Managing Strategic Resources and Operations

This report analyzes the operations of Intro Travel, a prominent tourism company in Australia, focusing on its strategic resource management, value chain integration, and sustainability practices. It discusses the company's efforts to provide exceptional travel experiences while maintaining strong supplier relationships and addressing environmental concerns. The report highlights the competitive landscape of the tourism industry and the importance of adapting to changing customer preferences.

Running head: MANAGING STRATEGIC RESOURCES AND OPERATIONS
Managing Strategic resources and operations
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MANAGING STRATEGIC RESOURCES AND OPERATIONS
Executive summary
The objective of the paper is to analyze the operation of a tourism company named Intro Travel.
Further, it aims to link these operations with the value chain management and sustainability in its
external environment. Intro Travel does a lot of operation and offering good travel experience to
the customer is its main service. For doing this, the company maintains good connections with its
suppliers such as hotels, airlines and more. It also maintain sustainability in the host country
environment by maintaining its task and educating its customers.

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Table of Contents
Introduction......................................................................................................................................3
Background......................................................................................................................................3
Operations........................................................................................................................................4
Integration between Value Chain Management and operation........................................................5
Inbound logistic...........................................................................................................................5
Outbound logistic.........................................................................................................................5
Marketing sales............................................................................................................................6
End user.......................................................................................................................................6
Sustainability within Intro Travel....................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................9

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Introduction
Intro travel is one of the best travel and Tour Company in Australia offering tour and
travel packages to destinations of South East Asia and Australia. The company came into
existence on 2005 with the best travel guide. The packages offered by the company are best in
Australia. It offers some of the most adventurous tip to new and unique places. The travelling
packages offered by them are well organized to offer best service to its customers (Intro Travel,
2017). This paper focuses on the operations of the company and links it with the value chain
management. Further, it will view the sustainability existing within the organization.
Background
Travelling is always the most preferable activities for the people staying all over the
world. Many people have also adopted travelling as hobbies. The travel and tour industry is
increasing day by day as the travelers are increasing their likings for adventurous tours. The
industry is also experiencing a lot of change in its infrastructure because of the changing
preference of the customers. Traditional booking system is being replaced by online booking.
Such types of changes in the industry and customer needs have increased the rate of competition
within the industry. The cost structure of the industry has also experienced a change because of
incorporating new types of techniques. Thus, the companies operating the industry have to match
up with the expectations of the customers in order to keep stability in their profit margin (Nadia
& Pujani, 2014).
Intro travel offers the most appropriate choice when it comes to traveling to adventurous
destinations. Intro travel has been growing its presence in Australia since it has started its

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business in 2005. Planning to travel abroad or to any place is not at all an easy task. It requires a
lot of knowledge about travelling as well as about that place. However, Intro Travel has made the
task easy for the travelers as they organize everything for the trip to allow the customers enjoy
their travelling mode. This travel and tour company has always been in the good books of their
customers in Australia. The reviews of Intro travel have always been good from its customers
(Who we are, 2017). The service delivered by the company helps the customers to value every
penny that they are paying for the trip. The charges for the trip is quiet reasonable compared to
other travel and trip company. However, the company has been experiencing strong competition
from its competitors like Globus, Ultimate Travel, G Adventures and many more. All the
competitors are best in their prices and quality of service.
Operations
Intro travel indulges itself in various kinds of operations. However, planning a fantastic
and exclusive tour for the travelers is its main operation. Intro Travel has to maintain top class
service in order to stay ahead of competition. Some of the common operations of Intro Travel is
to plan the trip, design the package according to the number of days, allow a smooth tour
selection process by the customers, hassle free check in and check out and also arranging the best
lodging and food facility according to the price, they charge from the customers (Blanke &
Chiesa, 2013). Services are one of the most important activities offered by the company as it
helps increasing their profit margin. The trips that Intro Travel offers to the customers are
Ozintro, ThaIntro, Balintro, Bali and more. They also offer excellent group leaders and guides
for making the trip even more exciting for the travelers. Moreover, the company takes care of
everything to allow the travelers relax as much as possible. The company also owns some of the
resorts and guesthouses in the places that they travel to save their recurring cost of lodging

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(Eugenio-Martin & Inchausti-Sintes, 2016). They own their own private villa for guests that
want to spend some private moment with their families in Bali, which is known as Gayatri
Villas. However, the price charged by the company differs according to the resort. The company
is passionate about offering superb travelling experiences to the people and money is not that
important to them. Thus, the price charged by the company is quiet less compared to the service
offered. Intro travel is available for its customers to offer 24 hours service regarding any query
they have about the package, the payment mode and others (Xiang, Magnini & Fesenmaier,
2015). The average length of per trip offered by the company is of seven days.
Integration between Value Chain Management and operation
Value chain management is organizing the activities of the company internal or external
and creating a value by offering final goods to the consumers. The main objective behind
carrying out value chain management in a company is to integrate cooperation between
company’s various operations and creating the final product that is the traveling and booking
service (Mitchell, Font & Li, 2015).
Inbound logistic
Inbound logistic is the supplies and products that enters into the company and used for
producing final products. Intro Travel also has some suppliers and distributors through which the
company develop its final product that is best travel service. The suppliers of Intro Travel are
hotels, airlines, call centers and booking agency partners. Each of these suppliers play different
role which together to form the final product (Jung, 2014).

