Cirque Du Soleil's Future

CIRQUE DU SOLEIL IN 10 YEARS

Simon Abramov – 59656945 M. Ignacia Garib – 450613672

Flora Ip – 450543069

Asl!"

1. WHERE CIRUQUE DU SOLEIL IS NOW 2. MAJOR BUSINESS ISSUES 3. STRATEGIC DIRECTIONS EVOLVE 4. HOW ASSETS & COMPETENCIES MUST EVOLVE

1. WHERE CIRQUE DU SOLEIL IS NOW

By embrac!" !!#$a%#! crea%$%y a!' %(e )#!'er #* (+ma! ,#--b%y Cr/+e '+ S#e crea%e' a #!e #* a 0!' e!%er%a!me!% e1,ere!ce.

Pr#$'e- %(e a+'e!ce )%( a! e-ca,e *r#m a rea%y a!' !%# %(e -%m+a%!" a!' me-mer2!" )#r' #* Cr/+e '+ S#e.

T(- ) -% be ree$a!% ! 34 year-.

Brand Reputation

Huan Re!our"e

#inan"ia$ Re!our"e

5 T#, #* m!' ! %(e mar0e% 5 34 re,+%abe re-'e!%a -(#)6 %#+r!" -(#)- ! )#r')'e c#$era"e

5 O$er 7444 %ae!%e' em,#yee 5 Be-% #* %(e be-% ,er*#rmer  5 H"( ,r#'+c%$%y a!' ("( /+a%y crea%#!

5 S#' re$e!+e -%ream 5 Lar"e !$e-%me!% ! R&D

%e"&no$o'(

5 A'$a!ce' a!' !!#$a%$e ,er*#rma!ce %ec(!##"y 5 S#' e!%er,r-e IT *#+!'a%#! .e. SAP

E"o!(!te

5 Par%!er-(, 8 Re-'e!% -(#)9 MGM Mra"e 8 M#$e9 IMA: 8 L#"-%c9 DHL 8 Ne) $e!+e9 MSC cr+-e 5 C+-%#mer9 e!"a"eme!% & #ya%y

Inno)ation S(!te

5 C#m,e%e ,r#'+c%#! cyce *r#m crea%$e e1,ere!ce 'e-"! c#-%+me ,r#'+c%#! ,er*#rmer %ra!!" %# mar0e%!" ,r#m#%#!. 5 Ne) Tec(!##"y 'e$e#,me!% 5 B+-!e-- m#'e %ra!-*#rma%#!

%a$ent *ana'eent

5 C#!-%a!% recr+%me!% *#r %(e be-% #* %(e be-% ,er*#rmer ! )#r')'e 5 S%r#!" 'a%a ba-e #* %ae!% ,## 5 S(are' c#re Cr/+e '+ S#e $a+e-

2. MAJOR BUSINESS ISSUES

MAJOR BUSINESS ISSUES

;3 D$er-*e' e1,a!-#! bey#!' Cr/+e '+ S#e@- a--e%- a!' c#m,e%e!ce- ) -%*e "r#)%(. ;? S(#)- are 'e-"!e' ! a %ra'%#!a -,ec%a%#r5,er*#rmer m#'e. ;< O$er-a%+ra%e' Cr/+e '+ S#e -(#)-9 c#!-+mer- 'e$a+e !'$'+a -(#)- =%(ere*#re %(e bra!'> a!' -ee %(em a a- #!e a!' %(e -ame.

