Rhetorical Analysis Of I Have A Dream Speech - 1601 Words

Martin Luther King Jr. gave a speech titled â€Å"I Have a Dream† on August 28, 1963, at the Lincoln Memorial, Washington D.C. In this speech, Dr. King is trying to persuade all races specifically Blacks and Whites to take action in order to gain freedom and harmony in the community. He tries to do this by using different techniques to appeal to his audience. It is shown that he uses pathos or emotional appeal throughout his speech. Also there are clear signs of logical appeal which is called logos. In addition, to logos and pathos, Dr. King uses ethical appeal to strengthen his argument. One of the key main techniques that Dr. King uses is figurative language which gives his speech more emphasis on why action is needed. The first technique†¦show more content†¦MLK furthers his argument by then taking a different approach to his audience and switches to logical appeal. As his speech continues the speaker talks about specific dates that happened up until his speech. In the speech, Martin Luther King Jr. talks of the Constitution and the Declaration of Independence. The Constitution and Declaration declared that â€Å"all men, yes, black men as well as white men, would be guaranteed the â€Å"unalienable Rights† of â€Å"Life, Liberty, and the Pursuit of Happiness. (MLK speech pg1)† However, instead of letting blacks and whites live as equals blacks are treated as if they are inferior to whites. Dr. King says â€Å"Instead of honoring this sacred obligation, America has given the Negro people a bad check, a check which has come back marked â€Å"insufficient funds. (MLK speech pg1)† He doesn’t suggest that the Negro community just gives up and accepts this â€Å"bad check†. Instead of giving into this injustice he says, â€Å"We refuse to believe that there are insufficient funds in the great vaults of opportunity of this nation. And so, we’ve come to cash this check, a check that will give us upon demand the riches of freedom and the security of justice.(MLK speech pg1)† He doesn’t want the Negro community to take this injustice and do nothing about it. There has been extreme segregation and segregation between the Blacks and Whites. There are â€Å"Whites Only† bathrooms and restaurants that blacks can’t evenShow MoreRelatedRhetorical Analysis Of I Have A Dream Speech924 Words   |  4 Pagesis his â€Å"I have a dream† speech. The reason â€Å"I Have a Dream† speech made massive impacts, is due to It struck directly into the hearts of Americans both black and white making America realize just wh at is really going on in this world. King informed people about racial equality and fairness. This speech hit home so well just by the way he structured his speech. You can notice that MLK structures his speech to appeal to the different types of audience, supporting it with the three rhetorical modes;Read MoreRhetorical Analysis Of I Have A Dream Speech752 Words   |  4 Pages28, 1963 At the Lincoln Commemoration 200,000 individuals accumulated after the Walk on Washington. This is the place Dr. Martin Luther conveyed his discourse I Have a Dream to America. He talked about the treacheries of isolation and separation of African Americans that was occurring in our country. In his first explanation he stated, I am happy to join with you today in what will go down in history as the greatest demonstration for freedom in the history of our nation. In this announcement heRead MoreRhetorical Analysis Of I Have A Dream Speech1198 Words   |  5 PagesThe, â€Å"I Have a Dream† sp eech given by Dr. Martin Luther King Jr. is arguably the most emotionally moving and persuasive speech of all time. But, to understand the speech one must first understand the context. At this time, the slave era was far gone but, not forgotten. Negro men and women were still experiencing segregation in the 1960’s. There was negro bathrooms, negro schools, negro water fountains, and even negro restaurants. Martin Luther King Jr. was an influential black man who took on theRead MoreRhetorical Analysis Of I Have A Dream Speech1058 Words   |  5 PagesMartin Luther King Jr’s â€Å"I have a Dream† demonstrates the combination of the rhetorical appeals to support his argument for equality and social justice because he draws attention to the past history of America’s Injustice and oppression towards black Americans. One of the explanations that the I Have a Dream address by Martin Luther King Jr. is memorable is that it contains a superb balance of Aristotles 3 rhetorical appeals: attribute, pathos, and logos. Ethos is associate charm to authorityRead MoreRhetorical Analysis Of I Have A Dream Speech1061 Words   |  5 Pagesleader in the Civil Rights Movement. He is widely known for his speech that took place on 28 August 1963, â€Å"I Have a Dream.