Scribd Logo
Upload

Welcome to Scribd!

  • 7K views

    Marvel Case Study

    Uploaded by

    Sankhadeep Sen
    Marvel was founded in 1933 as Timely Publications and created iconic characters like Fantastic Four, Spider-Man, and others. It went through periods of success, acquisition, bankruptcy, and emergence from bankruptcy before being acquired by Disney. The document analyzes Marvel's business model of monetizing characters through licensing, maintaining character quality, and having a mini conglomerate structure across publishing, toys, and licensing. It provides observations on opportunities like utilizing more characters, expanding distribution and markets, and identifying new superheroes through audience research.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Marvel Case Study

    Uploaded by

    Sankhadeep Sen
    7K views4 pages
    Marvel was founded in 1933 as Timely Publications and created iconic characters like Fantastic Four, Spider-Man, and others. It went through periods of success, acquisition, bankruptcy, and emergence from bankruptcy before being acquired by Disney. The document analyzes Marvel's business model of monetizing characters through licensing, maintaining character quality, and having a mini conglomerate structure across publishing, toys, and licensing. It provides observations on opportunities like utilizing more characters, expanding distribution and markets, and identifying new superheroes through audience research.

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Marvel was founded in 1933 as Timely Publications and created iconic characters like Fantastic Four, Spider-Man, and others. It went through periods of success, acquisition, bankruptcy, and emergence from bankruptcy before being acquired by Disney. The document analyzes Marvel's business model of monetizing characters through licensing, maintaining character quality, and having a mini conglomerate structure across publishing, toys, and licensing. It provides observations on opportunities like utilizing more characters, expanding distribution and markets, and identifying new superheroes through audience research.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    7K views4 pages

    Marvel Case Study

    Uploaded by

    Sankhadeep Sen
    Marvel was founded in 1933 as Timely Publications and created iconic characters like Fantastic Four, Spider-Man, and others. It went through periods of success, acquisition, bankruptcy, and emergence from bankruptcy before being acquired by Disney. The document analyzes Marvel's business model of monetizing characters through licensing, maintaining character quality, and having a mini conglomerate structure across publishing, toys, and licensing. It provides observations on opportunities like utilizing more characters, expanding distribution and markets, and identifying new superheroes through audience research.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 4

    Marvel Case Analysis

    Name: Sankhadeep Sengupta


    Roll: MEP100413
    Timeline
     1933: The company is founded as Timely Publications.
     1961: Faced with competition from DC Comics, the comic-book publisher
    creates the "Fantastic Four," which is a success.
     1962: Spider-Man, or Peter Benjamin Parker, makes his first appearance in a
    comic book.
     1989: Billionaire investor Ronald Perelman acquires Marvel Entertainment
    Group, which merged with Toy Biz Inc to form the current Marvel, for $82.5
    million.
     1996: Marvel files for bankruptcy protection.
     1997: Bondholders led by Carl Icahn take control of Marvel Entertainment Inc.
    Icahn becomes the chairman.
     1998: The company emerges from bankruptcy.
     2002: The first movie in the "Spider-Man" series from Sony Pictures is released.
     2005: Isaac Perlmutter, Marvel's largest shareholder, becomes chief executive
    officer.
    Key Findings & Obersvations
    • The Turnaround Strategy:
     Monetizing the content library via licensing characters for use with media & consumer
    products
     Managing the library of characters to foster long term value
     Retaining some control over the creative process to ensure quality of content.
    • Mini conglomerate Org Structure comprising of Comic book publishing ( 21%) / Toys
    ( 24%)/ Licensing (54.5%).
    • Under-utilization of characters from Marvel’s character library
    • Marvel’s Publication business is highly dependent on print media and distribution
    channel is dependent on 3000 specialty comics stores across US
    • Marvel has a wide customer age range from 5 yrs to 30+ yrs.\Marvel has been by
    whole & large dependent on the Motion Pictures Company for its revenues.
    • Marvel has low penetration in the small screen media market which is a very
    powerful medium for the business they are into.
    • Only a handful of comic characters had attained the level of superheros.
    Suggested Approach
     To capitalize on the the strength of prominent characters but at the same
    time also focus on the lesser known characters and try to turn them into
    potential blockbusters.
     To look into the current business model of creating content in two areas
    namely comic books & toys and slowly shit base or extend operations
    towards in content production & distribution to the forefront of course
    keeping into mind the potential costs & revenues involved.
     To diversify geographically; from the US markets to the rest of the world.
     To carry out a market research of its audience’s psyche from a superhero
    prospective and then look internally to the characters available in its
    content library to identify the next superhero that will connect well with
    audience

    You might also like