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HC3141 International Strategic Management Assignment - Strategic Company Report, Holmes Institute, Australia
Purpose: The group needs to identify a company (Australian Company only) in any industry of your choice and examine the environment they have been operating and their growth strategies. This assignment aims at demonstrating theoretical and practical knowledge towards identifying various strategic adopted by companies in a global environment.
Answer - Strategic Company Analysis
Introduction
Company Overview
Since 2005, Intro Travel is providing life changing experience to people of age 18 to 40. Within a very quick span of time, the company has able to top the favourite list of people who have chosen this specific tour operator (Introtravel.com. 2019).
The reviews of the organisation clearly depicts that the organisation is able to provide service as per the requirement and preferences of the service users.
The organisation specifically arranges holistic tours to countries such as Australia, Bali, Thailand, Vietnam, Sri Lanka and Cambodia. It's an award winning company which has served its customers as per their claims and has achieved their trust firmly which makes it more popular among its clients.
SWOT Analysis of Intro Travels
Strength
Intro Travel strive to provide premium class service as is proven by positive reviews on the internet by multiple happy customers.
Weakness
The destinations of tourism being well known attract a huge crowd to these said locations so this results in the unavailability of tours and hotels for the same.
Opportunity
Asia being very close, Australia a lot of Asian tourists visit and travel here. Asian people spend a lot of money while travelling which is good for the industry and the Australian economy.
Threat
The major source of threat is the destruction of the natural aesthetics and beauty due to climate change and massive carbon emissions.
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DEPEST Analysis
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Demographic
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There is significant shift age structure, family profiles education and also the increasing diversity (Richins, 2000)
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Economic
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The changing policies with the successive change in the government determine the economic trend.
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Political and legal
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Agencies, institutions and laws of the land influence the marketing actions.
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Environmental
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Australia has a rich biodiversity and thus attracts more tourism
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Social
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The Australian tourism sector is dependent on both material and non-material cultures
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Technological
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Health tourism is a significant factors which increase the rate of visitors in the country for it has advanced technological amenities
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Competitive Advantage of Intro Travels
Holistic approach
Tours in developing Countries
Pattern of travel
Holistic approach: Unlike many of its competitors in Australia, Intro Travels ensures a life changing holistic experience of Travel instead of adventure tourism. The organisation arranges programme which help individuals to experience nature with a different approach.
Tours in developing Countries: Intro Travel has a smart strategy of business. In order to attract more service users, the countries where the company operates for tourism are mostly developing countries which make the traveling experience cost efficient for the customers.
Pattern of travel: The company is also significantly known for its traveling schedules and pattern. It ensures that all its service users are able to get a wholesome experience of place or the country that is visited by the both the rural culture and the urban culture of the countries are introduced by the company so that the customers are able to understand the cultural diversity that pertains in a single land which makes it more interesting for the service users unlike many of its rivals who only focus on some specific area.
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Generic Strategies of Porter's in respect Intro Travels
Firstly, the reduced cost of travel increases the possibility of more profit due to the availability of more service users (Yin, 2016).
Secondly, the market share remains significantly higher comparatively to the other organisations which are competitors of Intro Travels.
Growth strategies of Intro Travel
Organisational focus on Ansoff Matrix.
The organisation targeting different geographical market and analyse the preferences and requirements of the customers.
PESTLE analysis to identify the various opportunities and threats that are important for the organisation.
Developing a healthy and potential market through in-depth market segmentation.
Conclusion
In context to Intro Travel it can be deduced that the organisation unlike many of its rivals are offering holistic experience to its customers and deeply focused on giving them a whole experience.
In fact, the market development strategy and the best price vale strategy used by the organisation has led the organisation to be more productive in its approach. In fact, it has led the company to flourish and attain a significant position in the market.
Considering and discussing with an in-depth approach about the various aspect of marketing and strategies of tourism in Australia, it can be deduced that one of the significant factor which determines the business is the macro environment factors and its existing situation.
The response of the organisation towards the macro environment factor determines the success rate of the organisation.
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