Cirque Du Soleil - the Blue Ocean Strategy

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  • Topic: Cirque du Soleil, Human resources, Blue Ocean Strategy
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  • Published : August 9, 2012
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Research Report on Cirque du Soleil
Julien Lallement
ISEG Business School 5 Group2C
January 10, 2012
Human Resources Management, Pr. Michelle K. Duffy, Phd

ABSTRACT
This final research report relating to the Human Resource course will be focused on the Cirque du Soleil business case discovered in class. In a first part we will develop and articulate the Cirque du Soleil HR portfolio. This part will also relates the company values and core competencies. The first part will be concluded by a series of recommendation discussed during the group presentation provided in class The second part of the report will focus on the strategy developed and used by Cirque du Soleil in order to reach the success. This strategy called Blue Ocean strategy will be in a first part detailed to the Cirque Case and then we will see in a second part where this concept can be applicable or if it was already applied and by which industry. A bibliography will be added at the end of the document.

SUMMARY
I. Development and Articulation of Cirque du Soleil HR portfolio . . . . . . . . . . . . . . 4 a. Company Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 b. Human Resources Management related issues. . . . . . . . . . . . . . . . . . . . . . . . . .5 c. Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 II. Application of Cirque du Soleil concept to other industries (The Blue Ocean Strategy) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

I. Development and Articulation of Cirque du Soleil HR portfolio. a. Company Presentation
The only way to understand this company is its History, its roots. The company Cirque du Soleil founded in 1984 by Guy Laliberte was originally composed by “street performers, clowns, acrobats, and gymnasts to present feats and create theater and dance, The music of Cirque was in a Latin-languages designed to transcend cultural boundaries.” (Delong & Vijayaraghavan, 2002). When created it was the only cirque in the world without animals. The Cirque is created after the creation of a governmental budget, “In 1984 the Canadian government had a cultural budget for the celebration of the 450th anniversary of Jacques Cartier's discovery of Canada. They asked us, the street performers, to develop an artistic concept that would carry the festivities out across the province. It was our dream to create our own circus, so I took charge and became the producer. I was able to get our first contract from the government for $1 million. It was a contract, not a subsidy” (Eng, 2011) This particularity makes the company different from the competition and live shows offered to the public where completely revolutionary. This innovation became the company leitmotiv and they were able to offer different products in terms of entertaining and live shows. It was possible to assist at a touring event or a show in major entertaining cities such as Las Vegas. Ideas and innovation led to create a new shows and even if the market is down turning Cirque is still growing challenging all forecasts. This strategy led to create a new market, a place where there is no similar competitors even if they have common points. This place is called by the terminology Blue Ocean Strategy.

b. Human Resources Management related issues

With the Cirque du Soleil we case we can saw that the Recruitment and HR process is a part of the research and development because it deals with artistic issues. Finding talented people around the world needs time and money. We saw during the class the scout trying to find singer for the new show and it looked as a very difficult task for him to meet his boss expectations. According to Cirque du Soleil CEO Guy Laliberte, “Pulled from a scouting database of about 20,000 acts from around the globe, the bulk...
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