Free CSR “Corporate Social Responsibility” Research Proposal Example

Medhat Andrawes

Abstract & Company Profile
Homelessness is one of the most rising issue within our society. It has been the cause of death for millions. While watching the news couple weeks ago and witnessing 10 people died due to freezing weather conditions, I discovered a way to limit this issue within the society. I have chosen Marriott International, Inc., as it is one of the largest hospitality companies worldwide to contribute to this matter. My program would start a new partnership between Marriott and homeless shelters that would provide vacant rooms to those who are in need during inclement weather conditions.

Company profile:

Marriott International, Inc.
http://www.Marriott.com/default.mi

Headquarters: Bethesda, Maryland

According to the company’s website, its core values are:
“We put people first”
“We pursue excellence”
“We embrace change”
“We act with integrity”
“We serve our world”

Executive Summary

The increasing rents and the low paid jobs that do not allow individuals to afford crediting homes generate housing difficulties for Bethesda’s population. With annual incomes of approximately $35.000 per household, in the context wherein the median income per household reaches $107.000 annually, the low paid workers, who earn approximately $8.40 hourly, risk house evacuation and confront the possibility of homelessness (Bethesda Cares, “About Homelessness”).
Activating in the hospitality industry, Marriott International Inc. located in Bethesda, Maryland, should consider its involvement in the community’s homelessness issue, by developing a partnership with the local homeless shelters, for providing vacant rooms during the inclement weather conditions. This program would generate high awareness and increased brand reputation for the local five stars hotel. This report details how a corporate social responsibility program should be implemented, for contributing to solving Bethesda’s homelessness issue, while describing how Marriott International will benefit from such a program.

Community Issue

There are various causes for homelessness, such as the low wages or reduced economic need for seasonal unskilled workers, family problems like alcoholism and substance abuse, domestic violence or psychical conditions, among others (Congressional Research Service, 2014; Bethesda Cares, “About Homelessness”). Regardless of the homelessness reason, this social problem reflects over communities, local businesses and national economies, leaving the homeless individuals with the risk of losing their jobs and severe social isolation that could affect their wellbeing on a long term.

Connection to Company

Homelessness is a community problem connected with Marriott International’s main activity, the accommodation. The organization’s involvement in this issue, through a corporate social responsibility (CSR) program, would produce substantial benefits for the company and community alike.
Michael Porter wrote in a Harvard Business Review publication that “shared value is not social responsibility, philanthropy, or even sustainability, but a new way to achieve economic success.” (Porter & Kramer, 2011, p. 64). In this context, associating its image with the homelessness problem that affects the local community from Bethesda, Maryland, Marriott International Inc. would contribute to its own economic success, while also boosting the community’s economy.

Program Specifics

Objective
The objective of the proposed CSR program is to increase Marriott International’s reputation and brand equity in Bethesda, Maryland, by acting on a stringent community issue – the rising homelessness levels. The program will only address the company’s headquarter community by only partnering with local Bethesda homeless shelters.

Target Population

The program would target local authorities, existent and prospect clients and business partners and local community.
Beneficiaries
The direct beneficiaries of this program would be the homeless individuals from Bethesda, Maryland. Indirectly, Marriott International will benefit from this program by gaining increased image capital, brand reputation and equity, which will translate in more intense business and profitability. Also indirectly, the community’s would benefit from this program, having reduced rates of homelessness and implicitly decreased unemployment.

Strategies

Marriott International Inc. would gain increased awareness, reputation and brand equity by accommodating homeless individuals from Bethesda in its facilities or supporting their accommodation in homeless shelters during cold weather conditions, reducing the fatality risks upon the homeless. The hotel will also offer freshly cooked food for the direct beneficiaries of the program and will assist them with relevant training and courses designed to develop their skills and competences, in order to form skilled individuals. With specific skills and competences formed, the homeless individuals can find jobs or better employments that would pay more than the minimum $8.40 per hour, insufficient for affording the housing prices. The professional trainings represent a necessary component of the program, in order to reinstate Marriott International’s focus to business clients. At this stage, Marriott International can present its accommodation facilities wherein it hosts the homeless people, its catering services and conference center, which would translate its core values: “We put people first. We pursue excellence. We embrace change. We act with integrity. We serve our world” (Marriott International Official website). In addition to showing commitment to people in need, the firm would promote its excellent services, aiming to restate the high quality standards to its existent clients and attract new customers, exposed to Marriott International’s five stars services through media.
Another strategy for supporting the local community’s homelessness problem, while gaining increased popularity locally, would be to partner with the local authorities and governmental bodies, in a public – private collaboration for the welfare of Bethesda. The organization could solicit the authorities’ involvement in helping the homeless, by proposing creating affordable housing programs. Affordable housing refers to the amount of money paid for renting or owning a house, which should not overpass 30% of the household’s cumulated earning (Miles, Weiss & Berens, 2000). Likewise, in collaboration with public authorities, Marriott International should propose the creation of new jobs, by attracting local investments. Encouraging the governmental incentives, meant to facilitate new business development in Bethesda, Marriott International could present its plan for new jobs creation. The public authorities’ involvement would also be required in solving Bethesda’s homelessness issue by providing resources for helping the homeless individuals with the homelessness associated problems: alcohol or substance abuse, psychical problems or social isolation. The partnership in this direction would involve Marriott International by providing the location for counseling and therapy support, and the local authorities by facilitating trained professionals to assist the homeless individuals with their varied problems. The association with local authorities would generate guaranteed press, as mass media generally follows the state related actions and programs, often acting like a governmental pressure (Fitzgerald KBE & Cormack, “The Role of Business in Society”).

Cost of the Program

This CSR program would have limited budget consideration for Marriott International. The costs for cleaning the apartments provided for the individuals in need, alimentation, training sessions would be the sole expenses of the organization.

Overview of the Program

With the implementation of a low budget CSR program focused on providing accommodation for the local community’s homeless individuals, Marriott International could address the homelessness issue, proposing effective solution for reducing it, while generating increased awareness, reputation and brand equity, meant to supplement its business. The partnership with local authorities would also bring an additional capital of image and would guarantee media coverage, which would promote the hotel’s excellent services and facilities. I will contact you for further discussing this program on Monday, May 24th and I will present you additional research and strategies during a meeting scheduled at your convenience, where I will also answer the questions you may have regarding my proposal. In the meantime, should you require more information, you can contact me at .
Thank you for your time and consideration.

References

Bethasda Cares (n.d.) About homelessness. Retrieved from http://bethesdacares.org/about-homelessness/.
Congressional Research Service (2014) Homelessness: Targeted federal programs and recent legislation. United States: Congressional Research Service.
Fitzgerald KBE, N. & Cormack, M. (n.d.) The role of business in society. An agenda for action. Harvard: Harvard University.
Friedman, M. (1970) “The social responsibility of Business Is to Increase Its Profits” New York Times Magazine. Pp. 211 – 227.
Kotler, P. & Lee, N. (2005) Corporate social responsibility: Doing the most good for your company. San Francisco: Wiley.
Marriott International, Inc. (n.d.) Core values and heritage. Retrieved from http://www.marriott.com/culture-and-values/core-values.mi.
Miles, M.E., Weiss, M.A. and Berens, G. (2000), Real Estate Development: Principles and Process, 3rd ed., Urban Land Institute, Washington, DC.
Porter, M.E. & Kramer, M.R. (2011) “Creating shared value.” Harvard Business Review. Vol. 89, no. ½, pp. 62-77.