Marvel Comics and Marvel S Turnaround
Marvel Enterprises, Inc.
(b) Why was Marvel’s turnaround so successful? Would you characterize that success as a fluke? Or do you view it as sustainable? Why? How? Marvel’s success is definitely not a fluke and its business model is very sustainable. Because Marvel’s new strategy chose to monetize the content library via licensing characters for use with media products. In an era during which mass media is so important in people’s life, only one media tool - publishing is not strong enough to expand Marvel’s influence to consumers. Comic books can only target a very limited market that most is composed of male teenagers and young adults from 13 to 23 years old. It is very difficult to expand this traditional market significantly. After many years development, this market has become matured and very stable. Meanwhile, people are more and more exposed to movies, televisions, and video games, which are very effective to influence people’s consumption behavior than comic books. All these media tools are able to reach more consumer segments than traditional comic-book publishing. Marvel’s potential to develop has increased dramatically when its market has significantly been expanded by broadcast media. Other consumer products, such as toys, work with media products reinforced each other. This market expansion develops not just in a comprehensive manner, but also in an intensive manner. Marvel emphasizes a long-term value in its new management. They plan career for each of their characters. For example, Spider-Man’s career over the next five years is to have two more movies, DVDs, toys, a video game, and a promotion with Burger King. The intensive career plan can have each character penetrate into people’s life by media in a long term basis. The third main strategic dimension is to ensure the quality of the content that featured Marvel characters. Creation and consistency in characters and stories mean everything for Marvel. Before Marvel’s
(b) Why was Marvel’s turnaround so successful? Would you characterize that success as a fluke? Or do you view it as sustainable? Why? How? Marvel’s success is definitely not a fluke and its business model is very sustainable. Because Marvel’s new strategy chose to monetize the content library via licensing characters for use with media products. In an era during which mass media is so important in people’s life, only one media tool - publishing is not strong enough to expand Marvel’s influence to consumers. Comic books can only target a very limited market that most is composed of male teenagers and young adults from 13 to 23 years old. It is very difficult to expand this traditional market significantly. After many years development, this market has become matured and very stable. Meanwhile, people are more and more exposed to movies, televisions, and video games, which are very effective to influence people’s consumption behavior than comic books. All these media tools are able to reach more consumer segments than traditional comic-book publishing. Marvel’s potential to develop has increased dramatically when its market has significantly been expanded by broadcast media. Other consumer products, such as toys, work with media products reinforced each other. This market expansion develops not just in a comprehensive manner, but also in an intensive manner. Marvel emphasizes a long-term value in its new management. They plan career for each of their characters. For example, Spider-Man’s career over the next five years is to have two more movies, DVDs, toys, a video game, and a promotion with Burger King. The intensive career plan can have each character penetrate into people’s life by media in a long term basis. The third main strategic dimension is to ensure the quality of the content that featured Marvel characters. Creation and consistency in characters and stories mean everything for Marvel. Before Marvel’s