Sustainable Management and Marketing for Intrepid Travel Company

This report analyzes sustainable management and marketing for Intrepid Travel Company, including its importance to the Australian and international business landscape, sustainability strategies, relevant theory, strategies applied by the company, roles of planning and organizing, human resource management, leadership, controlling value chain and technology, and future strategic management.

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SUSTAINABLE MANAGEMENT AND MARKETING
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Table of Contents
Background......................................................................................................................................1
Introduction......................................................................................................................................1
Importance of the company to the Australia and International Business Landscape......................2
Sustainability strategies...................................................................................................................4
Relevant theory................................................................................................................................4
Strategies applied by the company..................................................................................................4
Roles of planning and organising....................................................................................................5
Human resource management..........................................................................................................5
Leadership........................................................................................................................................5
Controlling value chain and technology..........................................................................................5
Future strategic management...........................................................................................................5
Recommendations............................................................................................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................6

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Background
This particular management analysis relates to Intrepid Travel. This is one of the companies with
humble beginning and managed to undergo growth and development over a series of years. The
company was founded in 1989 in Melbourne, Victoria, Australia as a tourism industry. The
headquarters are situated at Melbourne, Australia. It started with 2 bearded backpackers, a
kitchen table and a typewriter. This is a clear humble beginning where the company laid its
foundation. Over the years, the company managed to gather resources so as to initiate the process
of growth and development. It now leads 100,000 travelers across the world per year. This is one
of the greatest achievements. The number of employees for Intrepid Travel Company increase
each year due to high demand for travel services from different clients. There are over 1000 local
staffs that are based from different parts of the globe (Dann & Dann, 2007). The company
operate over 800 different trips across every continent.
The most important strategy that keep the company on positive track is the mission. The mission
aims at providing responsible travel with small groups and very big adventures. Up to date,
Intrepid Travel Company remains the world biggest small group adventure travel. This is
facilitated by its ability to offer overt 1,500 itineraries in more than 120 countries across all parts
of the globe. The main destinations include Africa, The Middle East, North America, Latin
America, Europe, Asia, Antarctica and Australasia. The main reason why people preferred
Intrepid Travel was based on its foundation. The Company started as grassroots type that
involved travelling through public transport, local food as well as locally-owned
accommodation. Through responsible travel, the company became a signatory to the United
Nations Global Compact. In 2010, the company was recognized as a carbon neutral business
(Dann & Dann, 2004). From audited reports, the company has been awarded with several awards
such as Ernst and Young Entrepreneur of the Year and PATA Gold Award for Corporate
Environment Programme in years 2002 and 2007 respectively.
Introduction
The review of background information relating to Intrepid Travel is a good indicator that the
company has a global influence in tourism and travel industry. The purpose of this report is to
critically analyze sustainable management and marketing for Intrepid Travel Company. The
company has managed to provide services to numerous countries across the globe. This report

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will narrow down to management analysis of Intrepid Travel Company in Australia. As indicated
in the background, Australia is the grass root for this company before globalization (Blaxtel,
Hughes & Tight, 2006). The report will analyze the importance of the company to the Australian
and International Business Landscape. We also aim at focusing our analysis on its international
business environment as well as funnel the analysis to Australian base. Several sustainable
strategies will be incorporated in the analysis through relevant theory, human resource
management, value chain and technological controls, leadership, planning and strategy. As a
growing company, it is also important to focus on future growth and development. Future
management strategies will also be applied in recommending better operations for Intrepid
Travel Company.
The style of travel applied by Intrepid is referred as Responsible Travel. This is a clear reflection
of core purposes and objectives that the company have put into consideration. In this research
report, we demonstrated how the company apply key features of this travel style (Bell, 2005). It
also aims at initiating a reliable management Analysis for Australia based on the following key
characteristics of Intrepid Travel.
1. Intrepid Travel is a grass roots travel that apply all forms of local public transport
systems.
2. It also apply small scale locally owned accommodation, local restaurants as well as
marketing for dinning.
3. Western leaders who facilitated company’s value were the main employees (Sampson,
2013). The company also employ local guides in order to assist traveller on local culture
and etiquette.
4. The maximum number of traveller in this travel type is 12. This enable these travellers to
experience cultural grass roots and create wider opportunities for cross-cultural
understanding.
The information above will be appropriate to lay down our management analysis for Intrepid
Travel in Australia.

