Strategy, Enterprise and Innovation Report

This report analyzes the strategies and innovations employed by Cirque du Soleil, focusing on their application of the Blue Ocean strategy and the key drivers of their entrepreneurial success. It discusses various frameworks and approaches that have contributed to the company's unique market position and ongoing success in the entertainment industry.

STRATEGY, ENTERPRISE
AND INNOVATION

Table of Contents
INTRODUCTION...........................................................................................................................1
ASSESSMENT 2.............................................................................................................................1
(a) Strategy and innovation frameworks, key drivers of innovation and entrepreneurial
opportunities contributing to the ongoing success of Cirque du Soleil......................................1
B. Critically analysis of view that Cirque du Soleil’s success can be attributed to the
successful application of Blue Ocean strategy............................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Strategy, enterprise and innovation consist important aspect within the business through
organization make successful operations in different part. It helps to enhance profits of the
company by increasing knowledge, innovation and reducing risk from the workplace. Persent
report is based on Cirque du soleil which book show tickets to setting the stage for customers
requirements. In addition to this, they also offering various other services such as discover of
boutique, travelling and holiday tickets. In this context, report covers strategy and innovation
frameworks for the cited firm. Furthermore, it evaluates key drivers of innovation and
entrepreneurial opportunities which contribute to making success within the organization.
Moreover, it also determines critically analysis of cited firm success with the help of application
of blue ocean strategy.
ASSESSMENT 2
(a) Strategy and innovation frameworks, key drivers of innovation and entrepreneurial
opportunities contributing to the ongoing success of Cirque du Soleil
In order to achieve business targets, every organization make their strategy through they
contributing various aspects within the enterprise to get positive outcomes(Sun, and Xia, 2016.)
In respect to this, Cirque du soleil choosing the best strategy frameworks for the company
through they can make successful operations. In this aspect, they can use Ansoff matrix through
the cited firm can enhance sales volume by making focus on specific area. This matrix is divide
in to four parts which are as follows:
 Market development: In this step, Cirque du soleil can sell their products and services in
different group of people. Main aim of this strategy is to expand the business in
international market. Company focus on more on the adult programs so bring more
customer in their shows. through this they also focus on the new shoes on different sates
of USA.
 Market penetration: In this part of matrix, cirque du soleil sell more product to the same
people in larger quantity(Wang, and Zhu 2014,). For adopting the company is to
minimize costs,create long term players and more development promotions in local
community through print and dIgital media. Company opens its own websites where
people can book there tickets and get inform upcoming updates.
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 Product development: This step is all developing new products to sell current customers.
In last three years cirque du soleil has come with its own multi-media division. Circus has
founded its own in house music label which help to them in bring more innovation music
in their shows.
 Diversification:This involves new products sold to new market. In this there is risk that
may be people have less knowledge about the product but possible gains in diversifying
are often large(Askhatova,Fatkhiev, and Safiullina, 2013.). Cirque Du Soleil has
launched DELIRUM, a new kind of show based on the music of their own label in north
USA. Company gives varoius performance in USA which also gain new custoners in
existing market.
Innovation framework
Innovation frame work means transform your innovation into management capabilities.
When Cirque Du Soleil started its operations with few members but by 2007, there are around
3000 people working in different areas like art direction,stage settings,lighting etc(Gbongli, Yi, .
and Ackah, 2015.). there are numerous types innovation steps take place in the company such as.
Sets and costumes design : Cirque invest a lot of amount of money in preperaing sets and
costumes. Sometimes, the money spent on creating a theater for a cirque production was
exorbitantly high. Company consumes different type of fabric in its shows and help to build
more innovative way.
Target audience and value innovation: cirque differentiated itself from the traditional circus in
all business aspects. The company created a niche market of live shoes within the entertainment
industry rather than providing a product for which demand already existed. company target more
customers in their market by digital media.
Marketing: Typically, when circus planned any shows in new market, a five ti six member team
would reach the new market about few months before the event(Grant 2016.). Each shoes which
perform by the company is first created by the its international head-quaters in Montreal. Cirque
promotes its shows with varied marketing mix like print, television , radio and out door media.
digital media is new way to gather more audience in the world. The company has many
customers around the world who gets daily updates about the circus and their shows.
