Business Studies CBSE

Project
Case Study Marvel
Entertainment
Marvel Introduction
Marvel Entertainment, LLC (formerly Marvel Enterprises) is an American
entertainment company founded in June 1998 and based in New York City,
New York, formed by the merger of Marvel Entertainment Group and Toy Biz.
The company is a wholly owned subsidiary of The Walt Disney Company since
2009, and is mainly known for its comic books by Marvel Comics, as well as its
forays into films and television/streaming shows, including those within the
Marvel Cinematic Universe (MCU).
Stan Lee father of comics
Stan Lee[1] (born Stanley Martin Lieber /ˈliːbər/; December 28, 1922 – November 12,
2018) was an American comic book writer, editor, publisher, and producer. He rose
through the ranks of a family-run business called Timely Publications which would
later become Marvel Comics. He was the primary creative leader for two decades,
leading its expansion from a small division of a publishing house to a multimedia
corporation that dominated the comics and film industries.In collaboration with
others at Marvel—particularly co-writers/artists Jack Kirby and Steve Ditko—he
co-created iconic characters, including superheroes Spider-Man, the X-Men, Iron
Man, Thor, the Hulk, Ant-Man, the Wasp, the Fantastic Four, Black Panther,
Daredevil, Doctor Strange, the Scarlet Witch, and Black Widow. These and other
characters' introductions in the 1960s pioneered a more naturalistic approach in
superhero comics, and in the 1970s Lee challenged the restrictions of the Comics
Code Authority, indirectly leading to changes in its policies.
Following his retirement from Marvel in the 1990s, Lee remained a
public figurehead for the company, and frequently made cameo
appearances in films and television shows based on Marvel characters
on which he received an executive producer credit, which allowed him
to become the highest grossing person in film of all time.[2] He
continued independent creative ventures into his 90s until his death in
2018. Lee was inducted into the comic book industry's Will Eisner
Award Hall of Fame in 1994 and the Jack Kirby Hall of Fame in 1995.
He received the NEA's National Medal of Arts in 2008.
History Of MARVEL

Just about every great comic book story has a darkest hour moment: a point
in the tale where all seems lost. The heroes are on their knees, the city’s a
smoldering ruin and the villains are closing in for the kill. For Marvel, its
darkest hour came in the winter of 1996.A company that had grown in stature
throughout the ’60s, ’70s, and ’80s thanks to the often stunning art and
storytelling in such comics as Fantastic Four and The Amazing Spider-Man,
Marvel’s financial success had reached a peak by the early ’90s. But then a
series of bursting financial bubbles and questionable business deals saw
Marvel’s stock value collapse; shares once worth $35.75 each in 1993 had
sunk to $2.375 three years later.
An ugly fight between a group of very rich investors followed, and for a while, the
company’s future seemed uncertain.Yet somehow, Marvel fought through all the
corporate intrigue which dogged the company in late 1996 and for many long
months afterwards, and emerged from the rubble a decade later as a film
industry behemoth.
Competitive Brands - International
DC entertainment
DC Comics is one of the largest and oldest American comic book companies, with their first
comic under the DC banner being published in 1937.[8] The majority of its publications take
place within the fictional DC Universe and feature numerous culturally iconic heroic
characters, such as Superman, Batman, Wonder Woman, Flash, Aquaman, Green Lantern, and
Cyborg. It is widely known for some of the most famous and recognizable teams including the
Justice League, the Justice Society of America, the Suicide Squad, and the Teen Titans. The
universe also features a large number of well-known supervillains such as the Joker, Lex
Luthor, the Cheetah, the Reverse-Flash, Black Manta, Sinestro, and Darkseid. The company
has published non-DC Universe-related material, including Watchmen, V for Vendetta, Fables
and many titles under their alternative imprint Vertigo and now DC Black Label.
DARK HORSE
Dark Horse Comics has emerged as the third largest comic publishing
company in the United States of America.[5] Dividing profits with artists and
writers, as well as supporting artistic and creative rights in the comic book
industry, Dark Horse Comics has become a strong proponent of publishing
licensed material that often does not fit into mainstream media.[5][7] Several
titles include: Sin City, Hellboy, Buffy the Vampire Slayer, 300, and Star
Wars.[7]
JUMP COMICS

