Outline

Cirque du soleil
Business of Cirque du Soleil
SWOT Analysis
Keys of success Strategic
decisions
Summary
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Cirque du Soleil
Created in 1984 by Guy Lalibert &
Daniel Gauthier
Major Canadian entertainment company
New approach of the circus called New
American Circus
mix of circus arts & street
entertainment
wild costumes, magical lighting &
original music
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Cirque du Soleil: Facts

4000 employees worldwide
+/- 90 millions spectators
> 200 cities on 5 continents
2009 = 19 shows simultaneously

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Business of
Cirque du Soleil
Dual visions artistic &
commercial
Highly profitable company
Cirque du Soleils niche = adult
market for live entertainment
Recent increase of product range
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Business of
Cirque du Soleil
Lifecycle strategy
Opening in Montreal
North American Tour
European & Asian tour
Permanent shows
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Business of
Cirque du Soleil
Pricing strategy
- Huge success shows generally sold
out
- Sophisticated entertainment higher
quality

Soleil tickets = higher price

Every seat sold at full price
no discount or free entrance for children
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Business of
Cirque du Soleil

Majority of revenues = ticket sales

Rest = sponsor partners &
concession sales

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Business of
Cirque du Soleil
Absence of animals & diminution
of risks taken by performers

Reduction in expenditures
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SWOT Analysis
Strengths
Unique shows, status of a non-circus show
Leader on the market
High quality
Original concept, dreamlike themes
Strong corporate image & identity
(sophisticated & new form of
entertainment)
Permanent & touring shows
Production diversity
Absence of animals
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SWOT Analysis
Weaknesses
No permanent show outside the
US
Important investments
Continuity in themes of shows
Performers anonymity
No place for big name acts
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SWOT Analysis
Opportunities
Diversify themes
Establish permanent shows in
other continents
Offer more affordable tickets for
children
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SWOT Analysis
Threaths
Competition from opera, dance,
and circus
shows
Competition from the Pickle
Family Circus & Big Apple Circus
Phenomenon Soleil becomes
blurred
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Keys of success
Strategic decisions

4 strategic decisions
Cirque du Soleils niche
Adults live entertainment
New & innovative concept
reinvent the circus art
High quality & sophisticated shows
particular pricing
Brand value created by the
phenomenon
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Summary
Cirque du Soleils concept =
revolutionary
Good strategic decisions
Creation of a phenomenon
Rapid growth over the 25 years of
existence

Cirque du Soleil = success story

highly profitable company
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Thank you for your attention

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QUESTIONS ???

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References
Matt Williamson, Even a Clown Can Do It: Cirque
du Soleil Recreates Live Entertainment, INSEADEAC, March 2002.
About Cirque du soleil. Retrieved May 25, 2009,
from
http://www.cirquedusoleil.com/en/about/intro/intro.a
sp
Did you know? Retrieved May 25, 2009, from
http://www.cirquedusoleil.com/en/about/faq/faq.asp
Cirque du soleil. Pictures retrieved May 25, 2009,
from http://www.cirquedusoleil.com/
Swot Analysis. Retrieved May 25, 2009, from
http://www.netmba.com/strategy/swot/
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