Case Study Marvel FINAL Essay
What does Marvel’s current Success look like?
Marvel’s current success is largely thanks to a three-pronged approach. It utilizes its characters fame to promote revenue in comic book publishing, toys, and licensing. After successfully navigating a near collapse, the company has re-invented itself by truly focusing on its library of characters. By redeveloping its products – like focusing on quality of publishing, modernizing for younger generations, changing structure to four to six issues, and segmenting by age – Marvel has managed to produce more sought after, accessible products. Add to that its ability to license and contribute in the creation of toys with relatively little risk, and one can realize where a good …show more content…
Also key is innovation of character and product. Even if living in a fantasy world, out of touch with our own, characters must continuously go through new adventures and quality stories must be written, whether for publishing, screen writing, or creating a new toy.
Marvel must cautiously explore producing toys and or animated series themselves, this of course is a whole new industry and would change the company to a great extent. Perhaps most enticing are less capital intensive products. Applications for games on mobile devices, animated series online or through streaming devices like the Apple TV, Roku and Amazon “fireTV”. The latter would have the potential to create exclusive deals for Marvel and producers of the streaming devices and provide 24-hour access to media for consumers.
Video games are also of great potential. Games like Halo, have managed to create multitudes of fans and spawn dozens of novels based on the game. Continually evolving the character and the story line and almost producing a film.
To what extent is Marvel’s success due to only one character and are there any dangers in this or