Case Study Marvel FINAL
Case Study: Marvel
What does Marvel’s current Success look like?
Marvel’s current success is largely thanks to a three-pronged approach. It utilizes its characters fame to promote revenue in comic book publishing, toys, and licensing. After successfully navigating a near collapse, the company has re-invented itself by truly focusing on its library of characters. By redeveloping its products – like focusing on quality of publishing, modernizing for younger generations, changing structure to four to six issues, and segmenting by age – Marvel has managed to produce more sought after, accessible products. Add to that its ability to license and contribute in the creation of toys with relatively little risk, and one can realize where a good recipe for success lies.
How sustainable is its business model?
Its business model is relatively sustainable. Characters like Spider-Man, the Hulk and a few others don’t seem to be going to disappear anytime soon. That will allow Marvel to continue focusing on utilizing them as cash cows in its three different business activities. However, there is always a risk, for some reason or another that the appeal of Spider-Man or another major character will fade. Marvel must prepare for this by focusing the majority of its efforts on continuously innovating the character while not neglecting the potential future importance of less known characters.
Although the case study did mention that consumers in their sixties might be purchasing comic books or even toy collectibles, the majority of Marvel’s revenue is still originating from a children’s or young adult’s desire for a Spider-Man comic, Hulk figurine, or X-Men movie. It is therefore extremely important to anticipate (especially in Europe, Japan and other developed regions) increasingly older populations and adjust to such a change. Perhaps in a similar way to how “Ultimate Spider-Man” was bitten by a genetically morphed rather that radioactive spider and also possessed a cell phone.
What does Marvel’s current Success look like?
Marvel’s current success is largely thanks to a three-pronged approach. It utilizes its characters fame to promote revenue in comic book publishing, toys, and licensing. After successfully navigating a near collapse, the company has re-invented itself by truly focusing on its library of characters. By redeveloping its products – like focusing on quality of publishing, modernizing for younger generations, changing structure to four to six issues, and segmenting by age – Marvel has managed to produce more sought after, accessible products. Add to that its ability to license and contribute in the creation of toys with relatively little risk, and one can realize where a good recipe for success lies.
How sustainable is its business model?
Its business model is relatively sustainable. Characters like Spider-Man, the Hulk and a few others don’t seem to be going to disappear anytime soon. That will allow Marvel to continue focusing on utilizing them as cash cows in its three different business activities. However, there is always a risk, for some reason or another that the appeal of Spider-Man or another major character will fade. Marvel must prepare for this by focusing the majority of its efforts on continuously innovating the character while not neglecting the potential future importance of less known characters.
Although the case study did mention that consumers in their sixties might be purchasing comic books or even toy collectibles, the majority of Marvel’s revenue is still originating from a children’s or young adult’s desire for a Spider-Man comic, Hulk figurine, or X-Men movie. It is therefore extremely important to anticipate (especially in Europe, Japan and other developed regions) increasingly older populations and adjust to such a change. Perhaps in a similar way to how “Ultimate Spider-Man” was bitten by a genetically morphed rather that radioactive spider and also possessed a cell phone.