Cirque cas study

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Canvas

2.e. Is there a need for a change in Cirque’s business model, with more world-touring shows?

Today, Cirque take more and more risks to be far away from what made it famous, successful, but above all else from what differentiated it from others, or more precisely what gave Cirque its value.

What gave it a special place in the minds of consumers is its commitment to sustainable balance which tends to change from very good to less good: Value proposition for buyers (more and more shows, so a risk of cannibalization for each resident show) – People motivation (artistic directors under pressure, artists, employees) – Profit proposition for company and partners.

Today what is happening?

Resident shows are meant, sooner or later, to attract less people. Why?

Because the worth of a show when it’s launched isn’t the same worth today than in the future.

Expect considering some very deep changes in the management or the whole creative concept, taking to account that it may change the positioning and that they might have to go away from their core market, a resident show will always have sooner or later, a very strong competition, with very serious competitors, as it happened in Vegas. Sticking to more and more resident shows will create more and more oppression for artists performing and consumers might get bored.

Touring represents a very good alternative for Cirque du Soleil because the demand in touring is strong, and particularly in the places where it does not usually perform,- out of the big cities (known as places of destination tourism).

The weakness of the circus could be taking too many risks, and to want to grow all over the world, whatever it costs. However, what is better? Being the first to arrive or the last? Because after all, isn’t it the goal of a blue ocean strategy?