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Marvel Enterprises Inc. (Abridged) Case Solution & Answer

The management team of Marvel Enterprises, known for its universe of superheroes like Spider-Man, Hulk and X-Men should reassess your marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a market value of more than $ 2 billion. Originally known as a cartoon editor, the company is now profitable toy, movie, and licensing operations of consumer products. However, doubts about the business model of Marvel and its growth potential remains. Marvel winning streak was just a fluke? Marvel’s success was dependent on a limited number of characters for success as Spider-Man set, and Marvel should continue to benefit from these characters? Or was the time to seek growth in a wide range of lesser known characters? To explore opportunities for growth, it was prudent for Marvel to venture outside their current business model and go into more capital intensive activities? What marketing strategy would allow Marvel to support their success in the coming years?
by
Anita Elberse
Source: Harvard Business School
10 pages.
Date Posted: January 24, 2011. Prod #: 511097-PDF-ENG
Marvel Enterprises, Inc. (short) Case Solution

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