STRATEGIC MANAGEMENT

Table of Contents

Introduction ............................................................................................................................. 3

La Blue Ocean Strategy : Explication ................................................................................... 3

Historical ................................................................................................................................... 3

Definition ................................................................................................................................... 4

In what context can it be used? How is it implemented? .......................................................... 4

Firstly, it is to follow these four steps ..................................................................................... 4

The Blue Ocean Strategy : Application ................................................................................. 5

Brief presentation of Cirque du Soleil ....................................................................................... 5

Historical ................................................................................................................................ 5

How the Cirque du Soleil distinguishing himself from competitors? ...................................... 6

Its capabilities ........................................................................................................................ 6

Other activities ....................................................................................................................... 6

Cirque du Soleil: application of Blue Ocean Strategy, the study of evolution ........................... 7

Strategic canvas .................................................................................................................... 7

The Chan Kim Matrix ............................................................................................................ 8

IFAS ...................................................................................................................................... 9

EFAS ..................................................................................................................................... 9

Deduction ................................................................................................................................ 10

Missions .............................................................................................................................. 10

And to achieve these goals ................................................................................................. 10

While designing this vision .................................................................................................. 10

The 4 Strategic decisions ....................................................................................................... 10

What happened? .................................................................................................................... 11

Conclusion ............................................................................................................................ 12

Bibliography .......................................................................................................................... 12

3

Introduction

Contrary to what we realised in class, I chose to study a new business to show you that I

understand your course. I will realised this study like a funnel. I'll start by explaining what is

the Blue Ocean Strategy generally, with a definition but also a study that will allow you to see

how the "professionals" comes to use this strategy: What this strategy provides at

companies? Only then we apply this strategy at a company case. For this I chose the

company Cirque du Soleil. This is a company that I particularly like because I discovered it

during a trip to Quebec in Montreal.

La Blue Ocean Strategy : Explication

Historical

Yesterday, companies spoke about conquest market share, with strategies for sustainable

and profitable growth where companies was focused on protecting their competitive

advantages.

But today, with saturated competition particularly related to internationalization, this old

thinking is no longer possible. Some industries are overcrowded which can bring a negative

impact on the outcome of firms (competition is also called the "Red Ocean Strategy" as it is

called W. Chan Kim and Renée Mauborgne, which is a small reference to the bath blood that

can we be found after fight).

Thus, if businesses wants to keep their market share, they must differentiate themselves by

modifying their functioning because they should refocus, trying to become the leader of a

niche. And while conducting a profitability strategy.

This is how we create "blue oceans".

4

Definition

To understand correctly what is the Blue Ocean Strategy, I chose firstly to compare it on a

table with the Red Ocean Strategy:

Red

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