† This speech aimed toward the entire nation. King’s main purpose in this speech was to convince his audience to demand racial justice and for them all to stand up together for their rights. In this speech, King uses emotional and logical appeal to gain the audiences support. He applied many rhetorical devices to his speech to connect with the audience’s emotions, and to logicallyRead MoreRhetorical Analysis Of I Have A Dream Speech900 Words   |  4 PagesThe speaker of this essay that I will be writing about is Martin Luther King Jr. He was born on January 15, 1929, in Atlanta, Georgia at his family house. He was an American Baptist minister and activist who became the most visible spokesperson and leader in the Civil Ri ghts Movement. Martin Luther King Jr. was a great American, worked for civil rights in the United States in the 1950s and 60s. He became so popular and well liked that he was hated just as intensely by those who disagreed with theRead MoreRhetorical Analysis Of I Have A Dream Speech865 Words   |  4 Pagesin history. Throughout his speech, King employs many rhetorical devices that further his appeal for civil rights. King establishes his credibility as soon as he steps to the podium. King, an American civil rights activist and leader, was already known by the American people for his leadership throughout the civil rights movement. His leadership role as a civil rights activist asserts his message as credible and true to the American people. King’s â€Å"I Have a Dream† speech addresses the grueling topicRead MoreRhetorical Analysis Of I Have A Dream Speech768 Words   |  4 PagesBrandon Lim CU English 9/29/17 P:2 Using a variety of rhetorical devices, Martin Luther King Jr’s purpose of his â€Å"I Have A Dream Speech† takes a huge step for black americans by voicing the opinions of the people in a civil, non violent manner. He’s a role model for future activists to present the point clearly without hostility or anger, but with a firm tone and many of rhetorical devices. Dr. King gives the speech to help his cause of nonviolent activism against segregation and in favor of civilRead MoreRhetorical Analysis Of I Have A Dream Speech901 Words   |  4 PagesOne of the most acknowledged Civil Rights activists in this history of the United States, Martin Luther King, in his empowering speech, â€Å"I Have a Dream,† proposed his desire for racial equality across the globe in a strong-minded manner. King’s purpose for both writing and orally publishing this speech at the March on Washington affair was to motivate his audience into demanding racial justice and an amalgamated society for all people. He acquired a shameful but dedicated tone as he described theRead MoreRhetorical Analysis Of I Have A Dream Speech1018 Words   |  5 PagesI Have a Dream by Dr. Martin Luther King Jr. Cruelty, inequality, death, sorrow, misery. All words to be associated with the hardships Dr. Martin Luther King Jr. passionately describes in his I Have A Dream speech. King, an activist and civil rights leader gave an empowering speech on August 28, 1963 in Washington D.C. Millions of hearts were touched and inspired to fight for their rights(â€Å"American Rhetoric: Martin Luther King Jr.†). This speech is aimed towards every race in a different specific

Roman Ethnography Bias Of The Roman Empire - 1014 Words

Roman Ethnography: Bias of the Roman Empire The Roman ethnographies, interpretations of outside cultures, on the tribes people they encountered during the Empire’s expansion reveal more about unique Roman characteristics than the characteristics of the barbarian tribes. The Roman Empire was vast, densely populated, and militarily, politically and socially sophisticated. This structure created shared customs, religious beliefs, orders, values, and goals for all Roman citizens. During the Roman Empire’s expansion, Roman historians wrote ethnographies about the different foreign tribes of people encountered. The shell-shock of hearing and experiencing new and different cultures for the first time contributed to the Roman bias found†¦show more content†¦A similar view can be found in Strabo’s ethnography when he describes the tribe’s people of Gaul as barbaric and exotic due to their custom of hanging the decapitated heads of their enemies around thei r horses necks after a victorious battle (Strabo 12). Both Strabo and Ammianus insinuate that the tribes violent cultures result from their exotic customs and gruesome characteristics. These prejudice undertones are born out of the Roman value of mos maiorum (the way of the elders). The Romans avoided change and valued keeping old traditions and customs passed down from previous generations; to illustrate, Strabo and Ammianus were prejudice towards the lack of uniformity and continuity of the tribes peoples strange customs and differing characteristics. Prejudice is only one of the ways we can see Roman bias in these ethnographies. Throughout their observations of the Gauls and the Huns and Alans, both Strabo and Ammianus have a Roman agenda implicating the supreme values and status of the Roman Empire to Roman readers in order to