Harvard Case - Big Apple Circus: Time to Fold the Tent?
"Big Apple Circus: Time to Fold the Tent?" Harvard business case study is written by David G. Fubini, Matthew Wiger. It deals with the challenges in the field of Operations Management. The case study is 14 page(s) long and it was first published on : Jan 19, 2018
At Fern Fort University, we recommend that the Big Apple Circus pursue a strategic transformation focused on reinvigorating its core brand, diversifying its revenue streams, and leveraging technology to enhance the customer experience. This will involve a combination of operational improvements, strategic partnerships, and a shift towards a more digitally-driven business model.
2. Background
The Big Apple Circus, a beloved institution in New York City, faces declining attendance and increasing operating costs. The case study highlights the challenges of competing with larger, more technologically advanced circuses, while maintaining its unique brand identity. The main protagonists are the current management team, tasked with finding a path to profitability and ensuring the circus's long-term sustainability.
3. Analysis of the Case Study
The Big Apple Circus's challenges can be analyzed through the lens of several frameworks:
a) Porter's Five Forces:
- Threat of New Entrants: High, due to the relatively low barriers to entry in the entertainment industry.
- Bargaining Power of Buyers: Moderate, as audiences have a range of entertainment options.
- Bargaining Power of Suppliers: Low, as the circus relies on a diverse range of suppliers.
- Threat of Substitutes: High, due to the availability of other forms of entertainment, including online streaming services and live events.
- Competitive Rivalry: High, with numerous competitors vying for audience attention.
b) SWOT Analysis:
- Strengths: Strong brand recognition, unique artistic vision, loyal audience base.
- Weaknesses: Aging infrastructure, limited digital presence, reliance on traditional marketing methods.
- Opportunities: Expanding into new markets, leveraging technology for enhanced customer experience, developing new revenue streams through merchandise and licensing.
- Threats: Declining attendance, rising operating costs, competition from larger circuses.
c) Operations Strategy:
- Operations Strategy: The circus's current operations strategy is based on a traditional model, with limited focus on efficiency and cost optimization.
- Supply Chain Management: The circus's supply chain is fragmented, with limited visibility and control over inventory and logistics.
- Production Processes: The circus's production processes are labor-intensive and rely heavily on manual operations.
- Information Systems: The circus lacks a robust information system to track performance, manage inventory, and analyze customer data.
4. Recommendations
a) Strategic Transformation:
- Reimagine the Brand: The Big Apple Circus should reposition itself as a more contemporary and accessible entertainment experience. This could involve incorporating digital elements into the show, collaborating with modern artists, and developing a stronger online presence.
- Diversify Revenue Streams: Explore new revenue sources beyond ticket sales. This could include merchandise sales, licensing agreements, corporate events, and online content creation.
- Leverage Technology: Invest in technology to enhance the customer experience, including online ticketing, mobile apps, and interactive elements within the show.
b) Operational Improvements:
- Implement Lean Manufacturing Principles: Apply lean principles to streamline operations, reduce waste, and improve efficiency. This could involve optimizing production processes, reducing inventory levels, and improving logistics.
- Adopt Six Sigma Methodology: Utilize Six Sigma methodologies to identify and eliminate process inefficiencies and improve quality control. This could lead to cost savings and improved customer satisfaction.
- Enhance Supply Chain Management: Implement a robust supply chain management system to improve inventory control, optimize logistics, and reduce costs. This could involve leveraging technology, establishing strategic partnerships, and implementing just-in-time (JIT) inventory management practices.
c) Marketing and Sales:
- Develop a Digital Marketing Strategy: Create a comprehensive digital marketing plan to reach new audiences and increase brand awareness. This could involve social media marketing, targeted advertising, and content marketing.
- Engage with Millennials and Gen Z: Develop targeted marketing campaigns to attract younger audiences. This could involve partnering with influencers, creating engaging online content, and offering interactive experiences.
- Build Strategic Partnerships: Collaborate with other organizations to expand reach and create cross-promotional opportunities. This could involve partnerships with local businesses, schools, and community organizations.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with the Big Apple Circus's core values of artistic excellence, community engagement, and family entertainment.
- External Customers and Internal Clients: The recommendations address the needs of both external customers and internal stakeholders, including employees, performers, and donors.
- Competitors: The recommendations aim to differentiate the Big Apple Circus from its competitors by leveraging technology, embracing innovation, and creating a unique brand experience.
- Attractiveness: The recommendations are expected to improve profitability and long-term sustainability by increasing attendance, diversifying revenue streams, and reducing operating costs.
6. Conclusion
The Big Apple Circus faces significant challenges, but it also has the potential to thrive by embracing a strategic transformation. By reimagining its brand, diversifying its revenue streams, and leveraging technology, the circus can create a sustainable business model that resonates with both traditional and new audiences.
7. Discussion
Alternative Options:
- Merging with another circus: This could provide access to resources and expertise, but it would also require significant organizational changes.
- Closing the circus: This would be a drastic measure, but it could be considered if the financial situation becomes unsustainable.
Risks and Key Assumptions:
- The success of the strategic transformation depends on the ability to attract new audiences and retain existing ones. This requires effective marketing and a compelling product offering.
- The implementation of technology solutions requires significant investment and expertise. The circus must carefully assess its resources and capabilities before embarking on such initiatives.
- The success of new revenue streams is uncertain. The circus must carefully evaluate the potential of each new venture and manage its risks.
8. Next Steps
- Develop a detailed strategic plan: This plan should outline the specific actions to be taken, the resources required, and the expected timelines.
- Form a dedicated task force: This task force should be responsible for implementing the strategic plan and overseeing the transformation process.
- Secure funding: The circus will need to secure funding to support the implementation of the recommendations. This could involve seeking grants, loans, or investments.
- Communicate the vision: The circus must effectively communicate its vision for the future to its stakeholders, including employees, performers, donors, and the public.
By taking these steps, the Big Apple Circus can embark on a journey of transformation and secure its place as a beloved institution for generations to come.
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Case Description
By 2016, the Big Apple Circus has weathered many storms in its 38 seasons as one of the most well-known New York City nonprofits. Will Weiss, the executive director, has witnessed his share of chaos during four years at Big Apple. After a slight resurgence following the precipitous drop in ticket sales during the financial crisis, the operating health and finances of the Circus are growing more tenuous each year. Big Apple Circus is on the brink and Will Weiss must determine if there is a way forward.
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