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Organizational Objectives

Discuss about the Sustainable Management & Marketing in Intrepid Travel Group.

Intrepid Travel Group is an adventure travel organization which is based in Melbourne, Australia. The company was originated in the year 1988 and it was the biggest division of the PEAK Adventure Travel Group and it was also a joint venture of the Intrepid Travel Group and the TUI Group. Under this alliance many countries became a part; further the company was separated with this joint venture in the year 2015 in order to initiate expansion (Intrepid Travels 2017). So, considering from that period it shall be noted that organization became the most successful organization in the field of travel. Many marketing strategies were adopted by the company to help people gain knowledge about the company and its functioning in the target market. The purpose of this report is to provide a brief overview about the marketing mix of Intrepid Travel Company and competitive analysis and the sustainability practices adopted by the company to sustain their growth n the target market. More details about the task discussed below:

Adventure Travel is regarded as one of the most important aspect present in the travel industry. The organization which is discussed in the report engages their activity in this sector of the industry. The organization initiates their activities in this sector as it provide them advantage to grow and earn profits. In order to earn profit, the organization initiates activities which provide maximum level of satisfaction to customers and real life experiences as well (Percy 2014). The major aim of the company is to provide real life experiences to people by providing their share in various social care activities implemented with respect to the nature. Furthermore, one important fact shall be noted that the organization Intrepid organization does not initiate their process to gain profits; instead they initiate their activities focusing on protection to the human rights and the nature as well. Development of the society is the major aim of the organization in the target market; resulting to which, major portion of the company is invested in operating these activities only. Apart from environmental development, the organization is also a customer focused company which initiates their activities to enhance the efficiency of their travellers so that their business is expanded in various parts of the world (Kumar, and Christodoulopoulou 2014).

The vision statement developed by the company is that they need to fulfill the needs of the travellers and initiate development of customer relationship as well. Also the company wants to maintain a fixed and solid position in the target market with respected to that the organization has adopted various innovative techniques in marketing strategies.

Main Products, Services, Suppliers and Customers of Intrepid

The main products of the organization are linked with the adventure tourism industry. The organization is based in providing the real life experience of adventure tourism in the industry. This the major product served by the organization, apart from that the company is also involved in responsible tourism practices as their core value in their business operations. It is the service that the organization provides to make a social effect in the environment. Prevention of human rights and environment are the activities which are initiated by the organization for the purpose of nature. And with respect to travel services the organization provides transportation, local leader cum experts and accommodation etc. facilities to the customers (Hollensen 2015).

The hotel, transportation industry, tour operation and industry travel agents etc. are few suppliers present in the industry without which no organization can initiate their activities effectively. As Intrepid organization is a part of travel industry where the company can only when they have effective connections worldwide. So, the organization is connected with such industries in order to maximize the satisfaction level of the employees. The company tied their business activities with various hotels and transportation services to provide effective services to their customers. These suppliers of the organization help them in gaining competitive edge in the target market (Armstrong, et. al., 2012).

The target audience of the company is those people who love travelling to new destinations and exploring the world. The people who believe in living real life experience are the main target of the company. Targeting is a strategy which is used by the organizations in order to identify the actual customers whom the company shall target in order to gain more and more sales for the company. Along with sales the company also aims to fulfill the organizational objective which includes may other factors apart from profit and revenue. Mainly the people who are very lively and want to get a break from their basic life routine to embrace the beauty of nature are fit for the organization to target (Rosenbloom 2012). The company does not provide services which are luxurious and pompous; rather it ensures that the customers receive a pleasant and lively experience which connects them to the nature. Thus, the company provides such people tempting offers which they can utilize to travel around the world; they aim to provide offers which stratify them financially and provide satisfactory experiences as well. As the organization adopted various marketing techniques to target customers and deliver them services as well. Digital media and print media play a significant role in promoting the services provided by the organization. Being placed in a travel industry the organization needs to promote their product to gain maximum number of customers in the market, also advertisement helps the customers to know about the features of the company and services provided by them in the market (Mowforth, and Munt 2015).

