cirque du soleil - case analysis charlotte busine (1)

7/21/2019 Cirque Du Soleil - Case Analysis Charlotte Busine (1)

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Outline

Cirque du soleil

Business of Cirque du Soleil SWOT Analysis

Keys of successStrategic decisions

Summary

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Cirque du Soleil

Created in 1984 by Guy Lalibert & 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 music3/18


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Cirque du Soleil: Facts

4000 employees worldwide

+/- 90 millions spectators

> 200 cities on 5 continents

2009 = 19 shows simultaneously

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Business of

Cirque du Soleil

Dual visions artistic & commercial

Highly profitable company

Cirque du Soleilsniche = adult market for

live entertainment

Recent increase of product range

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Business of

Cirque du Soleil

Lifecycle strategy

Opening in Montreal

North American Tour

European & Asian tour

Permanent shows

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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

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Business of

Cirque du Soleil

Majority of revenues = ticket sales

Rest = sponsor partners & concession sales

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Business of

Cirque du Soleil

Absence of animals & diminution of risks

taken by performers

Reduction in expenditures

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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

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SWOT Analysis

Weaknesses

No permanent show outside the US

Important investments

Continuity in themes of shows

Performers anonymity

No place for big name acts

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SWOT Analysis

Opportunities

Diversify themes Establish permanent shows in other

continents

Offer more affordable tickets for children

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SWOT Analysis

Threaths

Competition from opera, dance, and circus

shows

Competition from the Pickle Family Circus &

Big Apple Circus

Phenomenon Soleil becomes blurred

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Keys of success

Strategic decisions

4 strategic decisions

Cirque du Soleilsniche

Adults live entertainment New & innovative concept

reinvent the circus art

High quality & sophisticated showsparticular pricing

Brand value created by the phenomenon

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Summary

Cirque du Soleils concept = revolutionary

Good strategic decisions

Creation of a phenomenonRapid growth over the 25 years of existence

Cirque du Soleil = success story

highly profitable company

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Thank you for your attention

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QUESTIONS ???

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References

Matt Williamson, Even a Clown Can Do It: Cirque duSoleil Recreates Live Entertainment , INSEAD-EAC,March 2002.

About Cirque du soleil. Retrieved May 25, 2009, fromhttp://www.cirquedusoleil.com/en/about/intro/intro.asp

Did you know? Retrieved May 25, 2009, fromhttp://www.cirquedusoleil.com/en/about/faq/faq.asp

Cirque du soleil. Pictures retrieved May 25, 2009, fromhttp://www.cirquedusoleil.com/

Swot Analysis. Retrieved May 25, 2009, fromhttp://www.netmba.com/strategy/swot/

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cirque du soleil - case analysis charlotte busine (1)

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