Cirque du Soleil

Case Analysis By

Mohammad Bilal Akhtar

Abhishek Singh
Tushar Garg
Rupesh Kumar
Timeline of events
Captured
270000
Performed Performed 8 Cirque productions
audience
Founded in Asia in Asia IMAX 4 continents
1989
1984 1992 1998 2000 2002

Global Tried First 6 million Planned to

First
1987 European Decentralisation Feature audience open first
tour 1997 Flim 2001 complex in
1990 1999 Montreal
2003-2004
The Product

• Circus without animal

• Combined street performers, clowns, acrobats and gymnasts
• Music – Latin Sounding – transcended cultural boundaries
• Cross cultural message was the USP
• Mindful of globalisation from its inception
Organisation culture of Cirque du Soleil

• Employee centric
• Meticulous Hiring
• Informal work environment
• Sense of family and community
• Complete creative freedom to artist
• Encourage learning and skill development
Reason for success

• Enthralling Experience
• Focus on quality
• Tying everyone to the end product
• Smart Marketing
 Fan clubs and websites
Shorter tour duration
Problems

• Succession Issue
• Benevolent care-giver vs no frill employer
• Diversification without planning
• Mismatch between artistic and business goals
• Saturation of profitable market
Thank You