Question:
Discuss about the Analyze The Supply Chain Channels Of Uncle Brian’s Tourism Company.
The main aim of the following report is to analyze the supply chain channels, global logistics and other different strategic management elements of Uncle Brian’s tourism company. The researcher has started the project with a brief overview of the company and has proceeded with the discussion of the mentioned strategic elements of the company.
Uncle Brian’s is a tourism company based in Queensland of the country Australia. Headquartered in 40a Hannam Street, Cairns, Queensland 4870, Australia the company has a wide reputation both nationally and internationally to conduct rainforest tours (unclebrians.com.au). The tourism company operates tours both to Atherton Tablelands and Cape Tribulation. The most spectacular tour being the Fun Falls and Forest which is a spectacular journey along Arthelon Table land situated in North Queensland. The company operates a special bus known as the Gus, the wonder bus. The bus takes the tourists through stunning scenarios, a lush green rainforest and to exquisite and beautiful backgrounds. The rainforest tour is one of the most famous amongst the foreign individuals as well as the national citizens of the country. The mentioned company is one of the most well reputed tourism companies not only in Queensland but also across the island nation. The reputation of the company has been earned through its well established network and its capability to provide the best possible services to the tourists. Their services start once a tourist books them online. The mentioned company of this report updates all the details of the areas that are to be visited by them and increases an appetite within them to visit the site. The tourists are accompanied by the agents of the company from the airport to the hotel and are provided with all the brochures and necessary details regarding the company and the rainforest tour. On the day of the tour the tourists are picked up from the hotel itse4lf and are taken for the tour. As mentioned earlier the tourists are taken in a special bus to the scenic places of Queensland and finally to the Fun Falls where the people are allowed to bath and have fun. Some of the other interesting places in this part of Queensland include the famous Babinda Boulders which is the famous rainforest of this region, Josephine Falls which is one of the most beautiful falls having the most exclusive swimming hole in Australia, A tea house where the guests are served tea and snacks and other food and beverages, Milla Milla Falls and last but not the least in any ways is the magnificent Lake Eacham which is a volcanic crater lake about a depth of 60 meters (Monczka et al. 2015).
Tourism is one of the major sources of foreign exchange earners and serves as one of the major economic contributors of any country (Slack, 2015). Tourism is said to be a multi layered industry where the products offered to the consumers are consumed in a very short span of time. The following industry can also be said to be very price sensitive and has a high level of intangibility. Like the other supply chains of the industry tourism also operates in business to business relationships and the supply chain management can be easily applied to deliver sustainability performance improvements alongside a clear financial performance by effectively working out to bring a positive change in the business operations of each and every supplier (Ahi & Searcy, 2013).
Every business organization has a product to offer for the customer. This provides almost every company with a proper supply chain. The supply chain has an impact on almost every other business function. Supply chain management is the management of almost every single element of the business that consists of information, money and time. The mentioned tourism company in Australia has a clear Supply Chain Logistics Management (Hill, Jones & Schilling, 2014). The main aim of the supply chain management is to remove any forms of waste that may occur in the chain and improve the customer service provided to the tourists. The management of Uncle Brian’s ensures that no such wastes disrupt the smooth flow of the resources. The improved customer service is done by means of interlinked processes that are meant for preferred suppliers and to make sure that there is a bigger turnover (Stadtler, 2015). Reduction of product life cycles, increase in the competition, increase in the competitions have been the major forces that prompted the mentioned company to move away from physical logistics management to more technologically advanced supply chain management.
Tourism supply chain of the mentioned company includes a number of different components like bars, restaurants, waste disposal, tea house, bus, fuel suppliers, water costume suppliers, water safety instruments and many others as such (journals.elseiver.com). Uncle Brian’s takes the tourists to bars and restaurants at the evening to refresh them and help them enjoy the tour (Peppard & Ward, 2016). As mentioned earlier the company has a dedicated tea house in the core area of the rainforest which provides the tourists with a variety of food in the midst of the natural environment of the forest. The food is supplied by a eatery house which has a strategic tie up with Uncle Brian’s. Some of the foods are made by the chefs that are employed by the company itself (Pagell & Shevchenko, 2014). The disposal of waste is an area of concern as the leftovers of the food and other items cannot be thrown in the forest and adjacent areas. The company has dedicated waste baskets which are cleared every day by the local forest department of the company. Next comes the fuel suppliers of the bus that the tourism company operates to ferry the tourists across the forests and the coastal areas of Queensland. The management of the company has a 6 month tie up with Caltex that is the main supplier of crude oil and fuel for the buses of the company. The company arranges special bath sessions for the tourists who can have a refreshing bath. The swimming costumes and the safety instruments are supplied by a local company which is owned by Uncle Brian’s. Thus the advanced supplier chain helps the company to conduct successful adventure tours in and around Queensland (Wheelen & Hunger, 2017).
