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CIRQUE DU SOLEIL CASE ANALYSIS GEB 5878 Charlotte Busine.

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Presentation on theme: "CIRQUE DU SOLEIL CASE ANALYSIS GEB 5878 Charlotte Busine."— Presentation transcript:

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 = « 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 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

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  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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