................................................................................................................................6
P4 Application of quantitative and qualitative research methods...............................................6
Part 3................................................................................................................................................8
P5 Analysis of research and data by using appropriate techniques...........................................8
P6 Recommendations to draw meaningful conclusions............................................................14
P7 Value of undertake research to meet objectives of research................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................15

INTRODUCTION
Corporate social responsibility (CSR) is a concept which is used by businesses
to execute its commercial operations as per the ethical standards and national norms of
a country. Offer more facilities and services to society is one of the main objective of
this. It ensure sustainability and growth of organisation (Blyth and Worthington, 2010).
With the help of this an enterprise can get competitive advantage. Government of
country also made some rules regarding this concept in order to get offer effective
services to citizens. Effective implementation of CSR increase goodwill of firm and
create a positive image of enterprise in mind of its customers. Marriott hotel which
provide luxury services to its customers is taken under this report for study. Being in a
service industry it become more important for firm to implement CSR. Importance of this
concept and its impact on the image of an organisation is also mentioned in this. Along
with this, application of various qualitative and quantitative methods is also detailed in
this report.
Part 1
P1 Aims and objectives for project
Implementation of activities cover under the concept of CSR is very essential for
an enterprise to build and maintain positive image of company in mind of its customers.
One of the main advantage of this is that it attract large number of individuals towards
the firm. Sometimes this concept is used by organisation as a tool of promotion.
Effective execution of this positively impact on enterprise and the society as well.
Marriott hotel is one of the luxury hotel in which more than 200 employees are working.
Firm provide various facilities to individuals who are in need in order to solve their
problems (Law, Chen and Wu, 2010). Organisation is doing many efforts in order to
contribute a lot in social development and to offer various benefits to society.
Topic: Implementing CSR activities within organisations to meet sustainable objectives.
Background of project:
Sustainable objectives are those objectives which develop by an enterprise to
reduce the number of issues and problems faced by society. With the help of corporate
social responsibility an enterprise can easily meet with the set objectives. Due to lack of
participation in CSR activities by Marriott hotel firm is responsible to take part in this in
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order to achieve success. By doing this firm can remove unnecessary barriers which are
coming in path of its success. As Marriott hotel is a popular one that's why its customers
also want organisation to take part in this. There are so many rivals of firm which
aggressively take part in this and with the help of this they are attract large number of
customers and capture large market share (Czinkota, Ronkainen and Moffett, 2011).
Analysis is done by company to understand importance of corporate social
responsibility and to develop competitive advantage. Further, it is very important for
enterprise to offer effective services and help its customers because this is the only way
through which enterprise can be famous and can be recognised by its customers.
Government also provide its support to organisations which offer facilities for upliftment
of society and its citizens. All these are the main reason which make the concept of
CSR more important. In order to maintain its current market share and to capture a
larger market share it is more essential for Marriott hotel to plan CSR. Without this firm
will loose its market share.
Aim: To implement various CSR activities in enterprise to achieve sustainable objective.
Case study of Marriott hotel.
Objectives:
 To evaluate positive impact of CSR activities on Marriott hotel.
 To analyse the importance of corporate social responsibility in achieve
sustainable objectives.
 To identify the relation of CSR activity on Marriott hotel to get competitive
advantage.
 To evaluate various methods which can be used by Marriott hotel for implement
various activities of CSR.
Research questions:
 What is a relationship between CSR activities on Marriott hotel to get competitive
advantage ?
 How CSR is important in achieve sustainable objective of firm ?
 What are the positive impact of CSR on Marriott hotel ?
 What are the various methods which can be used Marriott hotel to get
competitive advantage ?
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P2 Project management plan
Project management plan is a written document which provide direction during
the whole project. One of the main advantage of this is that it provide direction to
employees to perform as per the set standards (Wikström and et.al., 2010). Involvement
of elements such as such as cost, quality, time and resources in the project
management plan is very necessary to make the plan more effective. Cost: This is one of the special component of a plan. No project can be complete
without cost, labour cost and wage rate are the two main important cost of a
project. In case of CSR cost will be calculated after deduct tax rate and than that
total amount will be treated ass whole expenditure of project. But if enterprise will
offer value products and services to its customers for their welfare than project
cost will be proof as value of project. Time: Timely execution of all activities included in the project is very necessary
to achieve desired results. This various numerous advantages to company. One
of the main benefit of this is that it help to decrease cost of the project and help to
avoid necessary delays. For effective implementation is is very necessary for
management to set a fix time period for workers do they can perform their duties
and can contribute lot in success of project. Scope: Due to certainty and complexity in business environment situations are
changing at a fast speed. This provide wide scope to Marriott hotel to expand its
activities in wide areas (Schwalbe, 2015). For effective execution it is very
necessary that firm should maintain good and healthy relations with its suppliers,
customers and employees. Quality: It is very essential for Marriott hotel to focus on the quality of its project
and this can be achieve by firm by using updated tools and techniques. In this
way firm can get various short and long term advantages. Communication: Effective communication with all individuals included in project
is one of the essential requirement for make the project successful. It is very
necessary that all employees should be well informed about the strategies which
will be use enterprise to implement the project. Otherwise this will create
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unnecessary obstacles in project execution at the same time will increase cost of
project. Risk: Marriott hotel is a poplar one that's why risk in the whole project is not so
high (Lutchen, 2011). Further measurement of risk is very necessary to make
decision regarding the project execution.
