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Cirque Du Soleil

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Cirque du Soleil Case

Q1.
Outline briefly the environmental factors contributing to the demise of the traditional circus, and compare the offering of the traditional circus with the offering of Cirque du Soleil.

Q2.
Analyse Cirque du Soleil’s Blue Ocean Strategy and assess the sustainability of the proposed diversification strategy.

Environmental factors contributing to the demise of the traditional circus
Legal & Political * Tough laws and taxation policies. * Lack of governmental assistance and financial support.
Economic
* The increasing cost of moving from place to place. * Cost of animal maintenance got larger. * Hiring star performers led to rise in expenses. * The US went into recession.
Environmental
* Growing concern relating to the mistreatment of animals. * Scarcity of large tracts of land to accommodate circus tents in the city.
Technology
* Introduction of new technologies such as the TV, game consoles, iPods and laptops.
Sociocultural
* Two working parent families with no time to bring their kids to the circus. * An increase in movie theatres, along with the TV becoming the new medium for family entertainment.
Comparison between traditional circus and Cirque du Soleil’s offering | TRADITIONAL CIRCUS | CIRQUE DU SOLEIL | PERFORMANCE | Based on acrobats, ringmasters, jugglers, clowns and animals acts. Star performers. | Emphasis on artistry. Human performers, no animals, stagecraft & live music, non-star performers. | AUDIENCE | Designed to attract children. | Designed to attract adults & corporate clients. | PROMOTION | The parade is a part of the show and it is used to promote the circus throughout the town/city. Low to medium price. | The shows is mainly publicised by the organizers of the events in which the Cirque is taking place. High price. | SHOW | The

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