Shearwater Case Study

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Shearwater Adventures Ltd.
Case Study Analysis

INTRODUCTION

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 “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

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