ASM 401 - FUNDAMENTALS OF BUSINESS

GROUP PROJECT REPORT

CORPORATE SOCIAL RESPONSIBILITY (CSR)

NO. NAME STUDENT ID

1. NURAINA DANIA BINTI MOHD NOR 2022981911

2. HANIS HAIDAH HALIZ BINTI HUSSAIN 2022758719

3. NURNADHIRAH SYAMIMI BT ZAINI 2022923653

PREPARED FOR :

PUAN AFIZA BINTI ABDUL MAJID

SUBMISSION DATE :

8 JULY 2022
Table of Contents
Acknowledgements ..............................................................................................................................................................1
Executive Summary ..............................................................................................................................................................4
Background of Organizations .........................................................................................................................................4
Discussions ................................................................................................................................................................................4
I. Core Principles and Organizational Values ............................................................................................... 5
II. Stakeholders of The Organization ................................................................................................................. 5
III. Areas of Social Responsibility ......................................................................................................................... 5
IV. Approaches to Social Responsibility Programs ....................................................................................... 5
V. Corporate of Social Responsibility Programs........................................................................................... 5
VI. Social Responsibility Management ............................................................................................................... 5
Conclusions ...............................................................................................................................................................................4
References .................................................................................................................................................................................4
Appendices ................................................................................................................................................................................4
 ACKNOWLEDGEMENT

First and foremost, we would like to praise and thank the Almighty God for giving us the
strength to finish this group assignment together. We finally managed to accomplish this
assignment successfully. This assignment cannot be completed without effort and Co-operation
from our group members, which consist of Nurnadhirah Syamimi binti Zaini, Hanis Haidah Haliz
binti Hussain and Nuraina Dania binti Mohd Nor, without our effort together, this assignment
cannot be completed, we always work hard to produce a good assignment with our full
commitment and responsibility.
Therefore, we would like to acknowledge with a thousand thanks to our lovely lecturer
Puan Afiza binti Abdul Majid because of her advice and guidance and ideas in teaching us, we
were able to successfully complete this assignment. No doubt that this assignment was quite
challenging for us to complete, but thanks to her effort for giving us all the good ideas and support
to do our assignment in purpose to produce a good outcome, we managed to complete it
successfully.
Finally, we would like to express our thankfulness to our friends and family members who
gave us full space and support to complete this assignment and Thanks to University Technology
Mara (UiTM) campus Puncak Alam for giving us the opportunity to conduct this writing report
assignment. Finally, an honorable mention goes to Air Selangor for the Co-operation and
willingness to spend some time for us to fill in the questionnaires about their company.
EXECUTIVE SUMMARY

For this subject, which is ASM401, Fundamentals of Business, we were instructed to an

interview with the company of our choice. The objective of this interview is to identify the
company’s Corporate Social Responsibility (CSR). According to Investopedia, Corporate Social
Responsibility or known as CSR is a self-regulating business model that helps a company be
socially accountable to itself, its stakeholders, and the public. It is a management concept
whereby companies integrate social and environmental concerns in their business operations and
interactions with their stakeholders.
For our group, we picked Air Selangor to find out what their corporate social responsibility
movement is. However, due to the pandemic, we could not interview in person otherwise we
carried out the interview online. The medium that we used for the interview session was Google
Meet. The interview was held on 25 June 2022 at 9.00 a.m. The interview session was conducted
with Puan Hasliza binti Hussein have gathered a ton of information regarding the accountability
of the organization. The distribution of their corporate social responsibility was very detailed,
helpful and we understood it profoundly.
BACKGROUND OF ORGANIZATIONS

