In 1984 the founders of Cirque du Soleil, a Canadian based theatrical circus, recognised that audience taste was shifting away from traditional big top circus shows and innovated a new model of doing circus by creating a hybrid circus/theatre business. In what seemed to be a saturated market where large and small traditional circuses were…

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2.1.2 Identify economic/industry trends
2.2.4 Formulate and review business unit strategy
2.2.2 Select relevant markets

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