BUS5SMM - Sustainable Management and Marketing at Intrepid Travel

This report provides an in-depth analysis of Intrepid Travel's sustainable management and marketing strategies, focusing on planning, human resource management, leadership, and controlling the value chain. It examines the company's vision, mission, and values in relation to sustainability, analyzing its goal-setting practices and approaches to planning, including traditional, modern, and innovative methods. The report also evaluates Intrepid Travel's human resource strategies for attracting and retaining employees, its leadership styles, and its efforts to control the value chain and leverage technology for sustainability. Furthermore, it identifies future strategies for management, offering recommendations and conclusions based on the analysis of the company's sustainable practices. The analysis incorporates relevant theoretical frameworks and practical examples of Intrepid Travel's implementation of sustainable initiatives.

Running head: Sustainable management and marketing
Sustainable management and marketing

Sustainable management and marketing
Table of Contents
Analysis of Management strategies.................................................................................................2
Planning and strategy...................................................................................................................2
Goals and planning strategy.........................................................................................................2
Approaches to planning and sustainability..................................................................................2
Human resource management..........................................................................................................4
Competitive strategies..................................................................................................................4
To find right candidates and proper employees...........................................................................4
Strategies adopted by Intrepid Travel Company for developing and maintaining effective
workforce.....................................................................................................................................5
Sustainable practices in Intrepid Travel Company......................................................................5
Leadership........................................................................................................................................7
Styles of leadership......................................................................................................................7
Features of leadership..................................................................................................................7
Role of Leadership in inspiring and motivating employees........................................................8
Sustainability in leadership..........................................................................................................8
Controlling the value chain and technology....................................................................................8
References......................................................................................................................................10

Sustainable management and marketing
Analysis of Management strategies
Planning and strategy
Intrepid Travel Company offers many benefits to its employees so that the operations of the
company can be smoothly conducted. The emphasis is to provide good services to the customers
so that satisfaction level of the customers can be increased. The values of the company are taken
into consideration at the time of conducting the activities of the organization. The values of the
company are innovation, leadership, and teamwork. Strategic goals of the company are revised
for setting benchmarks which need to be attained from the execution of the operations.
Innovation is used as a strategy for enhancing the quality of the services offered (Intrepid Travel,
2018).
Goals and planning strategy
The Company analyzes the market condition so that the activities can be conducted accordingly.
The main motive of the company is to provide quality services to the customers for satisfying
their needs. Intrepid Travel Company is operating as a not-for-profit organization with a motive
to satisfy the customers (Intrepid Travel, 2018).
Approaches to planning and sustainability
To operate the activities of the company in a proper manner it is essential to consider proper
planning so that goals can be accomplished effectively. Sustainability also has an essential role
in Intrepid Travel Company. Focus of Intrepid Travel Company is on modern and innovative
approach. Intrepid Travel Company is focusing on using innovative services so as to enhance the
satisfaction level of the customers. Sustainable designs are being integrated in the products or

Sustainable management and marketing
services offered by Intrepid Travel Company. Different factors have been taken into
consideration for incorporating sustainability in the business practices. These factors include
leadership, governance, communication and training, reporting, pressure from stakeholders and
commitment from top level and lower level (Caliyurt and Yuksel, 2017).

Sustainable management and marketing
Human resource management
The Company recruits those candidates who have proper idea of the working pattern of the
company. The emphasis of the company is to maintain proper human resource in the
organization so that the satisfaction level of the customers can be enhanced. It is also essential to
retain employees so that the activities can be conducted smoothly. Professors of the company
offer cross culture training and development so that candidates can easily evaluate the working
pattern of the employees (Sparrow, et. al., 2016).
Competitive strategies
Intrepid Travel Company considers porter generic strategies so that the overall objectives of the
company can be achieved. Intrepid Travel Company is focusing on Human resource for gaining
competitive advantage over the others in the market. Focus of Intrepid Travel Company is on
employment security, incentive pay, employee ownership, symbolic egalitarianism, participation
and empowerment, incentive pay, long-term perspective and selectivity in recruiting. Another
approach adopted by Intrepid Travel Company through which it has gained competitive
advantage is job analysis, job description and job evaluation (Savitz, 2013).
To find right candidates and proper employees
Intrepid Travel Company has adopted effective strategies for the purpose of selection of the right
candidates for performing the operations of the organization. Digital media has been selected for
reaching the candidates and attracting them towards the organization. Another strategy adopted
by Intrepid Travel Company include different steps. First step is to analyze the culture of the
company so as to identify the requirement of the individuals for performing a particular job.