Air Selangor, formerly known as Syarikat Bekalan Air Selangor or SYABAS, is a Selangor
State Government-owned water concession business responsible for providing water supply
services in Selangor, Kuala Lumpur, and Putrajaya. SYABAS was founded on July 8, 1996, under
the Malaysian Companies Act 1965, and on February 26, 2014, SYABAS changed its name to
Air Selangor.
Puncak Niaga Holdings Berhad ("PHNB") controls 70% of the total equity shares of
SYABAS, 155 of the equity shares are owned by Kumpulan Darul Ehsan Berhad ("KDEB"), and
the remaining 15% is held by Kumpulan Perangsang Selangor Berhad ("KPS"). The Federal
Government, through the Ministry of Finance Berhad ("MOF"), owns one gold holding in SYABAS.
Through a concession agreement dated 15 December 2004 between SYABAS, the
Selangor Darul Ehsan state government, and the federal government, SYABAS was granted a
period of 30 years, beginning 1 January 2005, in which SYABAS took over all functions and the
Water Management Corporation Selangor Berhad ("PUAS") in water supply and distribution of
water supply to customers in the state of Selangor Darul Ehsan and the Federal Territory of Kuala
Lumpur.
DISCUSSIONS

I. Core Principles and Organizational Values

Every organization must have a vision and mission to serve its interests and goals. This
also applies to Air Selangor, which has a business vision and objective. Syarikat Air Selangor Sdn
Bhd's vision is to be the region's top water operator, and its objective is to provide clients with the
greatest possible service experience. Their essential beliefs shape their culture and how they do
business. They work as a team to provide the greatest level of customer service while maintaining
honesty, ethics, and professionalism. Recognizing these Core Values, they provide a channel for
workers and members of the public to submit issues about the firm via their "Whistleblowing
Policy," which provides a safe and acceptable outlet for problems to be addressed correctly in an
impartial and unbiased manner.
The company has also implemented a "No Gift Policy," which forbids workers from
receiving or delivering presents to clients, vendors, and any third parties, either directly or
indirectly. The policy is intended to avoid situations that may affect an employee's decision-
making judgment or place the employee in a position of conflict or responsibility. Having strong
business principles enables them to guarantee that all employees are working toward the same
goals. Its essential principles support the company's goal and serve to shape their community. As
a result, these concepts should be applied to every business choice.
II. Stakeholders of The Organization

1. Customers

Currently, Air Selangor provides water supply services to over 2.4 million customer accounts in
Selangor, Kuala Lumpur, and Putrajaya. They aspire to:
● Deliver unrivaled water services to our all customers.
● Provide a consistently adequate, environmentally safe and clean water supply, and value-
for-money services that fulfill our customers' satisfaction.
● Achieve the highest attainable service standards and provide value for money water
supply that fulfills customers' expectations.
Air Selangor customers are the biggest stakeholders, and they strive to provide the best
possible service to customers. Air Selangor connects with their customers through various
communication and social media channels, such as Facebook, Instagram, Twitter, and LinkedIn,
in addition to their 24/7 hotline, the Air Selangor Customer Center at 15300. As part of their effort
to provide an improved customer experience through digital solutions, by enhancing the Air
Selangor mobile app with a multitude of features that enable the customers to access the latest
service notifications, check and pay their bills, as well as report leakages and water issues.
In 2020, Air Selangor has scored 63.6% in Customer Satisfaction Score (CSAT) score.
This survey was conducted from 15 September until 25 October 2020 through two methods;
online survey and Focus Group Discussions (consisting of three main stakeholder groups, such
as residential, commercial, and partners). The score was derived from responses from 2,380
respondents in Selangor and Kuala Lumpur.

