ELECTRONIC ASSIGNMENT COVERSHEET

Course/Unit Information

Qualification Pearson BTEC Level 5 Higher National Diploma in Business

Unit No and Name Unit 6 Managing a Successful Business Project

Unit Code D/618/5039

Validity Date September 2023 to August 2024

Batch Online Batch

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 STUDENT DECLARATION

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 Achievement Feedback Summary

Assessor’s Name Sufia Munir

Grades
Pass Merit Distinction
Awarded

LO1 Explain the key stages of the project lifecycle that should be considered when project managing

P1 Explain the stages of the

project lifecycle (PLC) and
M1 Evaluate the stages of
their importance to the
the PLC and the factors,
success of a project.
(deliverables, quality, risk,
communication, and
P2 Examine the factors to resources) to be considered
be considered when in a PMP. D1 Critically evaluate the
compiling a project Project – management process,
management plan (PMP). PMP and research methods for
M2 Evaluate a range of gathering information and data
research methods and collection.
P3 Examine a range of
strategies for gathering
research methods and
information and data
strategies and their
collection.
importance to project
management.

LO2 Produce a Project Management Plan (PMP) for a business project using primary and secondary
research methods

D2 Justify the choices made in

P4 Produce a PMP that the design of the PMP for
covers, aim, objectives, completing the aims and
deliverables, quality, risk, objectives of the project.
communication resources
and research methods.

M3 Produce a detailed
P5 Produce a work PMP, and schedule for
breakdown structure and a monitoring and completing
schedule to provide the aims and objectives of
timeframes and stages for the project.
completion.

LO3 Implement the Project Management Plan (PMP) to communicate results from the research and
make conclusions from the evidence of findings

P6 Conduct a business
project as stated within the LO3 & LO4
PMP and communicate M4 Justify conclusions and
findings. recommendations drawn D3 Critically reflect on the
from data analysis and findings from the research and
findings to meet the stated
P7 Present data to draw the project management
project objectives.
valid and meaningful process in supporting stated
conclusions and objectives and own learning.
recommendations from data
analysis.

LO4 Reflect on value gained from implementing the project and the project management process.

LO3 & LO4

P8 Reflect on the value of M5 Evaluate the project
undertaking the business management process to D3 Critically reflect on the
project to meet stated meet stated objectives and findings from the research and
objectives and own learning support own learning and the project management
and performance. performance.
process in supporting stated
objectives and own learning.

PASS/MERIT/ [To Achieve a PASS, all P grade

DISTINCTION/ descriptors should be achieved; To Date:
Overall Result/Grade REDO achieve a MERIT, all P and M grade
descriptors should be achieved; To
achieve a DISTINCTION, all P, M
 and D grade descriptors should be
achieved.]

Summative Feedback:

Overall Feedback on current

work with emphasis on how
the student can improve and
achieve higher grades in
future.

GENERAL GUIDELINES
(Please read the instructions carefully)

1. Complete the title page with all necessary student details and ensure that the signature of
the student is marked in the declaration form.
2. All assignments must be submitted as an electronic document in MS Word to the LMS
(Use 12 Times New Roman script).
3. All assignments must be submitted with an accompanying Turnitin report.
4. Assignment that is not submitted to the LMS by the prescribed deadline will be accepted
ONLY under the REDO and RESIT submission policy of Westford.
5. The results are declared only if the student has met the mandatory attendance requirement
of 75% and/or a minimum of 50% under extenuating circumstances approved and ratified
by the Academic Director. The student has to repeat the module (with additional fees
applicable) if the attendance is below 50%.
6. The assignment should not contain any contents including references cited from
websites like www.ukessays.com, www.studymode.com, www.slideshare.net,
www.scribd.com.
7. Students can refer Wikipedia as a source of information, but the references cited in
Wikipedia must be mentioned.
8. Submit the assignment in a MS Word document with the file name being:
First Name Last Name_ abbreviation of the subject.
Example: John Smith_MSBP

Quick reference Checklist for the Faculty/Instructor to accept/reject the assignment

before evaluation:
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 Original file, cover sheet and format retained.

 Student information and signature intact.

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 Harvard Referencing Style is strictly followed.

 MANAGING A SUCCESSFUL BUSINESS PROJECT
Assignment title Corporate Social Responsibility (CSR) and its importance for
sustainability and competitive advantage

Explain the key stages of the project lifecycle that should be considered when project
LO 01
managing

Produce a Project Management Plan (PMP) for a business project using primary and
LO 02
secondary research methods

Implement the Project Management Plan (PMP) to communicate results from the research
LO 03
and make conclusions from the evidence of findings

LO 04 Reflect on value gained from implementing the project and the project management process.

Introduction to the theme:

The Pearson-set theme for use with Level 4 Unit 6: Managing a Successful Business Project is Corporate
Social Responsibility (CSR) and its importance for sustainability and competitive advantage.

‘Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute
to economic development while improving the quality of life of the workforce and their families as well as of
the local community and society at large.’ (World Business Council for Sustainable Development).
Businesses worldwide have increasingly embraced the concept of Corporate Social Responsibility (CSR) as a
means to develop and adopt sustainable practices and approaches in their business operations. It is a
multifaceted concept that encompasses many different aspects ranging from philanthropy, ethical
responsibilities and environmental considerations.
Most recently, in response to maximising stakeholder value and expectations, the strategic benefits of CSR
has seen many companies having a competitive advantage. Together with the rise of globalisation, companies
now employ CSR managers, experts and consultants to produce comprehensive CSR policies and programmes,
to give them a competitive edge and build stakeholder trust and loyalty.
This unit will enable students to examine the multi dimensions of CSR within the context of business
operations applied to a small-scale project. This will provide the opportunity for students to contextualise the
principles of CSR and explore the merits of CSR in relation to meeting competitive and sustainable
organisational objectives.
Topic Selection

Tutors must choose one topic from the list provided below and decide which type of project is most suitable
for a small-scale research project. All students must complete the same topic and project type chosen by the
tutor. However, if delivering to different cohorts of students, tutors may select a different topic and project
type for each cohort.
The Assignment Guidance document for Unit 6: Managing a Successful Business Project, provides
additional support and guidance for both tutors and students.

Topics:
1. How to start up a socially responsible company
2. The impact of CSR on a functional area (e.g., HR, Marketing, Finance) within an organisation to promote
profitability and financial sustainability
3. Implementing CSR activities within organisations to meet sustainable objectives
4. Trends currently influencing CSR.

Project Evidence / Outcomes

Project Report

It is important to recognize that project work is reliant on gathering information/data that can be analysed. The
scale of a Level 4 project means that there must be time for both primary and secondary research. A suggested
model would be to use secondary research to provide a context for the student to conduct and interpret data
collected through primary research. The project could then yield data/information that could be compared with
the findings of secondary research.

An important part of the conclusion must be an awareness of the significance of results. Well - edited, focused
writing and presentation, where the key decisions, developments, lines of argument and salient research are
explained succinctly, is preferable to unstructured writing and presentation where little attempt to select or edit
material has been made.
 In addition to their research findings, students are asked to submit a project management plan, a
completed logbook or similar form of reflective journal and performance review as evidence for the unit.

The project management plan is designed to define how the project is to be planned, executed and monitored.
The project management plan should give details of the actions required for the integration and co-ordination
of various planning activities to carry out the project.

The project log book or similar reflective journal is designed to provide evidence of the project development
process and ongoing reflection. It should provide evidence that the student has thought about the direction of
their project and in particular, what problems they encountered, and steps taken to address them.

The performance review will provide evidence of reflection and evaluation of the project management
process and individual performance.

Resources and useful links

Suggested resources and links that centres may find useful are shown below. Centres should choose those
resources that are relevant for localised use and complement those with additional resources to support
independent research in the chosen topic and project type.