MAJOR BUSINESS ISSUES #1: S+,,#r%$e A!ay--9 8

A +ai$ed and "o!t$( ,-./* attept at ui$din' a Cirue Du So$ei$ &ote$ in *ontrea$

Rea-#! 5 rea e-%a%e ,ar%!er c#+' !#% be -ec+re' a%(e Cr/+e )a!%e' %# c#!%r# %(e 'e$e#,me!%. H#%e 'e$e#,me!% a!' ma!a"eme!% - !#% #!e #* Cr/+e@- c#m,e%e!ce-. 8

Un!u""e!!+u$ epan!ion into C&ina

Rea-#! 5 acr#ba%c ,er*#rma!ce- (a$e bee! a ,ar% #* C(!e-e c+%+re *#r ce!%+re-. A$era"e $-%#r -%ay ! Maca+ - 3. !"(%-. Acr#ba%- =a--e%> are !#% ("(y re"ar'e' ! C(!a. S# !ee' %# %(!0 '**ere!%y %# ,e!e%ra%e %(e C(!e-e mar0e%.

Di)er!i+ied epan!ion e(ond Cirue du So$ei$5! a!!et! and "opeten"ie! 6i$$ !ti+$e 'ro6t&

MAJOR BUSINESS ISSUES #2 S+,,#r%$e A!ay--9 8

%&e 7In+oration A'e7 i! o)er   c#mmerca -+cce-!#) c#me- *r#m e!"a"!" a!' em,#)er!" )%( c+-%#mer-.

8

Da!e Lamarre a'm%%e' %(a% c+rre!% Cr/+e '+ S#e -(#)- are !#% mmer-$e e!#+"(.

S&o6! are de!i'ned in a traditiona$ !pe"tator8per+orer ode$

MAJOR BUSINESS ISSUES #3 S+,,#r%$e A!ay--9 8

S#me ma!a"er- )ere a*ra' #* Cr/+e $o!in' it! "opetiti)e "reati)e ed'e a! it 9ept on in"rea!in' t&e nuer o+ per+oran"e!  I% r-e- %(e c(ae!"e #* 0ee,!" +, )%( %(e e1,ec%e' $a+e %(a% %(er -(#)- m+-% 'e$er ! %erm- #* e!%er%a!me!% /+a%y. =M#rm+ra e% a. ?433>

+

Perce!%a"e #* ,e#,e )(# attend an( !&o6! durin' t&eir "urrent !ta( in La! :e'a! dropped +ro .2; to eneration , ar"e-% "e!era%#! ! (-%#ry , m#$!" %# %- ,rme -,e!'!" year, ) e$e!%+ay re-(a,e %(e ec#!#my9 c(a!"e %(e )ay )e %ar"e% #+r a+'e!ce-. =G#'ma! Sac(- ?43> 8

?&at do t&e( 6ant@ , 64 #* Me!!a- )a!% bra!'- %# e!%er%a! %(em , 74 )a!% %# ,ar%c,a%e ! c#5crea%#! #* ,r#'+c%- a!' bra!'=Me!!a Mar0e%!" ?43>

c#!%.

STRATEGIC DIRECTION #2 W(yF 8

-" imm!rsing '! cos'm!rs 'rog par'icipa'iv!/ in'!rac'iv! !p!ri!nc! #ir! % Sol!il col% increase costumer’s experience/ br!a(ing aa" rom , '! 'ra%i'ional  passiv! in'!rac'ion '!" crr!n'l" av!. , g!' closer to the Millennial generation .

8

Fr'!rmor!/ i' ol% contribute to Cirque du Soleil’s branding/ as #s'om!r lo"al'" can onl" b! aci!v!% 'rog ss'ain!%/ !n'!r'aining/ an% !ngaging in'!rac'ions i' or ans. 8i!rn!"/ 2014 , mov!s rom a :pro%c'; an% in'o an !p!ri!nc! , i' r!cri's par'icipan's , p!opl! !ag!r 'o promo'! #ir! % Sol!il , I' aims 'oar%s cos'm!rs !ar' ra'!r 'an '!ir all!' p!opl! as mor! 'an consm!rs.

c#!%.

