Marvel Marketing Plan

Final: Marvel Enterprises, Inc. - Marketing Plan

Executive Summary ! Marvel Enterprises, Inc was a comic book industry leader in 1930s that later evolved into a publishing and licensing leader based on their Marvel Universe characters. The sustainability and sentimental connection of characters like Spider-Man, The Hulk and X-Men are the foundation for the success experienced throughout the decades of the company. In recent years, Marvel encountered some monetary issues but emerged from bankruptcy in 2004 with a booming $2 billion “market value.” The manner in which the turnaround happened resulted to the expansion into the toy, film, consumer products and licensing sectors highlighting a few questions. Can Marvel continue their success or was it a fluke? Should Marvel expand their set of characters or continue with the great successes of their well known characters mentioned? Does the three division business model yield great future performance as it did in the past? In all, what should the strategic direction of the Vice Chairman, Peter Cuneo, and his colleagues undertake? Situation Analysis ! There were three main divisions that comprised Marvelʼs business model, each having a unique and individual target market. Comic-book publishing is the first branch that is divided into three formats, periodicals, graphic novels and digital comics. The coinciding target market were males in their early teens to mid 30ʼs, these consumers are establish readers. This vast market also includes those who collect comic books. The second faction is the toy division which comprised the designing, developing, marketing and distributing character inspired toys to retail outlets. These toys were to be available during the pre, present, and short post life of a Marvel movie release. This division targeted boys from 4 to 12 years old; their specialized segment was the boy between 5 - 8. Again, collectors were also in this target market but not advertised too. The final and largest...