bolster their ethnocentrism . When referring to the Celtic people (tribes of Gauls), Strabo reveals the ethnocentrism of the Roman Empire, â€Å"At the present time, they are all at peace, since they have been enslaved and are living in accordance with the commands of the Romans who captured them, but it is from the early times that I am taking this account of them†¦Ã¢â‚¬  (Strabo 4).Show MoreRelatedAgricola and Germania Essay1604 Words   |  7 Pagespurposes: The Agricola is a eulogy praising Tacituss father-in-law, and commander of Britian, Agricola. The Germania is an ethnography on German people. Both stories are told through the eyes of Tacitus as he indirectly criticizes Roman politics and society. His reason for snaking in these criticisms in such a crafty manner had b een due to his friendship with high ranking Roman officials whom he did not want to upset. His criticisms were derived from his experiences with Agricola, speeches given byRead MoreRastafarian79520 Words   |  319 Pagesto the world. Later I will return to these issues and will demonstrate how they contribute to the routinization of Rastafari in Jamaica. The nature of this book dictates a heavy reliance on documentary analysis. My focus is interpretation not ethnography. Therefore, I have not sought to generate primary data on the movement but to analyze and re-analyze the growing body of scholarly and popular literature on the movement, including sociological and anthropological studies, biographies, monographsRead MoreContemporary Issues in Management Accounting211377 Words   |  846 Pagesthe assumed atomistic behaviour of organizational participants using accounting disciplinary mechanisms. Correspondingly, Tinker et al. (1982: 191) argue that management accounting is implicated in the perpetuation of a ‘neoconservative ideological bias’, playing an increasingly important role in the allocation of resources throughout society. These writers are particularly critical of a lack of overt awareness of the social and political forms of power enmeshed in, and garnered by, this approach

McDonough’s Purpose in Writing the Book Free Essays

Of all of the events in American history, few would argue that the Civil War is the most debated, written about and discussed event. While it is beyond the scope of this research to pinpoint the all of the reasons why the Civil War still captures the imagination of historic scholars to this very day, but it is possible to take one of the many books written on the topic and provide a thorough review. In this research, Shiloh-In Hell before Night by James L. We will write a custom essay sample on McDonough’s Purpose in Writing the Book or any similar topic only for you Order Now McDonough will be the work reviewed from several different vantage points. McDonough’s Purpose in Writing the Book. It would be easy to simply say that McDonough’s purpose in writing his book was to depict the people and events of one of the bloodiest battles of the Civil War, which took place in the Tennessee Valley on April 6, 1862, when hundreds of thousands of Union and Confederate troops clashed, fought and died (McDonough, 1977). Upon a closer reading of the work, however, a larger purpose becomes apparent. Within the pages of the book, McDonough uses the writing style of the great fiction writers of all time to create an historic account that reads like a novel. Moreover, through the use of quotes from many of those who were involved in the battle, these people come back to life in a way and tell their own story, lending credibility and accuracy to the work. The Main Argument of the Work James L. McDonough’s main argument in this work is that the Civil War was not just a series of battles, wins and losses, but rather was a struggle for opposing people to try to direct a way of life for everyone to follow. He does this by using actual quotes from the main individuals involved in the battle of Shiloh which show how they felt and what lengths they would go to in order to put forth those beliefs. Was the Goal of the Book Accomplished? Generally speaking, the goal of the book was accomplished in that McDonough was able to make the point that even in defeat, there is honor to a certain extent, and also that the cause of the Confederate States of America was as much a commitment to the preservation of a way of life that had existed for generations and hundreds of years as much as it was a fight to break away from a government that was seen as oppressive and dictatorial. McDonough, in his vivid characterizations and flowing style, makes the point that even when a decisive victory is not gained, even the act of fighting for one’s beliefs is in itself a form of victory. By doing this, McDonough shows that the Civil War was a far more complex event in American history than simply two sides fighting to win battles. This most certainly contributes to the ongoing fascination with the Civil War that was mentioned as this research