2. Stakeholder Engagement
Air Selangor also carries out engagement activities with local communities, residential
associations, local authorities, political representatives, and local assemblymen to build close
rapport and provide current information on advancement and development as well as solutions
with regards to issues related to water.
From time to time, Air Selangor also carries out dialogues and promotion activities on e-
billing campaigns, Air Selangor App campaigns, bill payments explanation, bill printing and Water
Conservation Programs at various regional offices and high traffic locations.
III. Areas of Social Responsibility

1) RESPONSIBILITY TOWARDS THE EMPLOYEE

Workers are the perfect tool for any business. It is not possible for the founder or
shareholders of the company to control the company independently. Every company and every
job require a worker as an assistant. Air Selangor employs more than 5,022 employees who form
the backbone of the company and its operations. Air Selangor's talents are extremely diverse,
including engineers, meter leaders, technicians, laboratory professionals, truck drivers, customer
service professionals and many other disciplines. They are the assets of the company, and the
organization has a greater responsibility for their welfare. An example of a company's obligation
is to ensure the safety of employees' workplaces. At Air Selangor, we focus on protecting the
health and safety of our employees, minimizing the environmental impacts associated with our
work, ensuring positive impacts, and contributing to sustainable development. Air Selangor also
builds a polite relationship between employees and management, providing them with the
opportunity to participate in decision making, be considerate and address their concerns.

2) RESPONSIBILITY TOWARDS THE GOVERNMENT

By defining efficient rules and establishing the required infrastructure, the government
plays a critical role in developing favorable terms for the formation, operation, and expansion of
a company's organizations. The government's responsibilities include paying taxes on time to
help the government improve the quality of life in Malaysia, obeying the laws that have been
established in the country, avoiding monopolistic and discriminatory trade practices, and providing
the government with valuable market tips and guidance whenever possible.
 3) RESPONSIBILITY TOWARDS THE COMMUNITY

A community is a group of people around an organization. Business is a social intuition in

which it exists, survives, and grows, and needs to be accountable to the community. The
community is Air Selangor's largest stakeholder, and Air Selangor is responsible for providing the
best service to the community representing the entire population of Selangor. Air Selangor creates
connections between communities through a variety of communication options such as Facebook,
Instagram, Twitter, and LinkedIn. In addition, we provide a 24/7 hotline to help the community
contact us to update issues related to issues and water supply issues. It's also the easiest way to
improve the customer experience, give customers access to the latest service notifications, and
check and pay invoices to the community through digital solutions that add features to Air
Selangor’s mobile app. Provide and report leaks and water issues.

IV. Approaches to Social Responsibility Programs

1) Defensive approach of Air Selangor

WEBSITES
Businesses often create websites to promote their products and services. Air Selangor also has
its own website to promote their business and ensure that customers can report any water supply
problems or any inquiries by going to the help center websites at www.airselangor.com. Not only
that, an attractive tool to send information to customers and get feedback through reviews is also
offered on their website.

SOCIAL MEDIA
Air Selangor often uses social media platforms to raise awareness among the community or its
customers and interact directly with users via Twitter, Facebook, and YouTube. Receiving data
and messages from social media is very well known these days. This is also a good time for Air
Selangor to update its services to its users and follow social media discussions about the
company.
EMAIL
To acquire new customers and build lasting relationships with their existing users, Email
marketing is used which is Wecare@airselangor.com. Air Selangor uses lead generation software
to send low-cost bulk emails and buy mailing lists. They often use email to send information
regarding customer bills and any problems with their water supply.

V. Corporate of Social Responsibility Programs

Corporate Social Responsibility (CSR) refers to a business's management's responsibility

