Marketing is the process of management in which goods move from concept to customers. It includes creating, communication, distributing and trading of product. The report will give brief detail about Intrepid Travel Company, it is the part of the tourism industry and operates to deliver a real-life experience to people. The report will also explain about the sustainable marketing activities performed by the company.
Intrepid Travel Group is an adventure travel company based in Melbourne, Australia. In the year of 1988, the company was established and was the division of a travel group known as PEAK Adventure. It was also a joint venture between Intrepid Group and TUI Group which is possessed of numerous adventure tour operator companies but in 2015 they got separated. Intrepid Travel is one of the successful organization in the travel industry. More than 1500 travel plans are offered by the company in over 120 countries (Intrepid Travel, 2017). North America, Australasia, Asia, North America, Antarctica, Latin America, Africa, Europe and the Middle East all are the destination included in the travel plan of Intrepid Travel Company. The trips of Intrepid are the grassroots type which is consist of different aspects such as travel through public transport, local accommodations and local food (Intrepid Travel, 2017).
Intrepid Travel knows very well about their responsibilities, from the very first day they are fulfilling all their responsibilities towards country and society. Intrepid is devoted not just to trending flippantly, but working to make difference- by investing in projects of wildlife conservation, local communities, and environmental and human rights initiatives. Intrepid is functioning in responsible ways and including sustainable tourism principles and development into the ways, they offer real-life experience to their travelers (Intrepid Travel, 2017). These values are followed by the company they are imbibed in their culture and regular operations of all the offices and trip of intrepid. Since 2010 Intrepid has 27 offices of carbon neutral and provides approx. 1400 carbon offset trips. The not for profit arm of Intrepid Travels have invested AU $5 million in the projects of grassroots across the world- these projects are reflecting some of the issues such as development of community, healthcare, animal welfare and education- it also includes over AU $750,000 for the earthquake relief campaign Namaste Nepal in 2016 (Intrepid Travel, 2017).
Intrepid Travel is the first tour operators globally who have worked for the animal welfare and took a step towards ending up the rides of elephant and they have brought awareness about the cruelty of lion walks. Further, they have also worked for the protection of the child by eliminating the visits in an orphanage from their travel plan.
The target audience of Intrepid Travel are those people who love visiting new places, excitement and adventures. The main target of the company are those people who love to gain real-life experience by visiting different destinations. The clients of Intrepid Travel are from various nations and diverse in age but share a common passion for real experience while traveling (Tnooz, 2017). A strategy used by business to recognize their potential and actual customers who shall grab the services offered by the business and increase its sales is known as targeting (Lake, 2017). Along with this company is also focused towards fulfilling the objectives of the organization which involve other factors such as customer satisfaction, goodwill, etc. Majorly people who want to explore the world and want to experience the beauty of nature are targeted by Intrepid Travel Company.
The company does not offer luxurious services rather it offers customers to experience the local environment and how local people travel to different destinations. To visit different locations customers of Intrepid Travel Company have to travel through public transport and along with this they are provided with local accommodation and local food in other to connect with nature (Tour Radar, 2017).
Thus, the company offers various tempting offers to their customers that can be utilized by them to travel to various locations in the world. The aim of the company is to provide an offer that is affordable, increase the satisfaction and results in an enjoyable experience for the customers. As the company has adopted different techniques of marketing in order to target customers. Print media and digital media are the techniques used by the company for promoting their services. There is huge competition in the travel industry, therefore, the company needs to promote their services in the market that can reach the maximum number of customers. Further, advertisement plays a significant role in promoting the services and offerings of the company as it provides knowledge about the features of the product.
Most of the services and products of Intrepid Travel are related to the adventure tourism industry. The main establishment agenda of the company in the tourism industry is to offer real-life experience to the customers who love adventures. These are the offerings of the company but along with this, they are also involved in the practice of becoming a responsible business as according to them with great travel comes many responsibilities. They are very much focused towards the welfare of animals and human rights in order to protect nature. The services provided by the company are very grounded in which they avoid luxurious services which makes them different from its competitors.