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Outbound logistic
Outbound logistic is yet another type of method of forming value to the company. The
supplies taken by the company is put together to form the final product. Intro Travel also forms
cooperation between the travel agents, hotels and airline partners to offer the best product to their
customer and that is the travelling service.
Marketing sales
Marketing is the promotional activities taken up by the company to make their service
known to the customers. Promotional activities is necessary for any company to gain market
share, appropriate customer base and fight tough competition in the industry. Intro travel also
faces tough competition in Australia from prestigious competitors offering similar service. Thu
sit carries out marketing by forming tourism fairs, through their online website and also offering
various complementariness along with the travel package (Holweg & Helo, 2014).
End user
The last stage of value chain management is the end users, which are the main aim of the
company. The end user of Intro Travel is the customers that adopt the package for traveling to
various destinations offered by the company. All the companies’ operations is mainly done to
satisfy the need of the customers and give them the best travelling experience. Intro Travel aims
at meeting new people every year and makes them lifelong clients (Christopher, 2016).
Sustainability within Intro Travel
Sustainability is one of the most demanding topics nowadays due to the increasing
globalization around the world. Every company in whatever business they operate need to
maintain some amount of sustainability in its operations. Travel and Tourism Company needs to

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maintain balance with the environment in every activity that it does. They need to maintain the
biodiversity of a place in order to offer the best value to the customers’ money. They also have to
keep some respect for the culture and tradition of the host countries and places they are
travelling. This is because the cultures of those countries are the customer-driving tool for a
tourism company (Hong, 2015). The company also holds some responsibility towards its
stakeholders such as the partner hotels and airlines by offering them income opportunities and
helping the host countries in creating employment opportunity. The company can increase the
income of the hotels and the airlines by offering them maximum customers over the years and
maintain that limit as much as possible. This will also help Intro Travel to build a strong bond
with its partners and they will then offer some discounts for the customers. However, to move
with sustainability the company needs to involve their stakeholders help as well as the help of its
own employees. This process is continuous and requires continuous efforts at various activities.
A break in any kind of activity will result in losing the balance between work and sustainability
(Noor & Wibisono, 2016). Thus, to maintain the sustainability with the external environment the
company can adopt certain steps such as:
1. They should be clear with the aim and objectives
2. Try to offer some of the most sustainable mode of transport to the customers and
accommodation facility.
3. Educate the customers to maintain certain good habits while visiting the host countries.
4. Make the customers aware about their responsibilities in the host country such as
ecological, social and economic.

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Conclusion
From the above analysis about the operations and overall scenario of the Intro Travel
tourism company, it can be deduced that the company has maintain best business operations.
They are very passionate about what they do and the type of service they offer to the customers.
Moreover, the company forms cooperation between all the activities it does and the suppliers it
connects to offer the best travelling experience to the customers. Lastly, it does a lot to fight
tough competition coming from other travel and tourism company of Australia.

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References
Nadia, P. F., & Pujani, V. (2014). Tour and Travel Website Beliefs in Influencing Users
Satisfaction--Case Study: Malaysia. International Journal of Trade, Economics and
Finance, 5(5), 454.
Hong, E. (2015). See the Third World while it lasts: The social and environmental impact of
tourism with special reference to Malaysia.
Noor, A., & Wibisono, N. (2016). Sustainable Holiday Learning: Ethical Standard for Travel
Agent.
Mitchell, J., Font, X., & Li, S. (2015). What is the impact of hotels on local economic
development? Applying value chain analysis to individual businesses. Anatolia, 26(3),
347-358.
Jung, S. C. (2014). The analysis of strategic management of samsung electronics company
through the generic value chain model. International Journal of Software Engineering
and Its Applications, 8(12), 133-142.
Holweg, M., & Helo, P. (2014). Defining value chain architectures: Linking strategic value
creation to operational supply chain design. International Journal of Production
Economics, 147, 230-238.
Christopher, M. (2016). Logistics & supply chain management. Pearson UK.
Blanke, J., & Chiesa, T. (2013). The travel & tourism competitiveness report 2013. In The World
Economic Forum.

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Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2015). Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal
of Retailing and Consumer Services, 22, 244-249.
Eugenio-Martin, J. L., & Inchausti-Sintes, F. (2016). Low-cost travel and tourism
expenditures. Annals of Tourism Research, 57, 140-159.
Intro Travel. (2017). Intro Travel. Retrieved 19 August 2017, from https://www.introtravel.com/
Who we are. (2017). ThaIntro. Retrieved 19 August 2017, from https://www.thaintro.com/who-
we-are