...Abstract: This course work will concentrate on marketing analysis of the world’s leading circus company Cirque du Soleil. Based on the data given it will conduct a PEST, Porter’s 5-Forces, SWOT analysis and discuss the results, together with results paper will concentrate on marketing and positioning strategies and Ansoff’s Matrix, and also recommend strategy measures for achieving sustainable economic development outcomes. It was found that, first of all, Cirque du Soleil is making a profit while most of its competitors are fail to break even. Second, with its innovative and creative productions, the Cirque stays in a distinct position that none of its competitors can compete. Third, the Cirque’s shows ease to accept by the world and became more flexible due to the sufficient diversity in performers’ nationalities and with experience in multi-field. Table of Contents 1. Introduction………………………………………………………..5 2. PEST and Porter’s 5-forces analysis................................................5 3. SWOT Analysis................................................................................11 4. Marketing and positioning strategies...............................................14 5. Ansoff’s Matrix…………………………………………..………..16 6. Conclusion........................................................................................18 Bibliography.......................................................................
Words: 3291 - Pages: 14
...Butch's Box Shop Case Study “Butch's Box Shop” is something which we can see on daily basis. Most of the business owners and managers are facing hard times at some point in their career either because of the economy or because of the progress and competition, just like what happened to the “Butch's Box Shop. That does not mean that they need to give up and close the company, it means exact opposite. In my opinion, and based on many examples, those kind of situations actually helps to build better business and bring up revenues to the levels where they never been before. I believe that if you try hard enough you can do anything. First of all, remember if you had profitable company for many years which you build up from scratch, it already means something. Of course, breathing new life into a business takes a solid plan and determination. The most important task is to clearly define why the business is dying. In “Butch's Box Shop” case they already knew what was wrong. One of their biggest asset- wooden box factory was slowly but surely pushed out of business by cardboard and plastic. Simply, from their customers point of view those were better alternatives for them due to the price and usage. I believe they should not even spend resources on marketing for the wooden boxes, because no matter what marketing strategy they would use, cardboard and plastic boxes are just better for storing things like food and they cannot change that. What they can do is to come up with new...
Words: 686 - Pages: 3
...For the exclusive use of S. Philip, 2014. HEC027 Volume 9 Issue 3 September 2011 Visioning Information Technology at Cirque du Soleil Case prepared by Professors Anne-Marie CROTEAU,1 Suzanne RIVARD2 and Jean TALBOT3 Danielle Savoie, recently appointed Chief Information Officer (CIO) at Cirque du Soleil, was delighted. She had just met with the firm’s Executive Committee to present the very first information technology (IT) strategic plan in the history of Cirque. The plan presented a coherent and organized vision of IT use at Cirque. The Executive Committee had reacted very positively to her recommendations, although the members of the committee were not accustomed to discussing issues as technical as IT. At Cirque du Soleil, IT was deemed a significant but not always necessary cost. Indeed, it was sometimes perceived as a useless expense. Danielle Savoie’s main challenge now was to discover how IT could best serve Cirque. She was convinced that in order to meet this challenge, she had to develop an IT strategic vision that would be accepted by Cirque’s top management, deploy a highly professional IT group and enhance the credibility of IT among the leaders of the firm. Before being hired by Cirque du Soleil in April 2000, Danielle Savoie was the Vice-President of Strategic IT projects at Desjardins, a credit union and one of Quebec’s largest financial institutions. Obviously, the transition from a financial institution to one of the world’s most innovative...