Useful resources

Useful resources for talent Resource Titles Links

management: Type of
Resource

Online resources Corporate Responsibility: https://www.oecd.org/corporate/

Frequently asked questions

Online article Corporate Responsibility: https://www.cipd.co.uk/knowledge/stra

Factsheet tegy/corporate-responsibility/factsheet
Online guidelines Corporate governance: new https://www.gov.uk/government/public
reporting regulations ations/corporate-governance-new-
reporting-regulations

Online article Introduction to Ethical https://www.businessballs.com/organis

Organisations and Leadership ational-culture/corporate-
responsibility-and-ethics/

Type of Resource Resource Titles Links

Online Resources What is Project Management? What is project management? | APM

Online Resources Project Management links: What Is Project Management? -

Managing Complex Tasks and People
● Start Here
(mindtools.com)
● Scheduling
● Scope Management

Online article Demystifying the 5 phases of Demystifying the 5 Phases of Project

project management Management | Smartsheet

Online Resources A range of project https://hnglobal.highernationals.com/s

management resources ubjects/business/re
available in the resource
library on HN Global

Additional materials

Maylor, H. (2017) Project Management. 4th ed. Harlow: Pearson

 Pearson-set Report 2017–2018: https://hnglobal.highernationals.com/sites/default/files/Pearson-set-
Report-2018-2019-final.pdf

Training Video for the RQF BTEC Higher Nationals Pearson-set Assignments:
https://youtu.be/FkQi_l78_tw

Assignment: Business Research Project Report

Scenario:
You will choose an organisation that is based in the UAE or in your country of residence, and complete the
tasks given below while making the project report. The theme is Corporate Social Responsibility (CSR) and
its importance for sustainability and competitive advantage; therefore, it is imperative that your research
project topic is relevant to the theme and based on the chosen company. You are expected to conduct this
project work individually, write a project report and address the tasks within the report itself. You will use
existing sources of research work in the form of published articles and journals, as well as other secondary
material and literature available on the internet.

Tasks:
Produce a Project Management Plan (PMP) that covers all the below aspects and critically evaluate the
project management process in relation to your own project. In order to achieve this, you must

● Critically evaluate the stages of the project lifecycle

● Critically evaluate the various factors (deliverables, quality, risk, communication and resources to be
considered in your project.
● Critically evaluate a range of research methods and strategies for gathering information and data for
the given project.

You must justify the choices made in the design of the project management plan (PMP) for completing
the aims and objectives of the project. In order to achieve this, you must

● Produce a detailed project management plan that covers the aims, objectives deliverables, quality,
risk, communication resources and research methods.
● Produce a comprehensive work breakdown structure to define the scope of the project
● Produce a project schedule using Gantt chart to provide timeframes and stages of project completion.
You must critically reflect on the findings from the research and the project management process in
supporting stated objectives and own learning. In order to achieve this, you must

● Conduct a business research project as stated within the PMP and communicate findings using
appropriate tools.
● Present data to draw valid and meaningful conclusions and recommendations from data analysis.
● Justify conclusions and recommendations drawn from data analysis and findings to meet the project
objectives.
● Maintain and include a project logbook as soon as the project starts and record ideas (template
appended in the brief), changes, and developments as you progress and complete the project.
● Critically reflect and evaluate the project management process and discuss how the stated objectives
were met.
● Critically reflect on your own learning and review your performance in the project using Gibb’s
reflective cycle.

NOTE:

● Sample questionnaire and/or Interview transcripts should be included in the appendix

● Ethics form must be completed and submitted prior to the commencement of the project.

……………………………………………………………………………………………………………………………………………..

1. Ethics Form

All students conducting research activity that involves human participants or the use of data collected from
human participants are required to gain ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor.
Before completing this form, it is advised that you discuss your proposed research fully with your Unit Tutor.
Please complete this form as per due date, before your research project is due to commence.
Section 1: Basic Details

Project title:
Investigating the impact of the CSR Initiatives of Universal Robina Corporation (URC) on
Consumer Perception and Brand Loyalty to promote Profitability and Financial Sustainability
in the Philippines

Student name:

Student ID number:

Programme: HND Leading to BSc (Hons) Business with Finance - LJMU

College: Westford University College

Intended research start date:

Intended research end date:

Section 2: Project Summary

Please select all research methods that you plan to use as part of your project:

• Interviews: ☐

• Questionnaires: ☐
• Observations:☐

• Use of Personal Records: ☐

• Data Analysis:☐

• Focus Groups:☐

• Other (please specify):

……………………………………………………………………………….

Section 3: Participants

Please answer the following questions, giving full details where necessary.

Will your research involve human participants?☐

Who are the participants? Tick all that apply:

Ages 12-16: ☐ Young People aged 17–18: ☐ Adults:☐

How will participants be recruited (identified and approached)?

- Participants will be recruited through social media platforms and email
Describe the processes you will use to inform participants about what you are doing:
- Participants will receive a short explanation on what the research is beforehand and how
their responses will be used.

How will you obtain consent from participants? Will this be written? How will it be made clear
to participants that they may withdraw consent to participate at any time?
- There will be a written consent for the participation, it will be made clear that they may
withdraw by sending an email to the researcher or through contacting on WhatsApp.

Studies involving questionnaires: Will participants be given the option of omitting questions
they do not wish to answer?

Yes:☐ No: ☐
If No please explain why below and ensure that you cover any ethical issues arising from this

Confirm whether participants will be asked for their informed consent before filling in
questionnaires.

Yes:☐ No: ☐

Will you debrief participants at the end of their participation (i.e. give them a brief explanation
of the study)?

Yes:☐ No:☐

Will participants be given information about the findings of your study? (This could be a brief
summary of your findings in general)

Yes:☐ No: ☐

Section 4: Data Storage and Security

Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998)

Yes: ☐ No:☐
Who will have access to the data and personal information?
- Only student researcher

During the research:

Where will the data be stored?
- All data will be stored on a laptop and personal one drive

Will mobile devices such as USB storage and laptops be used?

Yes:☐ No: ☐

If yes, please provide further details:

- A laptop would be used so that information is readily available when needed in the research.

After the research:

Where will the data be stored?
- It will remain on the laptop

How long will the data and records be kept for and in what format?
- Data will be kept for at least a month till the research is complete, in a word format.

Will data be kept for use by other researchers?

Yes:☐ No: ☐

If yes, please provide further details:

 Section 5: Ethical Issues

Are there any particular features of your proposed work which may raise ethical concerns? If
so, please outline how you will deal with these:

It is important that you demonstrate your awareness of potential risks that may arise as a result
of your research. Please consider/address all issues that may apply. Ethical concerns may
include, but are not limited to the following:

• Informed consent.

• Potentially vulnerable participants.

• Sensitive topics.

• Risks to participants and/or researchers.

• Confidentiality/anonymity.

• Disclosures/limits to confidentiality.

• Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).

• Reporting.

• Dissemination and use of your findings.

Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy:

Yes: ☐ No: ☐

I have discussed the ethical issues relating to my research with my Unit Tutor:

Yes:☐ No:☐

I confirm that to the best of my knowledge:

The above information is correct and that this is a full description of the ethical issues that may arise in
the course of my research.

Name: Jamie Angela Arquiza

Date: 06/12/2023

Please submit your completed form to: Tutor & Course Administrator and to be submitted with
Assignment on LMS.
2. Project Logbook Template
NOTE:
The submission on the LMS is in the form of an individual written report. This should be written in a concise,
formal business style using single spacing and font size 12. You are required to make use of headings,
paragraphs, and subsections as appropriate, and all work must be supported with research and referenced using
the Harvard Referencing System. Please also provide a bibliography using the Harvard Referencing System.
The recommended word limit is approx. 6000 words.