Sustainable management and marketing
Detailed job descriptions are developed in the second step of the strategy. Well-structured
interviews are prepared by Intrepid in the third step. Tests are conducted in the next step for the
analysis of the skills and knowledge of the candidates. Personal interviews are conducted in the
next step and selection is made on the basis of the qualifications of the candidate (Schuckert, et.
al., 2015).
Strategies adopted by Intrepid Travel Company for developing and maintaining effective
workforce
An effective strategy has been formulated on the basis of which employees are hired in Intrepid
Travel Company. Company has adopted an effective recruitment strategy for hiring the capable
and skilled candidates which suits to the requirement of the company. Effective communication
channel is developed by the top level management for ensuring the flow of information among
the employees. Incentives are being offered by the company to the employees so as to maintain
an effective workforce. Performance of the employees is measured and incentives are offered to
the workforce. Motivational approaches are being used for enhancing the satisfaction level of the
employees and resolving the issues faced by them. Focus of Intrepid Travel Company is on
identifying the issues faced by the workforce and solving these issues (Ehnert, et. al., 2014).
Sustainable practices in Intrepid Travel Company
Sustainability is concerned to create a proper ecological balance of the environment. It has
played an important role in Intrepid Travel Company. Intrepid has adopted a sustainable practice
in which focus is on reproducing the capabilities of the workforce which helps the employees to
secure the jobs and also enhances the satisfaction level. The organization is able to survive for
the long term if there is proper management of human resources in the organization. This

Sustainable management and marketing
practice has helped in enhancing the productivity of the employees which contributed towards
the vision of Intrepid. The activities can be conducted smoothly by having proper focus and good
communication system with the employees (Ehnert, et. al., 2014).

Sustainable management and marketing
Leadership
Leadership in the organization helps the employees to give direction in a correct manner. If
proper leadership is there in the organization than proper direction is given to the employees.
Positive results can also be achieved if there are proper leadership styles considered by the
company (Stead & Stead, 2013).
Styles of leadership
There are many styles of leadership that is evaluated by Intrepid Travel Company so that the
travelers feel happy and satisfied with the services offered to them. The company uses original
leadership styles so that the employees can conduct the activities with efficiency and dedication.
To achieve competitive environment it is seen that cross-cultural leadership also helps the
company to evaluate the activities in an effective manner. The Company helps to motivate the
workers so that the activities can be conducted according to the rules of the company (Mittal,
2015).
Features of leadership
Leadership has helped Intrepid Travel Company in increasing the factor of motivation and helps
to achieve positive results. The leader of the company also tries to maintain a good relationship
between the employees of the organization so that the work can be conducted smoothly.
Qualities of leaders are the dedication and good attitude that help to solve every problem of the
company. Focus of Intrepid Travel Company is on developing an effective communication
channel for handling the issues faced by the employees in a better way (Porter and Kramer,
2011).

Sustainable management and marketing
Role of Leadership in inspiring and motivating employees
Transformational leadership has been adopted by Intrepid Travel Company which has helped in
identification of the changes required, developing a vision for guiding the efforts and execution
of the change. Leaders of Intrepid are working with the subordinates for motivating and inspiring
others in the organization. Four elements of Transformational leadership have been considered
by Intrepid Travel Company. These elements are idealized influence, intellectual stimulation,
individualized consideration and inspirational motivation (Schuckert, et. al., 2015).
Sustainability in leadership
Sustainability is an important part of leadership as it assists the company to compete in the
competitive environment. It also analyzes the wants and requirement of the employees. Leaders
of the company should consider the practices of sustainability so that the proper leadership can
be given to the employees. Sustainability in Leadership has helped in focusing on the
enhancement of the employment process of Intrepid and retention of the employees (Porter and
Kramer, 2011).

Sustainable management and marketing
Controlling the value chain and technology
Intrepid Travel Company value chain is to give proper services to the customers. In the value
chain, there are many innovative techniques that are considered by the company so that the
negative impact can be reduced (Caliyurt and yuksel, 2017). The company also invests in various
projects so that the carbon emission can be reduced. The Company is concerned with the proper
travel process that helps the employees to enhance the supply chain of the company. For
example: convenience is given to the customers so that demand can be enhanced. Sustainability
also has the major part in the value chain and technology so that the resources can be managed in
a proper manner (Stead & Stead, 2017).

Sustainable management and marketing
References
Caliyurt, K. & Yuksel, U., 2017, “Sustainable supply chain management: the good, the bad and
the ugly”, Sustainability and management: an international perspective, pp. 277-287.
Caliyurt, K. & Yuksel, U., 2017, “Sustainability in airlines”, Sustainability and management: an
international perspective, pp. 174-187.
Ehnert, I., Zink, W. & Harry, K., 2014, “Sustainability and hrm”, Sustainability and human
resource management, pp. 3 -33.
Intrepid Travel, 2018, [Online] “About Us”. Accessed on: 04 February 2018. Available at:
https://www.intrepidtravel.com/us/about
Mittal, R., 2015, “Charismatic and transformational leadership styles: A cross-cultural
perspective”, International Journal of Business and Management, 10(3), p.26.
Porter, M. E. & Kramer, M. R., 2011, “Creating shared value: Redefining capitalism and the role
of the corporation in society”, Harvard Business Review, 89(1/2), pp.62-77.
Savitz, A., 2013, “The triple bottom line: how today's best-run companies are achieving
economic, social and environmental success-and how you can too”, John Wiley & Sons.
Schuckert, M., Liu, X. & Law, R., 2015, “Hospitality and tourism online reviews: Recent trends
and future directions”, Journal of Travel & Tourism Marketing, 32(5), pp.608-621.
Sparrow, P., Brewster, C. & Chung, C., 2016, “Globalizing human resource management”,
Routledge.

Sustainable management and marketing
Stead, G. & Stead, E., 2013, “Organisational governance and strategic leadership in
SSM”, Sustainable strategic management (2nd edition), pp. 239-245.
Stead, G. & Stead, E., 2017, “Value chain analysis”, Sustainable strategic management, pp. 109-
112.