Management team Marvel Enterprises, known for its universe of superheroes characters, which includes Spider-Man, Hulk, and X-Men, should reconsider their marketing strategy. In June 2004, just six years after the company emerged from bankruptcy, Marvel amassed a market value of more than $ 2 billion. Originally known as a comic book publisher, the company now has a very advantageous toys, movies, and consumer products licensing operations. However, doubts about the business model of Marvel and its growth potential continues to exist. If Marvel winning streak was just a fluke? Marvel was a success in reliance on a limited set of characters blockbuster first Spider-Man, Marvel, and should continue to make these characters? Or it was time to look for a lot more growth in the lesser-known characters? In the process, opportunities for growth, it was wise for Marvel to go beyond its current business model and move to a more capital-intensive activities? What marketing strategies would allow Marvel to maintain its success in the coming years? "Hide
by Anita Elberse Source: Harvard Business School 10 pages. Publication Date: January 24, 2011. Prod. #: 511097-PDF-ENG
Related Case Solutions & Analyses:
Procter & Gamble in the 21st Century (A): Becoming Truly Global
Bucking the Trend: Look at Zyme Solutions Non-linear Business Model for IT Services from India
Competing for Development (A): Fuel Efficient Stove for Darfur
EPCOR Utilities Inc. (A): Critical Community Consultation
Rosenbluth International Mexico (Abridged)
American Bank
Donna Dubinsky and Apple Computer Inc. (D)
Evolution of a Treatment: The Case of Diabetes
ICI-Nobel’s Explosives Co. (Abridged)
PSA: The World’s Port of Call