began, and it is authors like McDonough that both satisfy the reader’s thirst for more information about the Civil War and sparks additional interest at the same time, which is quite a feat for any book about any historic period. Strengths/Weaknesses of the Book In fairness, McDonough’s book has its share of relative strengths and weaknesses which became clear in reading the book and are worthwhile to present and discuss in this review. An overall strength of the book which became apparent from the very first paragraph was the realization that this was not the usual, dry historic text. Rather, McDonough took on a narrative style that made the presentation of the necessary elements of any historic account something that the reader would in fact look forward to reading, and as such, the more that was read, the more that was learned. In this sense, it could also be cited as a strength that this book serves to educate, as well as entertain the reader. Weaknesses also exist in the book. Understandably, McDonough wrote the book from a southern point of view, and while there is no way to ethically change the result of the battle- a Confederate retreat which can fairly be seen in retrospect as a defeat- it is fair to say that McDonough’s narrative style and attempt to make the key players in the battle come to life tends to glorify even those who ultimately failed to perform up to standards in the battle, and of course, in the end, were not victorious. This is not to say that McDonough distorted any facts, but he did tend in some ways to over dramatize unsuccessful leaders like Beauregard and others. Is McDonough’s Book a Valuable Contribution to the Study of the American Civil War? In conclusion, the remaining point to be discussed is whether or not McDonough’s book is a valuable contribution to the study of the Civil War. The point has already been made that the book is able to both provide information and spark a desire to learn more, all in an entertaining and vivid style. Also, it was discussed that McDonough was able to convey something far beyond history- the mindset and tradition which led to the Civil War and inspired thousands on both sides of the conflict to make the ultimate sacrifice for their beliefs. Based on all of this, it can fairly be said that this book is a valuable study of the Civil War, for anytime that facts and figures from the past can be brought to life and spark the imagination of the reader, the work is most worthwhile, and this work is no exception. Therefore, in closing, let it be said that Shiloh-In Hell before Night, decades after its publication, is still deserving of high continued review. Works Cited McDonough, James Lee. 1977. Shiloh: In Hell before Night. Knoxville: University of Tennessee Press. How to cite McDonough’s Purpose in Writing the Book, Papers

Shearwater Case Study free essay sample

Shearwater Adventures is an adventures tour operator in Victoria Falls, Zimbabwe. It specializes in rafting, canoeing, and kayaking on the Zambezi River. This river is the fourth largest river in the African continent. The company grew to dominate the â€Å"Adventure† market in Victoria Falls. As a result of this expansion, Shearwater Adventures became the most well known adventure-tour operator in the continent of Africa. This expansion occurred while the company was under the leadership of Robert Allen who joined Shearwater ten years ago. He began as a photographer with friend Mark Davis taking pictures and videos of the rafting trips. He went on to become Chief Executive Officer (CEO) after Davis’ departure. Shearwater was number one in the market. Regardless of their dominance in the Victoria Falls area and their position as leaders in the market, Shearwater adventures had to face the competition. They had to continue dominating while maintaining their reputation as a successful and profitable outdoor adventures operators. To achieve their established goals, Allen Roberts and his management team created different strategies in order to compete efficiently and to maintain their leader position. QUESTION 1: The fundamental strategies in 2006: First of all, the company was counting on its name and reputation since the word of mouth played an important role in new sales. Also, the goal of the Shearwater Adventures was to achieve repeat bookings from satisfied customers, maximize profit and increase their market share. Shearwater Adventures established partnerships and acquisitions with leading Tour Operators such as Jenman African Safaris to boost their reputation and to gain business. Acquisitions that have increased their competitive scope and profitability in the long run. Advertising is obviously key to attracting tourists who are confused about their choice concerning an adventure activity. The continuation of an advertising program was primordial for the company. The fundamental fact of their success and strength that made the company is the level of