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Importance of the company to the Australia and International Business Landscape
A company whose main objectives are to enhance growth and development need to have a
business approach strategy. Intrepid Travel Company is one of the major companies in
Australian and International Business Landscape. There are a lot of benefits generated by this
company towards economic growth of Australia (Sampson, 2013). From business point of view,
the company contributes revenue to Australia through travelling services that attract numerous
tourists from all parts of the globe. Tourism sector is one the major pillars of economy in
Australia. A lot of foreign exchange is generated from tour and travel services. In that case,
Australia ranks Intrepid Travel Company as one of core Partners towards business development
and economic growth. Travelling in Intrepid is different from other forms of transport. The
company endeavor to provide tourists and travelers with authentic experience in their life time
(Dunn & Norton, 2013). This approach attract a lot of tourists in Australia. Accommodation and
traditional approaches applied by Intrepid Travel are unique. Therefore, the company also
contribute much in maintaining Australian traditions and culture.
Many travelers enjoy visiting farm stay, bush camp and cabin. This is beneficial to Australia for
rural development program. Australian native food is another experience for traveler who chose
Intrepid Travel (Hausman, 2007). Australia has a lot of edible plant species that travelers enjoy.
This is another benefit to Australia. Culture is very important to any country. In that case, native
food is part of Australian culture that Intrepid Travel have managed to maintain. Another
business aspect in business landscape contributed by Intrepid Travel in Australia is employment.
The rate of unemployment in developing countries is alarming. It is very important to seize
opportunities that can reduce unemployment. In Australia, the company has managed to employ
thousands of workers in order to provide service to thousands of travelers and tourists in
Australia and other parts of the globe. Over 2,000 employees have been absorbed by Intrepid
Travel Company in Australia alone (Holmes, Hughes, Mair & Carlsen, 2015). This is a
significant contribution to business landscape in Australia. With many people working in
Intrepid Travel, Australian government is likely to collect more revenue via taxation systems.
This will enhance provision of incentives to other business opportunities in Australia.
At international business landscape, contributions of Intrepid Travel Company are very clear.
More than 120 countries across the globe are operating via this company. This is a key

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performance indicator of an international company. More than 8,000 worker have been
employed through this program across all parts of the globe (Krugman, Obstfeld & Melitz,
2012). Thus, the company have played a very important role in business development and
international relation. Continents have managed to work together so as to develop business
concepts in travelling and tourism industry. Foreign exchange is part of business growth that the
company managed to empower over the years. Intrepid Travel Company has also contributed to
import and export of commodities. This is a great achievement towards business development.
Many investors have managed to travel from one country to another in order to search for better
business gaps and opportunities (Kotler, Bowen & Makens, 2010). In that case, international
community benefit from development projects initiated by this investors. A lot of gratitude goes
to Intrepid Travel Company for making the world a globe village. It is possible to venture
different environments so as to innovate better business ideas. The company offer a maximum of
12 travelers. In that case, it become easy for investors with similar mindsets top meet as they
venture new business opportunities.
At international airport services, contributions of Intrepid Travel Company are very clear. The
company provide all the requirements to facilitate travelling. Insurance policies, passports, visas
and other travelling documents are provided with ease at Intrepid Travel. As part of the program,
travel insurance at the company is compulsory (Marshall, 2013). This is very important so as to
cater several services such as medical expenses, emergency repatriation, to cover cancellation
and personal liabilities. This program has made many travelers to prefer this company over other
travelling agencies. Australia transport authorities have ranked the company as the most
convenient way to travel within Australia as well as outside the country. This is a clear view that
the company business profile and provision of services are unquestionable.
Sustainability strategies
It is very important for a business oriented company to set long term business strategies so as to
facilitate growth and development. It is also important to guarantee sustainability of business
operations in both short run and long run (McKenzie & Pharoah, 2009). Intrepid Travel
Company has operated in travelling and tourism industry for more than two decades. Each year,
the company achieve more progress in business operations. It is not easy to maintain upward
trend in business growth and development. The contributing factor toward the upward trend in

