The Innovative Strategies:

When Cirque began its operations, it functioned with around 73 employees. By 2007, there were 3,000 people working in various areas like art direction, production, stage settings, lighting and special effects, IT, marketing and public relations, and as trainers, physiotherapists, fitness specialists, musicians, cooks and the kitchen staff,technicians, and performers. When Cirque began its operations, it functioned with around 73 employees. By 2007, there were 3,000 people working in various areas like art direction, production, stage settings, lighting and special effects, IT, marketing and public relations, and as trainers, physiotherapists, fitness specialists, musicians, cooks and the kitchen staff, technicians, and performers.

Target Audience and Value Innovation

Cirque differentiated itself from the traditional circus in all business aspects. The company created a niche market of live entertainment within the entertainment industry. Rather than providing a product for which demand already existed, it used its innovativeness and creativity to bolster a demand for live entertainment. Cirque differentiated itself from the traditional circus in all business aspects. The company created a niche market of live entertainment within the entertainment industry. Rather than providing a product for which demand already existed, it used its innovativeness and creativity to make a demand for live entertainment.

QUESTION 1

1.1 Illustrate the concept of focused differentiation and examine this concept in the context of Cirque de Soleil. (15)

1.2 Illustrate the cause-and-effect relationship in the Balanced Scorecard and map it to Cirque de Soleil. (10)