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

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