1. To what extent has the evolution of the circus industry followed the pattern predicted by the industry lifecycle model?
The industry lifecycle model includes four stages: introduction, growth, maturity and decline. After entering to the decline stage, the industry can either experience rebirth and hence keep the industry alive or endure death and thus disappear from the market.
The circus industry has closely followed the pattern predicted by the industry lifecycle model. According to the case study, the circus was invented by the British Philip Astley in 1768, and was rapidly imitated and spread to other countries. This corresponds to the introduction and growth stages of the industry lifecycle model. The circus industry entered to the …show more content…
The company has enhanced the key elements of the circus experience and eliminated controversial animal shows because of animal welfare issues. Cirque du Soleil’s main actions taken in enhancing the circus experience include the following: it has redesigned the tent to be more comfortable for the audience; the clowns have a more urbane style than conventional slapstick form of humor; Cirque added theater elements such as music and lightning effects to the shows; the shows are produced around stories lines; and the company has a portfolio of different shows. Thanks to all these actions, Cirque has successfully changed public perception of the circus, and attracted new groups of customers such adults and corporate clients, who were not used to …show more content…
In this scenario, Cirque would encounter increasing competition in the circus business, and might lose some of its customers to these imitating competitors since the imitators may price the show tickets more aggressively than Cirque. In order to address this scenario, Cirque could enhance its positioning as premium circus shows in the consumers’ minds, and hence maintain its current show ticket prices and avoid to enter to price wars with the imitators. Moreover, Cirque should always keep its portfolio diverse with several different shows and constantly innovate the shows in its portfolio. It is important to retire the old shows that are not attracting the audiences as they used to and then incorporate other original shows that are more adapted to the current taste. Finally, Cirque can establish more strategic alliances with resort chains to obtain more adequate and specially tailored theater stages than the
The industry lifecycle model includes four stages: introduction, growth, maturity and decline. After entering to the decline stage, the industry can either experience rebirth and hence keep the industry alive or endure death and thus disappear from the market.
The circus industry has closely followed the pattern predicted by the industry lifecycle model. According to the case study, the circus was invented by the British Philip Astley in 1768, and was rapidly imitated and spread to other countries. This corresponds to the introduction and growth stages of the industry lifecycle model. The circus industry entered to the …show more content…
The company has enhanced the key elements of the circus experience and eliminated controversial animal shows because of animal welfare issues. Cirque du Soleil’s main actions taken in enhancing the circus experience include the following: it has redesigned the tent to be more comfortable for the audience; the clowns have a more urbane style than conventional slapstick form of humor; Cirque added theater elements such as music and lightning effects to the shows; the shows are produced around stories lines; and the company has a portfolio of different shows. Thanks to all these actions, Cirque has successfully changed public perception of the circus, and attracted new groups of customers such adults and corporate clients, who were not used to …show more content…
In this scenario, Cirque would encounter increasing competition in the circus business, and might lose some of its customers to these imitating competitors since the imitators may price the show tickets more aggressively than Cirque. In order to address this scenario, Cirque could enhance its positioning as premium circus shows in the consumers’ minds, and hence maintain its current show ticket prices and avoid to enter to price wars with the imitators. Moreover, Cirque should always keep its portfolio diverse with several different shows and constantly innovate the shows in its portfolio. It is important to retire the old shows that are not attracting the audiences as they used to and then incorporate other original shows that are more adapted to the current taste. Finally, Cirque can establish more strategic alliances with resort chains to obtain more adequate and specially tailored theater stages than the