differentiation. Indeed, in comparison to their competitors, Shearwater Adventures differentiate themselves by offering far more activities than the competitors. This allows customers to have a wide range of choices from rafting trips to lion encounters. Meanwhile, most competitors offer more or less 3 options: white water rafting, boating and elephant riding. By offering more than the competitors, Shearwater created a competitive advantage by bringing customers what competitors could not. As a result, Shearwater remains a leader in the market and competitors will have no other choice than to design and create a new adventure. Otherwise, they could also copy Shearwaters products and services. In addition to its several activities, Shearwater offers packages allowing customers to choose from a selection of activities for one price. Through a differentiation strategy, and by distinguishing itself, Shearwater obtained a competitive advantage. This allowed Roberts to maintain his position in the market. As a result of these strategies, from 2004 to 2006 the number of guests increased from 26,351 to 41,868 as well as the revenue. QUESTION 2: Perform a 5-forces analysis of Shearwater’s competitive environment. FORCE 1: Rivalry among competing sellers The industry is ranges from around $400 $500 million, however this industry is fragmented: that is to say, it is spread worldwide in relation to areas offering the chance to perform such activities. There are many competitors: Over 40 areas of activities (i. e. kayaking, safari trips, extreme sports). Locations are all over the world and there are over 250,000 operators that compete in the same â€Å"outdoor activity† market. Yet, operators, such as Shearwater, focus on the local level when it comes to competing. Zimbabwe’s political and economical instability. Though Zimbabwe’s tourism had declined by 75% and inflation was at 1,200% Shearwater continued to be the market leader in the area with an 80% share market. It had managed to increase sales by 22 and 39% percent in the last couple of years. Shearwater dominates in Victoria Falls and become the most well known adventure tour in all of Africa. Even though Shearwater is the leader, companies have partnered up in acquisitions, associations and networks with other businesses in order to increase their market share. Rivalry among competitors is high. FORCE 2: Threat of New Entry For small businesses to enter the industry, the cost may be as low as $20,000 for a single activity operation. For larger, full-service operations a large entry cost of $200,000 is estimated. It may be difficult to start an operation in the U. S. because of cost of permits and government, state or municipal regulations. However, installing a new company is Southern Africa (for example Zimbabwe and other surrounding countries) is quite feasible for new operators in the market. We must continue to take into consideration the current economical and political instability of Zimbabwe for those organizations attempting to enter this market There is a certain â€Å"Experience Curve† path that a new company may experience. It is important for management to be thoroughly aware of every detail concerning operations and financial matters, as well as the local market. This experience may take some time to acquire. On top of that, a new competitor should realize that it would be competing with other brands (especially Shearwater) that have an already established notoriety, a client list and advertising distributors. Threat of entry is relatively moderate. FORCE 3: Threat of Substitute Products This is an â€Å"Outdoors/ Extreme Activities† Market. The necessary ingredients to create this service involve irreplaceable factors such as: waterfalls, natural water rapids, mountains, fresh air, nature, scenery, etc. There are new activities that may be though of, however those would go directly into competition, and would not be considered as substitutes. Threat of Substitute Products is low. FORCE 4: Bargaining Power of Suppliers The nature of the service supplied is not a commodity, and cannot be reproduced or duplicated. Even though suppliers reach the 250,000 mark worldwide, these operators are vastly spread out concerning the nature of the activity. White water rafting for instance, requires a location with a water body, waterfalls, rapids, wild outdoors settings and beautiful sceneries, among other things. The company can only go as far as supplying the equipment needed to ride these waters. The only way operators may integrate backwards is if they decide to produce their own equipment and trained professionals. However, this would only be a good strategy if the costs were less than what they already pay to suppliers. Given the type of activity offered, there is a small chance of supply shortage. The Bargaining Power of Suppliers is moderately high. FORCE 5: Bargaining Power of Buyers The demand for this industry is moderately sized. The