Target Audience

Apart from that the main motive of the organization is to provide satisfactorily services to the customers apart from profit gaining intention, so the promotion scheme of the organization provides a view to the target customer that what kind of services the company deliver. further in this way the organization target the adequate customers who matches to the services provided by the company Intrepid (Whitelaw, King, and Tolkach 2014.).

Product

As discussed above the company provides services which satisfy the feel of adventurous people. Being situated in adventure tourism the organization mainly provides real life experience to the customers. The organization aims to maximize the level of satisfactions of the travellers traveling with them. Adventurous tourism is a crucial segment of the tourism industry, unlike other organization; this organization does not serve prime and luxury services and products to the customers in the market. Neither the organization target such customers who thrive for luxurious travelling, basically the company Intrepid is known for providing real life experiences to the travellers while travelling. This states that organization make people close to nature and make feel the real beauty not through artificial products (Juvan, and Dolnicar 2014).


Furthermore, it shall be noted that the organization is more close to nature if compared to organizations due to which the company receives more degree of uncertainty and threat in the organizational structure. As the health of nature is now days depleting day by day due to which there is high degree of risk aligned with it, resulting to which, the company also provide adequate safety measure services to the customers so that they can experience a safe and pleasant experience with the company (Page 2014). The company has maintained adequate objective while travelling which are discussed below:

  • Functions shall be performed in such a way that they create effect on the satisfaction level of customers along with the company as well.
  • Local leaders appointed by the organization shall co-ordinate with local and understand the culture and heritage of the location. This will help them provide better level of satisfaction to the customers.
  • Prevention of environmental and human right is the foremost important aspect which shall not be waive by any employee under any circumstances (Bramwell 2015).

Price

Pricing is not an issue for the company; their main objective is to increase the level of satisfaction for the customers. So in context the organization develops and implements a pricing strategy which target mass customers at a time provide who wants to attain such services. The company adopted the cost-leadership and competition based pricing strategy in their business which helps them to grow of overtime. This strategy was used in such a way that the company reduced their travel package which excited the customers to travel with the company due to which the company increased its sales as well. Due to this strategy the organization also earned the competitive edge in the market (Pomfret 2016).

Marketing Mix of Intrepid

Further the cost-differentiated strategy also supported the competition strategy of the company. Also this strategy helped the organization to deal with its competitors in order to run in target market and develop connections as well. Thus, the pricing strategies initiated by the company held them to gain the target customers in the market and initiate sustainability in their actions as well (Intrepid Travels 2017).

Place

Specifications of place play a significant role in implementing activities in the Intrepid tourism industry. The company operates its functionalities at the famous place which are close to nature and the place which are mostly liked by the customers present in society. Such kind of places is the place where the company initiates its activities. Furthermore it shall be noted that as the company Intrepid is customer centric so all the activities initiated in the management lie travel packages, offers, accommodation and based on their preference only. So, the place aspect depends upon the preference of the customers that were they want to travel (Wilks, Stephen, and Moore 2013).


Another aspect is the connection of the company with other suppliers present in the market. Looking at the market analysis it shall be noted that the organization chooses the place to travel according to their relation with different companies and people present in different locations around the world.

Promotion

Promotion is regarded as one of the most important aspect which helps the companies present in the tourism industry to grow with a rapid speed. Promotion of the company helps the customers to know about the features of the company and activities provided by hem in market. With such information the customer can easily compare it with different competitors present in the market and chose the right company which can fulfill their requirements (Hardiman, and Burgin 2017).

Also the promotional strategy of the company helps them to communicate their vision and mission with the target customers and increase their sales rapidly. This process improves the brand image of the company as it helps the customers to gain trust on their activities in grow in the global market. Digital media and print media are the ways through which the company promotes its activities in the target market. For companies like Intrepid, promotion is the basic source to target more and more customers from different geographical boundaries. So the company invests a huge amount in promoting the product and their objectives in the target market (Wood 2017).

Competitors are those people who are involve in providing same type of services to the target customers in the same industry. Competitors of Intrepid are Austin Adventure, G Adventure, and Geographic Expeditions Adventurous Trips etc. further the comparison of the company with their rivals is discussed below:

Product

Just like Intrepid Tourism there are many other companies which are present in adventure tourism sector and provide almost same types of services to the customers. But the fact that makes the company different from its competitors is the Intrepid provide offers and packages available at affordable prices. This helps the company to gain competitive edge in the market.

