Insight Into Strategic Leadership And External Environment Of Australian Travel Agencies

Understanding the Internal Environment

Humans perform several tasks in order to fulfill their requirements. Maintenance of an integrated strategy in performing these tasks prioritizes the allocated tasks. This prioritization inculcates within the individuals the skill of time management. Intellectual approach towards the completion of the tasks as per the requirements, qualifies an individual as a leader (Bejou, 2011). Herein, lays the conjunction of the aspects of leadership and strategy. This report, through the example of the Escape Route Ltd, speculates the stratification of leadership in an international perspective. Typical example of this is the adoption of social media, which spreads the glory of the company across the globe. As a matter of specification, social media helps the ompany to expand its business within the Australian market.

Exposure of dedication and commitment in terms of adhering to the proposed strategy upgrades the standard of the individuality of the individuals. Exposure of dedication, commitment and perseverance towards the performance of the tasks help the individuals to reach uptil the benchmark level of expertise. Herein, lays the counter argument for the order of placement of the aspects of strategy and leadership (Groysberg & Slind, 2012). As a matter of specification, it is the adherence and compliance to the created strategy, which helps the individuals to expose their leadership qualities. On the contrary, non-compliance to the created strategies qualifies an individual as an unsuccessful leader, which is a negative connotation towards the proposed aspects of leadership and strategy (Groysberg and Slind, 2012).

Viewing it from other perspectives, creation and development of effective plans after being selected as a leader also proves beneficial in terms of systematizing the roles and responsibilities. Herein, strategy attains a second position next to leadership. Counter arguing this, strategic planning always attains the first position in terms of carrying out the allocated roles and responsibilities in an efficient manner (Phau and Teah, 2016). Herein, lays the effectiveness of the role played by the Escape Route Ltd personnel. Seeking modern and technologically advanced communication channels acts as an escape for the personnel in terms of expanding the business. Delving deep into the aspects of leadership and strategy, strategizing the proposed plans into actions, enable the individuals to lead the team members effectively.  The transformation from individual to leadership is so generalized that it contradicts the focus of this discussion on Australian travel agencies. Herein, a contradiction can be established between the vastness of the aspect of leadership and the limits of Australian travel agencies, especially companies like Escape Route Ltd (Trkman, 2010). This contradiction provides a different perspective to the discussion on strategic leadership. Attachment of the parameter of “global” in this context, emergence of a successful leader turns the reputation of the individuals into a widespread one. Herein, lays the correlation with the widespread glory, which can be linked with the global diversification of leadership. Typical example in this case is the social media, which spreads the glory of the company across the globe. In view of the contribution of strategies on leadership, the phrase strategic leadership proves appropriate (Fajuyigbe, 2016). The action of “expanding the horizon” can be correlated with the diversification of the leadership. The attempts undertaken by the personnel of the Australian travel agencies to beautify the services, expands the scope and arena of the industry.

Product and Market Development

PESTLE Analysis

 Table 1: PESTLE Analysis of Escape Route Ltd

Political unrest adversely affects the business operations of Escape Route Limited. However, exposure of collaborative output assists the industry to achieve efficiency within the business activities, especially import and export activities (Xu et al., 2015). Along with this, assistance from the Trade Union members proves beneficial for Escape Route Ltd in terms of regulating the prices of the flight services. As a matter of specification, this regulation helps the personnel to maintain the balance between the supply and demand, which brings financial stability for the travel agency, Escape Route Ltd (Ferrell & Ferrell, 2011). Apart from this, adoption of social media helps the agency to increase the trafficking of the audience towards the brand. Viewing it from other perspective, the means of social media marketing enhances the stability in the relationship between the agency and the customers. Moreover, adherence to the standards and norms of marketing legislations and competitive policies helps the agency to indulge into fair competition with the contemporary brands (Gleeson, 2012). The transparency in the marketing activities contradicts the instances of illegal activities, which degrades the reputation of Escape Route. Moreover, adherence and compliance with the environmental directives enhances the parameter of corporate social responsibility of the agency, Escape Route.