Investigating the impact of CSR initiatives on consumer loyalty and perception - A case
study of the Universal Robina Corporation (URC) based in Abu Dhabi, UAE

A. Project Management Plan (PMP)

Introduction

Corporate Social Responsibility (CSR) is about how businesses align their values and
behaviors with the expectations and needs of stakeholders. It is a form of corporate self-
regulation integrated into the business model whose main goal is to embrace responsibility for
the company’s actions and encourage a positive impact through its activities on the
environment, consumers, employees, communities, and stakeholders (Fontaine, 2013).
It is a management concept wherein companies integrate social and environmental concerns in
their business operations and interactions with stakeholders, it is a way in which companies
can meet the triple bottom line while at the same time addressing the expectations of
shareholders and stakeholders (UNIDO, 2023).

Impact of CSR initiatives on consumer perception/loyalty

According to Louis (2019), CSR initiatives offer a competitive advantage by addressing social
and environmental issues and enhancing brand reputation, financial performance, and market
value (Leclercq-Machado, 2022). CSR initiatives are a relevant part of corporate strategies,
ensuring customer satisfaction and enhancing market value and profitability (Chung, 2015).

CSR enhances consumer value by prioritizing their needs and stakeholders, necessitating
companies to adapt to changing consumer behaviors and needs (Radulescu and Hudea, 2018).
To enhance service, respond to feedback quickly, and improve quality, businesses must utilize
various marketing techniques to maintain strong consumer relationships (Servera-Francés and
Piqueras-Tomás, 2019)

Large companies invest in CSR for competitive advantage, improving reputation, reducing
advertising, and operating costs, and attracting talent and investors (Li, 2015). Consumers
consider a company's CSR image in their purchasing decisions, as CSR initiatives boost
awareness and loyalty, especially during financial crises like recession (Ngoc, 2022).

Importance of CSR for sustainability and competitive advantage

CSR is a crucial aspect of business sustainability, promoting social responsibility and

enhancing human well-being, the environment, and the economy over time (Green Business
Bureau, 2022). CSR is gaining importance as consumers increasingly seek ethical products
from businesses. By demonstrating a commitment to social issues beyond profits, companies
attract customers who share their values, promoting sustainable operations (Collier, 2018).

In the current global market, CSR is considered part of building a competitive advantage
(Madueño et al., 2016). This concept has become a strength for companies as CSR initiatives
have improved relations with customers, communities, and the government which enhances a
company’s brand reputation and differentiates it from its competitors (Marakova, 2021).

According to Saeed and Arshad (2012), CSR is a crucial strategy that fosters a company's
reputation, fostering a unique, valuable, and hard-to-imitate intangible asset. CSR initiatives
enhance population living conditions, consumer demand, and company strategy, leading to
satisfied customers, competitive advantage, higher profitability, and long-term sustainability
(Marakova, 2021).

Introduction to Universal Robina (URC) & its CRS initiatives

One of the biggest producers of food and drink products for consumers in the Philippines,
Universal Robina Corporation (URC) was a pioneer in the sector. In addition to producing and
distributing branded consumer snack foods and beverages, URC is also involved in the
production of commodities like sugar and flour, as well as agro-industrial businesses that
primarily deal with hogs, animal feed, and other related products (Universal Robina
Corporation, 2023)

It has been in operation for over 50 years since Mr. John Gokongwei, Jr. established Universal
Corn Products Inc. in 1954, a cornstarch manufacturing plant in Pasig City. Since then the
company has had a significant and growing presence in the ASEAN (Universal Robina
Corporation, 2023).

Image #1: URC Logo: Universal Robina Corporation (2023)

CSR initiatives

The company has embedded sustainability as one of its key strategies and has identified key
material impacts, it can target in the Natural Resources, People, Products, Supply Chain, and
Economic areas. The company later announced its sustainability targets and commitments
aligned with the 2030 UN Sustainable Development Goals.

Education with DTC:

According to the company’s official website, URC is committed to helping find ways to
improve the quality of life through building sustainable communities for the less fortunate and
supporting activities that contribute to education and youth development (Universal Robina,
2023).
This advocacy has led the company to partner with Dynamic Teen Company Inc. (DTC) to
promote literacy to the disadvantaged by providing them guidance until they progress in their
career and become productive contributors to society. URC has been supporting DTC since
2012 through its participation in several projects such as the Kariton Revolution, Kantina
Kariton, and the sponsorship of the DTC Learning Center (Universal Robina, 2023).

Hidden Hunger Activity

URC, in partnership with partner schools, introduced the Hidden Hunger project in 2018 to
combat childhood malnutrition by promoting Budbod Sustansya, a vegetable-based meal
additive containing zinc, iron, and vitamin A. In the fight against Hidden Hunger, URC
volunteers collaborate with partner schoolteachers, parents, and students to prepare healthier
meals (Universal Robina, 2019).

Sustainable Potato Program

The Department of Agriculture is collaborating with the URC's Sustainable Potato Programme
to enhance the competitiveness of the local potato industry. URC supplies premium imported
Granola potato seeds from Canada as agricultural inputs to select potato-growing communities
in the provinces of Benguet, Mount Province, Bukidnon, and Davao del Sur. The program will
be financed initially by these seeds, which will be donated to the farmer cooperatives
(Universal Robina, 2019).

Kabalikat Village Hub

URC has rolled out its Kabalikat Village Hub, wherein anyone can start their own business by
running a “hub” that a neighborhood can turn to for food needs. The company supplies these
hubs with a wide range of its products including fresh meats and eggs, processed meats, and
even pet care needs. These hubs, in turn, become a source of livelihood for households. They
likewise provide communities around them access to products that can be ordered online and
delivered quickly. This lessens health risks to everyone (Universal Robina, 2021).

Image #2: Hidden Hunger Image #3: Potatoe

Activity: Universal Robina Program: Universal
(2019) Robina (2019)
Project Lifecycle (PLC)

The project lifecycle, a framework that outlines the phases of a project, is a critical process that
ensures the project's successful delivery, varying depending on its specific scope (Newton,
2006). The project lifecycle stages consist of the following: project initiation, project planning,
project execution, monitoring and control, and project closing (Bridges, 2023).

The importance of project lifecycle

Project lifecycle is important as it provides a structured framework for managing projects from
start to finish. It helps define the different phases that the project will go through and helps
ensure that all necessary steps are taken for the successful completion of the project (Timeular,
2023).

The project management life cycle streamlines project delivery, ensuring satisfaction of
employee needs and client deliverables. It aids organizations in planning for every phase,
facilitating progress management, and ensuring successful completion, aiding businesses in
achieving goals. (BigTime, 2022). It also brings greater efficiency and consistency to the
workflow of the project as tasks and responsibilities are clearly defined, and the project is
checked regularly to ensure fewer roadblocks and problems. Overall this gives the project a
good chance of achieving success in the given timeline, scope, and budget (Miller, 2020).

5 Phases of the Project Lifecycle

Initiation

During this stage, a project proposal will be thoroughly reviewed to assess whether it is
beneficial to the company. A decision-making group will determine whether the project can be
realistically completed during this phase (Jarrin, 2016).

The entire initiation process serves as a roadmap for the project team as they identify and clarify
the crucial elements of a suggested project that will support the decision-making process. The
Project Charter is a crucial element in guiding technology projects, providing a roadmap for
decision-making, and enhancing the success of selected projects (Boston, 2023).
This stage does, however, present several possible difficulties, one of which might be cost
planning. Successful completion of a project necessitates careful planning, including
determining total costs and expenses and identifying stakeholders' expectations. Addressing
these issues and finding solutions ensures long-term success (Zaveri, et al., 2022).