 Resources: A project cannot be successfully implemented with lack of
resources. So it is very necessary that Marriott hotel should have all the
resources required for effective implementation of project.
All these are the main element which must be identify and analyse by organisation to
make an effective plan for project.
P3 Breakdown structure and Gantt chart
Research is one of the effective technique because it help researcher to get
views and opinions about other individuals which assist him to solve a complex
problem. Formulation of an action plan is very necessary because it not only provide
direction to research activities but at the same time ensure optimum utilisation of all
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resources. Analysis of every aspect of research is very necessary effective
implementation (De Visscher, 2016). Concept of work break down structure can be
used by researcher for this. Under this complicated tasks of research are divided into
simple, effective and manageable activities. This ensure effective implementation of all
activities and help to draw valid conclusions. With the help of this concept Marriott hotel
can complete all its tasks within a given time frame. Main advantages of this stru8cture
can be understood by the following points:
 It helps in effective allocation of resources and help in manage cost of whole
project.
 Breakdown structure help researcher to identify and analyse all possible risk of
project which help in effective execution. It is very necessary that there must be
effective communication among all individuals included in project otherwise it will
give rise to unnecessary delays.
Work break down structure related with the corporate social responsibility can be
understood by the table given below:
Project management Foundation Resources Design
Project planning Draw outline Arrangement of
resources required.
Formulation of an
attractive or effective
questionnaire which
will include
questions related
with CSR activities
of firm.
Planning of
resources
Analysis of market to
identify issues and
problems.
Internet, human
resource, mobile
phones etc.
Get information
about various
activities of CSR in
order to satisfy
employees.
Scope of project Analysis of
resources required
Necessary reources. Does all activities
are related with
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for complete the
project such as raw
material, power etc.
welfare of society.
Part 2
P4 Application of quantitative and qualitative research methods
Execution of CSR activities and its impact on business activities should be timely
evaluated by organisation in order to take right decision and to achieve set objective
and results. For this there are various qualitative and quantitative methods which can be
used by Marriott hotel to collect information regarding CSR activities (Chesbrough,
2010). For gathering qualitative data sources like journals, books and articles can be
use by researcher through which he will be able to know effectiveness of CSR activities
and its impact on the achievement of sustainable objectives of firm. Collection of this
type of data is very easy and time saving.
Further, quantitative methods is also an effective method which can be used by
researcher to identify the impact of CSR activities on firm's profitability and its growth.
Offer various facilities and services to large number of individuals is one of the main
objective for which enterprise implement the concept of CSR. For this feedback of
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respondents should be collected by researcher and this can be done with the help
primary sources of collecting data (Gharajedaghi, 2011). Questionnaire can be made or
use by Marriott hotel for this. A sample from population can be choose by firm to get
relevant answers for the questionnaire. Main benefit of using primary source is that its
provide relevant and authenticated data which help organisation to identify the impact of
CSR on achievement of sustainable objectives.
Questionnaire
Name:
Age:
Gender:
1. Does Marriott hotel take any initiative for social development ?
 Yes
 No
2. Do firm can achieve its sustainable objectives after implementation of strategies
related with CSR ?
 Yes
 No
3. Which topic must be chosen or focus by Marriott hotel for CSR ?
 Women empowerment
 Environmental safety
 Abolishment of child labour
4. What is the main aim of Marriott hotel to carry out CSR ?
 Build and maintain a positive image
 For capture a larger market share
 For enhance its goodwill
5. In your point of view, will company will receive any kind of support or benefit
form government if it will focus on the upliftment of society ?
 Yes
 No
6. Does concept of CSR will be beneficial for Marriott hotel ?
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 Yes
 No
7. In which time duration Marriott hotel should perform its CSR activities ?
 Every month
 After every 6 months
 Once in a year
8. Recommendations on the methods which must b e use by firm for execute its
plan.
Part 3
P5 Analysis of research and data by using appropriate techniques
Research is a process of systematic collect data on a particular topic in order to
find out solutions. Under this various tools and techniques are used by researcher to
collect data. Research design: Descriptive, exploratory and experimental are the three main
research design which are used by researcher to conduct the research. Whole
research and its effectiveness is largely depend on design of research (Chang,
Walters and Wills, 2013). As per the topic, descriptive is the more suitable
research design which will be more suitable and with the help of this effective
conclusion on research topic can be drawn. Research philosophy: Positivism and interprevitism are the two basic
philosophy of research. Interprevitism research philosophy will be used in report
to execute research in an effective way and to draw valid conclusions. Data collection: Basically there are two data collection called primary and
secondary. In case of primary data researcher use primary data in order to
collect relevant information from respondents. In case of secondary researcher
use books, journals and newspapers in order to collect information regarding the
CSR activities conducted by other organisations. Further this indicate researcher
about the ways in which organisation can gain competitive advantage. For this
researchers need to identify and study authenticate sources. Data analysis: Analysis of data will be done on thematic basis which means
various themes will be set or made by researcher to carry out research
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effectively (Riedl, Davis and Hevner, 2014). Themes will be made for every
question of research as this will help to analyse the response effectively.
