UWTSD Module

Title-Managing Enterprise in the 21st

Century

Module Code: BMSW4006

Table of Contents
Introduction..........................................................................................................................3

Management and organization.........................................................................................3

Responsibility of members..............................................................................................5

Social Responsibility and Sustainability.........................................................................7

Conclusion.........................................................................................................................10

References..........................................................................................................................11
Introduction
Managing enterprises in current time has become more challenging due to emerging
business issues. It is required to perform different activities such as marketing, finance,
operations and more in order to manage a business entity successfully. In addition to this, there is
requirement to prepare suitable plans in order to deal with competition in an efficient manner.
Due to increasing complexity, it has become challenging to operate business successfully (Burns,
2018). While making a business plan, managers are required to consider each and every aspect
from establishment to operation to planning. The present study is about a business plan of a hotel
named as freedom hotel. The study includes operations, social responsibility and sustainability
of organization. Nowadays, social responsibility has also become a crucial part of business.
Moreover, it is important for a business entity to contribute towards social well-being and
development.

Management and organization

Each and every organization has a particular structure as per which roles and
responsibilities are determined. Here, organizational structure shows hierarchical arrangement of
various positions within company. It helps in minimizing ambiguity amongst team members and
clears them about roles and responsibilities within business entity. In addition to this, it also
helps in performing all the business activities in proper and systematic way. When each and
every individual is clear about their role, it is easy to perform daily operations of business. It
brings efficiency and also enhances overall productivity of company (Barnes, 2018). In context
of freedom hotel, they follow hierarchical structure wherein all the members perform different
roles so that pre-define objectives can be accomplished. In this context, organization structure of
respective entity is mentioned below:
 With above chart, it is analyzed that board of directors are crucial part of freedom hotel.
They are higher level personnel’s of organization who are responsible to take all the integral
decisions. All the important decisions are taken by board of directors. Here, these decisions need
to obey by each and every individual working in business entity. Managing directors are the
middle level managers who work under the guidance of board of directors. These people are
required to provide guidance, leadership to employees. They also maintain communication and
conduct risk analysis of business. It is found that directors of different department work under
managing directors. In freedom hotel, different departments such as sales, maintenance, finance,
development & organization are present. Here, directors of freedom hotel are responsible to
perform duties of their respective department. The above chart shows that general managers
work under directors. There are different general managers are appointed for different divisions.
These general managers are responsible to directly report to directors. Role of e- marketing
managers is to undertake digital marketing activities in order to enhance visibility of business
entity in global market place. They directly report to general manager of business development.
MIS manager prepare reports of financial data and information. They report to general manager
to finance and administration. Head group HR are responsible to perform HR related tasks. They
hire, select, and motivate individuals in order to work in an efficient manner. Corporate affair
managers of freedom hotel have the duty to manage communication with internal and external
parties. They are at crucial position at hierarchical level of organization. They directly report to
managing directors. Group food and beverage managers have responsibility to handle the food
and beverage related services within hotel. These people directly report to managing director.

Responsibility of members
Organizational structure not only determines reporting relations to different individuals
but also define roles & responsibilities of members. It helps in clarifying the duties of different
members so that they can perform assigned work with greater efficiency (Lee, 2018). In case of
freedom hotel, there are a lot of people works at different level of organizational hierarchy.
These all members are responsible to perform different role for success of business entity. In this
context roles of members are outlined below:

Role of board of directors: Board of directors are the higher level individuals who
structure all the relevant policies and also ensure effective implementation of those strategies.

 Main role of board of directors is to structure dividend policy and hire as well as fire
senior executives within organization.
 It is their duty to determine final compensation of executives and also offer suitable
support to executives and their teams.
 Setting goals of company is the major responsibility of board of directors.

Role of managing directors: They are a vital part of overall organizational structure of
company. In this context, roles of managing directors are elaborated below:

 They are responsible to maintain proper communication with members and also provide
them suitable leadership to attain set goals.
 Managing directors ensure that principles of corporate social responsibility are being
followed within business entity.
  Risk analysis is also done by managing directors of business entity.

Role of director of business development: Here, these people perform all the activities
related to department of business development. In this context, certain roles of these directors are
mentioned below:

 Build relationship with customers, vendors, sales as well as marketing team.

 Perform in-depth research in order to search profitable business opportunities for
business.
 Assess current sales and marketing strategies of business in order to make improvement
in future period of time

Role of director of property and maintenance: All the activities related with
maintenance are performed by these directors. Here, chief engineer of hotel is responsible to
ensure smooth function of daily operations of hotel. In addition to this director of maintenance
direct chief engineer for small maintenance and repair work in hotel.

Role of director of finance: Here, director of finance perform below mentioned activities
for effective management of funds within organization.

 Direct and control activities of finance staff to make sure that they perform assigned tasks
with higher motivation and inspiration.
 To control annual operating budget of business in order to ensure that all financial targets
of business are met in an appropriate way.
 Ensure that company meet with all predetermine legal as well as financial obligations.

Role of director of development and operations: All the operational activities are
controlled by these directors in an efficient manner. They are responsible for budgeting,
procurement and discussion. They also prepare operational policies in order to meet with goals
of business entity.

Role of Corporate affairs managers: These managers maintain relation with internal
and external parties by different communication techniques such as public relation, corporate
restricting and more.
 Group food and beverage manager: Here duty of these managers is to lead food and
beverage staff. In addition to this, they are responsible to maintain higher level of quality of
services and also clean & hygienic environment.