target age in the industry was from mid 40’s to early 50’s. These people had the drive to stay â€Å"young at heart† and the available income to fulfill these desires. Until recently, the media has created an awareness of adventurous locations, and their desire to explore them increased. They may only integrate backwards by buying their own equipment and training themselves on outdoor skills. However, since most of the consumers are over the age of 40, this seems to be a bit of a challenge. Although Shearwater advertised locally and partnering with tour operators, the local community seems to have a certain amount of power over the promotion of this company. It has progressively gained notoriety, and Roberts should be mindful that should he upset the community, they may bad mouth his business. The Bargaining Power of Buyers is moderate. QUESTION 3: What are the KSFs for competing in the Extreme Adventure Sporting Industry? There are several variables that have had a direct impact on the effectiveness of Shearwater’s business. The specific factors that underlie the success of Shearwater Adventures are: Brand Recognition. The company relied on its name to achieve their goal of repeat bookings, and cooperation with other companies (e. g., tour operators) for cross-selling opportunities could offer them a higher probability to gain exposure and business. Strong Leadership Management: Mike Davis and Allen Roberts were excellent entrepreneurs. Their leadership, particularly Roberts’ role as Shearwater’s CEO after Davis left, played a critical role in enabling Shearwater to dominate the outdoor adventure market. Favorable Destination: Opening an outdoor adventure company in the United States is difficult due to the cost of permits, so opening an adventure operation in South Africa was more attractive and cost-effective. Strategic Partnerships: Strategic partnerships played an important role in Shearwater’s successful growth, since â€Å"Industry leaders were partnering through acquisitions, organized associations, and reseller networks in order to increase repeat bookings from satisfied customers. † Strategic Advertising Marketing: Their goal was to target and direct customers at the start of their vacation. Shearwater engaged in intense local advertising to attract a large number of newly arriving tourists who had not chosen an adventure. This allowed it to attract a large share of newly arriving, non-committed tourists. Variety of Activities Offered: Larger variety of outdoor adventures activities was a strong differentiation for Shearwater. Most competitors had a limited number of activities, making Shearwater superior in the local market. Companies that could offer a variety of activities had a much higher probability of gaining repeat business. Pricing Strategy: Bundling activities that allowed customers to choose from a selection of activities for one price was highly attractive and added to the company’s value and success. Cross-Selling Opportunities: Shearwater’s expansion into related business activities, like tourist transportation, lodging, and video photos, allowed the company to cross-sell and increase its sales revenue through these related business segments. Community Support: Support from locals was also an important reason for the company’s success, as it added credibility to the company. It enabled smooth operations for Shearwater, increased its reputation, and thus increasing its strength in the industry. Skilled Qualified Team: Through Allen Roberts’ leadership, he continued to build a solid management team due to his knack for attracting the right person for the right job. These 10 Key Success Factors have contributed to the growth and success of Shearwater Adventures, and has continued to make them a current market leader in the outdoor adventures industry in the Victoria Falls area. 4. SWOT Analysis Strengths: Located in the touristic area of the Victoria Falls, Zimbabwe Shearwater is considered to be the giant leader of the area (with 80% market share), in fact leader of all Africa. Company driven by a knowledgeable and experienced  manager, Allen Roberts â€Å"Industry image†, extreme sports are seen as a way to enjoy time away from hectic lives (average age of customers between 40s and 50s) Shearwater Adventures LTD. offers a wider range of activities then competitors (at least 11 activities against 3 for competitors) Possibility to organize both individual trips and packages (e. g. â€Å"Ticket to Adventure† package, where you can make huge savings and choose what you want to do and when) Strong local level awareness, â€Å"Word Of Mouth† has helped increase sales Entertainment Media helps increase popularity of the industry (Fear Factor, ESPN, Survivor etc. Improved equipment quality Weaknesses: Although Shearwater Adventures have 80% of the market share, competition is tough enough for company to worry about continuing market domination while maintaining its reputation as a