to make choices and conduct actions that benefit society and the organization. The overall
concept for Air Selangor's Corporate Social Responsibility programs is Sesama Mara, which
translates as "Together We Move Forward." The programs are grassroots initiatives to give back
to the surrounding communities and deepen our links with local communities, residential
associations, local governments, and non-governmental organizations.
The first Sesama Mara campaign is Box of Hope, which invites customers to give food or
basic supplies to the Air Selangor Box of Hope, which is strategically positioned at five Village
Grocer supermarkets around Selangor, Kuala Lumpur, Putrajaya, and Cyberjaya. The donated
commodities will thereafter be given to Malaysians in need and charities affiliated with Yayasan
Food Bank Malaysia.
The Plumbing Apprenticeship Program is Sesama Mara's second program. This program
is a plumbing skill training designed to assist persons who have lost their occupations because of
the COVID-19 outbreak in gaining new income and skills. Participants in the upskilling program
might explore prospects and acquire a new career in the plumbing sector to produce money. Air
Selangor is collaborating with Akademi Binaan Malaysia (ABM) to provide plumbing skill classes
for program participants, covering fundamental plumbing application as well as pipe installation,
maintenance, and repair.
The Plumbing Assistance Service is Sesama Mara's third program. On August 14, 2020,
air Selangor started a program to assist individuals in need in applying for financial assistance to
fix leaky pipes in their houses, particularly those living in the Projek Perumahan Rakyat (PPR),
low-cost housing, and rural areas. Malaysian nationals residing in Selangor, the Federal Territory
of Kuala Lumpur, and Putrajaya are eligible for this service.
 Sesama Mara's fourth program is Empowering Online Learning: For Children of Air
Selangor Employees. Air Selangor has offered additional assistance to its personnel through the
internal program Empowering Online Learning, aware of the high cost of living and the necessity
to embrace new norms owing to the COVID-19 epidemic that is presently afflicting the country.
Understanding the need for an online learning system under the new regulations and the start of
the school year on 21 January 2021, eligible Air Selangor employees received one laptop, a data
plan subscription, and a complete set of school supplies such as school uniforms and bags for
each of their school-aged children.
Finally, the Empowering B40 Women: Air Selangor Face Mask initiative is part of Sesama
Mara. This initiative is a collaborative effort between two social enterprises. Air Selangor worked
with the Komuniti Tukang Jahit (KTJ), which strives to help women in the B40 income bracket
afflicted by the COVID-19 epidemic earn money, as well as the KL Sketch Nation, which brings
together the creative community to support the less fortunate via the development of artworks.
Air Selangor will indirectly assist women in the B40 group, who have been disproportionately
affected by the COVID-19 epidemic, by collaborating with KTJ and KL Sketch Nation to make
reusable face masks for our employees.

VI. Social Responsibility Management

SESAMA MARA

1) (BOX OF HOPE)

Through this special collaboration between Air Selangor, Village Grocer, and Yayasan
Food Bank Malaysia, the total contribution distributed to the B40 group in need this year has
benefited 180 families and the Box of Hope assistance has helped a total of 500 families from the
B40 group who need essential food items especially in getting their daily food source as they go
about their daily lives since its launch on 30 June 2020.
The ‘Box of Hope’ initiative is part of Air Selangor's Corporate Social Responsibility
Program, namely 'Sesama Mara', which was launched on 30 June. This initiative aims to help
B40 communities who lack basic food during the COVID-19 pandemic. People can donate food
items such as flour, rice, canned food, milk, and oil. The boxes are placed at five (5) Village Grocer
outlets across Selangor, Kuala Lumpur, and Putrajaya. The items will be distributed to the
underprivileged associated with Yayasan Food Bank across Klang Valley. The list of participating
Village Grocer Outlets are as follows:
 1. MyTown, Cheras
2. 1Mont Kiara
3. Melawati Mall, Ampang
4. I-City Mall, Shah Alam
5. Tamarind Square, Cyberjaya

This initiative is supported by the Food Bank Malaysia Foundation which works together
to distribute the donated items to the community in need. Air Selangor hopes that this initiative
will continue to receive attention and support from the public to donate.