Social Responsibility and Sustainability

Social responsibility demonstrate role of a business entity towards society. It is a crucial
component of business plan. For freedom hotel, it is imperative to adopt such practices which are
effective from the perspective of environment and society. For running a business, it is required
to acquire suitable resources. These resources come from environment. Apart from this, society
also helps in development of business. It is the duty of a firm to return it back what they received
from society. In this context, they can help in growth and development of society by generating
job opportunities. It will help in increasing level of income of individuals which will further lead
towards better standard of living. Freedom hotel also contributes towards societal development
by offering quality products at affordable price range. With this products or services can afford
by all income group people that enhance overall living standard. For environmental protection, it
is required to adopt sustainable practices. These practices help in minimizing the issue of
emission, wastage and more. For this purpose, organization adopts effective practices to deal
with wastages generated during production. Activities of recycling, reusing and recreation are
also performed by business entities in order to ensure sustainable development (Nave and
Ferreira, 2019).

Corporate social responsibility is a model that is formulated to allow business entities in

contributing towards development of environment and society. In this context, organizations
provide a significant part of their profit for sustainable development (Sharma, 2019). Through
CSR, it is possible for to contribute in well-being of society and environment in profound
manner. In context of freedom hotel they are really active towards social responsibility and
sustainability. They are well aware regarding influence of operations of hotel on three pillars of
sustainability which are environmental, social and economical. For this purpose, different
activities performed by hotel administration are mentioned below:

Exceed guest expectations: They work towards improving experience of guest by

offering them best possible services. In this context, administration of freedom hotel arrange
suitable training sessions for employees so that they can train employees to handle queries of
customer in well-define manner. In addition to this, they also ensure to implement health and
food safety system in order to serve good quality food to customers.

Minimum safety risks: Safety of guests is the first priority of freedom hotel. They make
sure to provide safe and secure environment to visitors, In addition to this, they also ensure
safety of luggage and belongings of guests. In this context, CCTV cameras have been installed
by hotel administration in premises. Apart from this, they also ensure to have proper mechanism
in order to respond in emergency situation. For instance, fire alarms, CCTV and other such
equipments are available within hotel. Proper training is also provided to staff members with an
aim to avoid accidents and other unforeseen events.

Minimize negative environmental impact: Hotel administration of freedom hotel

ensures to make optimum use of natural resources. They also adopt suitable techniques of waste
management in order to ensure minimum negative impact over environment. In addition to this,
suitable carbon management techniques are also being adopted by hotel. These all techniques
will help in eliminating the environmental issues for sustainable growth and development of
environment.

Contributing to social and economic development of community: Apart from the

environmental protection, respective hotel also contributes toward development of society and
overall economy. Employment opportunities are offered by hotel to general public. It helps in
improving income level thus living of standard of people. In addition to this, they also contribute
in economic development by paying tax in timely manner. Freedom hotel significantly
contributes towards development of society and economy. They not only offer employment
opportunities but also provide quality services at reasonable price.

Apart from the all above practices, Freedom hotel is also involving in activities of
protecting animals. They consider that life of animal is important. In terms of social
responsibility, hotel administration has been associated with two institutions names as Paws
Charity foundation and Rehorming pets association. They also provide donation for the same
cause. It is found that freedom hotel pay attention towards social and environmental well being.
They are highly concern about social development thus ensure to offer best experience to
customers. In addition to this, they also train employees on effective communication with guests.
Apart from this, practices for environmental well-being and development have also been adopted
by respective entity. They ensure to manage wastage in an appropriate way. Hotel also
contributes towards development of society and economy at large.
Conclusion
It is concluded with above mentioned information that managing enterprise in 21st
century is a challenging task as there are several activities associated with management of an
entity. It is summarized that management and operations of freedom hotel is really effective.
Here, different roles and responsibilities are performed by different individuals. It is concluded
that sustainability and social responsibility is a crucial part of business. It is identified that
respective hotel is well aware about their duties towards society and environment.
References
Books and Journals

Barnes, D., 2018. Operations Management. Macmillan International Higher Education.

Burns, M.G., 2018. Port management and operations. CRC press.
Chen, T., Dong, H. and Lin, C., 2020. Institutional shareholders and corporate social
responsibility. Journal of Financial Economics, 135(2), pp.483-504.
Choi, T.M., Wallace, S.W. and Wang, Y., 2018. Big data analytics in operations
management. Production and Operations Management, 27(10), pp.1868-1883.
Lee, C.K.H., 2018. A review of applications of genetic algorithms in operations
management. Engineering Applications of Artificial Intelligence, 76, pp.1-12.
Magon, R.B., Thomé, A.M.T., Ferrer, A.L.C. and Scavarda, L.F., 2018. Sustainability and
performance in operations management research. Journal of Cleaner Production, 190,
pp.104-117.
Nave, A. and Ferreira, J., 2019. Corporate social responsibility strategies: Past research and
future challenges. Corporate Social Responsibility and Environmental
Management, 26(4), pp.885-901.
Sharma, E., 2019. A review of corporate social responsibility in developed and developing
nations. Corporate Social Responsibility and Environmental Management, 26(4),
pp.712-720.
Wickert, C. and Risi, D., 2019. Corporate social responsibility. Cambridge University Press.