In this phase, the focus of the research is to identify and develop the research topic, which in
this case is investigating the impact of Universal Robina’s CSR initiatives on consumer
perception and brand loyalty. This topic is within the parameters set by the assignment and
serves as a guideline on what to write.

Planning

During this stage, the project solution is further developed in as much detail as possible and
you plan the steps necessary to meet the project's objective. In this stage, the team identifies all
the work to be done. The project's tasks and resource requirements are identified, along with
the strategy for producing them (Barron and Barron, 2019).

Effective planning is crucial for project success, as it ensures timely completion, budget
compliance, and stakeholder standards. It helps identify risks and issues early, facilitates
communication among stakeholders, and maintains focus on the project's vision and objectives,
ultimately leading to a successful outcome (Coursera, 2023). Scope creep can be a problem
during this phase and can arise from poorly planned projects and vague objectives, making it
difficult to complete the project on schedule (Wrike, 2019).

This phase would include a preliminary search for information on the research topic and any
additional background information that may be found in books, articles, or websites that will
allow for comprehensive research. The project management plan is also conducted in this phase
and covers the introduction of Universal Robina, its CSR initiatives, and the impact and
importance of these initiatives to company profitability and sustainability.

Execution

In this stage, the project is put into motion and performs the work of the project. During this
stage, performance and progress are continuously monitored and adjustments are made and
recorded as variances from the original plan (Barron and Barron, 2019).

The project is set up with team members and deadlines to ensure completion by the due date.
This phase ensures quality standards are met, implements corrective measures, and produces
project deliverables, progress reports, and stakeholder communications. Project deliverables,
progress reports, and stakeholder communications are the phase's outputs (Harvard Business
Review, 2016). Geographical issues and technological issues can lead to delays in project
completion and performance monitoring, affecting the overall project. These issues can also
result from internal dependencies and personnel shortages (Angeline, 2022).
This is the main part of the project wherein the bulk of the research about CSR initiatives and
project lifecycle is found. A project logbook is used to monitor the progress of the project and
ensure that everything is moving according to schedule, adjustments are made to this section
according to the feedback received. This is when the literature review and methodology are
conducted as well as the creation of surveys for primary research, a Gantt chart was also created
to outline a schedule for the assignment.

Monitoring & controlling

Like the previous phase, this involves monitoring and comparing the project status to the actual
plan, as resources perform the scheduled work. During this phase, project managers may need
to adjust schedules or do what is necessary to keep the project on track (Jarrin, 2016).

Monitoring is crucial for achieving desired project effects, identifying unexpected

consequences, and establishing discipline in observing the project's context, ensuring regular
adjustments for project success (PM4DEV, 2020). Major challenges in monitoring activities
include finding time and resources, with larger organizations having more resources and
money, while smaller firms often face financial constraints, prioritizing these tasks over others
(Analytics in Action, 2020).

This phase is focused on tracking the progress made in the duration of the research, from the
overall progress to individual aspects. Feedback has been noted and corrected accordingly so
far while it is still in progress. The literature review and methodology parts have been given
feedback for improvement, and a Work Breakdown Structure and Gantt chart have also been
created to help monitor the progress of the work and ensure that the work is running according
to the schedule. The project logbook is also getting updated regularly.

Closing

The completion stage of a project involves delivering final deliverables, transferring project
documentation, ending supplier agreements, releasing resources, and informing all parties
involved. This stage also involves conducting lessons learned and analyzing successes,
providing valuable experience for future project teams and the project organization (Barron
and Barron, 2019). The final stage of a project involves managing unresolved risks and issues,
ensuring stakeholder satisfaction, and meeting expectations. Addressing these risks is crucial
for the project's success and closing (Team, 2023).

The final phase is when the research project has been completed and cited accordingly to give
credit to the authors of the materials used, along with the bibliography at the end of the work.
Proofreading must be conducted before the submission of the work to ensure that the overall
message of the research can be understood by the readers. Reflection using Gibb’s reflective
cycle has been conducted and the project logbook has been finalized ready for submission of
the work.
 Image #6: 5 phases of the project lifecycle: MotionBlog (2023)

How project management and PLC are used in research

The project management process ensures the desired outcome is achieved within the
predetermined budget and time frame, guiding the project's planning and execution from the
beginning to its completion (Huljenic, 2005). It is crucial for conducting research projects, as
it involves setting clear objectives, segmenting work into manageable tasks, and creating time
management plans to ensure success and accuracy (University of Southampton Library, 2018).

The project lifecycle is a comprehensive research approach that outlines the stages of a project,
ensuring momentum and focus, and generating high-level completion stages. It is crucial for
planning research and outlining the necessary steps for completing a project (Kantata, 2020).

Project Overview

a) Deliverables
The expected outcome of this project is to create research about how Universal Robina’s CSR
initiatives impact consumer perception and brand loyalty in the Philippines. Most of the
research is based on secondary sources, but surveys and interviews will also be used to examine
how CSR initiatives affect consumers' perception of the brand.

b) Scope Management
Scope management is the process of implementing detailed documentation and description of
the project (Aborhor, 2021). The scope of this project is to determine and analyze the different
impacts of CSR initiatives on Universal Robina (URC) and how they affect profitability and
financial sustainability. A PMP was designed and added to get a basic idea of the project overall.
Secondary research and quantitative data using surveys as primary research will be done.

Scope creep occurs when unexpected changes in project scope are made, causing increased
pressure, and potentially impacting the budget and time, causing the project to be delayed
(Komal, 2020). Scope creep can be minimized by clearly defining project requirements,
ensuring stakeholder agreement, and effectively communicating risks associated with scope
creep (Rudder, et al., 2022).

A Work Breakdown Structure (WBS) can be used to better understand the scope of a project.
Tamara (2020) defines a Work Breakdown Structure (WBS) as a hierarchical breakdown of the
project team's entire scope of work required to achieve project objectives and achieve necessary
work results.

Work Breakdown Structure

 Source: Self-made

c) Project Schedule
A Gantt chart, a visual project management timeline that displays all of a project's tasks along
with their due dates and durations, has been created to monitor the project's progress (Kjeldsen,
2020). By giving a summary of the project's progress and where it stands about the timeline,
this chart facilitates time management during project execution (Gilmore, 2016).

Project milestones are crucial in defining key stages of a project, segmenting it into manageable
chunks, and indicating main progress milestones, ensuring a clear understanding of what needs
to be done and when (Benz, 2018).

The project milestones for this project are the following:

• The project was started on the 21st of November 2023

• The project deadline is on the 28th of December 2023
• The survey is to be completed/submitted by the 25th of December 2023

Gantt Chart
 Source: Self-made

d) Quality Management
Quality management involves monitoring and ensuring excellence through policy
development, assurance, planning, control, and improvement to maintain a desired standard
(Barone, 2020).

Quality control involves repeated inspections during production, while quality assurance
ensures products meet standards, performed internally and externally by management,
customers, government agencies, regulators, certifiers, and third parties (American Society for
Quality, 2015).

Quality management is important as it helps organizations improve their product’s reliability

and performance which differentiates it from its competitors and helps improve customer
satisfaction which could lead to increased brand loyalty and profitability (GBS Corporate,
2023).

The project is implementing quality management to ensure the research project's accuracy, and
consistency, detecting, and rectifying any mistakes to maintain its high quality:

• Define the scope of research

• Refer only to relevant journal articles and websites
• Unbiased surveys
• Different people of different ages do surveys to get a variety of responses
• Regular feedback from the instructor
• Conduct literature review
• Check on intext citations and references (Harvard referencing)
• Proofreading

e) Risk Management
Risk management is a process that aims to help organizations understand, evaluate, and act on
all their risks to increase the probability of success and reduce the likelihood of failure (Hopkin,
2018). Risk management has different components such as Risk assessment and Risk control.