PESTLE analysis reflects the external environment of the company. Countering this, infrastructural development paves the way of penetration into the external environment. Herein, lays the effectiveness of regulatory framework, which enables Escape Route Ltd to indulge into fair competition with the contemporary brands (Haines, 2011). Carrying out value chain analysis helps the company to beautify the infrastructure for luring the foreign investors.

Number five projects the intense competition that the agency receives from the contemporary brands. Greater understanding in this subject can be achieved from the five forces proposed by Porter for gaining an insight into the competitive dynamics.

Suppliers are one of the shareholders, who pave the way of success for the companies and organizations including the Escape Route. Supplying quality materials to the company, acts assistance in terms of, maintaining the equilibrium between the supply and demand. This adds to the power of the suppliers in terms of luring the customers towards the brand image. (Hansen,  Ibarra & Peyer, 2010). As a matter of specification, customers are provided with diversified options regarding the products and services. This provision adversely affects the buying decisions and power of the customers. Herein, lays the appropriateness of the force, which attracts the customers towards the brand.

Competition with Asian airlines proved crucial for Escape Route in the initial stages, as it compelled the industry personnel to witness massive reduction in the sales revenue (Joyce, 2011). However, adherence to the competitive policies acts as a savior for the agency in terms of indulging into fair competition with the contemporary brands, such as the Asian airlines. In view of the earlier sentence, it can be said that compliance to these policies helps the agency, Escape Route Ltd to maintain their market position along with the startup companies. Moreover, adherence to the standards and norms of the competitive policies is a support for the agency, Escape Route in terms of preserving the quality of the services. This preservation is an agent in the maintenance of customer loyalty (MoveMeQuotes, 2011).

Developing the Strategic Plan

Adoption of social media has expanded the market size, scope and arena of Escape Route. Within this, provision of online booking facilities helps the agency to generate large-scale revenue from the customers. Herein, lays the effectiveness of the portal development, which intimates the management authorities about the specific needs, demands and requirements of the customers. Seeking innovative means for luring the customers is one of the most important factors, which helps the agency to maintain their position in the competitive ambience of the market (Hansen, Ibarra & Peyer, 2010). In view of these aspects, social media marketing can be considered as one of the drivers or forces, which pushes the business of the agency, Escape Route Ltd.

Stakeholders are the persons, who are affected by the profit and loss of the companies and organizations. Taking into consideration, the viewpoints of the stakeholders help the personnel of Escape Route Ltd to produce quality services (Rohn, 2011). Along with this, this consideration assists the personnel to ensuring the effectiveness and feasibility of the proposed plans as compared to the identified and specified requirements. Viewing it from other perspectives, valuation of stakeholders’ opinion influences their decision-making power (Sohail & Al-Ghamdi, 2012).

Adoption of social media has transformed the current strategic position of the agency, Escape Route Ltd. As a matter of specification, social media has enabled the agency to increase the trafficking of the audience, which has escalated the sales revenue and benefit to the profit margin. In this perspective, social media can be considered as one of the drivers, which push the business of Escape Route Ltd (Pfizer, 2011). Strategizing the proposed plans into actions, systematizes the business activities for the agency, which helps in the attainment of large-scale customer satisfaction. The major drive behind this growth is the effective and judicious utilization of the learnt skills by the employees in order to execute the business operations. Herein, lays the appropriateness of the phrase “strategic drivers” as proposed in the heading.

The current position of the agency aligns with the recent business trend, social media marketing (Schaap, 2012). This means has eased out the process of flight booking for the customers. Along with this, the means of social media has broadened the preconceived notions of the customers in terms of booking tickets. Herein, the tagline of expanding the horizon sounds apt. Horizon can be correlated with the workplace environment of Escape Route Ltd, which becomes widespread through the effective and judicious utilization of social media (Whittle & Mueller, 2010). This utilization has enhanced the parameter of corporate social responsibility of the agency, Escape Route Ltd, which has simultaneously enabled the agency to encounter high rising sales growth. This escalation has resulted in the fulfillment of the needs, demands and requirements of the stakeholders. Achieving high sales growth is an indication towards the fact that the personnel of Escape Route Ltd is progressing on the right track according to the proposed strategies (Whittington, Cailluet & Yakis, 2011). Satisfying the needs of diversified customers projects the capability of the personnel of Escape Route Ltd towards maintaining the integrity of the organizational structure and culture. 