2) (THE PLUMBING APPRENTICESHIP PROGRAMME)

On Sesama Mara second’s programs, Air Selangor creates jobs under apprenticeship
scheme, certifies 12 plumbers. To reduce unemployment in the country, Pengurusan Air Selangor
Sdn Bhd (Air Selangor) has certified its first group of participants who have successfully attended
its Plumber Apprenticeship Program.
The selected participants consisted of individuals who lost their jobs due to the pandemic
triggered economic downturn. The first group of 12 participants from Selangor, Kuala Lumpur and
Putrajaya have successfully undergone a five-day training course, which included 25% theoretical
learning and 75% practical learning since March 8. They have received a Certificate of
Achievement from Akademi Binaan Malaysia (ABM) and a Green Card from the Construction
Industry Development Board of Malaysia (CIDB) in recognition of their skills. In addition,
participants also received a toolbox which can be used when they carry out their tasks later.
Through this initiative, Air Selangor hopes that deserving individuals can reach out to us
to help them reduce their burden and at the same time, curb the unnecessary waste of water over
a long period of time. Air Selangor has allocated a fund of RM200,000.00 for the implementation
of both these initiatives until 31 December 2020.
 3) (THE PLUMBING ASSISTANCE SERVICE)

This is the third Sesama Mara program. In this programme Air Selangor decided to help
those who need some help to repair their leaking pipes in their house. This program specially for
B40 or who lives in Projek Perumahan Rakyat which means the house that has low cost or rural
areas. Anyone who lives in Selangor, the Federal Territory of Kuala Lumpur, and Putrajaya are
eligible for this service.
Air Selangor in its statement informed that the internal pipe repair service was done
through Sesama Mara Air's corporate social responsibility (CSR) program. The program can also
avoid the financing of high monthly water bills due to leaking meter pipes in consumer premises,
Air Selangor separate their workers house by house who have made a report thru online platform.
The Sai Pandian Orphans Welfare Home, Setia Alam is among the welfare homes that
received benefits through the initiative. Meanwhile, the founder of the Sai Pandian Orphan
Welfare Home, Sai Pandian, said that his party was very happy with the help of the internal pipe
repair service. He said the problem of internal pipe leaks has been happening in the welfare home
for a long time.

4) (The Empowering Online Learning: For Children of Air Selangor Employees

program)

Air Selangor Sdn Bhd (Air Selangor) yesterday, 17 December 2020, through its corporate
social responsibility (CSR) program ‘Sesama Mara’ distributed laptops as well as free internet
data plans for a year to its employees to help their children with the 2021 school session during
the COVID-19 pandemic situation.
This initiative which was organized by Air Selangor for the first time is expected to help 75
children of its 40 employees from the B40 income group with their online classes at home that
has now become a new norm. This contribution is one of its efforts to ease the burden of
employees with children who have to go through online learning sessions at home for the 2020
school session and will be starting the new school session in 2021.
The ‘Sesama Mara’ program is a grassroots initiative aimed at helping its surrounding
community as well as strengthening Air Selangor’s relationship with the community from various
walks of life such as the local community, residential associations, local authorities, and non-
governmental organizations.
 In this program, Air Selangor might spend RM150,000 to RM 200,000 for every laptop and
free internet to 75 students. It is for the ease of the student online classes. B40 families might not
be able to provide their children a laptop or even an internet throughout the class. For the sake of
corporate social responsibilities, Air Selangor is willing to help some of b40 families.

5) (Empowering B40 Women: Air Selangor Face Mask)

Shah Alam: Pengurusan Air Selangor Sdn Bhd (Air Selangor) is working with the Tailors
Community (KTJ) to produce face masks to be distributed to Air Selangor employees. It is
understood that the B40 women who have sewing skills were selected to do the job as well as
earn a side income from handicrafts. Selangor Water Management Sdn Bhd's Head of Corporate
Communications, Elina Baseri said, a total of 5,000 face masks were ordered and this directly
provides additional income to communities affected by this Covid-19 pandemic situation. Air
Selangor also collaborated with the KL Sketch Nation art organization to produce this face mask
design. The Sesama Mara program is a grassroots initiative aimed at helping the surrounding
community.
This initiative will bring less burden to people during pandemic. By ordering masks at them
it will help them boost their financial and they can also help other people to keep safe wearing
their mask on. To help other people too, Air Selangor asked another person to design the mask
since the designer might be affected by the pandemic. In addition, it aims to strengthen Air
Selangor's relationship with various levels of society such as the local community, residents'
associations, the authorities
CONCLUSION

