1. In your view, what strategic direction should Marvel Enterprises' Vice Chairman Peter Cueno and his colleagues pursue? Why? How? (I would like to advise you that I want Marvel Enterprises' Vice...

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Title: Management » Marketing Management
Marvel Enterprises has been facing problems in terms of their marketing strategy. As mentioned by Elberse, before the initiation of the 21st century, Marvel Enterprises has been dealing with bankruptcy (2). Further, it started facing losses, due to the diminishing popularity of the restricted set of prominent characters such as Spiderman, in the highly competitive market, coupled with the changing trends of entertainment (Tapanainen 6). Therefore, a strategic direction could be suggested to Cuneo and his counterparts, to shift their focus towards the unexploited characters of their creation, and not solely focusing on the major characters such as Spiderman. It would rather be more strategic if the company maintains a perfect balance between strengthening their few numbers of prominent characters such as Spiderman or Hulk and simultaneously, concentrating on the wider presentation of the lesser-known characters, such Hank Pym, Squirrel Girl or Namor. In order to garner interests amongst the readers or customers, the company can gain back its lost position, regain the market foothold and increase its shares as well as revenues, by delving into presenting the less famous characters to the public on a bigger as well as better platform, rather than capitalizing on the noteworthy ones only.
The above-identified strategy has been suggested to Cuneo because there have been some unforgettable characters in the Marvel Comic series, such as Hank Pym— the original...