Estrategia del Océano Azul en Cirque Du Soleil
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Tania SerranoEstrategia del Océano Azul en Cirque Du Soleil
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Tania SerranoCommon questions
Con tecnología de IACirque du Soleil applied the Blue Ocean Strategy by moving away from the traditional circus model that emphasized animals and star performers. Instead, they focused on combining elements of theatre and circus to create unique, story-driven performances that appeal to adults as well as children. This approach opened a new market space by delivering a novel entertainment experience, thus creating their own Blue Ocean and avoiding direct competition .
Cirque du Soleil balances classical circus elements with innovative theatrical components by embedding traditional circus talents like acrobatics into a storyline that includes musical and dance performances, creating a symphony of artistic disciplines. This blend respects the circus's historical roots while evolving its format to meet contemporary artistic and aesthetic expectations, offering a holistic entertainment experience .
Innovation was central to Cirque du Soleil's business model as it allowed them to redefine the circus experience by integrating various performance arts into a unified show, breaking away from conventional circus attributes like animals and star-centric acts. This shift in focus not only differentiated their performances but also carved out a new market segment that emphasized an unparalleled blend of creativity, storytelling, and theatrical depth, facilitating sustainable competitive advantage and growth .
Under the Blue Ocean Strategy, Cirque du Soleil addressed competition by rendering it irrelevant. Rather than trying to outperform existing circuses in the established market (Red Ocean), they created a new space (Blue Ocean) by offering a unique entertainment form that combined the circus with theatre, thereby reducing direct competition and capturing a new audience demographic .
Cirque du Soleil minimized the focus on individual 'star' performers by emphasizing teamwork. This approach fostered a unified artistic production, allowing for seamless integration of different talents and specialties. It was instrumental in creating cohesive performances that prioritized the overall narrative and thematic elements of the shows over individual accolades, aligning closely with their strategy of delivering unified artistic experiences .
The ERIC matrix used by Cirque du Soleil consists of four actions: Eliminate, Reduce, Raise, and Create. These components guide the strategic innovation process by identifying which elements of the traditional circus can be eliminated or reduced, which should be raised to enhance value, and what new elements can be created to capture new market demand .
Cirque du Soleil diversified its revenue streams by not relying solely on ticket sales. They introduced additional services such as luxurious audience experiences and corporate events. Such diversification expands their revenue sources, enhancing the financial robustness of their business model and sustaining profitability even as market dynamics evolve .
Cirque du Soleil's artistic presentations are distinct from traditional circus acts due to their emphasis on a narrative structure and the exclusion of animals. They synthesize music, dance, and theatrical storytelling into their performances, delivering an enriched cultural and intellectual experience that transforms each show into a unified theatrical happening rather than a series of disjointed circus acts .
Cirque du Soleil transformed the traditional circus by incorporating a storyline, high-quality music, and artistic dances, enhancing the intellectual richness of their shows. By eliminating the use of animals and focusing on thematic narratives, they created theatrical experiences that offered sophistication and appealed not only to children but also to adult audiences seeking more profound cultural and artistic stimulation .
Cirque du Soleil maintains audience interest by renewing their performances each year. This involves creating unique shows with new themes and narratives, ensuring audiences experience something fresh and distinct every time they attend a performance. Their strategy includes diversifying income sources beyond ticket sales and offering an enriched audience experience through luxury options like red carpet service .