Price

Talking about price, it shall be noted that the company does not focuses on gaining more and more profits like others; instead it focuses on maximizing the level of satisfaction of customers. Resulting to which provide their services at very affordable prices in the market (Peacock, et. al., 2017).

Place

The company is locate in total 100 countries and have a huge family of around 1600 employees working with them in more than 20 offices worldwide. So, it shall be noted that if compared to other competitors the company Intrepid holds more area and initiates diversified activities worldwide.

Promotion

Intrepid Travel is an Australia based company; Australia is a beautiful country where there are many places which are very close to nature. So, it gives the company plenty of opportunity to travel and expand their services. Resulting to which, the company adequately promote their services worldwide (Giddy, and Webb 2016).

Thus, it shall be recommended to the company that they shall adopt effective and efficient strategies to improve the target objective of the company. Also the organization shall aim to attain competitive edge in the market by developing promotional activities in the market. Further it shall be recommended to the company that they shall also focus on other ways of promotions to reach out to more and more people. This process will help them to create brand equity and flourish their business in international market as well. Lastly, the company support expansion activities in their business to provide more and more people their travelling adventure experiences.

Conclusion

Thus in the limelight of above-mentioned events the facts that shall be noted is that the organization Intrepid Company is an Australian organization which is part of tourism industry. The company is among one of the most prominent companies of Australia which provides adventurous services. Further the main motive of the company is to provide real life experience to the travellers travelling with them. Also they aim to protect the environment as well. Apart from that considering to competitors, the company gained advantage because of their qualitative marketing activities in the global market.

References

Armstrong, G., Kotler, P., Harker, M., & Brennan, R., 2012, Marketing: an introduction, Pearson Prentice-Hall, London.

Bramwell, B., 2015. Theoretical activity in sustainable tourism research. Annals of Tourism Research, 54, pp.204-218.

Giddy, J.K. and Webb, N.L., 2016. The influence of the environment on motivations to participate in adventure tourism: The case of the Tsitsikamma. South African Geographical Journal, 98(2), pp.351-366.

Hardiman, N. and Burgin, S., 2017. Nature tourism trends in Australia with reference to the Greater Blue Mountains World Heritage Area. Journal of Sustainable Tourism, 25(6), pp.732-745.

Hollensen, S., 2015, Marketing management: A relationship approach, Pearson Education.

Intrepid Travels. 2017. Expedition trips: Brand new off-map adventures. Viewed on December 12, 2017 from https://www.intrepidtravel.com/en/theme/expeditions

Intrepid Travels. 2017. Small groups, big adventures with Intrepid Travel. Viewed on December 12, 2017 from < https://www.intrepidtravel.com/en>

Juvan, E. and Dolnicar, S., 2014. The attitude–behaviour gap in sustainable tourism. Annals of Tourism Research, 48, pp.76-95.

Kumar, V. and Christodoulopoulou, A., 2014. Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43(1), pp.6-15.

Mowforth, M. and Munt, I., 2015. Tourism and sustainability: Development, globalisation and new tourism in the third world. Routledge.

Page, S.J., 2014. Tourism management. Routledge.

Peacock, S., Brymer, E., Davids, K. and Dillon, M., 2017. An Ecological Dynamics Perspective on Adventure Tourism. Tourism Review International, 21(3), pp.307-316.

Percy, L., 2014. Strategic integrated marketing communications. Routledge

Pomfret, G.C., 2016. An exploration of adventure tourism participation and consumption (Doctoral dissertation, Sheffield Hallam University (United Kingdom)).

Rosenbloom, B., 2012, Marketing channels, Cengage Learning.

Whitelaw, P.A., King, B.E. and Tolkach, D., 2014. Protected areas, conservation and tourism–financing the sustainable dream. Journal of Sustainable Tourism, 22(4), pp.584-603.

Wilks, J., Stephen, J. and Moore, F. eds., 2013. Managing tourist health and safety in the new millennium. Routledge.

Wood, C., 2017. Travel, roads, risks and volunteers. Journal of Tourism and Cultural Change, 15(5), pp.490-498

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