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Cirque du Soleil - Case Analysis Charlotte Busine

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					 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 strategy
                Opening 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 price
          Every 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 phenomenon
Rapid 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

				
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