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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

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CIRQUE DU SOLEIL CASE ANALYSIS GEB 5878 Charlotte Busine

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  1. CIRQUE DU SOLEIL CASE ANALYSIS GEB 5878 Charlotte Busine

  2. Outline • Cirque du soleil • Business of Cirque du Soleil • SWOT Analysis • Keys of success – Strategic decisions • Summary 2/18

  3. 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

  4. Cirque du Soleil: Facts • 4000 employees worldwide • +/- 90 millions spectators • > 200 cities on 5 continents • 2009 = 19 shows simultaneously 4/18

  5. Business of Cirque du Soleil • Dual visions  artistic & commercial • Highly profitable company • Cirque du Soleil’s niche = « adultmarket for live entertainment » • Recentincrease of product range 5/18

  6. Business of Cirque du Soleil • Lifecyclestrategy Opening in Montreal North American Tour European & Asian tour Permanent shows 6/18

  7. 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

  8. Business of Cirque du Soleil • Majority of revenues = ticket sales • Rest = sponsor partners & concession sales 8/18

  9. Business of Cirque du Soleil • Absence of animals & diminution of risks taken by performers Reduction in expenditures 9/18

  10. 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

  11. 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

  12. SWOT Analysis Opportunities • Diversify themes • Establish permanent shows in other continents • Offer more affordable tickets for children 12/18

  13. 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

  14. Keys of success – Strategic decisions 4 strategicdecisions • Cirque du Soleil’s niche  Adults live entertainment • New & innovative concept  reinvent the circus art • High quality & sophisticated shows  particularpricing • Brand value created by the phenomenon 14/18

  15. 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

  16. Thank you for your attention 17/18

  17. QUESTIONS ??? 17/18

  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, fromhttp://www.cirquedusoleil.com/en/about/intro/intro.asp • Didyou know? Retrieved May 25, 2009, fromhttp://www.cirquedusoleil.com/en/about/faq/faq.asp • Cirque du soleil. Picturesretrieved May 25, 2009, fromhttp://www.cirquedusoleil.com/ • SwotAnalysis. Retrieved May 25, 2009, fromhttp://www.netmba.com/strategy/swot/ 18/18

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