â€Å"successful outdoor adventures operator† The company clearly has a tight budget, â€Å"Roberts and his management team had already cut Shearwater’s expenses to the bone and had given up their company cars for motorbikes†. Weak global level awareness, as companies looked to grow their market share and increase customer base on a local level (global level seemed ore of an obstacle) It appears that outdoor activities companies must deal with aging equipment and older owners when company reaches its maturity Opportunities: The Shearwater Adventures LTD. can link up with international travel companies for purposes such as gaining international awareness and prepaid guaranteed reservation Implement a better advertising plan for repeat bookings and cross-selling Maybe the business should consider acquiring other companies? Creating a new venture to attract a younger crowd Threats: Zimbabwe’s economical and political instability has caused a 75% decrease of the country’s tourism and inflation was 1200% causing prices to double every 22 days Competitors might offer a wider range of activities as it is relatively inexpensive and there are enough ventures to copy Shearwater or add new adventures 5. Provide recommendations concerning Shearwaters future strategy As we know Shearwater is already the leading company in the adventure/extreme industry for the contient, logically, the main question will be how to improve when you are already the number one or at least, how to stay number one? Buying Companies the idea of buying companies was from Allen Roberts himself and was, from my point of view, one of the most intresting. Buying companies allow you to kill the competition (within the area) and in the meantime to increase your market share by absorbing the competitors. In the other hand Shearwater will need a substantial amount of money for this type of investments, money that they may not be able to collect. Despite the financial factors, integrating competitors to the company will allow Mr Roberts to create his own rivalry in the Victorias fall area, allowing to expend, generate more revenues while controlling the all business. Targeting Market Segment The actual targeted segment, people who are â€Å"mid 40s to early 50† are certainly interested in lion encounter or safary but maybe less by more extreme sports such as kayaking or rafting. By focusing on this market segment they completely forget generation who grew up witth that kind of sports. Enhance by the media and famous energy drinks ( https://www. youtube. com/watch? v=mFo-HKKOsXchd=1 ) adventure or extreme sports have become a very important trend for the 20-30 years old. It would be a shame to miss such an opportunity to increase the market share when the only effort you have to make is to make people aware of your complex. Developing the companys assets A wide range of activities, affordables prices, but do they really focus on the essential? People around 50 are attracted by this healthy way of living so why dont they develop a healthy/fitness programme. Mixing sports and dietetic/healthy food as it is the trend nowdays. This strategy is using the current assets of the company in a different way that could be a lot more appealing for customers. Worldwide vision Advertising on a local/national level would be useless for Shearwater as it is already recognize as the number one. What they neeed is a worldwide vision, let people know that they are providing one of the best experience in the adventur industry, and if people are not interested in sport why wont they come for the location in itself. The use of new type of communication such as facebook twitter or threw sponsors (Red bull, Monsters.. ) have already helped the cause of extreme sports and pointed out the fact that people are more than intrested in that kind of leisure. Be a precursor In every single industry, leading companies overcome difficulties by creating their own product and/or creating the demand. In the past few years a lot of new sports have immerged, creating one, could be the chance of an international recognition and healthy finance. Their status of number one is not immutable, they should use their monopoly on the market to create what they think would be the adventure industry of tomorrow. As a reminder, the main question of the case study was â€Å"how to continue to dominate the market while maintaining the reputation as a successful outdoor adventures operator†. The difficulty of chosing a strategy is emphasis by their status of number one, with no comparable company all over the continent the only reasonable choice seems to completely create the wanted path. They got the recognition, the infrastructures as well as a strong leadership. By having a step ahead of the competitions they can maintain their reputation but for how long? To conclude, strenghen by their position, they should choke the competition by redifining what aventure industry means in their own words.