Analysis On The Internationalization Strategy Of“Brickell Travel Management”

The world is moving fast towards unification,and what started once as globalization has already become a term of the past.Technology has been the major cause of this rapid movement,and has made distances shorter to the point where neighbors could see each other less than people living in countries in opposite locations of the world.The speed at which the information travels has increased and the internet has made it possible,not only the speed but also the quantity and quality of that information.Thus,being so accurate to call these days as the “Information Age”.The travel industry has also face thousands of changes in the last decade due to the same influencing factor.Not only in the traveling activity of the passengers,but also in the way these services are consumed by clients and the behavior of the customers towards the product.The competition among the players of this industry has increased dramatically due to the ease of internationalization,and the imminent expansion of “Born Global” businesses;as the Travel Agencies are by the nature of their activities.This paper intends to breakdown the forces impacting this industry and the major challenges for the companies to remain competitive in international territories.The research will be guided by the key points of the current internationalization strategy of Brickell Travel Management(BTM)in the European region,and the analysis of the internal and external variables to understand the weaknesses and the strengths of BTM.The study aims to suggest a set of recommendations to improve the current internationalization strategy in this continent and provide BTM with a stronger vision of the threats and the opportunities given by the fast-changing environment.Small Start Ups in the travel industry have achieved rapid success due to the quick innovation in the technological field and adaptation to the customer needs,understanding the environment and moving faster than the rest.Similarly,big companies should leverage on their solid positioning,client base and resources to advance with more force and better strategies to take the lead on disruption before being disrupted.