Yuval Golan Professor Riccardo Tiscini

Yuval Golan
Barter Online Platform
their “starness”.
Laliberte reinvented the market- and created an uncontested market space that made competition
irrelevant. He did so by the several sophisticated techniques, which required deep analysis and
understanding of the industry where his business was operating.
By eliminating the use of animals he reduced costs such as training and most importantly detached
his business from animal right activists.
He also figured that circus artists are not stars as they were before and were replaced by today’s
movie and TV celebrities.
He discovered that the circus has 3 main critical elements:
1) The Clowns 2) The Tent 3) Acrobatic acts
Cirque du Soleil kept the clowns but modified their role to become artistic, enchanting and
sophisticated.
They glamorized the tent and the seats to create comfort that was pertinent in order to attract new
types of clientele. These ex-non-relevant customers were willing to pay higher prices for the show
and to visit it numerous times a year.
Acrobats and performers were kept but their roles repositioned as secondary and their performance
changed in order to add to it an artistic flame.
Cirque gave people a reason to come to the circus more often since it offered a smart combination
of different arts such as theater, ballet, circus and opera.
In 2010, Cirque Du Soleil reported $850 million in revenues, approximately 100 million viewers
since 1984 and forecast of 15 million viewers for 2012.
In less than 30 years of existence, they have gained profits, which the circus industry as whole did
not achieve in a century.
Blue and Red Oceans- although the terms seem new, blue oceans always existed and will remain
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