Words: 3736 - Pages: 15
...2007Citizenship Review Toward a Committed Cirque Toward aCommitted Cirque 2007 Citizenship Review A star shines for Cirque du Soleil. It has already given us much and it offers us even more. Sharing this star is working with passion and love to build a better world. The year 2007 premiered in the same year. was rich and bountiful for Cirque du Soleil throughout the world. More than 10 million people saw a performance by Cirque in one of the 200 cities we visited during this period. And for the first time in nearly a decade, two new Cirque du Soleil shows KOOZA™ has been thrilling North American audiences under the blue-and-yellow Big Top since its premiere in the spring of 2007. Born of the fertile imagination of director David Shiner, a Cirque du Soleil ® stalwart in the earliest days of the company, KOOZA reaches back to the deepest roots of the circus to bring to life the eternal confrontation between fear and awe during the course of an incredible, wild journey. Meanwhile, Wintuk™ is a heartwarming winter tale, recounting the journey of a young boy who wants to bring snow and joy to the heart of a grey winter. This first-ever seasonal show from Cirque du Soleil was presented in the WAMU Theatre at Madison Square Garden during November and December. This show is the beginning of a real Holiday tradition between Cirque and the city of New York. Not to be outdone, our arena shows have enjoyed similar success: Saltimbanco™ which , closed in 2006, was revived...
Words: 7252 - Pages: 30
...The Night Circus by Erin Morgenstern is a tale detailing the lives of two illusionists, Celia and Marco, who are bound to one another in a to-the-death battle in the Les Cirque des Rệves, or the Circus of Dreams (Magic 3 ☺). Celia and Marco spend their lives attempting to outperform each other while creating unforgettable shows and inexplicably fall in love. As the years pass, there needs to be a victor and a loser. But the game does not care for love or reluctant participants, and the strain becomes impossible to bear. Some important symbols are the bonfire, Celia’s ring, and the clock. One symbol that has been present the entire novel is the bonfire. Its flames are never put out: “The bonfire never goes out… It has burned steadily since...
Words: 791 - Pages: 4
...create an uncontested market place while making the competition irrelevant. By doing so this creates and captures new demands and breaks the value-cost trade off. In result, this aligns the whole system of a business’s activities in pursuit of differentiation and low cost. This strategy is important for businesses because in order to make your competition irrelevant, you must leave the red ocean and go to the blue ocean. Once in the blue ocean, you only need to create demand for your product or service. Examples of Blue Ocean Moves There are several examples of Blue Ocean Strategy, a notable example would be Cirque du Soleil. “It’s tag line was, "We reinvent the circus." It targeted a different audience than do traditional circuses -- of those interested in theater, opera, and ballet.” (eHow, 2014). Cirque du Soleil’s strategy challenged the conventions of the circus industry. Their strategy of production of eliminating...
Words: 717 - Pages: 3
...com/viewpaper/201127.html Cirque Du Soleil is a company that has built its success on its ability to be creative and innovative. It has successfully developed a new market and continued to expand on that market. This makes Cirque Du Soleil an example of a company that has creativity and innovation at its base. The following paper will focus on Cirque Du Soleil as a creative and innovative company. It will consider its product and creative strategy. It will look at the structure of the company and how this enhances creativity. Finally, it will look at the threats facing Cirque Du Soleil and what the company can do to ensure its ongoing success. Cirque Du Soleil's product is a performing circus. The basis of the company is a show combining music, dance, and theater. The show uses acrobats, gymnasts, clowns, and other performers. The show also uses a type of music based on a created language. The purpose of the music is to transcend cultural boundaries and make the show accessible to everyone. The company's show is also multicultural in nature. It is designed to reach the widest audience possible. This is done by using the music that is not based on any real language. It is also done by using performers from around the world. The company is global and shows are performed throughout the world. Cirque Du Soleil has also expanded into other areas. This has included releasing two films and a television special. This has also included ventures in publishing and merchandising. Cirque Du Soleil also...
