OntarioLearn Marketing I: Analyzing Jamba Juice and Cirque du Soleil

This assignment presents a case study analysis focusing on the marketing principles applied by Jamba Juice and Cirque du Soleil. It identifies the political, economic, social, and technological environmental factors affecting the fruit juice industry, examines Jamba Juice's corporate social responsibility, and conducts a SWOT analysis for Cirque du Soleil. Furthermore, it elaborates on the four elements of the marketing mix (product, price, promotion, and place) as implemented by Cirque du Soleil, highlighting the company's innovative shows, pricing strategy, promotional efforts, and strategic location in Montreal. The analysis provides a comprehensive overview of the marketing strategies employed by these two distinct organizations.

Running head: PRINCIPLES OF MARKETING
Principles of Management
Name of the Student:
Name of the University:
Author Note:

1PRINCIPLES OF MARKETING
Part 1
Answer #1
The four environmental factors presently acting on the fruit juice industry includes the
political, economic, social and technological factors. The details of which is described as follows
(Ashurst 2013):
Political: Political factors like the taxation policy keep changing thereby leading to a
direct impact on juice beverage industry. Moreover, the juice industry that presently has a share
of 3 percent could effectively increase with government plans for encouraging the foreign direct
investment.
Economic: The juice beverage industry also experiences challenges, as the purist
consistently demands some of the best drinks from the fresh produce. It is always hard to get the
supply of the fresh produce and necessarily provide drinks with consistent taste. The industry
also faces challenge due to the drastic change in the price of fresh produce across the year
(Atkins and Bowler 2016).
Social: The increase in the income of the middle class has made them more health
conscious. Hectic and stressful lifestyles have shifted the consumer preferences to the healthy
drinks. In other words, the increase in the level of education has made them choose a healthier
route.
Technological: Technology plays a vital role in the maintenance of cost efficiency and
quality for generating greater profit. Better technology helps in increasing the product life.
Answer # 2

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Kirk Perron, took into account the need of the health conscious customers and designed
its menu with juices and fast foods with higher nutritional value. The founder also planned to
open the juice outlets in the college towns and in the airports and the universities. Jamba Juice
also has a licensing agreement with the Whole Foods Market for delivering their commitment
towards the healthy living (jambajuice.com 2018). This shows the founder’s consciousness
towards the corporate social responsibility.
Part 2
Answer#1
Strengths Weaknesses
 Puts up innovative and unique shows
 Have diversified portfolio that includes
stage shows and television shows
 Flexible workforce and devoted artist
 Higher cost of management and
overhead cost
 Have a business model that can be
copied easily
 It is the sole owner and the decision
maker
Opportunities Threats
 Expansion to a larger number of the
cities
 Increased diversification of the
product portfolio that fitted into
 The economic downturn might
influence the customers in choosing
substitutes with a lower cost
 In becoming too commercial and
losing its spirit

3PRINCIPLES OF MARKETING
different audiences
 Increase in the number of shows in
impermanent locations
 The real competition faced from the
other companies
Answer #2
The four elements of marketing mix for Cirque du Soleil are as follows:
Product: These implies the variety, quality and design of exotic shows like the La
Nouba, O, Dralion, Varekai and Zumanity, and communicate the tone and style that intends in
doing more than just the amusement(cirquedusoleil.com 2018). The company also offers
merchandise.
Price: The ticket prices of Cirque du Soleil ranges from $45 to $360 and the company
sells around close to 97 percent of the seats at all the shows.
Promotion: The Company offers promotion in conjunction with the casinos and the
partner hotels (cirquedusoleil.com 2018). This helps in translating about $500,000 week and
generating a yearly profit close to $100 million. The promotional aspect of Cirque du Soleil has
been quite effective since all of the fifteen shows produced by the company have long history of
returning profit.
Place: Cirque du Soleil, considered one of the most successful companies of the world is
located in Montreal (cirquedusoleil.com 2018). The huge headquarters of the company houses
headquarters and huge practice rooms. There are close to three hundred tailors, makeup artists

4PRINCIPLES OF MARKETING
and engineers for designing, sewing and building the custom materials for the exotic shows that
had stage life close to ten to twelve years.

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References:
Ashurst, P.R., 2013. Production and packaging of non-carbonated fruit juices and fruit
beverages. Springer Science & Business Media.
Atkins, P. and Bowler, I., 2016. Food in society: economy, culture, geography. Routledge.
cirquedusoleil.com 2018. [online] Available at: https://www.cirquedusoleil.com/ [Accessed 14
Jun. 2018].
cirquedusoleil.com 2018. [online] Available at: https://www.cirquedusoleil.com/about/creative-
process [Accessed 14 Jun. 2018]
cirquedusoleil.com 2018. [online] Available at: https://www.cirquedusoleil.com/past-shows
[Accessed 14 Jun. 2018].
jambajuice.com 2018. [online] Available at: http://www.jambajuice.com [Accessed 14 Jun.
2018].