Intrepid Travel: Sustainable Management and Marketing

Running Head: Sustainable Management & Marketing
Intrepid Travel
Sustainable Management and Marketing

Sustainable Management & Marketing 1
Executive Summary
Marketing is the term used to develop and maintain relationships. It plays vital role in spreading
information through various mediums in relevance with the organizational context. Under
marketing term, various processes are being included such as market research, situational
analysis, promotional and advertisement techniques, etc. Under this report, marketing strategies
will be covered in relevance to the Intrepid Travel Group. This group is known for providing
qualitative adventurous tourism services in more than 100 countries.

Sustainable Management & Marketing 2
Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Organizational Objectives...............................................................................................................4
Intrepid Travel’s main products, services, suppliers and customers...............................................6
Target Audience...........................................................................................................................6
Marketing Mix.................................................................................................................................7
Product.........................................................................................................................................7
Price.............................................................................................................................................7
Promotion.....................................................................................................................................8
Place.............................................................................................................................................8
Comparison with Rivals................................................................................................................10
Product.......................................................................................................................................10
Price...........................................................................................................................................10
Promotion...................................................................................................................................10
Place...........................................................................................................................................10
Recommendations..........................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13
Appendices....................................................................................................................................15
1. SWOT Analysis..................................................................................................................15
2. Positioning Chart................................................................................................................16

Sustainable Management & Marketing 3
Introduction
Intrepid Travel Group is an adventure travel company based in Melbourne, Australia. It was
founded in 1988 and it was a division of PEAK Adventure Travel Group and a joint venture
organization of Intrepid Travel group and TUI Group. Under this joint venture, several tour
operator companies exist. Intrepid Travel Group was separated in 2015 and from that period,
they have been the most successful adventure tour operator company. Intrepid Travel Group has
adopted various marketing strategies for spreading the awareness in relevance with the company
and its functionalities. This report will identify the effectiveness of the marketing principles and
the strategies used by the organization in the global market. With the help of these strategies,
organization could be able to expand its market share in the global tourism industry. In this
report, marketing mix techniques, competitive analysis, and the sustainability practices will also
be considered in relevance with uplifting the Intrepid Travel Group’s functionalities.