 Limitations: So many limitations re there which come at the time of carry
research. Time is one of the major limitation. As topic is very vast so time is
required to collect information. Overall time is less for carry out whole research.
1. Does Marriott hotel take any
initiative for social development ?
Yes 4
No 6
Theme: Marriott hotel take initiative for social development.
Yes No
0
1
2
3
4
5
6
7
From the above graph it can be shown that only 4 respondents think that firm do
initiative for welfare of individuals.
2. Do firm can achieve its sustainable
objectives after implementation of
strategies related with CSR ?
Yes 8
No 2
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Theme 2: Sustainable objectives can be achieved by CSR activities.
Yes No
0
1
2
3
4
5
6
7
8
9
Out of 10 individuals 8 individuals think that enterprise can achieve its objectives with
the implementation of CVR activities.
3. Which topic must be chosen or focus by
Marriott hotel for CSR ?
 Women empowerment 4
 Environmental safety 3
 Abolishment of child labour 3
Theme 3: Topic on which Marriott hotel focus.
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1 2 3
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
As per response collected form respondents 4 individuals think that topic of women
empowerment must be choose by Marriott hotel for CSR.
4. What is the main aim of Marriott hotel to
carry out CSR ?
 Build and maintain a positive image 5
 For capture a larger market share 3
 For enhance its goodwill 2
Theme 4: Main object of CSR
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1 2 3
0
1
2
3
4
5
6
50 % respondents think that Marriott hotel carry out CSR to build and maintain a
positive image.
5. In your point of view, will company will
receive any kind of support or benefit form
government if it will focus on the upliftment
of society ?
Yes 7
No 3
Theme 5: Government provide benefits to Marriott hotel
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Yes No
0
1
2
3
4
5
6
7
8
70 % respondents think that government will provide support to Marriott hotel for
conduct CSR activities.
6. Does concept of CSR will be beneficial
for Marriott hotel ?
Yes 6
No 4
Theme 6: Concept of CSR is beneficial
Yes No
0
1
2
3
4
5
6
7
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More then 50 % Population think that concept of CSR will provide benefits to Marriott
hotel.
7. In which time duration Marriott hotel should
perform its CSR activities ?
 Every month 2
 After every 6 months 6
 Once in a year 2
Theme 7: Time duration of CSR activities
Every month After every 6 months Once in a year
0
1
2
3
4
5
6
7
60% respondents that Marriott hotel should take part in CSR activities after 6 months.
P6 Recommendations to draw meaningful conclusions
In today's business environment, effective implement the concept of CSR is very
important for an organisation to build positive image in mind of customers and to
capture a larger market share (Schrempf-Stirling, Palazzo and Phillips, 2016). This is
possible if firm use effective methods for implement this concept. Adoption of right
method is very necessary so that firm can offer benefits to society. Main methods which
can be used by Marriott hotel include the following:
 Donate to charitable trust is one of the common method used by organisations.
Today number of trust are there who do help of individuals by provide them
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basic facilities. Organisations can donate their funds to them for the welfare of
individuals (Servaes and Tamayo, 2013). This is one of the easy and effective
method because under this firm does not need to organise an event or
programme they need to give only finance to charitable trusts.
 Further, for the safety of environment various rules and regulations can be
introduce by Marriott hotel to protect environmen (Silverman, 2016). This
initiative of Marriott hotel will benefit it by attract large number of customers and
will build a positive image in mind of its customers.
These methods can be used by Marriott hotel to attract large number of customers and
to capture a large market share.
P7 Value of undertake research to meet objectives of research
From the above information I analyse the fact that concept of CSR is very
important for organisations as this provide it number of advantages specially to newly
build firms. This not only increase number of firm's customers but at the same time help
to attain its sustainable objectives. With the theory concept of study I got information
about how one can analyse or use secondary sources such as books and journals to
collect information related with research topic. In case of secondary data it is very
necessary to first identify relevant books through which researcher can collect relevant
data. One of the main limitation of research was time. Time which was given to me for
carry out research was less but still I complete my work easily. At the stage of data
analysis I got information about the software used for analyse the data. Use of graphs
and thematic analysis help be to draw better conclusions and to complete task
effectively. Further there were many development elements which help me a a lot in
achieve my goals with given time period.
CONCLUSION
From the above information it can be summarised that concept of CSR is one of
the essential and important for an enterprise. This help an organisation to attract large
number of customers and at the same time help to get competitive advantage. Various
methods of research called qualitative and quantitative can be used by Marriott hotel to
collect information and opinions about large number of individuals and to implement
research activities effectively.
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