1. CIRQUE DU SOLEIL CASE ANALYSIS
GEB 5878
Charlotte Busine

2. Outline Cirque du soleil Business of Cirque du Soleil SWOT Analysis
Keys of success – Strategic decisions
Summary
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3. Cirque du Soleil Created in 1984 by Guy Laliberté & 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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4. Cirque du Soleil: Facts
4000 employees worldwide
+/- 90 millions spectators
> 200 cities on 5 continents
2009 = 19 shows simultaneously
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5. Business of Cirque du Soleil
Dual visions  artistic & commercial
Highly profitable company
Cirque du Soleil’s niche = « adult market for live entertainment »
Recent increase of product range
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6. Business of Cirque du Soleil
Lifecycle strategy
Opening in Montreal
North American Tour
European & Asian tour
Permanent shows
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7. 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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8. Business of Cirque du Soleil
Majority of revenues = ticket sales
Rest = sponsor partners & concession sales
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9. Business of Cirque du Soleil
Absence of animals & diminution of risks taken by performers
Reduction in expenditures
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10. 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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11. 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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12. SWOT Analysis Opportunities Diversify themes
Establish permanent shows in other continents
Offer more affordable tickets for children
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13. 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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14. Keys of success – Strategic decisions
Cirque du Soleil’s 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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15. Summary Cirque du Soleil’s 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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16. Thank you for your attention
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17. QUESTIONS ???
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18. References
Matt Williamson, « Even a Clown Can Do It: Cirque du Soleil Recreates Live Entertainment , » INSEAD-EAC, March 2002.
About Cirque du soleil. Retrieved May 25, 2009, from
Did you know? Retrieved May 25, 2009, from
Cirque du soleil. Pictures retrieved May 25, 2009, from
Swot Analysis. Retrieved May 25, 2009, from
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