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