Logistics and Supply Chain Management has a number of different definitions. Some researchers considers Supply chain as a much broader concept as because it consists of the concepts that encompasses logistics, while others understand logistics as comprising Supply Chain Management (Morschett, Schramm-Klein & Zentes, 2015). There are lots of theories and activities as well as components involved in the conduction of smooth work by the mentioned company in this research. Thus Supply Chain Management is the main process of initiating the process where the buyer works with the suppliers to effectively carry out smooth business operations. This includes a variety of items like the product designing, planning, operations, logistics, delivery and many other related things with tourism. The company activities are directly related to the supply chain as because the chain helps to identify and supply the perfect products to the suppliers of the company (Touboulic & Walker, 2015). To promote the supply chain management the company has to make sure that they establish a robust and well structured business case investment in sustainability initiatives from both their sides as well as from the side of the suppliers. A focus on the added values through sustainability measures isn undertaken to overcome the activities of low cost competition.
Sourcing Strategy includes;
Distribution strategy is one of the main considerations in Tourism business and the following company is no exception. The distribution strategy helps to improve the organizational performance of the business. The following structure has four divisions namely;
Apart from this other components include accommodation, food and other benefits provided to travelers.
To achieve proper value chain sustainability it is important to design and pack the products and services of the company in accordance to the environmental rules and regulations. The design aspect of the network of value chain includes the engineering and the production of the material that are to be supplied to the consumers for their consumption. As mentioned earlier the main products of the tourism companies are invisible as they offer tour services to the tourists. It is the duty of the management of Uncle Brian’s to present the tour programs of the company to the customers in an organized way so that it attracts the attention of a large number of customers (Jacobs & Chase, 2013). The company has a competitive advantage in the marketplace given its ability to attract as large number of tourists, revenue earned and many more as such. The purchasing power of Uncle Brian’s to establish a proper supplier relationship is a very well established fact. However the company has earlier faced a number of problems with the suppliers because of some differences. The management of the company is thus very much focused on avoiding such mistakes in the future. The following issues are however critical to the understanding of the Supply Chain Management of the company (inderscience.com). The mass market industry is generally characterized by a number of standardized products of the company in which purchasing choice is driven by the features of the accommodation and the types of services that are provided by the company (Mangan & Lalwani, 2016). But popular studies related to the customer interest in sustainability have revealed that the particular sector is turning out to be a concern for the company. The issues that arise in sustainability in the travel industry are attracting the eyes of financial concerns and are thus being integrated into different legislative rules and regulations. The management of Uncle Brian’s ensures that the company has a secured future (Mangan & Lalwani, 2016). The company is developing innovative ideas for the conduction of tours in different ways that can attract a lot more customers from its present strength and help the company to earn a healthy amount of profit in the coming days by sustaining the different market forces.
References
“International Journal Of Integrated Supply Management (IJISM) – Inderscience Publishers.” Inderscience.com. N.p., 2017. Web. 13 Oct. 2017.
“International Journal Of Operations & Production Management.” Emeraldinsight.com. N.p., 2017. Web. 13 Oct. 2017.
“Waterfall Tours Cairns – Uncle Brians Atherton Tours.” Uncle Brians Tours. N.p., 2017. Web. 12 Oct. 2017.
Ahi, P., & Searcy, C. (2013). A comparative literature analysis of definitions for green and sustainable supply chain management. Journal of Cleaner Production, 52, 329-341.
Christopher, M. (2016). Logistics & supply chain management. Pearson UK.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an integrated approach. Cengage Learning.
Jacobs, R., & Chase, R. (2013). Operations and supply chain management. McGraw-Hill Higher Education.
Mangan, J., & Lalwani, C. (2016). Global logistics and supply chain management. John Wiley & Sons.
Monczka, R. M., Handfield, R. B., Giunipero, L. C., & Patterson, J. L. (2015). Purchasing and supply chain management. Cengage Learning.
Morschett, D., Schramm-Klein, H., & Zentes, J. (2015). Strategic international management. Springer.
Pagell, M., & Shevchenko, A. (2014). Why research in sustainable supply chain management should have no future. Journal of supply chain management, 50(1), 44-55.
Peppard, J., & Ward, J. (2016). The strategic management of information systems: Building a digital strategy. John Wiley & Sons.
Processes, Journal. “Journal Of Manufacturing Processes.” Journals.elsevier.com. N.p., 2017. Web. 13 Oct. 2017.
Scott, N., Getz, D., Noakes, S., & Laws, E. (2014). 7 The Lamington National Park Acontrasts approach to rainforest tourism research. Rainforest tourism, conservation and management: Challenges for sustainable development.
Slack, N. (2015). Operations strategy. John Wiley & Sons, Ltd.
Stadtler, H. (2015). Supply chain management: An overview. In Supply chain management and advanced planning (pp. 3-28). Springer Berlin Heidelberg.
Touboulic, A., & Walker, H. (2015). Theories in sustainable supply chain management: a structured literature review. International Journal of Physical Distribution & Logistics Management, 45(1/2), 16-42.
Wheelen, T. L., & Hunger, J. D. (2017). Strategic management and business policy. pearson.
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