CSR Strategy for Four Seasons Resort - Essay Example

This dispels the notion that CSR is an unnecessary expenditure for organizations. Instead, CSR becomes a core agenda in the company's marketing plans. In fact, without this emphasis on marketing, CSR becomes inefficient and needless for organizations.

CSR strategy in the Four Seasons Resort identifies the areas of need in society from the environmental analysis, media information, and sustainability agenda. There are three major areas of need in corporate social responsibility:
- Health care services;
- Environmental safety;
- Education and Development.

The Four Seasons Resort engages in the fight against various terminal illnesses including cancer and meningitis (Pohl and Tolhurst, 48). For the cancer fight, for example, it works with the Terry Fox Initiative in the campaign and intervention against cancer and other diseases. In their engagement in environmental sustainability, the Four Season Hotel participates in the campaign and supports of environmental safety programs. For example, Deloitte Research rated it among the most recognized participants in Hospitality and philanthropic activities. This was because of its focus on sustainability beyond 2015 (Urip, 34). The Hotel supports the development of Education programs by sponsoring students and education initiatives in poverty-stricken areas (Pohl and Tolhurst, 42). The driving force for this initiative is the fact that the learners have the potential to become their future clients and workers.

The strategic plans that the Four Seasons Resort are sustainable and applicable to the present and the future generation. It is based on realistic parameters and practical evidence from past issues. This came after the debate by the International Compact of the United Nations, about the sustainability of the environment and the development of innovation and social value. The sustainability of the strategy and its implementation is planned every year with specific budgetary allocations. The strategy is further sustained by its observation of cultural and social ethics to avoid violation of the rights and freedoms of society. The Four Season Hotel ensures that it does not make profits at the expense of its clientele but prioritizes the satisfaction of its clients through the hospitality and professionalism of its services (Pohl and Tolhurst, 51). The hotel balances its participation agendas by alternating among the three every year. For example, if in one year it supports environmental works, the following year it does either a healthcare or education program.

Through participation in partnership with the World Bank, the Four Season Resort does training and workshops on CSR activities. The training is aimed at developing society and business at the same time. The training develops capital resources from the society for the Hotel, in the sense that it receives qualified workers from the same community. From the study of globalization, the company gives back to many stakeholders (Urip, 59). Its participation in health care initiatives wins the trust of society. It, therefore, makes it a strategy to maintain the idea of corporate social responsibility as a way to maintain its legacy and standards of ethics.

Even though the Four Seasons Resort has developed a framework for participation in Corporate Social Responsibility, its strategy has not been holistic because it has not realized the full benefits of its activities. It therefore ought to make it a core activity and develop strategies for converting CSR to marketing activities. This will make it receive more clients than it does through its usual market expansion plans. This will enable the organization to save on the cost of marketing while complying with the UN proposal on CSR emphasis (Urip, 37). The new strategy of mutual benefit ensures that both the Four Season Resort gains from the community as the community also receive the value of the corporate activities of the company. It leverages limited resources to produce maximum benefit for the vast domain of the community.