STRATEGIC DIRECTION #2 HOWF 8

! av! n!v!r %on! 'a'. >! n!v!r av! a% a s'rong !nog pr!s!nc! on social m!%ia.; ?amarr!/ 2015 , >@M 'rog collabora'ion virali'" ,:so an% '!ll; , !r!Bs '! 'ing abo' mill!nnials , 8!" lov! or sos/ b' ! av! ala"s b!!n 'oo 'ra%i'ional in or a%v!r'ising C no' r!all" saring imag!s rom '! sos/ or !ampl!; ?amarr!/ 2015

STRATEGIC DIRECTION #3 Create e"$u!i)e $iited run e)ent!  Bi' Ban' Eperien"e!7

W(yF 8 8 8 8

re)ent *ar9et !aturation H#) #!" ca! %(e C#m,a!y c#!%!+e %# !!#$a%eF T(e Me!!a Ge!era%#! - eperien"e "o$$e"tor . Crea%e -(arabe c#!%e!% "#ba e1,ere!ce- e!"a"e a+'e!ce #! a! !'$'+a e$e.

H#)F 8 I! ,ace- -+c( a- T(e E**e T#)er A!%arc%ca a!' S,ace 8  A!!+a e-%$a-

4. HOW ASSETS & COMPETENCIES MUST EVOLVE

Brand Reputation

Huan Re!our"e

#inan"ia$ Re!our"e

%e"&no$o'(

En!ure t&at rand !ta(! !tron' 5 H+"e !$e-%me!%- ! mar0e%!"K c#mm+!ca%#!Crea%!" c#!%e!% %(a% - ree$a!% %# %(e a+'e!ce

5 Be-% ,e#,e acr#-- ree$a!% b+% +!+-+a *+!c%#!5 N#% #!y *#c+-!" #! ar%-%- #r crea%$%y

5 Ma!%a!!" -#' re$e!+e -%ream5 S% !$e-%!" ! R&D

5 Gr#)!" m,#r%a!ce #* %ec(!##"y ! e!%er%a!me!% !'+-%ry 5 ma!%a!!" "##' ,ar%!er-(,- )%( %ec(!##"y ,r#$'er- )(c( ca! -er$e a+!/+e *ea%+re-

E"o!(!te

8 Bu!ine!! partner!&ip!9 Seec%$e e1c+-$e -,eca-e' ,ar%!er)(e! e1,a!'!" ! !e) %err%#re- =c#5 crea%#r-> 8 Cu!toer!9 ,ar%c,a!%- NOT  +-% c#!-+mer-

Inno)ation S(!te

Ma!%a! crea%$%y a!' !!#$a%$e ,#%e!%a %(r#+"( a,,r#,ra%e -%a**K ,r#ce--e- a!' c##,era%#!-.

%a$ent *ana'eent

Recr+%me!% -%ra%e"y e1%e!' %# #%(er b+-!e-*+!c%#!- -+c( a-ce!%-%- -#ca me'a ma!a"era!' -# #!.

Adapti)ene!!

N#% #!y be!" a'a,%$e %# rece!% e$e!%- b+% a-# %# c(a!"e- ! c+-%#mer !ee'-.

?rap8Up C+rre!% -%ra%e"e- are !#% -+-%a!abe 8 a--e%- & c#m,e%e!ce- '# !#% -+,,#r% '$er-*ca%#! -%ra%e"y 8 c#!-+mer %re!'- are !#% %(#r#+"(y c#!-'ere'  A,,r#,ra%e -%ra%e"c 'rec%#!- %# be m,eme!%e' %# e!-+re *+%+re -+cce--. THEREORE9 Nee' %# ma!%a! a!' 'e$e#, a--e%- a!' c#m,e%e!ce-.