Strategy Implementation

Creation and development of website portals projects the industrial capability in terms of mitigating the complexities of the stakeholders and shareholders. These portals act as an opportunity for the industrial personnel to connect with several customers (Whittle & Mueller, 2010). This connection enhances the stability in the relationship between the agency and the customers. However, the lack of intermediaries highlights the transparency in the business activities. This acts as an advantage for the industrial agency, Escape Route Ltd in terms of maintaining customer loyalty (Schaap, 2012). Adherence and compliance to the standards and codes of regulatory framework enables the personnel of the industrial agency to safeguard the basic rights of the customers. Non-compliance in this direction broadens the gap between the industry personnel and the customers. Lack of surfing the portals and websites are the means, which brings losses for the industrial agency in terms of customer satisfaction (Pfizer, 2011). Along with this, lack of consistency in seeking new ways of providing innovative services to the customers, makes the market position of the agency vulnerable. This vulnerability provides opportunity to the contemporary brands to enjoy competitive advantage. Strategizing the proposed plans into actions assists the industrial personnel to achieve efficiency within the business activities, which preserves customer loyalty (Sohail & Al-Ghamdi, 2012). Herein, the gaps and transparency attain a contradictory parameter, which reflects the industrial capability to carry out the marketing activities in an efficient and effective manner.   

In view of these points, SWOT analysis of Escape Route Ltd can be established.

Table 2: SWOT Analysis of Escape Route Ltd

Ansoff matrix

The four quadrants of the ansoff matrix address the requirements of this section. The adoption of social media paves the way of foreign market penetration for Escape Route Ltd. Carrying out market research in terms of adopting technologically advanced software aligns with the purchasing decisions of the customers (Rohn, 2011). Hiring experts for gaining knowledge on the functioning of the software increases the shelf life of the devices. Import and export of the spare parts from the neighboring countries brings technological advancement for the industrial agency. Selling of these spare parts in the market at reasonable price helps the industrial agency to generate large-scale revenue. Herein, lays the appropriateness of the quadrant product development (Hansen, Ibarra & Peyer, 2010).

Execution of market research supports Escape Route Ltd to select the appropriate communication channel. On the contrary, lack of this research aggravates the complexities of the agency in terms of coping up with the diversified products. Lack of conscious approach in this direction destroys the equilibrium between the supply and demand. Herein, lays the ineffectiveness of the quadrant diversification of ansoff matrix ( Joyce, 2011). Providing innovative online services to the customers, through the means of social media, acts as a beautification of the internal environment of the industrial agency. On the other hand, exposure of strategic approach towards selection of the appropriate communication channel expands the business of the industrial agency within the market. Herein, lays the appropriateness of the quadrant, market development (Haines, 2011). Apart from this, joint ventures with the shareholders and agency partners prove beneficial for Escape Route Ltd in terms of spreading the business within the competitive market. Consistency in the execution of evaluation proves crucial for the industrial agency in terms of investing in the foreign markets. However, infrastructural development is essential for entering into the foreign markets (Gleeson, 2012).

Leadership and Decision-Making

Strategies act as a central doctrine for the companies and organizations. This is due to the systematization, which enables the personnel to complete the business tasks according to the priority. Herein, lays the effectiveness of the skill of time management, which makes the personnel aware of the achieving success. Adherence to certain parameters assists the personnel in evaluating the effectiveness of the proposed strategies.

One of the crucial components for evaluation is consistency in exposing better performance (Ferrell & Ferrell, 2011). Adoption of social media for carrying out the business activities is a typical example in this direction. Along with this, transparency in the execution of business activities of Escape Route Ltd is an indication of firm bondage with the customers. Herein, transparency can be considered as an element of management, which effectively manages the relationship with the customers (Xu et al., 2015).