Risk assessment is a crucial process that identifies and rates potential risks to determine the
significant threats to an organization, project, or strategy (Hopkin, 2018). Risk control involves
implementing techniques to minimize or eliminate these risks (Kenton, 2019).

Importance of Risk management

Risk management is a crucial management strategy that proactively detects and addresses
potential threats, ensuring businesses are prepared for potential negative effects (SafetyCulture,
2023).

Risks involved in this project are:

• Unable to complete the project by the given timeframe

• Unable to get enough survey responses on time
• Unreliable website references
• Laptop breaks down and losing data
Actions to resolve these issues:

• Have proper time management, utilize the project logbook and Gantt Chart to stay on
schedule for all tasks, and try to have extra spare time if any changes are required.
• Hand out surveys before the expected time to ensure maximum responses can be
collected.
• Verify websites before using it in the research and have backups
• Ensure that the laptop works properly and purchase a hard drive

f) Communication Management
Effective communication management is essential to how companies engage with their
customers. It focuses on planning and executing various communication strategies to reach a
company's target audiences (University of Southern California, 2017).

Importance of communication management

Communication management is crucial for enhancing productivity and engagement in projects,

as stakeholders are involved and requirements are clearly stated, ensuring the quality of work
is improved through appropriate changes (Hargie, 2016). This strategy fosters robust customer
relationships, enhances retention, and provides valuable insights for product improvement and
customer targeting (Briglia, 2020). All these factors combined drive project success, build
reputation, and communicate the stability of an organization.

Methods of Communication Used in PM

There are three types of communication used in Project management depending on the
situation.

1. Interactive communication - this method effectively communicates sensitive and

crucial information in a way that is easily understood and responded to immediately.
Examples include face-to-face meetings and phone calls (AIPM, 2021).
2. Push communication – this happens when communicating with the recipient without
anticipating a response right away. Examples of this include emails and project
newsletters (AIPM, 2021).
3. Pull communication – is a method that allows stakeholders to access information as
they need, this creates a sense of trust and transparency between stakeholders and the
project team. Examples of this include project websites and management software
(AIPM, 2021).

Stakeholder Engagement Grid:

Source: Self-made

Communication Plan:
 Source: Self-made

g) Resource Management
Resource management involves implementing procedures and methods to ensure necessary
resources are available for project completion and company goals while minimizing waste to
increase revenue and ROI (Coursera, 2023).

Importance of resource management

Resource management gives managers access to people and other resources on-demand and in
real-time, giving them more control over delivery and helping the company cut costs, increase
productivity, and improve efficiencies (Planview, 2023).

Resources required for surveys:

 • Laptop to create the surveys
• Internet access to send soft copies of the surveys through social media or email
• Printer for physical copies of surveys
• Notebook and pen to record answers to interview questions in person

Potential research constraints:

• Laptop breaks down and all data is lost

• Internet access is down
• No physical printer
• Unable to write down everything that’s been said in the interview

Actions to resolve constraints:

• Ensure the Laptop is in good condition and purchase a hard drive

• Have data ready
• Go to a nearby printing shop
• Record interviews on the phone to ensure all that’s said is recorded

h) Cost Management
The project's cost management involves formally identifying, approving, and paying all
expenses within the approved budget, ensuring the project's success from initiation to
completion (Vasista, 2017). There are 3 parts to cost management: cost estimating, budgeting,
and control.

• Cost estimation - involves estimating the sum of all project requirements, including
labor and materials, to determine the project's budget (wrike, 2019).
• Cost budgeting –involves setting a fixed budget for work packages, estimating costs,
and monitoring actual costs to ensure efficient and effective project management
(InLoox, 2023).
• Cost control – gathering and organizing expenses to compare with project budgets,
aiming to minimize costs and identify areas of overspending (Association for Project
Management, 2019).

Importance in Project Management

Cost management is crucial for projects as it ensures budget stays, reduces unforeseen costs,
and tracks progress. It helps in planning, reducing risks, and tracking spending. Effective cost
management can also help reduce costs and identify overspent areas (Leonard, 2023).

Effects of budget overruns & project loss

A project that exceeds its budget due to unforeseen expenses is referred to as a cost overrun. It
may significantly affect a project, causing significant setbacks or even the project's complete
failure (Whelan, 2022). Overspending on the budget can harm profits, lower customer
satisfaction, and prevent goals from being met (Viter, 2022). Poor management and multiple
reasons contribute to poor productivity in projects, including scheduling delays and vague
scopes, which can result in overestimation of work capacity and delayed completion (Netscher,
2016).

Research project costs:

Considering that the project is research-based, there are not many costs to be considered,
however, there are potential costs for the following:

• Cost of paper and printing materials for surveys

• Travel costs when conducting in-person interviews

B. Research Project
Topic: Investigating the impact of CSR initiatives on consumer loyalty and perception - A case
study of the Universal Robina Corporation (URC) based in Abu Dhabi, UAE

Aim: The study aims to examine how CSR initiatives impact consumer loyalty of the Universal
Robina Corporation (URC) based in Abu Dhabi, UAE

Objectives:

• To identify and examine the CSR initiatives implemented by the Universal Robina
Corporation in Abu Dhabi, UAE
• Examining the impact of these CSR initiatives on consumer loyalty and perception
• To understand the impact of consumer perception and how it leads to consumer loyalty
Research questions:

• What are the CSR initiatives implemented by the Universal Robina Corporation (URC)
based in Abu Dhabi, UAE
• How do URC's initiatives impact consumer loyalty and perception?
• What is the impact of consumer perception and how does it lead to consumer loyalty?
SMART Objectives

SMART objectives are used to help guide goal setting. SMART is an acronym that stands
for Specific, Measurable, Achievable, Realistic, and Timely (Talerico, 2022).

Figure #7: SMART objectives: Herrity (2019)

SMART objectives for the project:

• Specific - the focus of the study is on the impact of the CSR initiatives of URC on
consumer perception and loyalty.
• Measurable - A survey will be conducted with 30 people regarding URC’s CSR
initiatives.
• Achievable – The survey will be sent to the research participants and they will be given
a week to answer it. The Gannt chart schedule gives a week for survey collection that
ensures it's completed within the given time frame.
• Realistic - The survey will gather data from different participants and their thoughts on
URC’s CSR initiatives and how these initiatives impact their view of the company.
• Time bound - the survey will be conducted starting from December 18 until December
20 giving participants enough time to answer before all data is collected and analyzed.

Literature Review

Over the years, Corporate Social Responsibility (CSR) has become increasingly prioritized
by companies this would be due to the increasing consumer pressure on companies to work
responsibly in society. As a result of this pressure, companies have begun to base CSR at the
core of their business plans to show responsibility in dealing with consumers. When
consumers see this, their loyalty to the company may increase as they tend to respect what is
good for society and the planet (Ahmad et al., 2021).
Key terminologies: Corporate social responsibility (CSR), CSR initiatives, Consumer
loyalty, Consumer perception

Corporate Social Responsibilities (CSR) & CSR initiatives

Over the years, there has been an increasing agreement among stakeholders that companies
should have a wider perspective when setting objectives, not only aiming at profit
maximization or expansion. This has led to the concept of Corporate Social Responsibility
(CSR), this concept applies to businesses that consider the interests of society by taking
responsibility for the impact of their decisions and activities on customers, employees,
communities, and the environment to name a few (Stimpson and Farquharson, 2015).

