Organizational Structure of Tour East Australia
Discuss about the Marketing Department Power and Performance.
The aim of the report is to examine the structure of operations and strategies of the particular industry. The industry that has been selected for this assessment is tourism industry. The reason behind the selection of this industry is the vast development and growth of the industry. Along with this, the company that has been selected is Tour East Australia. This company falls under the tourism industry and it is an Australian based company who is having its operations in New Zealand also. This report will include the company’s structure and leadership style that the company follows in the market. Along with this, the report reflects the brief details related to the company’s strategies within the market of Australia and overseas market.
Tour East Australia came into existence in the year 2007. The major operations of the company involve the arranging and assembling tours for sale through travel agents. The company is well-known in the market because of its largest inbound tour operators into Australia and New Zealand. Tour East Australia company offer its services to more than 150,000 passengers across the globe. The company not only pride their inbound services by also wholesale overseas destinations for sales to agents across the world. The company is proud to be a part of Tour Group as both an inbound tour operator for Australia and New Zealand (Tour East Australia, 2018). Along with this, the company is a wholesaler for worldwide destinations.
An organization structure is a system that plans the certain activities that are directed in order to accomplish the goals of the business. These activities include the roles, rules, and responsibility of the individual person. The organizational structure identifies the information flow from one level to another level of top management within the company. There are different types of organizational structure that is line structure, functional structure, line-and-staff structure, project-based structure and matrix structure (Karell, 2018). These structures are followed by most of the companies across the market.
Tour East Australia Company makes use of the functional organization structure in their company in which the company is divided up into the smaller groups with specific tasks or roles with them. Each department in the tour company has a manager or director who provides the guidelines to the executive level and along with them, they executive have to report to their department manager (Verle, et.al, 2014). The below given is the organizational structure that is followed by the company.
Leadership Style of Tour East Australia
Tour East Australia Company is making use of this structure because with the help of this structures the employees of the company get to align with same skill set and function. This alignment helps them to focus towards the specific work. For instance: Sales and marketing department include e-commerce and direct sales on one hand and customer service on another hand (Feng, Morgan and Rego, 2015). This reflects that one team is assigned with the responsibility of sales (include e-commerce and direct sales) and other with customer service. The employees that are included in this department are of different and unique skills and knowledge about the ways for the effective marketing of the services.
The human resource department of the company include the people who can provide assistance related to the travel and tourism (Riley, 2014). These consultants help the company in satisfying the needs of the customers in their budget as this is the only way through which they can lead to the delightful experience of the customers with the Tour East Company. Moreover, the human resource department of the company also include hiring and training of the guides who travel with the customers and these guides have skilled knowledge of speaking and understanding the different languages (Nickson, 2013). The company wants to develop that helps employees in dealing with the different customers and this is one of the effective strategies of the company.
The operations that are performed by the company include the industry linkage and travel counselor (Medlik, 2016). Tour East Australia tries to link their operations with the other tourism companies so that they can get more and more customers with them. Moreover, this linkage with the other company helps in generating the high revenue. The company also perform the tie-ups with the travel counselor so that they can generate more revenue and enhance their operations in the other markets. These operations are formed for enhancing the growth and expansion which is one of the business strategies.
The finance department of the company includes the management and financial accounting work. In simple words, it can be said that all the financial estimations, projection and other are done by the company under this department. The company has included the financial and managerial accounting because this is the strategy of the company to ensure no issues related to the financial aspects of the company.
The designing department includes the teams who perform the designing of Tour East Australia related to the packages of the services that they offer to their customers. The change in the time and situation leads to the changes in the packages of the company. This department of the company design the corporate, business and holiday packages that the company offer to their customers. Along with this, some of the tourists like to customize their package according to their will which is only possible with the help of the designing team as they perform the activity related to the customization of the packages that they offer to their customers (Prebensen, Chen, and Uysal, 2014).
Strategies of Tour East Australia in the Australian Market
Another department of the company services; this department of Tour East Australia ensure that all the services that are provided to the company are managed. The company offer different services to their customers and ensure that through these services they can maximize the customer satisfaction which is one of the strategies of the company (Tour East Australia, 2018).
The leadership style of the company contributes a lot to the management of the different types of leadership which play a vital role in the planning of the organizational structure of the company. This is the fact that the leader’s behavior can influence not only the process of the organization but also the encouragement of employees this contributes in the management of the work in the effective and to form good relationship among the team (Nanjundeswaraswamy and Swamy, 2014). The leadership style of the tour east Australia company helps in controlling the events, understanding to chart a course and the power to get a job done and it cooperatively makes use of the skills and abilities of the other people. The leadership style that is used by the manager of the Tour east Australia is discussed below: –
Transactional leadership is a well-known style of the leadership that emphasis on supervision, organization and the performance. This style helps the leaders of the Tour east company to promote the leaders for the compliance by the followers through rewards and punishments. In this leadership style, the manager and supervisor of the employees focus on their performance which is essential for the growth of the company (McCleskey, 2014). The CEO of the company makes the important decision related to the Tour East Australia operations. The manager of the team under the department ensures that they are motivating their employees for contributing to the work that they are performing.
