Marvel Entertainment is the current leader in the comic book industry with a 39.98% retail market share and 46.67% unit market share. However, to maintain this leadership, the company needs to diversify its characters and target markets to avoid potential backlash over a lack of diversity. The analysis recommends Marvel introduce new diverse characters across ethnicity and capabilities into its comics first before debuting them in films. This would help broaden Marvel's target market and secure its position as the best in the industry.

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A Market Analysis for
Marvel Entertainment
Rhiannon Hill
Full Sail University
Project & Portfolio II: Business and Marketing
February 29th
, 2020

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EXECUTIVE SUMMARY
An analysis highlighting Marvel’s strengths and weakness through research and affiliated
data. Determining the possibilities to expand target market research, increase character diversity,
and to maintain Marvel Entertainment’s current position within the comic book industry. While
exploring opportunities to increase income potential.
OBJECTIVE
The purpose of this analysis is to identify opportunities to expand the target market reach.
How to implement a marketing approach that will set the ground work for a lasting diversified
targeted market while simultaneously increasing income potential.
RESEARCH METHODOLOGY
The information gathered for this analysis report was retrieved through national research
data bases, news articles, and direct competitor website. Most information gathered is
quantitative with validity identified through qualitative data retrieved within the month of
February of 2020. The data retrieved has been sourced from the year 2006 to 2020. Throughout
the analysis process it was found that financial data and demographics was very limited if
existent at all.

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RESEARCH AND KEY FINDINGS
Marvel Entertainment’s comic book division is the industry
leader with its current retail market share at 39.98% and its
unit market share at 46.67% as of January 2020 (Diamond
Comic Distributers) and an estimated revenue valued at about
$400 million (Owler).
Marvel’s powerhouse evolves around their ability to collect
information and analyze data such as audience desires &
buying habits in many mediums to ensure the most affluential data for each character. Nash, K.
S. (2006)
In 2007 Marvel made several test markets to reach the
female demographic. Through trial and error there has
been success on how to reach this demographic thus
finding value for the intended target market and
establishing engagement of the female audience.
Kaplan, J. (2009) Naturally this engagement has
attributed to increased sales.
In short Marvel Entertainment has no lack in understanding the value of market analysis
and customer buying habits. Understanding the value of quality business partnerships has
undoubtedly contributed to the company’s success, which is why Marvel has become an

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industry giant with its 2009 merger with Walt Disney
Studios. Considering that the Disney merger will be the
last major partnership within the company maintaining
industry leadership will require consideration to the
lack of diversity within the business and character
development. Current societal issues could potentially
raise concern or create company backlash for its lack of
diversity and awareness.
CONCLUSIONS
Marvel Entertainment is without a doubt a successful company and an icon in the comic
book sector, however, to maintain that status it is the responsibility of the company to stay ahead
of the curve. Predicting the possibilities of success and failure and to make decisions
accordingly.
RECOMMENDATIONS
Having a strategic initiative internally will create a diverse and creative company culture
will allow in house cultural research as well as creative input on character creation and
development. Developing a variety of characters with different ethnicities and capabilities that
are relatable with cause and capabilities that will contribute to the Marvel Universe. First
introducing them into the comic books then debut them on film which will create further
recognition to the brands diversity thus broadening the target market. Further analysis on cultural
and societal issues will establish emotional connection, relatability, and brand loyalty. The
accumulation of these efforts secures the reign of Marvel Entertainment as the best in the comic
book industry.

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REFERENCES
Comichron (2020) Graphical data and research.
https://www.comichron.com/yearlycomicssales/industrywide/2018-industrywide.html
NPD (2020) Research company. used by Omicron Respective research at NPD.com.
https://www.npd.com/wps/portal/npd/us/industry-expertise/entertainment/
Diamond Comic Distributers (2020) https://www.diamondcomics.com/Home/1/1/3/237
EodData ( 2009) Website. Data. Research. Eoddata.com
.http://www.eoddata.com/StockQuote/NYSE/MVL.htm
Glassdoor (2020) Employee Review. Website. Research.
https://www.glassdoor.com/Reviews/Marvel-Entertainment-work-environment-Reviews-
EI_IE3929.0,20_KH21,37.htm
Grover, R. (2006). Marvel Shows Its Might. BusinessWeek Online, 18.
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Havens, C. E. (2016). Saving Patent Law from Competition Policy and Economic
Theories: Kimble V. Marvel Entertainment. Berkeley Technology Law Journal, 31, 371–398.
https://doi-org.oclc.fullsail.edu/10.15779/Z388G4R
Kaplan, J. (2009). A Super Push for Women at Marvel. WWD: Women’s Wear
Daily, 197(64), 10–1NULL.
Levine, J. (2020) NY Post. Bloomberg campaign looking beyond super Tuesday: ’The
Eyes are on the Convention’
https://nypost.com/2020/02/15/bloomberg-campaign-looking-beyond-super-tuesday-
the-eyes-are-on-the-convention/
Nash, K. S.(2006) Marvel Entertainment. Baseline, 57, 24. Article.
Marvel (2020) www.marvel.com
Walt Disney Company (2020) Waltdisney.com. Company Environmental movement.
https://www.thewaltdisneycompany.com/environment/
Yahoo Finance (2020) DIS. Financial research. NYSE.
https://finance.yahoo.com/quote/DIS/history?p=DIS