RSM251H1 Lecture Notes - Lecture 2: Fantastic Four
Document Summary
#1 comic book publisher and licensor in usa. Licensing has led to marvel"s rebound and rapid growth. 15% increase in market share, 20x increase in stock p. Marvel has experienced increased sales and pro tability and needs to position itself for the future. Marvel universe: introduce new heroes with known heroes. Invest in more capital intensive projects specially movie production. Lower risk by trying out minor characters before investing on them. Lots of opportunities: so many minor characters to develop on. Milking: get everything you can out of a project, pull all the pro ts u can out of it. Milk spider: get whatever is left out of the franchise. Licensing motion films: growing the fastest but marvel only retains 7% of sales (therefore capitalize on the movie production and distribution) Case #2: marvel inc. on motion films (motion lms for non core heroes) Marvel universe: be a master brand not a house of brands (spiderman, deadpool, iron man,