Jump (ジャンプ, Janpu), sometimes stylized JUMP and also known as Jump
Comics, is a line of manga anthologies (manga magazines) created by Shueisha.
It began with Shōnen Jump manga anthology in 1968, later renamed Weekly
Shōnen Jump. The origin of the name is unknown. The Jump anthologies are
primarily intended for teen male audiences, although the Weekly Shōnen Jump
magazine has also been popular with the female demographic.[1] Along with the
line of manga anthologies, Shōnen Jump also includes a crossover media
franchise, where there have been various Shōnen Jump themed crossover anime
and video games (since Famicom Jump) which bring together various Shōnen
Jump manga characters.
Competitive brands- domestic
Champak
Champak is a popular fortnightly magazine for children published by the Delhi Press Group since
1969 in India.[1] Champak competes with Amar Chitra Katha's Tinkle and Geodesic's Chandamama
brands of magazines. Champak is published twice a month. It is published in English and 7 other
Indian languages. Champak also launched a monthly school magazine called Champak Plus.
ACK COMICS
Amar Chitra Katha (ACK Comics) is an Indian publisher of Indian comics and graphic novels.
Most of its comics are based on religious legends and epics, historical figures and biographies,
folktales and cultural stories. The company was founded in 1967 by Anant Pai and is
headquartered in Mumbai.
Other Subsidiaries Portfolio
A subsidiary, subsidiary company or daughter company[1][2][3] is a company owned or controlled
by another company, which is called the parent company or holding company.[4][5] Two or more
subsidiaries that either belong to the same parent company or having a same management being
substantially controlled by same entity/group are called sister companies.

● Iron Works Productions

● Marvel Characters
● Marvel Unlimited
LOGO , TAGLINE
AND
USP
 Logo
The earliest Marvel logo, which was created in
1939, reflected the original name of the
company, Timely Comics. It was placed inside a
shield shape. The 1951 logotype reflected the
change of the company name to Atlas Comics.
SWOT analysis
For Marvel Toys, SWOT analysis can help the brand focus on building upon its strengths and
opportunities while addressing its weaknesses as well as threats to improve its market position.

Strengths of Marvel
The strengths of Marvel Entertainment looks at the key aspects of its business which gives
it competitive advantage in the market. Some important factors in a brand's strengths
include its financial position, experienced workforce, product uniqueness & intangible
assets like brand value. Below are the Strengths in the SWOT Analysis of Marvel
Entertainment :

● Big brand name and most popular action heroes like Spiderman, Hulk, Avengers etc
● Diverse line of movie franchises
● Brand recall is high and high budget projects
Weaknesses of Marvel
The weaknesses of a brand are certain aspects of its business which are it can improve to
increase its position further. Certain weaknesses can be defined as attributes which the company
is lacking or in which the competitors are better. Here are the weaknesses in the Marvel
Entertainment SWOT Analysis:

● Portfolio is basically limited to superhero projects and too many remakes.

● Piracy is a common enemy of every industry in entertainment.

Opportunities For Marvel

The opportunities for any brand can include areas of improvement to increase its business. A
brand's opportunities can lie in geographic expansion, product improvements, better
communication etc. Following are the opportunities in Marvel Entertainment SWOT Analysis:
● Never ending Loyal Fandom
● Tons of Content in Comics
● Goodwill Of The Brand Name “MARVEL”

Threats Of Marvel
The threats for any business can be factors which can negatively impact its business. Some
factors like increased competitor activity, changing government policies, alternate products
or services etc. can be threats. The threats in the SWOT Analysis of Marvel Entertainment
are as mentioned:

● Video Games
● Other Superhero Franchises
● Netfllix and Other OTT Platforms
https://www.britannica.com/topic/Marvel-Comics

https://www.denofgeek.com/movies/how-marvel-went-from-bankruptcy-to-billions/

https://www.owler.com/company/marvel/competitors

https://en.wikipedia.org/wiki/Dark_Horse_Comics

https://en.wikipedia.org/wiki/DC_Comics

https://en.wikipedia.org/wiki/Jump_(magazine_line)#Jump_Comics

https://en.wikipedia.org/wiki/Champak

https://en.wikipedia.org/wiki/Amar_Chitra_Katha

https://en.wikipedia.org/wiki/Indian_comics

https://1000logos.net/marvel-logo/

https://www.reddit.com/r/comicbooks/comments/8aazxt/marvels_new_slogan_from_c2e2_selling_comics
https://www.mbaskool.com/brandguide/media-and-entertainment/6100-marvel-toy
s.html

https://www.cbr.com/dc-vs-marvel-why-marvel-wins-dc-is-better-and-both-lose/

https://www.wrike.com/marketing-guide/marketing-management/