Case Platform

“Cirque Du Soleil”, the pioneer of out of the box acrobatic performance, is a circus integrating
musical theatre with stories. With the span of time, the firm lost its position to new entrants,
despite having a high point on the experience curve and innovativeness.

Vision
Framework

Intention Ideology

Mission
Core Values
With the reputation of being the pioneer
of incorporating diversification through
 To preserve the integrity of the
blending art, culture, and commerce in
creative route
creating revolution in the circus industry,
 To broaden the area of possibilities
“Cirque Du Soleil” thrives to touch every
 To haul aspiration from artistic and
heart around the world. We believe
cultural diversification
through our passion of creating an
“alternate reality” that transports the
audience to a “Parallel universe”, we can
position ourselves to achieve global
presence with significant financial
Core Purpose
growth.
To attain a point where Cirque will be
Strategic Intent remembered for their radically
distinctive ideas and to be able to create
the aura of a true global identity
We aim to establish “Cirque Du Soleil” as regardless of country, religion, cast
a brand of change-makers in the global origins.
community with its conspicuous
performances.
 Key Issues

 Capital intensive expansion plan

 New entrants have saturated the market with idea imitation

Goals

 To hold an everlasting position in the industry through constant induction of change

 To acknowledge and respect each individual‟s contribution in making “Cirque Du Soleil”
 To set a global footprint
 Diversified
Performers

Creative Fusion

X-Factors Expertise

Global Popularity

Financial Strength

Unique
Representation

Diversified Performers:
Cirque Du Soleil has over 2500 employees representing 40 nationalities who speak 25 different
languages. This helps them to understand and develop cross-cultural presentation that the
audience wants to see.

Creative Fusion:
A Circus with the fusion of art and culture in a creative form without using any sort of animals
gained immediate sympathy of audiences.

Expertise:
Cirque Du Soleil performers are skilled enough for their greater learning curve. This facilitates
them to pull-off almost any act yet dazzle the world with their creativity.
Global popularity:

Even though it was born in Quebec, the Cirque prides itself on its universal, „Citizen of the
World‟ appeal. Cirque showed that their creative platform is for the world, not for any particular
culture, ethnic group or nation. The Cirque runs five touring shows and four permanent shows.
Its shows are run all over the world with tremendous response from the spectators.

Financial strength:

Cirque Du Soleil is privately held which ensures the full autonomy of the
directors. It gives the firm the freedom to make decisions based on its artistic and creative
criteria instead of on industry benchmark and ratios. The directors can spend the money
wherever the need it to maintain the highest quality without thinking much about the
profitability.

Unique Representation:
The blend of Opera, World Class Choreography, and State of the art pyrotechnics made them
stand out in the Circus industry.
 Value Net

Suppliers
-Circus schools
-Fabric suppliers

Competitors Complementors
-Other Circuses (Cirque -Broadcasters
Eos, Cirque Eloize)
Cirque Du Soleil -TV channels
-Indirect (Substitutes):
Music and entertainment
industry

Buyers
-Audience from different
demographics.
-Corporate clients, hotels etc.
 Resource Based View

1. Brand- The very brand of Cirque Du Soleil is something they can use to their advantage
and the brand name is popular across the globe in recreation sector which is a resource
for them that cannot be accomplished by others in recreation sector.
2. Internal resources: Cirque Du Soleil has internal resources like land, headquarter,
training facilities, housing facilities and so on which they can use to their advantage.
They don‟t have to rely on external sources much which gives them an edge over others
in the industry.
3. Unique experience: They were the pioneer in the industry to give their audiences a
unique experience during their shows which was not provided by others at the time they
started providing. They conducted shows without using any animals in their act and were
always looking to give a unique experience to their audiences rather than just performing.
 Recommended Strategies
1. Incorporating technology in the performance so that it just adds to the existing inimitable
brand image/reputation.

2. As “Cirque Du Soleil” already has an established reputation in the industry, they can introduce
circus schools and collaborate with fabric suppliers as a part of backward integration. Also,
adding more value to their unique service can always be an advantage. Cost minimization
through offering training in own circus schools (established using already owned land) in
exchange of contracts which will bind the trained acrobats to stay with the firm with reduced
salary.

3. They might work with a television channel which will have their exclusive broadcasting rights
as it will help to capture more audience and will help them to reach out to more people.

4. They might work with a television channel which will have their exclusive broadcasting rights
as it will help to capture more audience and will help them to reach out to more people.

5. As most of their direct competitors are from North America and have most of their shows in
North America. Cirque Du Soleil should expand their market in other continents and countries.

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