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WHAT IS INTUIT?
An American Software Company
By Scott Cook Tom Proulx
- Headquarters in California
- Develops financial & tax preparation software
- Employs 8,200 people
S.W.O.T ANALYSIS OF INTUIT
- High Focus on R&D- User Friendly Products- Product development acc. to customer’s needs- Loyal Customers
STRENGTHS
- Unable to expand in geographical markets-Increase in R&D expenditure
WEAKNESS
OPPORTUNITY
-Priorit ize strategic acquisit ions
- Focus on younger consumers
- Healthcare Solution
- Intense Competition
- Economic Slowdown
- Dependence of few manufacturing channels
THREATS
Elaborate on Intuit’s use of customer
research. Why did it work well for the
company?
- Money spent on customer research
- Products designed keeping the needs of consumers in mind
MARKETING STRATEGY
- Positive word of mouth
- Exceptional customer care service
- Digital marketing exercise on social media
MARKETING STRATEGY
- Building customer value, satisfaction & loyalty
- Company centered around the wants & needs of customers
MARKETING STRATEGY
-Intuit research team personally visits their consumer’s home and study how they react to their products.
MARKETING STRATEGY
V/S
-Quicken starts getting popular in 1988
- Quicken explodes in 1990s
-Microsoft gets jealous, creates Microsoft Money
INTERESTING STORY
-Microsoft tries to buy Intuit for $2.3 billion
- The U.S Department of Justice prevents the merger.
-Microsoft pays Intuit termination fee
INTERESTING STORY
-Intuit still had 65% of the market
- One of the few companies competing against Microsoft & winning.
- Microsoft Money discontinued by Jan, 2011
INTERESTING STORY
Could anything go wrong for Intuit now
that it has beaten out Microsoft?
INTUIT HAS 2 SCENARIOS AFTER BEATING OUT MICROSOFT
- Leader in the industry, with most market share
- Will continue being leaders & innovators in the market if they continue the same practices.
- Form a monopoly
POSITIVE SCENARIO
-Reduction in expenditure on R&D
- Possibility of ending up like Microsoft Money.
- Competitor is temporary, Competition is permanent
NEGATIVE SCENARIO
- Financial Pressure to increase stock prices.
NEGATIVE SCENARIO
How should Intuit gauge results of its
research among younger consumers
with mobile devices?
-Increasing its presence on social networking sites
- Identifying bloggers to write & share blog.
- Classification of blog post according to velocity, share of voice, sentiment & quality.
STEPS TAKEN BY INTUIT
- Expanding its mobile solutions
- Classification of blog post according to sentiment & quality of blog
STEPS TAKEN BY INTUIT
INTUIT’S MANTRA FOR SUCCESS
- Aggressive Customer Research
- Products designed keeping the consumer in mind.
- High expenditure on R&D- Focus on Small & Medium
Level Enterprise (SME)- Customer Loyalty
Created by Vaibhav Agarwal, BITS
Goa during an internship by
Prof. SAMEER MATHUR, IIM
Lucknow
Disclaimer