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Developments: In the last few years cirque has its own multi media division. Company has
founded its own in house music label not only to produce show -related records, but also to
emerging new talent(Chen and Gong 2016)
The road ahead: In 2001, laiberate announced that the wanted to make for bright future of
cirque which includes buildings entertainment plans in major cities like Singapore, London,
Hong Kong in next 15 years.
Key drivers of innovation
Innovation is vital to every department and every industries. In order to more develop
every business switch over to innovation inn its works. Cirque Du Soleil always keep their team
more creative and bring more audience in its shows. The key drivers of the business are as
follows.
Nurturing talent: Everyone has its own thinking and brings ideas to the table, but there are
always some people who have natural talent within their field. Based on the way they think and
feel,perform. Cirques know about this talent and brings more professional artist in its shows to
performance.
Managing creative : In this, when a team member comes up with idea and brings it to the
manager, the process of acknowledge and rewards is important(Chen,and Gong, 2013,). If a
group thinks that their ideas are valued and recognised, they are more likely to bring more future
ideas. In cirque there is is discussion room for exchanges ideas which suggest the artist to bring
more special profile to discovered more potential to enhance a show. company focus on the more
creativity in their work to tell people to imagination in their work.
Building relationships: the relationships between colleagues and mangers can impact creativity.
For a strong relationships cab help to boost creativity and encourages an individual or team to
better performance with coming ideas. Cirque international headquaters in Montreal is the
starting point for all new creation(Chen, and Ye 2014. ). The cirque focus on building strong
relationships with its team members so every one can perform in better way for this they build a
room for discussion where all the parameters and jobs are assigned to only their.
A culture of innovation: Organisation can drive innovation on constant basis by creating a
culture. This means what significant cultures changes need to made in company to help its
innovation become more natural occurrence. To consider all of this in business the cirque focus
on the develop and identify new areas of knowledge and technology . Cirque established a cicus
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schools to feed more inspiration. At its headquaters all new creations took place. Company
started its own websites to interacted with global people and in addition to regular updates of
cirques activities more than a million people.
Entrepreneurial opportunities
Entrepreneurial opportunities means individual aspirations with economic and social
conditions to create a new favourable or new services or product in existing or new market. In
simple terms entrepreneurial opportunities a situation where products and services sold at a high
price than cost.
Creative work place: Very few business cant benefited from the innovation and creativity into
their business. When a team works and thinks in creative then new ways to to solve problems,
unique products and services to sell for future growth. For cirque, dreaming is part of their
philosophy. To take future adventure they offer to their artists and creators to imagine their
incredible dreams and bring them into life.
Create strong relationships with artists: Each artist is integral part of the company and everyone
's contribution is essential to the success of their performance. The company rewarded to their
members who bring unique ideas to solve problems. The company allow Hands off management
style and allows his team to be creative as much as possible without interference and only gives
feedback in the final phases(He and He 2013.)
Textiles and technology: The cirque constantly lookout for new ways to give texture to costume
or create more special effect. They research on water sports, plumbing, aviation or even dentistry
devices such as batteries and lights. Company open its new branches across the world to
competing the world and bring best artists around the world to perform.
Create a bigger purpose: The company has greater purpose than to make money. The company
transforms the cirque industries into amusement park that designed to make people laugh with
new culture and ideas. Expanding their business across the world and then
Innovation: Cirque Du Soliel, a great part of innovation is involved in company progrmas. Live
entertainment is forntier of cirque. Integartion with cloud also provides real tome access to
information anywhere in the world which supports instant decision making and help builds
bridges across time zones, language, culture, exchanges rates , artist and employees.
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B. Critically analysis of view that Cirque du Soleil’s success can be attributed to the successful
application of Blue Ocean strategy
The blue ocean strategy is based on this concept companies can succeed not by battling
competitors, but rather created market of uncontested. This strategy is suitable for those
industries which are not in existence today the unknown market place, unstained
competition(Shah, and Chattopadhyay, 2014.). In these strategy demand is created rather than
fought over and there is a lot of opportunities for growth as well as profits. Competition is
irrelevant because market space is not yet explored.
