Cirque Du Soleil Case Analysis

Case Preparation Form

Case Title: Cirque du Soleil

I. SHORT CYCLE PROCESS

Name Position

Who: Guy Laliberte President, CEO and involved in creative production

Issue(s)

What: A strategy for diversifying and growth for the next 5 years had to be created.

Why: So that the company could still move forward, keep its market share or expand it if possible.

When: Around the year 2001 and the strategy was for the next 5 years.

II. LONG CYCLE PROCESS

A: Identify the issues (what are the problems? not the symptoms)

1. The people at the headquarters and the touring artists had different schedules and therefore poor communication

2. There was a growing worry about saturating the market in North America

3. Some employees thought there was many differences between the shows in North America, Asia and Europe but the decentralization in regions had not worked.

4. There was no handbook on employee conduct because of the high degree of freedom artists were given.

5. A strategy for growth and/or diversification was needed.

6. They paid very little or no attention to marketing research

B. Categorize the issues above according to the importance and urgency:

Urgency | Importance |

| High | Low |

High | 2, 5 | |

Low | 1, 3, 6 | 4 |

C. Case Data Analysis

Qualitative Analysis and Quantitative Analysis

* What is your analysis of the current situation? (Company, Customer, Competition and Environment)

Company: The company seemed to be stable economically; its marketing depended mainly on fan websites and clubs, correct distribution and pricing and much promotion but they paid no attention to marketing research. The employees at the headquarters and the artists on tour didn’t have a strong communication. Artists themselves had a lot of freedom, space and ways to express their creativity and they were at the center of the company’s...