Th!" $%

RE#ERENCES= 

  

    

  



Ba0er L. B. ?437. Cirque du Soleil hires Goldman Sachs to look for partner. O!!e A$aabe a%9 ''p.r!'!rs.comar'icl!20141219cir!%!sol!il,ma,i%DS?1E0D31@>20141219ob&#rFI6ioA.97 Acce--e' 3? 33 ?43. Ber2#! A. =?437>. Cirque du Soleil’s Next Act: Rebalancing the usiness . #!!e WSJ. A$aabe a%9 (%%,9KK))).)-.c#mKar%ce-Kcr/+e5'+5 -#e-5!e1%5ac%5rebaa!c!"5%(e5b+-!e--5373776 Acce--e' ?3 N#$. ?43. Camer#! M. =?43. !here customer experience is heading in "#$%. #!!e BRW. A$aabe a%9 (%%,9KK))).br).c#m.a+K,Kmar0e%!"K)(erec+-%#mere1,ere!ce-(ea'!")UM7W,bD))#+#'T# Acce--e' ?3 N#$. ?43. Ca-a'e-+-5Ma-a!e R. a!' A+c#! M. =?44>. Cirque du Soleil&&'he (igh&!ire Act of uilding Sustainable )artnerships . #!!e Har$ar' B+-!e-- Re$e). A$aabe a%9 (%%,-9KK(br.#r"K,r#'+c%Kcr/+e5'+5-#e5%(e5("(5)re5ac%5#*5b+'!"5-+-%a!abe5,ar%!er-(,-K47335PD5ENG Acce--e' 3< N#$. ?43. Cr/+e D+ S#e ?43. Cirque du Soleil at a Glance. O!!e A$aabe a%9 (%%,-9KK))).cr/+e'+-#e.c#mKe!K(#meKab#+%5+-Ka%5a5"a!ce.a-,1 Acce--e' 3? 33 ?43. #r"#!e M. ?43. *SC Cruises partners +ith Cirque du Soleil for entertainment at sea. O!!eA$aabe a%9 (%%,9KK))).a%me-.c#mK%ra$eKa5%rb5m-c5cr+-e-5cr/+e5'+5-#e5?433345-%#ry.(%m Acce--e' 3? 33 ?43. G#'ma! Sac(- =?43>. *illennials ,nfographic . #!!e G#'ma! Sac(-. A$aabe a%9 (%%,9KK)))."#'ma!-ac(-.c#mK#+r5 %(!0!"K,a"e-Kme!!a-K!'e1.(%mFc'PS43364444?343 Acce--e' ?3 N#$. ?43. J#!e- C. =?43>. Acrobats or holograms: !hat -s next for Cirque du Soleil . #!!e c(ca"#%rb+!e.c#m. A$aabe a%9 (%%,9KK))).c(ca"#%rb+!e.c#mKe!%er%a!me!%K%(ea%erK!e)-Kc%5ae5464?5#!e-5?434. !ho Are *illennials 3 *illennial *arketing . #!!e Me!!a Mar0e%!". A$aabe a%9 (%%,9KK))).me!!amar0e%!".c#mK)(#5are5me!!a-K Acce--e' ?3 N#$. ?43. M!%er A. =?43>. Cirque du Soleil (as No Chance in China . #!!e B##mbe r"Ve).c#m. A$aabe a%9 (%%,9KK))).b##mber"$e).c#mKar%ce-K?435475?7Kcr/+e5'+5-#e5(a-5!#5c(a!ce5!5c(!a Acce--e' ?3 N#$. ?43. M#rm+ra We-- R#'r"+e- G+e! Na0ayama a!' Mar!(# =?433>. Cirque du Soleil: e/ond lue 4ceans: Scaling Cirque du Soleil and the 51olution of the usiness . #!!e T(e T+c0 Sc(## #* B+-!e-- a% Dar%m#+%(. A$aabe a%9 (%%,9KK*ac+%y.%+c0.'ar%m#+%(.e'+Kma"e-K+,#a'-K*ac+%yKr#!5a'!erKCr/+e'+S#e.,'* Acce--e' 3< N#$. ?43. Ter!ey J. =?437>. Cirque du Soleil Al+a/s 6eli1ers 5motional Customer 5xperiences 3 7o/alt/89#.org . #!!e L#ya%y