By aligning the purpose and values of CSR with market drivers and stakeholder demands, CSR
practices have become due diligence for preserving the company’s license to operate, avoiding
reputational damages, building loyalty, and maintaining competitive positioning (ElAlfy et al.,
2020). Some CSR initiatives that companies implement are charitable donations, the use of
green materials, and diversity initiatives (Yoo and Lee, 2018).

According to Bhardwaj et al. (2018), companies in various markets spend a lot of money on
CSR and suggest that consumers take into consideration companies' CSR initiatives when
making purchase decisions which may either increase their purchase intention or make them
willing to pay higher prices for the company’s products or services. However, Okafor (2021),
argues that CSR initiatives don’t automatically translate into economic benefit for an
organization; in fact, whatever benefits are derivable will be based on consumers’ assessment
of such initiatives as they relate to the activities of the business, not merely the act.

Impact of CSR initiatives on consumer loyalty and perception

According to Nepomuceno et al. (2020), CSR became a trend among multinational companies
that advocated CSR beliefs and practices. It is relevant in the food and beverage industry as it
provides the basic needs of humans as well as has a huge impact on public health. CSR
initiatives have become a core part of business activities in the food and beverage industry,
especially for companies that have high-value consumer brands.

CSR represents a company’s responsibility to society and companies that are engaged in CSR
activities believe that their revenues have increased over time due to this engagement, which
has proved helpful for the long-term profit maximization of the company (Lu et al., 2019).
Moreover, CSR helps to influence the brand loyalty of their consumers positively. Studies have
shown that individuals are more attracted to firms that appear more socially responsible which
is an image that helps improve consumer behavior and purchase intention for the product brand
(Irshad et al., 2017).

Servera-Francés and Piqueras-Tomás (2019) say that CSR influences consumers through a set
of variables such as perceived value, trust, and commitment, which in turn results in an increase
in satisfaction and loyalty. CSR creates value for consumers because it is concerned with their
needs and those of other stakeholders (Lu et al., 2020). Sharma and Jain (2019) conducted a
study showing that people were more likely to respond to a brand that was involved in good
causes as they believe the company is ethical and socially responsible which would encourage
brand loyalty and improve consumer perception of the company.

Impact of consumer perception leading to consumer loyalty

According to Balathandayutham (2020), the concept of perception explains the customers'

views regarding a brand product. This perception could be the reason for the customer's
consistent purchase of goods from the same company rather than switching to one of its
competitor’s replacements. Therefore companies need to ensure that their brands have a good
consumer perception as it influences consumer’s purchase behavior and consumer loyalty.

Consumer perception of a brand significantly influences its performance, influencing consumer

behavior and potentially leading to brand loyalty, as it is based on the brand's reputation and
image (Sultan et al., 2019).

According to Altaf et al. (2019), the profitability and sustainability of a company depends upon
consumer loyalty. To ensure customer loyalty, companies must ensure consumers have a good
perception of their brand as it is integral to consumer retention. A study reported that on average
92% of consumers have a higher consumer perception of companies who have or support CSR
initiatives (Harfoush and Alena, 2020). CSR initiatives foster ethical choices, fostering
positive consumer perception and loyalty. By recognizing customers' aid in society, companies
foster a reciprocal relationship, fostering a positive perception and loyalty towards their
customers (Simakhajornboon and Sirichodnisakorn, 2022).

Gap Analysis

This study has identified gaps in the literature on CSR and CSR initiatives as no previous study
in Abu Dhabi, UAE has investigated how CSR initiatives impact consumer perception and
loyalty to the Universal Robina Corporation.

This particular study intends to close that research gap by examining the CSR initiatives
implemented by the Universal Robina Corporation in Abu Dhabi, UAE, and examining the
impacts of these CSR initiatives on consumer perception and loyalty to the brand.

Methodology

Research Paradigm

Research paradigm is a theoretical framework that guides researchers in selecting research

questions, and determining reality, knowledge, methodology, and research value (Khatri,
2020). In this study, 3 specific research paradigms will be discussed: Positivism,
Constructivism, and Pragmatism.
 • Positivism - emphasizes the importance of general information, focusing on pure data
and facts without human bias (Alharahsheh and Pius, 2020).
• Constructivism - seeks to comprehend the social world of the individuals being studied
by interpreting it from the perspectives of those within it (Bogna et al., 2020).
• Pragmatism - suggests that researchers should employ the most suitable philosophical
or methodological approach for their research problem (Kaushik and Walsh, 2019).

Source: Self-made

Since this research project is focused on collecting nonbiased and quantified data on
participants' opinions on CSR initiatives, the study will adopt a positivist view when
conducting research. The results of this study will rely on reason and measurable data rather
than attempting to delve deeper into participants' thoughts and opinions. A survey will be
conducted for data collection.

Research Methods

• Quantitative –a research method that utilizes mathematical techniques to generate

numerical data and hard facts through surveys and questionnaires (Ahmad et al., 2019).
 • Qualitative – a research method in social sciences, that employs focus groups to
understand human thoughts and feelings, providing a comprehensive understanding of
human behavior (Ahmad et al., 2019).
• Mixed Methods - involves a combination of quantitative and qualitative approaches,
tailored to the study's purpose and research question, aiming to enhance understanding
of the subject (Taherdoost, 2022).

Source: Self-made

Considering that this study has decided to adopt a positivism paradigm, the best research
method to use is the quantitative method as it would focus on collecting the most data in a
numerical and logical format. This also works best within the given time constraint of the
project and would provide the most data.
Sampling

Sampling is the process by which a researcher carefully selects through probabilistic and no
probabilistic methods several individual items from a larger population of interest for closer
study (Mweshi and Sakyi, 2020).

Figure #8: Sampling Methods: Sarstedt et al. (2017)

Sampling can be broken down into two sections: probability and non-probability sampling. In
probability sampling, the selection probabilities of individual population elements and the
algorithm with which these are randomly selected are specified by a sampling design. On the
other hand, non-probability refers to procedures in which researchers select their sample
elements not based on a pre-determined probability (Mweshi and Sakyi, 2020).

Probability Sampling Techniques

• Simple random sampling –a method used to randomly select members of highly

homogenous populations for research purposes (Bhardwaj, 2019).
• Stratified sampling - a method that divides a population into strata, applying simple
random sampling in each stratum based on similar participant attributes. (Obilor, 2023).
• Cluster sampling - a method where the population is divided into similar-looking
clusters and simple random sampling is conducted within these clusters (Obilor, 2023).
 Source: Self-made

Non-Probability Sampling Techniques

• Purposive sampling - a method that selects relevant cases for a study, ensuring the best
data and research results are directly derived from these cases (Mweshi and Sakyi,
2020).
• Quota sampling –a method where the sample of individuals obtained matches the
proportions of individuals for the entire population of interest (Lamm and Lamm,
2019).
• Convenience sampling - a method in which a sample is chosen from a population that
is easily accessible, readily available, or convenient. (Obilor, 2023).
 Source: Self-made

The best sampling method for this research is stratified sampling, however, because it is
difficult to obtain the names of consumers buying from URC and to specifically determine all
the people who buy their products stratified sampling would not be feasible. Instead, this
research will rely on convenience sampling to gather data, this would be more feasible given
the time constraint of the project and the lack of access to direct stakeholders of URC.
Convenience sampling offers low cost, high effectiveness, and ease of use, but its main
drawback is its unclear generalizability (Jager et al., 2017).

Data Collection

Quantitative and Qualitative research have different data collection methods that they use.
Quantitative research often utilizes surveys that provide a numeric description of trends,
attitudes, or opinions of a population by studying a sample of that population (Creswell, 2014).
Meanwhile, Qualitative research uses interviews. An interview is a conversation for gathering
information that helps researchers gain in-depth information about participants’ experiences
and viewpoints on a particular topic (Turner and Hagstrom-Schmidt, 2022)
 Source: Self-made

Because the study will be conducted as quantitative research, the best data collection method
would be through surveys that will be made through Google Forms. The survey consists of
dichotomous questions, multiple-choice questions, and on Likert scale. This will enable a larger
number of participants to be recruited in the given timeframe of the project while keeping all
the data collected numerical and factual.

