Report: Analyzing Tour East Australia's Structure and Strategies

This report provides an in-depth examination of Tour East Australia, a company operating within the tourism industry, with a focus on its organizational structure and business strategies. The report begins with an overview of the company, founded in 2007, and its primary function of arranging tours for sale through travel agents in Australia and New Zealand. It delves into the company's functional organizational structure, detailing the roles of various departments like Sales and Marketing, Human Resources, Operations, Finance, and Design. The report also analyzes the leadership styles employed by the company, including transactional, democratic, and cross-cultural leadership. Furthermore, it explores Tour East Australia's strategies within the Australian and overseas markets, highlighting its focus on providing beneficial services and solutions for key divisions such as inbound leisure groups and tailor-made tours. The report concludes with a comment on the company's structure and strategies, emphasizing their effectiveness in a competitive market and their ability to foster specialization within the company. The report also underlines the importance of the company's effective leadership styles which provide support to these strategies with the help of effective decision making.

Organizational structure
5/18/2018
Tour East Australia

Organizational structure 1
Introduction
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.
Overview of company
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.

Organizational structure 2
Contents
Introduction......................................................................................................................................1
Overview of company..................................................................................................................1
Company’s Structure.......................................................................................................................3
Sales and marketing.....................................................................................................................4
Human Resource..........................................................................................................................5
Operations....................................................................................................................................5
Finance.........................................................................................................................................5
Designing.....................................................................................................................................6
Services........................................................................................................................................6
Company’s leadership style.............................................................................................................6
Transactional leadership style......................................................................................................7
Democratic leadership style.........................................................................................................7
Cross-culture leadership style......................................................................................................8
Company’s Strategies within Australia and overseas market..........................................................8
Comment on the company’s structure and strategies......................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Organizational structure 3
Company’s Structure
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.

Organizational structure 4
(Source: By Author, 2018)
Sales and marketing
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.
Board of
Directors
CEO
Sales and
Marketing
E-commerce
and direct
sales
Customer
Service
Human
Resource
Travelling
Guides
Tarevl
consultants
Operations
Travel
Counsellor
Industry
Linkage
Finance
Management
accounting
Financial
accounting
Designing
Holiday/
Corporate
Packages
Customized
Packages
Services
Accomodation
Services
Cruises
Language
guides
Other

Organizational structure 5
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.
Human Resource
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.
Operations
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.
Finance
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

Organizational structure 6
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.
Designing
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).
Services
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).
Company’s leadership style
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

Organizational structure 7
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 style
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.
Democratic leadership style
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

Organizational structure 8
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.
Cross-culture leadership style
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).
Company’s Strategies within Australia and overseas market
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.

Organizational structure 9
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).
Comment on the company’s structure and strategies
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

Organizational structure 10
effective leadership styles provide the support to these strategies of the company with the help of
effective decision making.

Organizational structure 11
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.