Cirque Du Soleil
Cirque Du Soleil
INTRODUCTION
Cirque Du Soleil is a unique and a classy mix of music, dance, and acrobatics that has reached from rags to riches through its live entertainment mesmerising people all over the world. Since its inception, it has travelled around the world exposing the audience to an alternate dimension of reality. Over the years, it added inventiveness to its shows, groomed its performers to unimaginable heights to display their best performances and built a strong brand name that became their core competencies and competitive advantage. Cirque presents the typical circus in a modern way. Initially Cirque was a ragtag band of street performers in Quebec, which turned into a multi-million dollar, worldwide phenomenon.
KEY ISSUES
• Cirque has reached its optimum point hence needs to revaluate itself for future growth.
• Whether the answer to the sustainable growth of Cirque is aggressive commercialization at the cost of creativity.
• Cirque is facing increased competition.
OBJECTIVE
To reinvent Cirque du Soleil both artistically and commercially.
COMPANY PERSPECTIVE
Competitive Positioning View:
Product Feature: Cirque blends opera, dance, theatre and circus with live music, world class choreography and state of the art pyrotechnics. Cirque uses artists from different parts of the world giving it a universal appeal for permanent and touring shows.
Cost Position: The unit cost of production is always above the market average, making high ticket prices inevitable. However, it is justified with high quality and amusing shows.
Brand Positioning: Throughout the years, Cirque has gathered awards, gained worldwide recognition, built an image of exclusivity which makes it stand out because of its creative and unique ways.
Geographic Scope: Cirque performs internationally in over 90 cities around the world.
Vertical Integration: The company creates and produces all its shows and manufactures costumes, shoes and all
INTRODUCTION
Cirque Du Soleil is a unique and a classy mix of music, dance, and acrobatics that has reached from rags to riches through its live entertainment mesmerising people all over the world. Since its inception, it has travelled around the world exposing the audience to an alternate dimension of reality. Over the years, it added inventiveness to its shows, groomed its performers to unimaginable heights to display their best performances and built a strong brand name that became their core competencies and competitive advantage. Cirque presents the typical circus in a modern way. Initially Cirque was a ragtag band of street performers in Quebec, which turned into a multi-million dollar, worldwide phenomenon.
KEY ISSUES
• Cirque has reached its optimum point hence needs to revaluate itself for future growth.
• Whether the answer to the sustainable growth of Cirque is aggressive commercialization at the cost of creativity.
• Cirque is facing increased competition.
OBJECTIVE
To reinvent Cirque du Soleil both artistically and commercially.
COMPANY PERSPECTIVE
Competitive Positioning View:
Product Feature: Cirque blends opera, dance, theatre and circus with live music, world class choreography and state of the art pyrotechnics. Cirque uses artists from different parts of the world giving it a universal appeal for permanent and touring shows.
Cost Position: The unit cost of production is always above the market average, making high ticket prices inevitable. However, it is justified with high quality and amusing shows.
Brand Positioning: Throughout the years, Cirque has gathered awards, gained worldwide recognition, built an image of exclusivity which makes it stand out because of its creative and unique ways.
Geographic Scope: Cirque performs internationally in over 90 cities around the world.
Vertical Integration: The company creates and produces all its shows and manufactures costumes, shoes and all