Without the presence of hotel, tour operations, and travel agents, etc. none of the organization can operate effectively. Being as the part of travel industry Intrepid Travel can only survive in the market when they have good connections worldwide. Therefore, the company is connected with different industries and tied their activities with transportation services and hotels for increasing the customer’s satisfaction as they will get good offers and experience. These suppliers help Intrepid Travel to attain a competitive edge in the market.
The tactics or actions used by the company in order to place its product and promote the brand in the market is known as marketing mix. It involves 4 Ps known as product, price, promotion, and place (The Economic Times, 2017).
Intrepid Travel provides services to their customers that can offer them real-life experience and adventure. Being the part of adventure tourism industry they focus on the satisfaction of their customers and can provide a life-long experience to the customers. Tourism industry involves adventure tourism which is a crucial part of it as compared to other organizations it does not serve luxurious and prime services to its client in the market and nor even they focus on those clients who are in search of luxurious traveling. Overall it can be said that the Intrepid Travel provide real-life experience to its customers while traveling. This reflects that organization takes their clients close to nature and make them realize the real beauty of the different destination.
Along with this, it can also be seen that this company is very close to nature and due to which they face the high level of threat and uncertainties in the structure of the organization. As nature is dynamic it is changing day by day which results in an increase of risk. While looking towards these risk company is providing proper services that cover safety measures of the customers so that customers can feel safe and secure and can enjoy their tour. The company has followed some objectives which are suitable while traveling are as follows:
The vital objective of Intrepid Travel is the satisfaction of their customers, not the price. Thus, the company creates and implements a pricing strategy which covers large number of customers who wants to avail the services at a period of time (Kemmer and Boden, 2012). Pricing strategies like competition based and cost-leadership are adopted by the Intrepid Travel which helps them in growing their business. The company uses these strategies in such way that it attracted the customers because company reduced their prices of the packages and it also makes customer excited to travel. Due to this strategy, the sales of the company also increased and the company has also gained the competitive edge in the market. Along with this, the strategy of cost differentiation has supported the company’s competitive strategy. Further, the company got benefited due to this strategy in dealing with the competitors in order to survive in the market and maintain connections. Hence, the pricing strategy adopted by the company helped them in increasing the customer base in the market and to build ecological balance in their actions (Brown, 2006).
Promotion is one of the vital aspects of the marketing mix in which companies promote their product in order to increase sale and customer base. Tourism industry receives benefits in growing their business at high speed. Through promotions, the customer comes to know about the products and services offered by the company and its features. It helps customers to analyze different product and choose from numerous products available in the market. With this, it also enables the customer to compare the product of the company with its competitor’s product.
Further, strategies for promotion help company to communicate its mission and vision to the target audience present in the market and overall to increase the sales. This process is very important for the company in order to enhance the brand image by increasing the trust of the customer on company’s activities performed by them in the global market. The ways through which company promotes its services and products in the market are print media and digital media. For travel companies like Intrepid Travel, promotion is the main source to place the product in the market and attract more customers from different countries. Therefore, to promote the services and company’s objective Intrepid Travel make huge investments.
It is very important for the company to decide where to place the product or service in order to earn revenue. In the tourism, industry place plays a vital role in implementing the activities of the business (Mills and Law, 2004). Intrepid Travel operates its activities at different destinations which are famous and are close to nature. Further, it has been noted that Intrepid Travel Company is customer-centric therefore, all the offerings of the company are according to the taste and preferences of their customers such as accommodations, packages, etc. Thus, the company selects those places to travel where they can fulfill the demand of their customers. Another aspect of the place is that company also consider those places where their suppliers are present and company have good relations with them in order to provide the best experience to the customers.
Companies those who offer the same type of products to the customers under the common industry are known as competitors. Geographic Expeditions Adventurous trips, G Adventure and Austin Adventure are the competitors of Intrepid Travel. The comparison of Intrepid Travel with its competitors is discussed below:
In the market, there are many companies like Intrepid Travel who lie under same industry and offer the same type of products to the customers. But Intrepid Travel has gained a competitive edge in the market due to its attractive offerings to its customers. The company offer packages that are affordable and lies under the budget of customers.
In terms of price, Intrepid Travel is different from its competitors as it is not concerned about earning more profit and revenue rather it focusses on providing a satisfactory experience to its customers and this is the reason they offer services at an affordable price as compared to its competitors.