Data Analysis

Descriptive statistics are statistical methods used to analyze data from the entire population,
providing a comprehensive representation of the collected data. The descriptive statistics that
will be focused on are the measures of central tendency (Hayes, 2023).

Measures of central tendency

A data set is a collection of observations, often analyzed using measures of central tendencies,
such as mean, median, and mode, to determine its representative value.

• Mean - a mathematical average value is determined by summating the number of

observations in a set of data.
• Median - The median is the middle observation in data arranged in either increasing or
decreasing order of magnitude.
• Mode – is the value that occurs most frequently in a set of observation
(Kaliyadan and Kulkarni, 2019).
Figure #9: Measures of central tendency formulas: Cuemath (2023)

Source: Self-made
Descriptive Statistics: Charts and Graphs

• Pie charts –a visual representation of data, with each slice representing a fraction or
proportionate part of the whole, often expressed in percentages. (Jaspersoft, 2023).
• Bar graphs – a visual representation that uses bars to display value, providing a visual
representation of data and aiding in comparison between different categories of data
(Mitchell, 2020).
• Histograms - a visual tool used to organize data points in a data series, providing a
clear and easily interpreted representation (Chen, 2022).
• Scatter plots – visually represent the relationship between two or three variables, with
each data point represented by a point on the chart, highlighting the strength of the
relationship (Bhandari, 2020).

Figure #10: Pie chart: Figure #11: Bar chart: Data

Jaspersoft (2023) Viz Project (2023)

Figure #12: Histogram: Figure #13: Scatter plot:

Chen (2022) Spotfire (2023)
 Source: Self-made

This research will be using Pie charts and bar charts to analyze the gathered data from the
surveys, this is due to the straightforward nature of the charts that also allows for the
visualization of large data sets.

Ethical Considerations

This study has certain ethical considerations to follow, since this study is an academic study,
there are no major ethical considerations such as potential harm involved however since this
study requires research participants' informed consent and confidentiality must be applied
when conducting surveys.

There should also be a consideration of data storage and security, in which case the results of
the research will not be shared with any other parties other than the researcher, all information
of participants will be kept for one month on the researcher’s laptop. Another ethical
consideration ensuring the researcher maintains scientific and academic integrity throughout
the research such as not engaging in plagiarism or misconduct.

Results & Analysis

A survey was created in Google Forms and was sent to 65 people, out of these 62 people
responded to the survey:

The results show that at least 61.3% of participants are aware of what CSR is which lines up
with what Stimpson and Farquharson (2015) have stated about the increasing awareness of
consumers regarding CSR. Meanwhile, 24.2% say that they don’t really know what CSR is,
and another 14.5% don’t know what CSR is at all. This indicates that companies should make
more of an effort to educate consumers on their CSR initiatives, this aligns with what Dumbrell
(2022) has said about CSR.
Unlike the previous question where the majority knew what CSR was when it came to
Universal Robina’s CSR specifically 43.5% said that they didn’t know the company’s CSR
initiatives. This could be due to the study being conducted in the Middle East where Universal
Robina doesn’t have a large presence unlike in the Philippines and other Asian countries.
Therefore, URC should boost its presence in the Middle East if it wants to bring more attention
to its CSR initiatives.

Of the people who are aware of Universal Robina’s CSR initiatives, 37.1% have stated that
they are most familiar with the company’s recyclable product packaging. This lines up with
the company’s website stating that they’ve been packaging their products with recyclable
plastics since 2016 through their UPCYCLING SCRAP PLASTIC initiative (Robina, 2023).
17.7% of people are also aware of the company’s optimizing energy and water ratio initiative
while 11.3% know about the hidden hunger initiative. However, like the previous question
found 33.9% of people are unaware of the company’s CSR initiatives.
The majority of the participants gave URC 4 on their commitment to CSR (1 being the lowest,
5 the highest), this shows that a majority views the company’s initiatives to be good but can
still be improved. 22 participants rated the company’s commitment as 3, which indicates that
they don’t find the company’s CSR initiatives to be bad or excellent by their standards. Overall
this indicates that the company still has a long way to go in terms of its commitment to CSR
according to the results.

Similarly to the previous question, the results show that participants give URC either a 3 or 4
on their commitment to contributing to help non-profits, with 27 people giving a rating of 4,
while 24 give a rating of 4. This shows that most people aren’t fully convinced of URC’s
commitment to CSR meaning that the company needs to find ways to improve their CSR
initiatives.
According to the results, most people believe that URC continually improves the
quality of its products and services. According to Caramela (2022), improving the
quality of products and services is important as it helps in building trust with
customers as they are confident with the quality of the products and services which
could lead to an increase in consumer perception and loyalty.

The results show that 75.8% of participants have gotten a positive perception of URC through
their CSR initiatives, this supports the findings of Irshad et al (2017) that state that a company’s
CSR initiatives create a positive perception of the brand to customers that encourages consumer
purchasing behavior. It also aligns with the study conducted by Sharma and Jain (2019) that
showed that consumers respond better to companies with CSR initiatives as it gives them a
positive perception of the brand.
When asked what URC can do to improve customer perception, 45.9% of people said that the
company should find more ways to connect with customers, this supports the findings of
Servera-Francés and Piqueras-Tomás (2019) which state that companies should maintain
contact with consumers through ‘relational marketing’ techniques. 29.5% of people also say
improving customer service and another 23% suggested customer surveys to be conducted to
find out what the company can improve. All of these are considered to be relational marketing
techniques to encourage customer loyalty and satisfaction (Affise, 2022).

The 72.6% majority aligns with the findings of Bhardwaj et al. (2018) who stated that
consumers take into consideration a company’s CSR initiatives when making purchasing
decisions and are willing to pay higher prices for products from companies who conduct CSR
initiatives. However, there is also 22.6% of people are unsure if this impacts their purchasing
behavior, and 4.8% of people say it doesn’t influence their behavior at all which supports the
findings of Okafor (2021) who states that CSR initiatives don’t automatically impact a
consumer’s purchasing behavior.
The results show that 79% of people’s trust increased due to URC’s CSR initiatives which
supports the findings of Servera-Francés and Piqueras-Tomás (2019) in stating that CSR
initiatives influence consumers through a set of variables such as perceived value, trust, and
commitment which increases the company’s consumer loyalty and satisfaction.

Participants have varying opinions on how URC can improve in terms of CSR, however, the
majority focused on sustainable manufacturing practices, environmental protection, and
improving labor policies, this aligns with Abbas (2020) who states that CSR activities facilitate
firms to obtain a competitive advantage, protect the natural environment and achieve
sustainable growth.
Conclusion & Recommendations

Based on the results of the survey, it can be concluded that although there is an increasing
awareness of CSR among the wider public, not many are aware of URC’s specific CSR
initiatives, this can be attributed to the fact that URC doesn’t have as large of a presence in the
Middle East as they do in the Philippines and Asia. The data also supports studies in the
literature review that state that CSR and CSR initiatives do impact consumers’ perception and
loyalty to the brand and that these CSR initiatives also play a part in consumers’ purchasing
behavior and perceived trust and value of the company.

The survey has also found that most participants aren’t aware of URC’s CSR initiatives, this
means that URC should find ways to increase awareness of their CSR initiatives, this could be
through relational marketing techniques, which would bring more attention to their causes or
rely on today’s digital age and improve their communication plan to better reach more
consumers. The company can also focus on developing a community online by engaging with
consumers to attract more attention to the company’s CSR initiatives. They should also be more
transparent and place CSR initiatives at the center of their core business objectives, all these
efforts combined would eventually catch consumers’ attention which would lead to a positive
perception of the company and increase brand loyalty.

