Analyse aspects of Corporate Social Responsibility which relate to your degree subject area (ie Business Management, Human Resource Management or Finance).

Assignment Brief

Individual Report 60%

2500 words (not including Title, Contents page, Executive Summary or Reference list)

The aims of this task are for you to:

• Analyse aspects of Corporate Social Responsibility which relate to your degree subject area (ie Business Management, Human Resource Management or Finance). 
• Demonstrate the skills of researching, referencing, critical reading and report writing which have been developed during the module.

Task brief

You have been asked to carry out some consultancy work for ON THE BEACH HOLIDAYS in which you analyse and report on the Corporate Social Responsibility (CSR) activity of the company and provide recommendations for the company`s future conduct. 

This company should not have been one of the chosen companies previously used by any of your group members in Assessment 2.  

The theme of your report should be related to your degree subject discipline.  So for example you may select a telecommunications company and choose to focus on responsible business as it relates to business process, HR or finance depending upon the degree you are studying.  

Please note: If you are a student of Finance you do not necessarily need to choose a bank or other financial service company.  Any company could be acceptable, provided your investigation is focused on financial issues. 

Analyse aspects of Corporate Social Responsibility which relate to your degree subject area (ie Business Management, Human Resource Management or Finance). 

Format

Your report must be carefully planned and presented using the following structure:

1. Title
2. Contents page
3. Executive Summary
4. Introductionshould include:
   • Some background information to explain the context of the report
   • The aims of the report
   • Definitions of any key words
   • A brief explanation of the structure of the main body
   • Literature Review
• A discussion of frameworks and theories of CSR
5. Main Body should include:
   • An outline of CSR activity within the company
   • A detailed analysis of the CSR activity of the company with reference to the theories and frameworks discussed in the literature review
   • Use of examples of CSR practice of competitor companies for comparison and to support your arguments
   • Independent judgments supported by theoretical arguments and research evidence 
   • A short review of the main points of your report
   • A short review of how CSR practice is currently operating within the chosen company.
   • Possible implications for the study.
   • Recommendations for future CSR activity within the company.
   • You must use at least 10 - 15 quality sources of information.
   • Sources should include one or two books and at least three academic journal articles
   • The references should be listed in APA 6th Harvard style 

LEARNING RESOURCES FOR THIS MODULE (INCLUDING READING LISTS)

• Case studies and other written materials relating to the students` subject specialisms
• Subject specific articles, resources, audio and video footage (both in hard copy and web-based) from relevant newspapers and journals, the BBC and the BBC World Service
• On-line, radio and TV broadcasts
• Organisation/company information
• Analyse aspects of Corporate Social Responsibility which relate to your degree subject area (ie Business Management, Human Resource Management or Finance). 

Sample Answer

Corporate Social Responsibility Analysis of On the Beach Holidays

Executive Summary

This report investigates the Corporate Social Responsibility (CSR) activities of On the Beach Holidays, a leading online travel agency in the UK. Focusing on Business Management, the report explores how CSR strategies are integrated into their operations. It discusses relevant CSR theories and frameworks and evaluates the company`s performance in areas such as environmental impact, employee welfare, and ethical tourism. Comparison with competitor companies supports the analysis. Key recommendations are made to improve CSR implementation and ensure long-term business sustainability.

1. Introduction

Background:
On the Beach Holidays is a UK-based online holiday provider that offers affordable beach holidays to destinations worldwide. As a major player in the travel industry, the company holds significant influence over sustainable travel and responsible business practices.

Aim of the Report:
To examine the CSR strategies of On the Beach Holidays in relation to Business Management principles and recommend how the company can improve its CSR policies for better alignment with stakeholder expectations and global sustainability goals.

Definitions:

• CSR (Corporate Social Responsibility): The practice of integrating social and environmental concerns into a company’s operations and stakeholder interactions.

• Stakeholders: Groups or individuals that are affected by or can affect an organisation`s objectives (e.g., customers, employees, suppliers, local communities).

Structure:

The report begins with a literature review of CSR theories, followed by an analysis of the company`s CSR activities, comparison with competitors, and concluding with recommendations.

2. Literature Review

CSR has become an essential part of modern Business Management. Key frameworks include:

• Carroll’s Pyramid of CSR (1991): Categorises CSR into economic, legal, ethical, and philanthropic responsibilities.

• Triple Bottom Line (Elkington, 1997): Focuses on three Ps – People, Planet, and Profit.

• Stakeholder Theory (Freeman, 1984): Emphasises the importance of balancing stakeholder interests.

• ISO 26000: An international standard guiding businesses on how to operate in a socially responsible way.

These theories help organisations structure their CSR efforts and ensure they contribute to long-term value creation and ethical governance.

3. CSR Activity at On the Beach Holidays

The company’s CSR initiatives cover:

• Environmental Responsibility: Partnerships with marine conservation groups and promotion of eco-friendly travel options.

• Ethical Tourism: Promotes respect for local cultures and supports local economies.

• Employee Wellbeing: Focus on flexible working, mental health support, and diversity.

• Community Engagement: Donates to charities, including mental health and youth projects.

• Sustainable Operations: Minimising environmental impact in offices (paperless operations, recycling policies).

4. Analysis of CSR Activity

Using Carroll’s CSR Pyramid:

• Economic: The company maintains profitability by attracting environmentally conscious customers through its CSR branding.

• Legal: Complies with UK and EU regulations on data protection, employment, and tourism standards.

• Ethical: Encourages ethical behaviour in business dealings, including fair treatment of suppliers and responsible marketing.

• Philanthropic: Supports charity work and raises awareness on mental health.

Triple Bottom Line analysis:

• People: Initiatives around employee support and customer transparency are strong.

• Planet: Although not a transport provider, the company can still encourage sustainable travel choices.

• Profit: CSR activities contribute to brand loyalty and repeat customer engagement, positively impacting profitability.

Continued...