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The particular case in question tells us about the success story of Cirque Du Soleil Du Soleil, a circus-based Entertainment Company

from Montreal, which with the help of its resources and competencies materialized a strong competitive advantage in the market. Cirque Du Soleil Du Soleil has managed to come up with a new category of live entertainment with its unique blend of music, dance and aerobatics. But now, given the success record, it was to be seen as to what is next in line for the millions of audiences of Cirque Du Soleil Du Soleil.

Mission/Vision:
Cirque Du Soleil Du SOLEIL is an international company which is dedicated to the generation, production, and performance of entertaining and artistic works, with the mission of invoking the imagination, the senses, and the emotions of the audiences all over the world. The vision of the company is to produce innovative and unique new shows to meet audience expectations.

Objective:
To sustain the competitive advantage in the market through investing in viable expansion opportunities.

Key Issues:
Cirque Du Soleil shows were reaching a saturation point
Cirque Du Soleil has now reached a point in the entertainment industry where their current format of combined circus acts with the theatre has been in play for quite some time now. Cirque Du Soleil needs to find ways to reinvent themselves, both creatively and commercially in this regard.

Cirque Du Soleils core competencies and resources in one area did not guarantee success in the expansion to other lines of businesses.

Given their success record and efficient resource, Cirque Du Soleil was now to decide if they were to expand their brand onto new ventures and whether it proves to be a successful step or not, both creatively and commercially. Recent failure in the expansion attempt to form a Mega Complex was sign of problems to be faced in the near future.

Analysis:
In order for the company to have efficient expansion approach, it is essential that the management of Cirque Du Soleil should create first a comprehensive and complete marketing opportunity plan to determine their capabilities as a firm in the marketplace where the company wishes to expand. Internal Environment: The reason behind Cirque Du Soleils superior performance is a combination of its valuable resources and competitive market positioning. The core competencies include the management and their performers and staffs. Housing over 1000 employees, Cirque Du Soleils international headquarters in Montreal, is one-of-a-kind space that houses dance studios, acrobatics studios, costume and props workshops, and Cirque Du Soleils administrative nerve center. Cirque Du Soleils performers help build the companys innovative approach to circus arts: a masterful blend of acrobatics, theatre, dance, and live music. The highly trained performers are also a leap against their competitors. Cirque Du Soleil Du Soleil, the brand itself has been in existence for more than 20 years now. With a strong brand recognition, the heart and soul of Cirque Du Soleil du Soleil are its live shows spectacular productions that celebrate the beauty and energy of the human body. Every production has its own unique concept. One of the strengths of the company is their fast and intensive transfer of operational capabilities across the expanded markets, which allow the company to benefit from learning curve, operational and other benefits. Despite having some blemishes like high cost structure, aging performers, weakened management team with the resignation of the numbers man Daniel, Cirque Du Soleil with Guy Laliberte at the helm, was still a force to reckon with. External Environment: 2

As compared to the industry competitors of, Cirque Du Soleil Du Soleil has been able to preserve their artistic tradition and promote their talents and performances to international market. The increasing demand for their shows poses them with lots of opportunities which they can capitalize on, starting from performing in contractual one-time shows to even going public through IPO. In terms of the threats facing Cirque Du Soleil, the inability to materialize two projects The BatterSea and Mega Complex, meant that they were facing expansion difficulties.

Strategies
1. Capture the untapped market by performing shows in Asia
The analysis shows, that given the resources that Cirque Du Soleil comprises of, it can be said that they have a potential market in Asia, especially in countries like China, Korea, Malaysia, Singapore, etc. Asian people are entertainment and artistry enthusiasts and so, the management should be able to consider a comprehensive marketing approach in this regard. It is also considered that most of the Asian audiences are spending on worthy shows. Hence, the price of the tickets to live performances will be based on the demand, but will meet the expenses of the target audiences.

2.

Perform contractual shows through Event Managements

Cirque should sign up contract deals with popular event management firms - the ones that manage and organize big events both commercially and artistically. Clients who are willing to see the team of Cirque Du Soleil perform, must get in contact through the event management firms. Given their popularity and loyal customer segment, this strategic move will prove to be beneficial for Cirque Du Soleil as they can charge higher amounts for one-time live shows compared to their competitors. One of the objectives of the intended strategies of Cirque Du SOLEIL is to improve their means of promoting their artistic performances. This strategy will eventually help overcome competition as well as increase profit margins

3.

Organize a Talent-Hunt program

This strategic move would result in three positive outcomes: 3

The needed fresh talents will be screened and added to their human resource, which eventually would lead to sustaining their superior performances.

Promote the show with a varied marketing mix of print, television, public relations and outdoor media by selecting media partners to minimize costs, create long-term relationships with local players.

Sponsorship deals with industry leaders which in return will increase Cirque Du Soleils brand recognition in areas outside the reach of its inhouse marketing activities.

4.

Keep doing what they are doing, only more of it

The heart and soul of Cirque du Soleil are its live shows. Creativity has always been at the core of their business plan, too. The ever increasing demand for their shows meant that they now have to come up with newer concepts to generate more sales for their performances and experience an increase in new customers who will be turned into long-term clients.

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