Involvement of the employees, stakeholders, shareholders and agency partners in ensuring the effectiveness of the proposed plans aligns with the second parameter for evaluation, which is, consonance. Effective coordination between the functional units of Escape Route Ltd is a living example of consonance that prevails between the industrial agency and the customers (Fajuyigbe, 2016). Within this, speculation of the feasibility of the proposed plans, in terms of the business requirements, helps the personnel to judge their progress within the competitive market. Herein, lays the conjoined importance of the consonant feasibility for evaluation. Exposure of conscious attitude towards these parameters helps the industrial agency, Escape Route Ltd to enjoy competitive advantage over the contemporary brands in the market (Santos et al., 2012).

Planning finds its importance even in the implementation of the strategies. Adherence to Mackensie’s 7s helps the industrial agency in terms of achieving success in the business activities. One of the crucial components in this framework is structure, which systematizes the business activities of Escape Route Ltd (Trkman, 2010). Effective and judicious utilization of the systems relates to the style of the employees in terms of executing the business activities. Application of effective monitoring techniques acts assistance for Escape Route Ltd in terms of evaluating the proposed strategies. Involvement of stakeholders and shareholders in this evaluation process bears correlation with the aspect of effective human resource management (Phau & Teah, 2016).This, coordination between the staffs of the industrial agency, results in the effective management of the human resources.

All the components of this framework are interrelated with each other. Adherence to all of these components enables the industrial agency to create plans for bringing changes within the services. Evaluation of the created plans is assistance in terms of judging the effectiveness and feasibility of the created plans in terms of the identified and specified requirements (Totonchi & Kakamanshadi, 2011). Bringing change by keeping the traditionalism intact adds value to the organizational culture of the Escape Route Ltd. Herein, lays the effectiveness of the central position of values within the framework. Consciousness of the employees towards the preservation of organizational values adds to the attribute of shared in the framework (Phau and Teah 2016).

Envisioning the satisfaction of customers qualifies the personnel of Escape Rote Ltd. Greater understanding of this can be achieved through the theoretical framework. One of the theories is the behavioral theory. According to the propositions of this theory, the events happening in the surroundings bring changes within the behavioral conduct or traits of the individuals (Totonchi and Kakamanshadi 2011).  This shows maturation in the thought process of the individuals. All these aspects seem true for the personnel of Escape Route Ltd. Consistent evaluation is the result of these changes. Viewing it from other perspective, evaluation helps the personnel to evaluate the exposed performance. This evaluation helps in the attainment of professional development through personal development. Seeking of ways and means for enhancing the preconceived individuality is one of the essential traits, which aligns with the true essence of the aspect of leadership (Groysberg & Slind, 2012). Along with this, provision of adequate motivation and encouragement to the employees makes the managers of the industrial agency easily approachable, herein; the discussion reverts to the starting point, which establishes relevancy with the requirements of the discussion. Determination towards enhancing the personality on a widespread basis aligns with the parameter of global (Bejou, 2011). Plans and strategizing of the plans helps the personnel of the industrial agency to expose proper leadership qualities. Maintenance of consistency in the execution of evaluation results in the upgradation of the preconceived skills, expertise and knowledge.

The discussion highlights the success path of travel agency such as escape Route Ltd. The major drive behind this is the adoption of social media marketing. However, taking into consideration certain recommendations would further expand the glory of Escape Route Ltd. One of these recommendations is the training, which would enhance the preconceived skills, expertise and knowledge of the employees (Totonchi & kamanshadi, 2011). Providing training to the employees on the basic management skills would prove beneficial for Escape Route Ltd in terms of handling the emergency situations in an efficient and effective manner. Taking post training tests would help the managers to judge the capability of the employees in terms of making practical application of the learnt skills for carrying out the workplace operations.

Involvement of the stakeholders, shareholders and agency partners in the decision-making process would result in the creation of effective plans to proceed with the allocated tasks (Trkman, 2010). Strategizing these plans and remaining committed to these strategies would help the personnel of Escape Route Ltd to achieve positive outcomes in terms of achieving customer satisfaction.

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