CIRQUE DU SOLEIL CASE ANALYSIS GEB 5878 Charlotte Busine
-
Upload
claire-pittman -
Category
Documents
-
view
66 -
download
0
description
Transcript of CIRQUE DU SOLEIL CASE ANALYSIS GEB 5878 Charlotte Busine
CIRQUE DU SOLEIL
CASE ANALYSIS
GEB 5878 Charlotte Busine
Outline
Cirque du soleil Business of Cirque du Soleil SWOT Analysis Keys of success – Strategic decisions Summary
2/18
Cirque du Soleil
Created in 1984 by Guy Laliberté & Daniel Gauthier
Major Canadian entertainment company New approach of the circus called “New
American Circus”
“mix of circus arts & street entertainment” “wild costumes, “magical” lighting & original music”
3/18
Cirque du Soleil: Facts
4000 employees worldwide
+/- 90 millions spectators
> 200 cities on 5 continents
2009 = 19 shows simultaneously
4/18
Business of Cirque du Soleil
Dual visions artistic & commercial Highly profitable company Cirque du Soleil’s niche = « adult market for
live entertainment » Recent increase of product range
5/18
Business of Cirque du Soleil
Lifecycle strategyOpening in Montreal
North American Tour
European & Asian tour
Permanent shows
6/18
Business of Cirque du Soleil
Pricing strategy- Huge success shows generally sold out- Sophisticated entertainment higher quality
Soleil tickets = higher priceEvery seat sold at full price
no discount or free entrance for children
7/18
Business of Cirque du Soleil
Majority of revenues = ticket sales Rest = sponsor partners & concession sales
8/18
Business of Cirque du Soleil
Absence of animals & diminution of risks taken by performers
Reduction in expenditures
9/18
SWOT Analysis
Strengths Unique shows, status of a non-circus show
Leader on the market High quality Original concept, dreamlike themes Strong corporate image & identity
(“sophisticated & new form of entertainment”) Permanent & touring shows Production diversity Absence of animals
10/18
SWOT Analysis
Weaknesses
No permanent show outside the US Important investments Continuity in themes of shows Performers’ anonymity No place for “big name acts”
11/18
SWOT Analysis
Opportunities
Diversify themes Establish permanent shows in other
continents Offer more affordable tickets for children
12/18
SWOT Analysis
Threaths
Competition from opera, dance, and circus shows
Competition from the Pickle Family Circus & Big Apple Circus
Phenomenon “Soleil” becomes blurred
13/18
Keys of success – Strategic decisions
4 strategic decisions Cirque du Soleil’s niche
Adults live entertainment New & innovative concept
reinvent the circus art High quality & sophisticated shows
particular pricing Brand value created by the phenomenon
14/18
Summary
Cirque du Soleil’s concept = revolutionary Good strategic decisions
Creation of a phenomenonRapid growth over the 25 years of existence
Cirque du Soleil = success story highly profitable company
15/18
Thank you for your attention
17/18
QUESTIONS ???
17/18
References
Matt Williamson, « Even a Clown Can Do It: Cirque du Soleil Recreates Live Entertainment , » INSEAD-EAC, March 2002.
About Cirque du soleil. Retrieved May 25, 2009, from http://www.cirquedusoleil.com/en/about/intro/intro.asp
Did you know? Retrieved May 25, 2009, from http://www.cirquedusoleil.com/en/about/faq/faq.asp
Cirque du soleil. Pictures retrieved May 25, 2009, from http://www.cirquedusoleil.com/
Swot Analysis. Retrieved May 25, 2009, from http://www.netmba.com/strategy/swot/
18/18