Definition: is a structured planning method used to evaluated the strength, weakness, opportunities and threat involved in a project or in a business venture.
In order to carry on the short term and long term marketing strategies for the Marvel. The very important step is to using SWOT analysis identifying the internal and external factors that are favorable and unfavorable to achieving that objective.
So let’s begin with the strength aspect.
As we know, the Marvel is a well known brand, which has almost 70 years history, the most outstanding feature is the very bright characters and attractive storyline. Like the Spiderman. Meanwhile, the company runs an diversified business model mainly for three divisions, comic book publishing, toys and licensing .Furthermore, as we can figure out in the article, Marvel earns a considerable profit in course this divisions. This can be regarded as a strongly financial support for the company’s further development.
Then we moves to the weakness aspect
General speaking , people get familiar with the well known heroes like, Spiderman or the superman, but they always got confused or even don’t care about this heroes actually produced by which comic company, that we said low brand identity and the loyalty. Secondly, it is not difficult to find out that , our major customer group is boys and male adults, not only the feature of the characters , but also the storyline , it is more warm blood and aggressive, so ,the products are less attractive for girls . The last but not the least one weakness is the character’s singleness; the company put much more effort on their main characters only, like Spiderman. Less attention to the other characters development, especially for the lesser known heroes.
For the opportunities, this implies the elements that the company could exploit to its advantage. In terms of Marvel, it will be a good choice to Expending entertainment and Media industry,