International Strategic Management

International Strategic Management 0
[Type the company name]
International Strategic Management
Student’s Name
5/31/2019

International Strategic Management 1
Introduction
Intrepid Travel was formed in the year 1989 and has grown into the world’s largest small
group adventure tour company. It covers 1000 trips across each continent and carries 1,
00,000 travellers each year across the globe. It employs more than 1000 staff and observed
54% growth in urban adventure customers (Intrepid Travel, 2019). The company recorded
$402M group gross revenue. It focuses on delivering sustainable experience rich travel
products and provides the benefit to the places and the people company visits (Intrepid, 2019)
The company designs small group adventures, day tours and destination management
companies. The company focuses on delivering the best travel experience and leaves a
positive impact on the community (Intrepid, 2019). The report will reflect upon the macro
and the microenvironment in which the company operates and will also provide insight into
the competitive advantage of the company. It will also cover the generic and growth
strategies of the company.
Macro and Micro Environment
The microenvironment includes the operating environment that directly affects the
functioning of the company. The customers of the company include the travellers who like to
travel in small adventurous group and day tours. The company has also formed private group
travel for customers who require personalised service. It mainly targets the millenials who
prefer sustainable adventure in a crowded youth travel market (Martinkenaite and Breunig,
2016).
Apart from delivering the best services the intensity of competition is high. The main
competitors include World Expeditions, Bali Food Safari, Exodus travels and Webmail. The

International Strategic Management 2
company consist of global staff and leaders who are committed towards the goals of the
organization. The company focuses on engaging the employees and develops a training
programme to enhance the skills of the staff. The suppliers of the company include hotel
suppliers and the positioning of the company is directly linked to the services provided by the
suppliers. It also focuses on maintaining the long term and the short term value of its
stakeholders (Martinkenaite and Breunig, 2016).
Macro Environment
PESTLE Analysis is a framework that helps in analysing the external influences that affect
the performance of the company. It includes the following.
Political Factor
It is analysed that the uncertainty around the Brexit is increasing which in turn affects the
confidence of the customers. The changing travelling rules, wars and negative publicity about
tourism affect the performance of the company (TTRA, 2017).
Economic Factors
The Intrepid experience high volatility in currency rates due to its global operation and
developed a robust strategy to control the impact and the price fluctuations experienced by
customers. It targets the high disposable income group and pays more to its employees. The
increase in oil prices and the rate of unemployment in Australia affects the performance of
the company (Intrepid Travels.com, 2019).
Social factors
The company focuses on delivering experience over the products. It focuses on the health
consciousness and the safety of the visitors to attract potential visitors. It promotes the local
culture and the societal factors to hold the interest of the Australian visitors. The customers