Marvel Comics was founded in the late 1930’s with the their first comics appearing in 1939. Up to the time of the case, the company had changed owners a few times, had ups and downs, and had built a large following by providing up to 60 periodicals per month which included comics like: Spiderman, Fantastic Four, and Iron Man along with about 4,700 other characters. Decision Dilemna: What business model should Marvel Executives pursue to ensure continued growth?
Analysis of Case Facts, Missing info and Contradictions: •There was a lot of talk about existing deals; I’d like to know the terms of those deals and when they were made, when they expire etc. •One of those deals and a very important one was the SpiderMan movie deal with Sony. Said “on the day of release, Marvel had only received about $25mm from Sony. ” Were they expecting to get more? This would be nice to understand the terms here to valuate worth.
They talk a lot about primary market, I would like to see a marketing breakdown of what they are marketing to who? How they are working to capture and keep intrest from toddlers to elderly enthusiasts. •I’d like to better understand the comic book market. Do customers stick with one comic like spiderman and only read that? Or do they start with a spidermand and evolve to others? Buy multiples? •How many comic books does the average consumer buy? Adult vs kid?
Corporate analysis research paper for Marvel Entertainment
... ” Unlike rival comics that based their superheroes on perfection, glamour, and staying within national borders. Marvel’s stories dealt with political issues, ... Captain America, Fantastic Four, X-Man, Spiderman, etc. Now, if you aren’t a “comic book superhero geek”, then you’re ... be when he grows up. Unsurprisingly, he would blurt out, “Spiderman,” “Iron Man,” or “The Incredible Hulk!” These superheroes ...
Would like more insight on efforts regarding Toy distribution, especially when they get space from a retailer 12 months in advance but then the film/toy gets squashed…how does this reflect on them •I would like to see an organization chart; who’s working for who, how many people are there, etc. at certain points it sounds like they have harldy anyone working there and others sounds like they have huge teams •Would like more info on dollar amounts for movie revenues. Talks about US retail averages and then worldwide production costs…would like to compare apples to apples.
World wide everything. •I assume Marvel had IP surrounding their characters and story lines but it’s never mentioned. Would like that to be clarified • Contradictions: •They talk a lot about comic books and the retailing around that but it sounds like their cashcow is licensing deals, movies, actionfigures, etc. •The case discusses Marvels brand dating back to the 30’s and how they believed they need to stay true to where they’ve come from yet they are modernizing their comics, essentially retelling same stories but updated with modern technologies.
Like spiderman having a cellphone •The case discusses market share in the comic book industry showing Marvel and DC to be leaders with similar share in the market yet the case points out “8 of the top 10 monthly comic books were Marvel publications. ” Little confusing without more info. •Under Toys licensing; they state Marvel received a royalty fee of 15% of the wholesale value of toys sold. Then it goes on to say Marvel handles the design, marketing and sales and received a feed that generally exceeded 20% of toy wholesale values. Is this 20% on top of the 15%? Or al together?
Add: Kotler Text and Personal Insight Decision Options: Status Quo: Continue doing what they are doing with licensing deals, movies, toys, etc. Pros: need 3 Cons: need 3 Capital Intense: Extend their content creation and production beyond comic books and toys. Write, script and produce own movies, tv channel and content, theme parks, etc. Pros: need 3 Cons: need 3 Sell Marvel: completely sell off the company Pros: Need 3 Cons: need 3 Back to Basics: focus on their roots of creating and re-creating comic books for enthusiasts Pros: need 3 Cons Need 3 My Decision and Why.
The Essay on Comic books
Comic books established themselves as an independent media in which story abides its own rules; progression of story follows by specific use of frames sequences and their composition. Judging by the structure of comic books and graphic novels we can see many similarities with other medias, like movies adaptations of comic books and just movie itself. However, we cannot deny distinctive differences ...
