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Marvel Enterprise

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ed grnl

on 11 October 2012

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Transcript of Marvel Enterprise

MARVEL ENTERPRISES Marvel is an American company that publishes comic books and related media.
Marvel counts among its characters such well-known properties as Spider-Man, the X-Men, the Fantastic Four, Iron Man, the Hulk, Thor, Captain America and Daredevil; antagonists such as the Green Goblin, Magneto, Doctor Doom, Galactus, and the Red Skull. Martin Goodman founded the company later known as Marvel Comics under the name Timely Publications in 1939, publishing comic books under the imprint Timely Comics. Timely's first publication, Marvel Comics No. 1 (cover dated Oct. 1939), included the first appearance of Carl Burgos' android superhero the Human Torch. That was a great success, with it and a second printing the following month selling, combined, nearly 900,000 copies The company's first true editor, writer-artist Joe Simon, teamed with eminent industry legend Jack Kirby to create one of the first patriotically themed superheroes, Captain America, in Captain America Comics #1. (March 1941) It, too, proved a major sales hit, with sales of nearly one million. Goodman's business strategy involved having his various magazines and comic books published by a number of corporations all operating out of the same office and with the same staff. In 1968, while selling 50 million comic books a year, company founder Goodman revised the constraining distribution arrangement with Independent News he had reached under duress during the Atlas years, allowing him now to release as many titles as demand warranted. Marvel started in 1939 as Timely Publications, and by the early 1950s had generally become known as Atlas Comics. Marvel's modern incarnation dates from 1961, the year that the company launched Fantastic Four and other superhero titles created by Stan Lee, Jack Kirby, Steve Ditko, and others.
Marvel held its own comic book convention, Marvelcon '75, in spring 1975, and promised a Marvelcon '76. At the 1975 event, Stan Lee used a Fantastic Four panel discussion to announce that Jack Kirby, the artist co-creator of most of Marvel's signature characters, was returning to Marvel after having left in 1970 to work for rival DC Comics. In 1978, Jim Shooter became Marvel's editor-in-chief. Although a controversial personality, Shooter cured many of the procedural ills at Marvel, including repeatedly missed deadlines. Despite Marvel's successes in the early 1980s, it lost ground to rival DC in the latter half of the decade as many former Marvel stars defected to the competitor. In 1986, Marvel's parent, Marvel Entertainment Group, was sold to New World Entertainment, which within three years sold it to MacAndrews and Forbes, owned by Revlon executive Ronald Perelman. In 1991 Ronald Perelman, whose company, Andrews Group, had purchased Marvel Comic's Parent corporation, Marvel Entertainment Group (MEG) in 1989, took the company public. With the new millennium, Marvel Comics escaped from bankruptcy and again began diversifying its offerings. In 2001, Marvel withdrew from the Comics Code Authority and established its own Marvel Rating System for comics.
On August 31, 2009, The Walt Disney Company announced a deal to acquire Marvel Comics' parent corporation, Marvel Entertainment, for $4 billion, with Marvel shareholders to receive $30 and 0.745 Disney shares for each share of Marvel they own. Marketing Products Films
Consumer products
Comics
Toys
Video Games
Animated television
Direct-to-DVD Character-Based Entertainment There is a property of 4700 characters featured in their library and the most popular ones are:SpidermanAvengersThe HulkX-menFantastic four Story of success Is it a sustainable success?
Better management
Licensing characters for use in various media products
Retained some form of control over the creative process TARGETS How to extend the success? It is crucial to shift the attention to the lesser-known characters and try to get the attention of the audience with those characters. Swot Analysis STRENGTHS
Film production
Cost advantage
Asset leverage
Strong brand equity
Strong financial position
Pricing
Publisher of Comics WEAKNESSES
Low market share
Poor supply chain
Weak management team
Weak, damaged brand
Ubiquitiouegory, products, services OPPORTUNITIES
Financial markets (raise money through debt, etc) Innovation
Online Product and services expansion
Takeovers


THREATS
Competition Economic slowdown Lower cost competitors or imports Maturing categories, products, or services Price wars In the fall of that year he sold Marvel Comics and his other publishing businesses to the Perfect Film and Chemical Corporation, which grouped them as the subsidiary Magazine Management Company, with Goodman remaining as publisher. In 1969, Goodman finally ended his distribution deal with Independent by signing with Curtis Circulation Company. Thank you for your attention... Three divisions of Marvel Comic books
Toys
Licensing
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