Words: 1097 - Pages: 5
...existence today BLUE OCEAN Denote all the industries not in existence today space Circus Industry Traditional Circus: • Target Market : Children • Dependent to : Star performance, animal shows • High fun & humor • High Thrills & dangers unknown market Cirque du Soleil: • Target Market : Adults • Not Dependent to Star performance & animal shows • Reduce fun & humor • Reduce Thrills & dangers • Unique Venue • Theme & Theater Low Cost, High Price High Cost, Low Price Visi Pramudia http://visipramudia.wordpress.com/ The Cornerstone of Blue Ocean Strategy • Value innovation is created in the region where a company’s actions favorably affect both its cost structure and its value proportion to buyers • Cost savings are made by eliminating and reducing the factors an industry competes on • Buyer values is lifted by raising & creating elements the industry has never offered • Over time, costs are reduced further as scale economies kick in due to the high sales volumes that superior value generates The Simultaneous Pursuit of Differentiation and Low Cost Visi Pramudia http://visipramudia.wordpress.com/ Red Ocean vs Blue Ocean Visi Pramudia http://visipramudia.wordpress.com/ The Six Principles of Blue Ocean Strategy Visi Pramudia http://visipramudia.wordpress.com/ Four Actions Framework Visi Pramudia http://visipramudia.wordpress.com/ The Case of Cirque du Soleil Raise Unique venue Eliminate Star Performers...
Words: 1310 - Pages: 6
...STRATEGIC MANAGEMENT ASSIGNMENT # 5 BLUE OCEAN STRATEGY October 24, 2014 Case Study Question 1 Critically analyze the case. Solution 1 In this case study, the author has discussed different methods and strategies which global firms are adapting to achieve success and to grow exponentially in their relevant industries. This article has focused on two strategies, Red Ocean and Blue Ocean particularly. These strategies are used to define the environment a firm is operating in and to figure out whether they are creating value for the firm or not. Blue Ocean Strategy is basically to create new uncontested markets solely through innovation and creativity where demand is created and derived from the market. Whereas Red Ocean refers to competing in the existing share of market with your rivalry firms within set boundaries to gain a bigger portion of the pie. Researches done on various firms following the Blue Ocean strategy have shown that firms which have invested and focused on areas which customers value the most have achieved huge profits mainly through cost leadership. Red Ocean strategy offers high value at a higher cost or can offer low value at a lower cost, this is a tradeoff where the Blue Ocean strategy has an advantage as its purpose is to create value and offer newer products/services which have not been previously introduced in the market or to a specific untapped market segment. Blue Ocean strategy not only requires technological advancements but also...
Words: 779 - Pages: 4
...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...
Words: 3188 - Pages: 13
...Instructor: Dave Power 617.694.2472 President, Power Strategy dave@powerstrategy.com Office Hours: Before class and by appointment ------------------------------------------------- About the Course Course Description and Overview Growth companies are the engines of product innovation, market expansion and value creation. But sustaining the growth of these dynamic private companies -- typically with revenues of $10 to $100 million -- requires a unique set of skills, different from those required in either startups or large public companies. Many promising growth companies stall as their business models mature and they outgrow the processes and teams responsible for their early success. Using a mix of case studies, group discussions, interactive exercises and written assignments, this course provides a general management perspective of growth companies: strategy, execution, team, and capital. You first learn different growth strategies, including market disruption, “white space” discovery, and business model innovation. You then connect strategy with execution through market selection and positioning, “lean” development of new offers, and pipeline management. Because execution depends on team effectiveness, you explore team alignment and meeting rhythms, and the role of leadership in creating a growth culture. Finally, you learn about raising growth capital, managing boards and planning for a successful exit. Readings draw from Clay Christensen...
Words: 2422 - Pages: 10
... Adults take children to the circus, zoo, rodeos, movies, and marine parks to see different kinds of animals quite frequently. When people are young, they grow accustomed to seeing animals in these different environments and do not think of the harm it is potentially causing the animals. People do not typically know the habitats and conditions in which the animals live; they just see charming animals. Animals are being removed from their natural habitats to be placed into captivity for human enjoyment. Numerous animals in entertainment are being treated in barbaric and harsh ways. The use of animals for human amusement certainly involves removing animals from their habitats and putting them into inhumane conditions. Numerous laws prohibit the use of animals in entertainment. Since animals are abused and exported for a few moments of human entertainment, laws must be implemented to protect animals from abuse and exportation for the selfish entertainment of people. The owners of animals in entertainment are often not willing to pay for the costs of large cages or are unable to have large cages for the animals. When these animals are enclosed in small and overcrowded spaces, it often leads to filthy living conditions and animals’ fighting for their territory. Fighting can cause physical injury and weakness to the animals. “A negative side-effect associated with the physical environment provided to dolphins in captivity has been found in the study of echolocation in captivity”...
