Marvel Entertainment, Inc.

Xiaodan DongFeb 21, 2008

Marvel’s History

• Marvel Comics early superheroes

• Stan Lee created Spider-Man

• Mismanagement and bankruptcy

• Acquired by “Toy Biz”

• Turnaround phase

Marvel’s Goals

• Monetize the content library

• Ensure the quality of the content

• Foster the long-term value

Current Marvel

• CEO: Peter Cuneo

• New strategies

- Publishing

- Toys

- Licensing

• Debt free (2004)

Gross Profit Composition

Toys15%

Li censi ng55%

Publ i shi ng15%

Total Gross Profit:

268 Million in 2003

Future Marvel

• Capitalize prominent characters

• Shift focus to lesser-known characters

• Keep current business model

• Take on more capital-intensive

Reference

• Elberse, A. (2005). Marvel Enterprises, Inc. In M Mantrala (Ed.), Marketing 8050 (pp. 117-136). Columbia, MO: University Bookstore.