However, it is important to note that this study has its limitations, specifically regarding
geographics. This study was conducted in the Middle East, Abu Dhabi, UAE. Which is not the
main market of URC. The methodology adopted was also a quantitative study, rather than a
qualitative one, therefore, not much has been recorded about participants' full emotions and
thoughts on Universal Robina’s CSR initiatives. The study also has a relatively small sample
of participants at 62, which limits the number of responses gathered from the survey.

Reflection

Gibbs Reflective Cycle

The cyclical nature of Gibbs' Reflective Cycle enhances structured learning by analyzing
repeated experiences, allowing for effective planning and learning from both positive and
negative outcomes (The University of Edinburgh, 2020). This project will use the Gibbs
reflective cycle to fully understand the experiences and emotions of the researcher during the
project and what has been learned and could be applied in the future.
 Figure #14: Gibb’s Reflective Cycle: Wallbridge (2023)

Description:

I had an assignment based around academic research regarding CSR, I chose the company
Universal Robina Corporation to research their CSR initiatives and how these initiatives impact
consumer perception and loyalty to the brand.

Feelings:

At the beginning of the assignment, I felt nervous as I didn't fully understand the concept of
CSR and how to do the assignment as it was very different from my previous modules.
However, as the class moves forward and I start doing the assignment I start to understand what
is required and slowly become more comfortable and confident in my work.

Evaluation:

Overall, I think I was able to do the project successfully, I followed the provided guidelines
and did my research work diligently. I listened to the feedback provided by the professor and
amended my work accordingly. However, I encountered challenges, specifically regarding the
project lifecycle as I was unsure of how I could apply it to my research. I was also confused
when creating the Work Breakdown Structure and Gantt Chart as I’m not proficient with Excel.
Despite these challenges, I was able to overcome them and proceed with my assignment.

Analysis:

I encountered challenges in the creation of the Work Breakdown Structure as I was unsure of
what to put in it and how to structure it. I encountered similar problems with the Gantt chart as
I’ve had no previous experience in creating one. However, I was able to overcome these
challenges by asking for help from my professor and getting feedback, aside from this I also
referred to YouTube videos to get a better understanding of the Gantt chart.
I also made mistakes when creating the literature review, I got feedback on how I could fix it
and amended my work accordingly. I also experienced problems in the survey collection due
to the time constraint of the project, this made me feel stressed and worried, that I wouldn’t get
enough responses on time.

Overall, these challenges have taught me to plan better and research before immediately
moving forward with my work, therefore I believe these experiences can help guide me in my
future assignments for other modules.

Conclusion:

My overall experience of the project was positive and though I had challenges I was able to get
feedback and ask for help whenever I needed it. However, I feel as though I could've done
better when it came to my research about conducting the literature review to not make the same
mistakes again. Overall, I feel satisfied with my work and I feel as though I did my best.

Action Plan:

I plan to watch videos on the creation of Gannt charts and WBS and watch more videos on how
Excel functions to better prepare myself for future modules, I also plan to conduct more in-
depth research as to what is required in the literature review to improve the quality of my future
research projects. I also plan to improve my time management skills to create and design
surveys earlier to give myself more time for data collection.

Appendices:

Questionnaire:

Question #1: Do you know what is Corporate Social Responsibility (CSR)?

o Yes
o No
o Not really

Question #2: Are you aware of URC's corporate social responsibility (CSR) initiatives?

o Yes
o No
o Unsure

Question #3: What aspects of URC's corporate social responsibility initiatives are you
familiar with?

o Hidden hunger activity

o Optimize energy and improve water ratio
o Recyclable product packaging
o Don’t know any CSR initiatives of URC
o Other…
Question #4: On a scale from 1-5, what is your rating of URC's commitment to CSR

1 2 3 4 5
o
Lowest o o o o Highest

Question #5: I think Universal Robina is committed to contributing part of its profits to help
non-profits

1 2 3 4 5
Strongly o Strongly
o o o o
Disagree Agree

Question #6: I think that Universal Robina continually improves the quality of its products
and services.

1 2 3 4 5
Strongly o Strongly
o o o o
Disagree Agree

Question #7: Do you believe that URC's initiatives has given you a positive perception of the
company?

o Yes
o No
o Unsure

Question #8: What can URC do to improve customer perception of the brand?

o Connect more with customers

o Improve customer service
o Conduct customer surveys
o Other…

Question #9: Did these CSR initiatives make you want to purchase the products of Universal
Robina Corporation?

o Yes
o No
 o Unsure

Question #10: Does Universal Robina’s CSR initiatives increase your trust in the company?

o Yes
o No
o Not really

Question #11: In your opinion, what areas could URC improve on in terms of its CSR

o Sustainable manufacturing practices

o Protecting the environment
o Improving labour policies
o Charitable causes
o Other…

By completing and returning the survey, I understand that I am agreeing to be in this study
and that my answers will only be used for the purpose of this research.

o Yes
Project Logbook:

Strategies adapted to
Week Tasks assigned Tasks initiated Problems encountered
solve problems

Start research project PMP format structure is too Combined all information
long under PMP in one
Started the introduction
subheading to make it
Finalize topic more organized
Week #1 (Nov
20 – 24) Project management
plan (PMP)
Aim & objective of
research

Project Management Continuation of PMP Certain information in PMP Got feedback on

Plan (PMP) is irrelevant or incorrect improving PMP

Started the Work

Week #2 (Nov Work Breakdown Breakdown Structure Mistakes in the WBS Got feedback on
27 – Dec 1) Structure improving WBS

Started Gantt Chart Gantt chart format was wrong

Gannt Chart Referred to video for Gantt
chart format

Fix PMP Completed PMP WBS incorrect Got feedback on

improving PMP & WBS
Week #3 (Dec
6 – Dec 8) Get started on a Research Completed Ethics form Certain aspects of PMP are
project incomplete
 Start literature review Work on literature Had a hard time looking for Relied on Boolean
review relevant literature searching and used
keywords
Start methodology
Work on methodology Mistakes in survey format
Week #4 (Dec Got feedback on
11 – Dec 15) Design survey improving the survey
Designing survey

Got feedback on
improving the literature
review and methodology

Conducting survey Sent survey to 65 Slow survey responses Sent messages to survey
participants participants to encourage
them to respond
Analyzing and Had a hard time analyzing
interpreting collected Analyzed and and interpreting the collected
data interpreted data data Researched online what is
collected from the required in analyzing and
Week #5 (Dec survey interpreting data and also
Conclusion and referred to the provided
18 – Dec 20)
recommendation sample by the professor.
Wrote conclusion and
recommendations
Reflection

Wrote reflection

Improve project
lifecycle (application)
 Draft submission dates: Reflection:
Draft 1 – 26/11/2023 The overall project was challenging and interesting, it was very different from
previous modules and had more in-depth analysis required, it challenged me and
Draft 2 – 28/11/2023
taught me that there’s a lot more to research projects than just writing down whatever
Draft 3 – 30/11/2023 we can find online. I also learned that there are some areas that I could personally
Draft 4 – 05/12/2023 improve on such as my time management skills and Excel skills which are skills that I
plan to improve for my upcoming modules.
Draft 5 – 10/12/2023
Draft 6 – 17/12/2023

Draft feedback dates:

Draft 1 – 27/11/2023
Draft 2 – 29/11/2023
Draft 3 – N/A
Draft 4 – 06/12/2023
Draft 5 – 11/12/2023
Draft 6 – 18/12/2023
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