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CASE ANALYSIS
o Price targeting upper middle class families (Avg. North American ticket price @
55 $)
o 1998 Cirque opened its 1st merchandise store in Wald Disney Resort in Florida
STRENGTH WEAKNESSES
OPPORTUNITIES THREATS
o expand to larger number of cities o real competition that could enter the
o diversification of the product portfolio market
which could fit to different audiences o to become too commercial and loose its
o increase number of impermanent spirit
location based shows o overdependence on the existing owner
o economic downturn will lead to customers
choosing lower cost substitutes
PORTERS FIVE ANALYSIS
Tax issues
POLITICAL Stability
Energy efficiency
ECONOMICAL Global crisis reduced purchasing power
Limited number of touring cities
ENVIRONMENTAL
Strict local logistics regulation (eg CO2 emmision)
Support activities:
Logistics and infrastructure
Artist recruitment (HR)
Procurement (own and outsourced)
SHOW LOGISTIC ON
MARKETING
SITE
SALES SHOW
PRODUCTION
Primary activities:
ISSUE
Expand geographically
Find new audiences go to new places
Find places with high inflow of tourists for fixed location shows
Growth 10 4 40 4 40 3 30
opportunity
Cost influence 8 1 8 2 16 4 32
Ease of 6 3 18 1 6 2 12
implementation
Opportunity of 4 1 4 4 16 3 12
innovation
TOTAL 70 78 86
RECOMMENDATION