Question One: a) Who are the stakeholders of Cirque do Soleil? Why are they so supportive of Cirque to exist and why? (20 marks) b)How does the success of serving the interests of stakeholders...

Cirque Innovations and
Strategies


Raja

TABLE OF CONTENTS
Executive summary ......................................................................................................................... 3
1. Introduction ............................................................................................................................. 3
1.1 Cirque du Soleil stakeholders and support provided: ......................................................... 4
1.2 Financial performance and the interest of Stakeholders:.................................................... 5
2. Discussion ................................................................................................................................ 7
2.1 Comparison of Cirque innovations with Traditional Circus ............................................... 7
2.2 Operational Innovations impact on business financials:..................................................... 9
3. Corporate Mission for Cirque: .............................................................................................. 10
3.1 Beliefs: ............................................................................................................................... 11
3.2 Purpose: ............................................................................................................................. 11
3.3 Values: ............................................................................................................................... 12
4. Conclusion ............................................................................................................................. 14
5. Recommendations and implementation ................................................................................. 14
References ..................................................................................................................................... 14


Executive summary
The Cirque du Soleil organization works differently than its surroundings that paved the way for
Cirque to beat the traditional circus and attract customers even when the ticket prices are high.
Even when there is direct competition where they try to imitate Cirque, it is able to succeed due
to the business model and strategy followed. Cirque is able to grow even during recession due to
its distinctive themes which motivates spectators and brought a new light to the art and
entertainment industry. The Cirque consists of thrill seeking shows which attract huge customer
mostly in the age group of 30 years to 60 years. The strategies and innovation implemented by
Cirque in the expansion of market and increasing core values helped Cirque to retain its brand
name and market share. Effective marketing strategy such as telecasting best performance shows
and providing coupons retained existing audience as well as attracted huge spectators.
1. Introduction
Cirque du Soleil introduced new methods and innovative techniques to entertain the audience.
Cirque du Soleil targeted matured and sophisticated people mostly adults rather than small
children which made it win in the circus market. Cirque du Soleil followed innovative
operational techniques which were very different from the traditional circuses and involved
several aspects of circus, opera, ballet and theater. Several shows are held worldwide and
sponsors are mainly the loyal customers and also financed partly by regional supporters. Cirque
du Soleil always delivers audience with creative and innovative shows and each show is in a way
unique and completely different from any other shows.


1.1 Cirque du Soleil stakeholders and support provided:
The Cirque du Soleil has unique combination of stakeholders. The stakeholders include, Non
Profit Organizations (NPOs), Government, local community and mainly contributed by
spectators and performers. The stakeholders of Cirque du Soleil are not only the shareholders but
also the people it employs and the people for whom it performs, that is, the employees and the
paying customers. The employees are the key to the company’s success. Performers thrive in an
environment which allows them scope to display their wares and to create and innovate so that
fatigue and boredom do not set in. Their involvement allows the company to enjoy public
appreciation. The scale of production also allows performers to try grander acts as they have at
their disposal all the necessary human and technological backing. The scale also feeds their need
to innovate in order to avoid repetition and avoid flight of paying public. This combination of
grand scale and innovative acts has led to reinvention of the wheel as far as circus is concerned.
The performers are better off in such an organized set-up and this represents a perfectly
symbiotic relationship.
People like and appreciate good entertainment and do not mind paying well for a class act. This
company has combined street performances and circus to create world class acts which are
hugely popular across the world and its performers play a huge role in producing spectacular
shows. To be able to consistently do well is no mean feat and thus the company enjoys public
support. The shows have opened a whole new vista for entertainment to the public who benefit
because of the scale and reach of the company. In a way, public support has given a lease of life
to circus (in a different format) and secured the performers. Cirque du Soleil focuses mainly on
the customer stakeholder group. They bring in the best talent and always put in the best show to
attract more audience. Cirque du Soleil initially started up with on road performance and


attracted a lot of people and gradually moved on to telecast some of the best performances.
Cirque du Soleil always acquires people from all over the world who are well trained and with
outstanding skills in the circus industry. Cirque du Soleil always pays greater attention to the
employees and they believe that well equipped people with great talent are the key to the success
of their organization. Cirque du Soleil is an organization which greatly motivates teamwork and
entrepreneur skills and it has partners like CGI for outsourcing IT services for touring shows
with the same spirit. This strategy consistently keeps Cirque in top position and ahead of its
competitors. Cirque’s business partners and suppliers are available all around the world and are
increasing on a large scale. Cirque continues to explore elements related to the business
strategies of the company in view with the development of social, economic and environmental
factors. It created niche market space for itself where there is no contestant to compete with it. It
appealed a whole new group of customers like corporate clients and adults who are ready to pay
many times more than the traditional success for having a mind blowing experience. This has
contributed to a top line growth for the Cirque and it is a clear example for Value innovation.
1.2 Financial...