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this company is based in sustainability strategies applied by the company in different domains.
These aspects include proper planning and strategy, appropriate organizing, leading and
controlling, human resource management, leadership, controlling the value chain and
technology. These aspects have contributed to sustainability practice that the company
implemented since that day it was formed in Australia.
Relevant theory
The operations of Intrepid Travel Company are laid down on consistency theory (Reece and
Walker, 2007). This is because the mode of operations since initiation stage has been consistent.
That is, provision of responsible travel to clients. With consistent improvements, the company
still remain on top of travel agencies in Australia and other parts of the globe. Traveler are aware
of the requirements and services offered by the company. This build confidence from both sides.
In that case, the company benefits from revenue collection while travelers’ benefits from quality
services provided by the company. Through consistency, businesses are able to attract potential
customers.
Strategies applied by the company
There are two main strategies applied by Intrepid Travel Company towards enhancing their
operations. First, the company provide unique services during travelling periods. This unique
approach attract numerous travelers from Australia and international community. The company
provide cultural native food from Australia which attract many tourists (Malin & Maidment,
2003). The company also provide accommodation and hotel services to their clients. This is a
unique way to cater for travelers.
Another strategy applied by the company is responsible travel to all the travelers. This strategy
apply travel insurance policy. Insurance policy in the company are compulsory for any individual
or group of people planning to take a trip (Sampson, 2013). This policy act as a guarantee that
the trip will be safe and under responsible service provider. Travel insurance policy cater for
medical expenses during travelling, cater for damages in case the trip is cancelled. This is
strategy that make travelers comfortable and confident when moving from one place to another.
Lastly, the maximum number of traveler in any particular trip is 12. This offer a remarkable
chance for family vacations to various destinations such as tourism areas.

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Roles of planning and organising
Due to numerous travelers who indicate their travelling interest via this company, proper
planning and organizing become a priority. The company employed a team of travel analysts
who plan travelling schedules for all trips taking place in Australia and other parts of the globe.
This ensures that clients are scheduled for travel without delay. These analyst apply waiting time
statistical tool that apply exponential distribution and Poisson distribution (Sanders & Tamma,
2015). This help in organizing traveling time as part of stochastic process.
Human resource management
Intrepid Travel Company is one of major employers in Australia and across the globe. There are
over 8,000 employees. Due to technological advancement in travelling industry, the company
keep recruiting qualified skilled individuals to assist in planning and controlling. These experts
assist in formulating booking strategies (Secker, 2010). Again, due to increase in competition,
the company recruited financial and investment analysts so as to ensure the company remain
relevant in the market.
Leadership
Leadership in any business operation need to be based on authentic leadership. The company has
a team of leaders who oversee the operations carried out across all outlets. These leaders have a
responsibility to ensure smooth operations in all travelling terminals (Slaper & Hall, 2011). They
also collect feedbacks from clients so as to develop more strategies that satisfy the clients.
Leaders in this company work closely with other employees so as to maintain the mission of the
company. These leaders are vetted by Australian Transport Agency so as to verify their
authenticity in leadership.
Controlling value chain and technology
The company ensure smooth flow of travelers during all periods of the year. The company have
managed to provide over 800 trips in each continent each year. Thus, the value of this company
tends to increase each year. On the other hand, through technological advancement, traveler need
not visit company’s offices to book for a trip. The company has developed a booking site where
travelers indicate their desired destinations in a given point in time (Daft, 2015). This technology
is convenient in time saving and costs. Payments are also made via m-commerce.

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Future strategic management
Intrepid Travel Company can apply three major management strategies towards enhancing a
more responsible travel.
1. Increase carrying capacity from 12 travellers to 20 travellers. This strategy will contribute
to a better yield per trip.
2. Initiate an insurance policy to cover other family members when travelling. This implies
that a family require a single insurance cover during travelling. This will attract more
customers.
3. Human resource management should be empowered to hire experts from different parts
of Australia and outside Australia so as to assist in planning and organising.
Recommendations
There company has achieved a lot of process since 1989. However, more developing aspects
need to be laid down so as to enhance economic progress and quality service to all travelers. The
following recommendations will be appropriate for Intrepid Travel Company.
1. The company should work together with tourism sites so as to gain extra commission.
For every tourist the company bring to tourism site, the company should get a
commission of 10% from revenue charged from a particular tourist. This will act as
motivating factor for the company.
2. More technological advancements need to be initiated. There should more booking sites
for travellers. This is enhancing customer obsession through putting their priorities first
in all marketing initiatives.
3. Brand positioning. This should be done via increasing sales opportunities via brand
awareness and positioning in Australia (Fletcher, 2012). Again, the industry marketing
executive needs to ensure the company group brands are well positioned both internally
and externally.
Conclusion
In business operations, it is all about strategic planning and organizing. Intrepid Travel
Company have managed to move from humble beginning to remarkable levels. If the company
implement the future strategic management plan, the more growth will be achieved (Hitt, 2014).

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The recommendations asserted in this report is a clear indicator that the sky is the limit. The
company has a wider growth and development path. All the departments need to work together
so as to promote sustainability practices, leadership, planning, organizing and control. The
Australian and international business landscape will fully benefit from all the laid down
strategies and recommendations.

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