Marketing I: Jamba Juice & Cirque du Soleil Case Study Analysis

This case study provides an analysis of Jamba Juice and Cirque du Soleil, addressing key questions related to their respective industries and marketing strategies. For Jamba Juice, the analysis identifies environmental factors such as economic conditions, technological advancements, social forces, and environmental considerations impacting the business. It also examines Jamba Juice's corporate social responsibility initiatives, emphasizing ecological balance and sustainability. Regarding Cirque du Soleil, the study conducts a SWOT analysis, highlighting strengths like talented staff and weaknesses such as reliance on partners for financing. The marketing mix of Cirque du Soleil is also analyzed, focusing on product offerings, place of operations, pricing strategies, and promotional activities. The case study concludes with references to support the analysis.

Running head: CASE STUDIES 0
Case Studies

CASE STUDIES 1
Table of Contents
Question 1..................................................................................................................................2
Answer 1.................................................................................................................................2
Question 2..................................................................................................................................3
Answer 2.................................................................................................................................3
Question 3..................................................................................................................................4
Answer 3....................................................................................................................................4
Question 2..................................................................................................................................6
Answer 2.................................................................................................................................6
References..................................................................................................................................7

CASE STUDIES 2
Question 1
Answer 1
The industry segment of the Jamba Juice is restaurants and it belongs to the category of the
food and the beverage industry. The four environmental factors which are currently
prevailing in the industry as a whole are as follows.
Economic and the competitive forces: The economic condition of the United States is
elevating the situation of the unemployment and the purchasing power of the company and
also affecting the revenue and sales of the company directly. For example the age and
education is important to select the potential customers.
Technological: Due to change in the preferences the consumer is more likely to shift on the
nutritional brands. For example the technology of making the juice changes. Earlier the juice
was driven out by the hands rather than the juicer. The pace I affecting the timing and the
consumption (Tomczak, Reinecke and Kuss, 2018).
Social forces : Due to increasing focus towards the health of the society the Jamba juice have
to keep a cost that is best serving the customers and also sufficient to cover the expenses
along with the freshness of the fruits and vegetables. Also the freshness can be hampered
during the utilisation of the seasonal fruits. The health is getting affected. There are other
competitors to which the customers can switch to (Kotler, 2015).
Environmental: The season also plays a vital role in determining the success of the business.
For example the climatic conditions in the northern areas the temperature is low and the
business tends to fall off in the summer when people prefer to walk outside.

CASE STUDIES 3
Question 2
Answer 2
The customer social responsibility of Jamba Juice is mainly focusing on the ecological
balance and the long term sustainability with the motive of providing the fresh juices to the
customers at a reasonable price. It has been observed lately that the Kirk Perron, the founder
of the company is focused in enhancing the sustainability yet there are certain events which
cannot be controlled.
It can be observed from the case study that partnerships have been opened in accordance with
the laws and regulations. Jamba has taken up an agreement with the Whole foods market
which believes in commitment to healthy lifestyle. The ethical practices followed by the
company are initiation of waste diversion programs and secondly use of environmental
friendly materials to serve the juices (Weiss, 2017).

CASE STUDIES 4
Question 3
Answer 3
Strengths Weaknesses
The variety of the staff and talented scouts
are available with creative ideas (Bull, et al
2016).
Cumulatively the company has conducted the
7 touring shows, 2 arena shows and 10
resident shows.
Corporate sponsorships with the (Mirage
Group) with the slogan “let the creative
people run it”.
Too much rely on the internal employees
and member of the company.
Must revamp the make-up, the costumes and
the designs of the set.
The costumes can be designed and
manufactured in house to avoid the extra
cost.
Opportunities Threats
Business partners absorb the cost of more
than 75% and often provide the location to
perform the shows.
The large network of people can be created
and the skilled employees can be called upon
The show becomes profitable over the period
The company is dependent upon the partners
to finance the shows and profits are split.
A long term location shall be required.
The cost is absorbed by the business partners
by more than 65% and there is no profit left
for the scouts and the crew member.

CASE STUDIES 5
of the long term. 90% high budgeted Broadway shows fail to
reach at the break-even point
Question 2
Answer 2
Marketing Mix
Products: the entertainment events and the variety of the shows are the priome services or
products which are offered by the Cirque du Soleil. The shows mainly organised by the
companies are Mystère, La Nouba, O, Dralion, Varekai, and Zumanity which are the revenue
generators for the company.
Place: It should be primarily located in the area which can be easy accessible by the mass
audience. The place chosen by the company up till now are Las Vegas—Treasure Island, the
Bellagio, New York–New York, and the MGM Grand which have been easily available for
the visitors.
Price: the price of the ticket has set at $45 and can go up to $360. The company’s sells about
97% of all the seats at every show. The pricing strategy adopted by the company is cost based
strategy (Kotler, 2015).
Promotion: The business entity is making use of a blended mixture of conventional and
contemporary channels of promotion such as through hoardings and banners. Pamphlets are
also distributed.

CASE STUDIES 6
References
Tomczak, T., Reinecke, S. and Kuss, A., (2018) Introduction. In Strategic Marketing (pp. 1-
18). New York: Springer
Weiss, J., (2017) Ethics and CSR research in top ranked IS journals, 1980-2013: a developing
trend or anomaly?.
Kotler, P., (2015) Framework for marketing management. United States: Pearson Education
India.
Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C.,
Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk, E., 2016. Strengths,
Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services
framework. Ecosystem services, 17, pp.99-111.