UM E-Theses Collection (澳門大學電子學位論文庫)
Title
business case study on the Cirque du Soleil, ZAIA in Macau : standardization approach or not?
English Abstract
Since Macau opened the gaming industry back in 2000, several new large casino operators have established themselves in the city. In addition, Macau was appointed one of the World’s Heritage Sites a few years ago. Both these factors played a very important part on the tremendous increase of the city’s tourism industry. This increase led to the Macau’s entertainment industry to try releasing more products, other than gaming activities, into this market. The research subject of this thesis, the Cirque du Soleil’s permanent show in Macau named ZAIA, is a good example. When releasing an existing product to a new market, one of the most important marketing decisions faced by businessmen is whether to standardize or adapt their products to the target customers belonging to the new market. This paper attempts to contribute to the growing literature that states that standardization and adaptation of a product can co-exist, by analyzing the performance and the marketing strategy of Cirque du Soleil’s show in Macau within the context of Chinese consumers and culture. With the framework introduced by Jain (1989), and by scrutinizing 4Ps and the experience of Cirque du Soleil in Macau, the author attempts to evaluate the degree of standardization and adaptation needed to implement in a product for it to be successful in the international market.
Issue Date
2011
Author
Lai, Kin Peng
Faculty
Faculty of Business Administration
Department:
Department of Management and Marketing
Degree
M.B.A.
Subject
Marketing & Strategic Management -- Department of Management and Marketing
Cirque du Soleil
Circus
Tourism -- China

Supervisor
SyChangco Joseph Adea
Library URL
b2739905
Files In This Item:
TOC & Abstract
Full-text
Location
1/F Zone C
Supervisor
--