In conclusion, corporate social responsibility is important for trade associations as well as

companies. Corporate Social Responsibility means that a company takes steps to ensure there
are positive social and environmental effects associated with the way the business operates.
Businesses that engage in active CSR efforts take stock of the way they operate in the world to
incorporate addressing cultural and social issues, with the aim of benefiting both in the process.
Not only can CSR models increase business and revenue, but they also promote change and
progress throughout the world, which often involves helping people with few or no resources. The
industry-level sustainability reports are positive and helpful. Besides, the new laws require
industry engagement but also offer opportunity for industry initiatives.
Companies are really recommended to be active in corporate social responsibility. To
secure the customers and maintain positive feedback and comment, corporate social
responsibility is important to take care of. Customers need to see some companies' efforts to keep
their customers in a good way. It is not a waste to do something to help your customer in trouble
and gain their trust using your service at the same time. Making sure that your service towards
the customers is always being prioritized even if it is not connected to your actual job.
REFERENCES

1. Admin. (2022, June 24). Gangguan Bekalan air Selangor 2020: Semakan
status Terkini Bekalan air Di Kawasan Rumah ANDA! Mypt3.
https://mypt3.com/air-selangor-syabas
2. Announcements archives » air Selangor. (n.d.). Air Selangor.
https://www.airselangor.com/category/announcements/

3. Pengurusan Air Selangor Sdn. Bhd. (2022). Retrieved from Air Selangor:
https://www.airselangor.com/
4. TAHIR, M. I. (2021). Air Selangor salur bantuan baik pulih paip. Sinar
Harian.
https://www.sinarharian.com.my/article/172926/EDISI/Air-Selangor-salur-
bantuan-baik-pulih-paip
5. (2021, March 31). Air Selangor. https://www.airselangor.com/
APPENDICES

1. Online interview permission letter.

2. Online interview invitation through email

3. Interview questions
I. Core principles and organizational values

1. What is the Vision & mission for the establishment of CSR?

2. What is the objective of the existence of the Organization?

II. Stakeholders of the organization

1. What are the responsibilities towards the employees in CSR?

2. What are the responsibilities toward the stakeholders in CSR?
3. What is the impact of stakeholder in the development of CSR organizations?

III. Areas of responsibility

1. What are the social responsibilities that organization or the company do towards
the society?

IV. Approach to social responsibility programs

1. Did the company use any channels to promote the CSR programs?
2. What kind of Channel that has been used by the organization to promote the
CSR?
3. Are there any external parties that company engages with when conducting CSR
program?
4. Do company take parts in CSR programs?

V. Corporate social responsibility programs

1. What kind of CSR program this company has planned in the future?
2. Is there any charity that has been done by the organization regarding the CSR
programs?
3. Can you explain and give one programs that has been done in previous by the
organization?

VI. Social responsibility management

1. What type of social responsibility management did your company use to perform
the company?
 4. Photographs, articles/newspaper prints

Air Selangor launched The Empowering Online Learning: For Children of Air Selangor
Employees programme on 17 December, 2020

Air Selangor provides assistance to repair damaged and leaking internal pipes to welfare
homes and B40 families.
Air Selangor's CSR program, namely Sesama Mara was launched today at Village Grocer,
MyTOWN Shopping Center, Cheras through the Box of Hope Launching Ceremony, a
joint venture between Air Selangor, Village Grocer and Food Bank Malaysia.

Air Selangor launched the Plumber Apprentice Skills Course and Internal Plumbing
Repair Services for the Underprivileged under the Corporate Social Responsibility (CSR)
program 'SesamaMara. "
Interview session with Puan Hasliza binti Hussein in Google Meet