Words: 2234 - Pages: 9
...The Design of Business Why Design Thinking Is the Next Competitive Advantage by Roger Martin Copyright 2009 Roger Martin Summarized by permission of Harvard Business Press 256 pages Focus Leadership & Management Strategy Sales & Marketing Finance Human Resources IT, Production & Logistics Career Development Small Business Economics & Politics Industries Intercultural Management Concepts & Trends Take-Aways • Business leaders often believe they must choose between analysis and intuition. “Design thinking” offers a third path. • Design thinkers observe the world, imagine alternatives and bring them into being. • Innovations start as intriguing “mysteries.” To unfold them, first develop workable “heuristics” and then derive predictable “algorithms.” • Think of the learning and discovery process as moving through a “knowledge funnel.” • People need analysis and creative thinking at different points in that funnel. • New firms emphasize “exploration.” As they mature, they shift to exploiting known ideas, but if they stop at that point, other innovators will surpass them. • Your organization must balance predictable or “reliable” production with “validity,” experimentation that leads to new ideas and commercial success. • To protect a company, leaders must protect the exploration that leads to its validity. However, over time, organizations tend to emphasize reliability instead. • To develop your design mind, broaden your “personal knowledge system.” • Cultivate the “stance...
Words: 2903 - Pages: 12
...TLFeBOOK Blue Ocean Strategy Blue Ocean Strategy How to Create Uncontested Market Space and Make the Competition Irrelevant H A R VA R D B U S I N E S S S C H O O L P R E S S BOSTON, MASSACHUSETTS ( ) ( ) ( ) ( ) ( W. Chan Kim Renée Mauborgne Copyright 2005 Harvard Business School Publishing Corporation All rights reserved Printed in the United States of America 09 08 07 06 05 5 4 3 2 1 No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. Library of Congress Cataloging-in-Publication Data Kim, W. Chan. Blue ocean strategy: how to create uncontested market space and make the competition irrelevant / W. Chan Kim, Renée Mauborgne. p. cm. Includes bibliographical references and index. ISBN 1-59139-619-0 (hardcover: alk. paper) 1. New products. 2. Market segmentation. I. Mauborgne, Renée. II. Title. HF5415.153.K53 2005 658.8 02—dc22 2004020857 The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Publications and Documents in Libraries and Archives Z39.48–1992 To friendship and to our families, who make our worlds...
Words: 72695 - Pages: 291
...istdstudent assessment International Society of Typographic Designers 2013 istdstudent assessment International Society of Typographic Designers IN PARTNERSHIP WITH 2013 Dear Tutors and Students Most of us can identify films that we have watched several times and, each time, found something that we had missed previously. The British Library is a bit like that – one of those places that you can return to and always find something new that fascinates and informs you. It is six years since we first worked with the Library on a project, then based upon a proposed Science Fiction exhibition. We are delighted to renew our partnership this year with a project that explores their huge online presence and for the first time we use archive sound as the source for the project. Our practice is based upon the printed word but now embraces the gamut of media and technologies that we use to communicate. Accordingly, we have progressively written our student project briefs for interpretation through a range of media. This project is possibly one of our most open in that, beyond identifying the particular British Library archive, the choice of topic, content, treatment and outcomes is all yours. By not defining specific media and outcomes for our projects we offer them as holistic communication challenges – deliberately breaking the perceived tradition of the typo/graphic designer just providing essentially visual skills. First and foremost we are communicators using design skills...
Words: 5868 - Pages: 24
