Tourism

Aims and Objectives

The aim of this case study is to evaluate Whitbreads Corporate Social Responsibility (CSR) policies to determine the organisations contribution to sustainability and whether this has changed because of the recession. In doing so, the study will try to determine if Whitbreads approach to CSR is genuine or more of a PR story. It will assess the priorities and motivations of Whitbread in implementing CSR policies. Information from the case study will determine if Whitbreads CSR policies are for environmental and social development for financial stability, for show or for a combination of all three.

The specific objectives are the evaluation of Whitbreads

To research, analyse and evaluate the theoretical definition of CSR.

To research, analyse and evaluate Whitbreads approach in CSR to conserve natural resources in the last five years.

To analyse and evaluate Whitbreads approach to marketing and advertising its green credentials.

The Context and Background of the Proposal

The proposal is to determine and evaluate Whitbreads CSR policies in terms of the organisations purpose, motivations, or intentions. The evaluation of Whitbreads intentions will be based on the approaches implemented by the company in conserving natural resources and marketing and advertising its green credentials. Analysing Whitbreads policies and approaches will consider whether the companys intentions changed as a response to recession.

Financial problems perceptibly arise during recession and to survive the outcomes, companies are to implement new policies and approaches to maintain financial stability. Although the goal of CSR is to hold companies accountable for the impact of policies and approaches to society and to display ethical grounds in making decisions and executing business functions and operations, CSR may also be a source of deceit for companies. The growing interest of society and stakeholders to policies that protect and conserve the environment may prompt companies to adopt environmental policies and strategies. The recession, on the other hand, is a reason for companies to make efforts in attracting stakeholders to sustain finances. It is, therefore necessary to ask if companies implement CSR policies and approaches, especially in CSR, sincerely or with hidden agenda.

The objectives of the study will be to understand how the global economic recession affected business practices in Whitbread and its management of its brands, and how the organisations CSR policies contribute to the handling of recession outcomes. Whitbreads actual practices for environmental sustainability  conservation of natural resources and eco-marketing and advertising practices  will be the focus of the case study. The actual implementation of CSR in Whitbread will be explored by gathering primary data from Whitbreads Annual Reports and through interviews with the staff belonging to the organizations CSR Department.

The research process is expected to yield information that will pinpoint how CSR is aligned with business functions and processes in Whitbread to address the impacts of recession. The policies and strategies of Whitbread will be analysed considering initially the impact of recession to decision-making, the concept of capitalism, and emphasising the priority of organisations to gain profit. The primary inquiry is whether Whitbread observes CSR for social and environmental development or for economic stability and profit. The outcomes of the case study are perceived to be instrumental in increasing awareness of how Whitbread exhibits accountability in terms of CSR and in identifying how CSR policies implemented in the organisation contribute to environmental and social development, and economic stability to counter the impact of recession to the organization.

Overview of Whitbread

Whitbread PLC is a leading organisation in the hospitality and restaurant industry in the United Kingdom. Based in Berdforshire, Whitbread owns various well-known hotel and restaurant chains in the country including Beefeater, Brewers Fayre, Costa Coffee, Premiere Inn, Table Table, and Taybans. With more than 33,000 employees working in 1,800 outlets nationwide, Whitbreads brands are capable of servicing over 9 million customers monthly (Whitbread, 2010a).

The capacity of Whitbread to services its customers like any other organisation, however, does not only rely on its human resources but on energy and environmental resources. Hotels and high-class restaurants are the top consumers of energy for heating and air-conditioning, lighting, food storage and production, and dishwashing (Lawson, 1994). Furthermore, 26 percent, 24 percent, and 17 percent of commercial diesel, electricity, and Liquefied Petroleum Gas (LPG) respectively are consumed by hotels and restaurants annually (Boonstra, Rovers,  Pauwels, 2000).

Since most energy and environmental resources are non-renewable and the global economic recession is currently affecting financial stability in most organisations, sustainable development as a Corporate Social Responsibility, is encouraged in the hospitality industry is. According to Whitbread, environment and energy policies are in place in order to limit the organisations consumption of environmental and energy resources and promote sustainability (Whitbread, 2010b). Whitbread releases yearly progress reports of the organisations efforts in observing CSR. The most recent achievement of Whitbread is the reopening of its Premier Inn as a green hotel (Whitbread, 2009).

Methodology  Sources of Data

It is proposed that the following methods of data collection be deployed

A content analysis of literature gained from primary and secondary sources that relate to Whitbreads CSR policies, such as Annual Reports.

From the literature review, CSR as a theory will be explored including its definition and scope. Approaches and strategies for CSR, such as environmental or green policies, will be discussed. Based on Annual Reports and similar information from various secondary sources, Whitbreads company mission, vision, goals, and objectives, performance in the past years, policies and strategies in CSR, and ongoing trends in management will be determined.

A survey of Whitbreads CSR policies to determine the management practices that the organisation implements for environmental and economic sustainability.

An interview will also be conducted with the staff of Whitbreads CSR Department including the CSR department, operations team, and PR team in order to determine actual practices or implementation of CSR policies and strategies. Gaining information from the three departments will identify if the nature of CSR policies and strategies are consistent considering the differing goals of implementing green policies, addressing recession, marketing and advertising the company, and maintaining financial stability.

An analysis of data gathered to arrive at a valid and reliably conclusiongeneralization.

The comparative approach will be applied to analyze the data gleaned from primary and secondary sources. The policies and strategies implemented in each brand managed by Whitbread will be compared and contrasted based on specific points

Policies and strategies to Conserve Natural Resources
Policies and strategies to Eco-marketing
Actual practices to implement policies and strategies

Anticipated Outcomes

This case study is aimed at determining the CSR policies of Whitbread, specifically conservation of natural resources, waste reduction, and eco-marketing. The CSR policies implemented at Whitbread will also be evaluated in terms of efficiency and how the outcomes address the impacts of recession to the organisation. By applying the cynical approach, the motivations and purpose of Whitbread in implementing CSR policies will also be evaluated to determine whether the organisations interests and priorities involve environmental and social development or economic stability alone. The role of CSR in addressing environmental issues and economic recession and raises the potential of the case study to be used for sustainability practices in other organisations.

The results of the research could be presented by following the table below.