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Intuit Case Study

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A case-study on Intuit, Kotler Management

Veröffentlicht in: Marketing
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Intuit Case Study

  1. 1. WHAT IS INTUIT?
  2. 2. An American Software Company By Scott Cook Tom Proulx
  3. 3. - Headquarters in California - Develops financial & tax preparation software - Employs 8,200 people
  4. 4. S.W.O.T ANALYSIS OF INTUIT
  5. 5. - High Focus on R&D - User Friendly Products - Product development acc. to customer’s needs - Loyal Customers STRENGTHS
  6. 6. - Unable to expand in geographical markets -Increase in R&D expenditure WEAKNESS
  7. 7. OPPORTUNITY -Prioritize strategic acquisitions - Focus on younger consumers - Healthcare Solution
  8. 8. - Intense Competition - Economic Slowdown - Dependence of few manufacturing channels THREATS
  9. 9. Elaborate on Intuit’s use of customer research. Why did it work well for the company?
  10. 10. - Money spent on customer research - Products designed keeping the needs of consumers in mind MARKETING STRATEGY
  11. 11. - Positive word of mouth - Exceptional customer care service - Digital marketing exercise on social media MARKETING STRATEGY
  12. 12. - Building customer value, satisfaction & loyalty - Company centered around the wants & needs of customers MARKETING STRATEGY
  13. 13. -Intuit research team personally visits their consumer’s home and study how they react to their products. MARKETING STRATEGY
  14. 14. V/S
  15. 15. -Quicken starts getting popular in 1988 - Quicken explodes in 1990s -Microsoft gets jealous, creates Microsoft Money INTERESTING STORY
  16. 16. -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
  17. 17. -Intuit still had 65% of the market - One of the few companies competing against Microsoft & winning. - Microsoft Money discontinued by Jan, 2011 INTERESTING STORY
  18. 18. Could anything go wrong for Intuit now that it has beaten out Microsoft?
  19. 19. INTUIT HAS 2 SCENARIOS AFTER BEATING OUT MICROSOFT
  20. 20. - 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
  21. 21. -Reduction in expenditure on R&D - Possibility of ending up like Microsoft Money. - Competitor is temporary, Competition is permanent NEGATIVE SCENARIO
  22. 22. - Financial Pressure to increase stock prices. NEGATIVE SCENARIO
  23. 23. How should Intuit gauge results of its research among younger consumers with mobile devices?
  24. 24. -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
  25. 25. - Expanding its mobile solutions - Classification of blog post according to sentiment & quality of blog STEPS TAKEN BY INTUIT
  26. 26. 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
  27. 27. Created by Vaibhav Agarwal, BITS Goa during an internship by Prof. SAMEER MATHUR, IIM Lucknow Disclaimer

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