In this leadership style, the leader of the company makes the decision with the help of their subordinates. In simple words, it can be said that they consult their employees while forming any decision related to business (Bhatti, et.al, 2012). The company follows this leadership style because they know the fact that employee of the company deals with their loyal and new customers due to which they know all the details about the customers. Tour East Australia ensure while making the decision they involve the employees who can share the details related to the like and dislike of the customers. Considering the fact that, the decisions which are formed by the leaders of company are prepared with the motive to enhance the revenue and growth which is possible after satisfying the needs of the customers.
Strategies of Tour East Australia in the Overseas Market
The company also follows the cross-culture leadership style because the company has to ensure that they are taking care of the needs of both Australian people and New Zealand people. Along with this, the company is dealing with numerous different visitors who visit these places. This leadership style helps the company to fulfill the strategy of the cross-culture management of the business activities (Raza, 2018).
The strategy of the company for the Australia market is to provide the maximum beneficial services. The company is operating its business activities from past 10 years due to which they are able to serve an enthusiastic team of the consultants, buyers and the sales staff across Australia and New Zealand (Tour East Australia, 2018). Moreover, the company’s strategy is to provide the solution for the key divisions and the specialties. These divisions include: –
- Worldwide FIT
- Inbound leisure groups
- Bespoke VIP and FIT Tailormade
- Asia Inbound Groups
These activities are supported by the specialists in the FIT travel due to which the company is able to provide the streamlined and effective booking process to our partners that cater for the individual travelers to small groups through the accessible products along with the pricing. Moreover, these specialists allow a customer support services along with a convenient web-based reservation system to their customers (Tour East Australia, 2018). This reflects the company’s strategy of ensuring that they are able to provide the easy and convenient services to their customers. Tour East Australia offers the XML/API capabilities that are essential for the back-end system. This is the effective way through which the customers can book the services in real time through existing systems. The company has provided the effective training and development to their employees which contributed to make them a specialist. This is one of the effective strategies of the company in which they can easily face the market competitors. Currently, the company is specialist in group tour series; language-based FIT tours, technical visits, sporting games, education/school groups, and many others (Tour East Australia, 2018).
The current structure and strategies of the company are enough to bear the strong competitors that are available in the market. Tour East Australia structure assists the operations of the company. The functional structure of the company defines that each department in the company will perform the operations with the skilled labors. Each consists of the people who are interested in that particular department only. In simple words, it can be said the employees are assigned to the roles and responsibility according to their specialist. This will help them to accomplish the work with full productivity and efficiency.
On the other hand, the strategies of the company related to its market reflect that these strategies help the company to make the company specializes in the business activities. For instance, the in-house employees of the company speak in a total of 15 languages which include Cantonese, Spanish, Vietnamese, Tagalog and many others (Tour East Australia, 2018). Moreover, the effective leadership styles provide the support to these strategies of the company with the help of effective decision making.
Conclusion
In the end, it can be concluded that Tour east Australia is working effectively not only in the market of Australia but also in overseas market. The report reflects the current business strategies associated with the structure of the business. This structure shows how each department of the company is performing their work effectively which is the only reason behind the success of the company. Moreover, the leadership styles of the company reflect the management of the effective decision making in the company which is one of the reasons behind the success. In the end, the report includes the strategy of the company in Australia and in the overseas market that is to provide effective services with the help of specialization.
References
Bhatti, N., Maitlo, G.M., Shaikh, N., Hashmi, M.A. and Shaikh, F.M. (2012) The impact of autocratic and democratic leadership style on job satisfaction. International Business Research, 5(2), p.192.
Feng, H., Morgan, N.A. and Rego, L.L. (2015) Marketing department power and firm performance. Journal of Marketing, 79(5), pp.1-20.
Karell, D. (2018) 4 Types of Organizational Structures [Online]. Available from: https://online.pointpark.edu/business/types-of-organizational-structures/ [Accessed on 18th May 2018]
McCleskey, J.A. (2014) Situational, transformational, and transactional leadership and leadership development. Journal of Business Studies Quarterly, 5(4), p.117.
Medlik, S. ed. (2016) Managing tourism. Amsterdam: Elsevier.
Nanjundeswaraswamy, T.S. and Swamy, D.R. (2014) Leadership styles. Advances in management, 7(2), p.57.
Nickson, D. (2013) Human resource management for hospitality, tourism and events. New York; Routledge.
Prebensen, N.K., Chen, J.S. and Uysal, M. eds. (2014) Creating experience value in tourism. Georgia: Cabi.
Raza, A. (2018)12 Different Types of Leadership Styles [Online]. Available from: https://wisetoast.com/12-different-types-of-leadership-styles/ [Accessed on 18th May 2018]
Riley, M. (2014) Human resource management in the hospitality and tourism industry. New York: Routledge.
Tour East Australia (2018) About [Online]. Available from: https://toureast.com.au/about/ [Accessed on 18th May 2018]
Tour East Australia (2018) Our Products [Online]. Available from: https://toureast.com.au/products/ [Accessed on 18th May 2018]
Tour East Australia (2018) Services [Online]. Available from: https://toureast.com.au/services/ [Accessed on 18th May 2018]
Tour East Australia (2018) Tour East Australia [Online]. Available from: https://toureast.com.au/ [Accessed on 18th May 2018]
Verle, K., Marki?, M., Kodri?, B. and Gorenc Zoran, A. (2014) Managerial competencies and organizational structures. Industrial management & Data Systems, 114(6), pp.922-935.
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