Application of blue ocean strategy
Blue ocean strategy tools and its effective frameworks bring structure more informative and
create new markets space systematically. With this strategy company can create blue oceans of
uncontested market space in maximizing its profits. Cirque Du Soliel apply theses tools in its
business to minimizing its risks(Weiss 2014.). This strategy focus on the non exist market to
create rapid growth and profits. Circus focus on the more blue ocean strategy and bring value in
its work. The following are tools of the blue ocean strategy which apply by the company.
Value innovation: most companies focus on the matching and beating their rivals as a result,
their strategies gone failed in the market. According to the blue ocean strategy competition is not
available in blue ocean market so company need to value innovation by different mind-set and
systematic way to look towards the opportunities(Hervas-Oliver Sempere-Ripoll, and Boronat-
Moll, 2014.). The circus company did the same and focus on create demand however, company
did not maintain the entire market space sometimes it need some extra time and efforts.
Visualizing strategy: In simple terms visualizing means from a mental image in real world the
company always give some tome to its artist to visualizing and create more imagine about their
work so company can bring more innovative and creative ideas in their performance. Sometimes
its not possible to visualize in every possible conditions and take more time to imagine become
into relaity.
Strategy canvas: A strategy canvas is basically a line graph that plot fuctions against importance
for a company and then overlays industry competitors or industry benchmarkes. This canvas
allow to communicate with a wholly differentiated strategy(Uyarra, Shapira, and Harding,
2016). However, it cant not find itself market spaces but give a powerful strategy to
visualisation.
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Four actions frameworks: It includes the four steps.
 Eliminate : which factors should be eliminated from the industry?
 Reduce: which factors should be reduced in the indistry?
 Raise: which factors should be raised well above the industry standards?
 Create: which factors should be created that the industry has not seen before?
Considering the above four steps the cirques a new value curve by eliminate the animals and star
performance from their shows. company focus on the more artist perform and animals replace
with the humans.
Six paths strategy: To break from competitions, organisations has to construct the market
boundary which first principle of blue ocean strategy(Uyarra, Shapira, and Harding, 2016). The
six paths frame works formulating blue ocean strategy are as follows: Look across the alternatives strategies: in circus alternatives strategies other than the
live performance is performing in relaity shows and online web cast. Look across strategic groups: it focus on the why do buyers trade up for the higher
group, why not they trade down for lower one? Look across buyers groups: the ocean strategy is formulate by finding out who are
chain of buyers in the industry and which group need to be focus. circus is more good
think for the children but company focus on the adults shows. Complementary product and servicing offerings: an company has to think about what
happens before, during and after your product us used by the customers to keep this
think in mind the company bring more creativity in their work and offers diifernt thems
in their shows. Look across the functional emotional orientation : the company need to focus on the
the emotional and functional utility of a buyers who receives the services in the
consumption. company creates heart touching performance in the shows.
 Look across time: Many of industry respond trend in reactive strategies, that allow
them to adopt changing environment. In this company focus on the what will be
advantages in future growth. So company decide to perform reality shoes on the
television.
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Considering the above points in its business the company gain effective advantages the company
focus on the expand its industry through the blue ocean strategy. Cirque Du Soliel is best
examples of the blue ocean strategy.
Its is generally believed that the way you beat your rival in market is actually better
way to winthe market(Whittl and Myrick, 2016.). Consider the Cirque Du Soleil , a performance
that broke away from traditional circus shows. Company apply this strategy in its work to create
new and attractive industry, so rivalry is in not exists. However , this strategy offer only average
benchmarks in product. In corporates competitors also helps to achieve better results. So blue
ocean strategy is gain sometimes but its has also negative impact on the company.
CONCLUSION
From the above report we can say conclude that cirque du soleil is innovative company and its
operations are successful in overall the world. The company is focus on the innovation and
market frame work to expand its business. The circus is focus on the live shows every production
contain its unique concept to perform on the stage. The company is touches audience hearts and
imagination. The product are design to entertainment of people. The company shows human
nature in best ways. Creativity is also part of the industry and maintain the delicate balance
between strong business relationships and artist. The blue ocean strategy is part on the circus
industry which help to them in build more business relation. However less competition in the
industry in will bring disadvantages for the circus. This strategy helps to company on focus on
the new product with new markets with high profit and rapid growth.
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