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1. How would you assess the attractiveness of the circus industry in the early 1980's? What would you conclude from your industry analysis?
2. What were the factors that the traditional circus companies competed on? What do you like or dislike about the traditional circus?
1. The circus industry was fairly attractive in the early 1980's for several reasons: there was one major national operator (Ringling Bros) and many local operators. The market had opportunity for new entries, as witnessed by the entry of Pickle Family Circus, Big Apple Circus, and the Ecole Nationale du Cirque. The industry had become stagnant, serving a set family audience. Cirque du Soleil targeted this audience, but with a twist, of appealing to those who wanted more performance, greater spectacle, and an upscale experience. This was the opposite direction that the other circus companies were taking. ...
This detailed solution is based on case study of Cirque du Soleil. It discusses the attractiveness of the circus industry in the early '80's, the factors that traditional circus companies compete on, and general views on the circus.