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Presentation on theme: "CIRQUE DU SOLEIL CASE ANALYSIS"— Presentation transcript:

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 = « adult market for live entertainment » Recent increase of product range 5/18

6 Business of Cirque du Soleil
Lifecycle strategy 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
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

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 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, from Did you know? Retrieved May 25, 2009, from Cirque du soleil. Pictures retrieved May 25, 2009, from Swot Analysis. Retrieved May 25, 2009, from 18/18


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