Intrepid Travel promotes its services through digital media and print media but the company is established in Australia which is an advantage for the company because this country has plenty of destinations which are close to nature and therefore, the company can expand its business very well. It results in promoting services worldwide.
The company offers its services in 100 countries and with the total employees of 1600 in more than 20 offices. While comparing with the competitor’s company have a larger area where it is available which gives the advantage to offer its services in many places or countries.
It can be recommended that Intrepid Travel should give more emphasis on its offerings and should adopt different strategies in order to attract customers and increase market share. The company should expand its business in those countries where they can find different adventures and tracking locations so that customers can gain life-long experience. Further, the company should also promote its services by distributing their brushers and temples in hotels and airports, it helps company to cover a larger area while promoting its services. The company should also promote and spread the awareness about exploitation of animals in the tourism industry, because it will help them in enhancing their brand image in the eyes of the customer.
Conclusion
In the conclusion, it can be said that Intrepid Travel is very famous and well-known company in the tourism industry and is situated in Australia. Australia is a beautiful country which itself has a different vibrant location for travelers. Therefore, the company can offer its customers a real life experience which will give them a life-long memory. The package price of the company is also very affordable as compared to its competitors because the company is not concerned about the revenue and profit but focused towards the satisfaction of its customers. Apart from this company has gained the advantage due to its marketing activities in the global market. Unlike other companies, Intrepid Travel is very much responsible towards society and nature. It has invested a huge amount of money in the welfare of animals, human rights and so on. They are the only initiators who have stopped the use of elephants in the travel plan.
References
50 MINUTES, 2015, The Marketing Mix: Master the 4 Ps of marketing, 50 Minutes.
Brown, I.R., 2006, Mastering Marketing: A Comprehensive Introduction to the Skills of Developing and Defending Your Company’s Revenue, Thorogood Publishing.
Intrepid Travel, 2017, About us, Accessed on: 14 November 2017, Accessed from: https://www.intrepidtravel.com/us/about
Intrepid Travel, 2017, RB – Social Responsibility – Research, Accessed on: 14 December 2017, Accessed from: https://www.intrepidtravel.com/en/rb-social-responsibility-research
Intrepid Travel, 2017, Real life experience, Accessed on: 14 December 2017, Accessed from: https://www.intrepidtravel.com/us/about/real-life-experiences
Intrepid Travel, 2017, Responsible Business, Accessed on: 14 December 2017, Accessed from: https://www.intrepidtravel.com/us/about/responsible-business
Intrepid Travel, 2017, Responsible Travel, Accessed on: 14 November 2017, Accessed from: https://www.intrepidtravel.be/responsible-travel
Intrepid Travel, 2017, Six reasons to travel with Intrepid, Accessed on: 14 November 2017, Accessed from: https://www.intrepidtravel.com/us/about/why-intrepid
Kemmer, M. and Boden, A., 2012, “Price” as one Parameter in the Marketing Mix, GRIN Verlag
Lake, L., 2017, Learn What a Target Audience is in Marketing, Accessed on: 14 November 2017, Accessed from: https://www.thebalance.com/what-is-a-target-audience-2295567
Martin, 2014, Marketing Mix Promotion in Four P’s, Accessed on: 14 November 2017, Accessed from: https://www.cleverism.com/promotion-four-ps-marketing-mix/
Mills, J.E and Law, R., 2004, Handbook of Consumer Behavior, Tourism, and the Internet, Psychology Press.
Promotion Fulfillment Center, 2014, Role of Promotion in the Marketing Mix, Accessed on: 14 November 2017, Accessed from: https://www.pfcfulfills.com/whitepapers/role-of-promotion-in-the-marketing-mix/
The Economic Times, 2017, Definition of ‘Marketing Mix’, Accessed on: 14 November 2017, Accessed from: https://economictimes.indiatimes.com/definition/marketing-mix
Tnooz, 2017, Urban Adventures, Accessed on: 14 November 2017, Accessed from: https://www.tnooz.com/article/tlabs-showcase-urban-adventures/
Tour Radar, 2017, Compare Intrepid Travel vs. Peregrine, Accessed on: 14 November 2017, Accessed from: https://www.tourradar.com/q/intrepid-vs-peregrine
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