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Intuit Case Study Marketing Management

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Intuit Case Study on assessing market opportunities and customer value

Publicado en: Software
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Intuit Case Study Marketing Management

  1. 1. CASE STUDY ON PRESENTED BY : Vigneswaran AR MARKETING MANAGEMENT
  2. 2. INTRODUCTION • Intuit Inc. is an American software company headquartered in MountainView, California. • It was founded in 1983 by Scott Cook andTom Proulx. • Develops financial and tax preparation software and related services for small businesses, accountants and individuals. • Developer of the best-selling software products such as Quicken, Quickbook,TurboTax, etc. • Number of Employees- 8,200 (Nov. 2013)
  3. 3. SWOTANALYSIS STRENGTHS High Focus on R&D Product development according to the consumer’s needs User Friendly products Positive word of mouth from the loyal consumers which in turn helps in publicity of the products WEAKNESS Unable to expand in geographical markets THREATS Dynamic market where technology becomes obsolete very quickly which may lead to more rigorous market study and keeping up with the environment continuously. OPPORTUNITIES Focus on SMEs and younger consumers Strategic Acquisitions
  4. 4. (a)Traditional Organization Chart (b) Modern Customer-Oriented Organization Chart Traditional Organization VS Modern Customer - Oriented Organization
  5. 5. • Over the period, the marketing strategies of Intuit has evolved but the most effective marketing tools for the company are the positive word of mouth, exceptional customer care service and user friendly software. • Also, Intuit has recently started doing digital marketing exercises with its increasing presence on social media web sites such as Facebook,Twitter and LinkedIN. Marketing Strategies
  6. 6.  Elaborate on Intuit’s use of customer research. Why did it work so well for the company? • Intuit spends a significant amount of time and money on consumer research each year and they state that it is “critical for Intuit to know exactly how customers use and feel about their products” because of the nature and pace of technology, the shifting customer and consumer needs, and the competitiveness of the industry. • Intuit uses site visits, lab studies, and remote studies to keep pace with the consumer. • Without this spend on research, Intuit might not have kept up with these changes. • This has work so well for the company because they understand what the consumer wants and improves their product well accordingly to the information they have
  7. 7. Building CustomerValue, Satisfaction, and Loyalty is one among the important function of customer research. Creating loyal customers is at the heart of every business.As marketing experts Don Peppers and Martha Rogers say. The only value your company will ever create is the value that comes from customers—the ones you have now and the ones you will have in the future. Businesses succeed by getting, keeping, and growing customers. Customers are the only reason you build factories, hire employees, schedule meetings, or engage in any business activity. “Without customers, you don’t have a business”. • Identify your customers. • Differentiate customers in terms of (1) their needs and (2) their value to your company. • Interact with individual customers to improve your knowledge about their individual needs and to build stronger relationships. • Customize products, services, and messages to each customer.  Building CustomerValue, Satisfaction, and Loyalty
  8. 8. • InAugust 2008, Microsoft announced that it would stop releasing a new version of Money each year and had no version planned for 2009. • The company also announced that it would no longer ship boxed versions of Microsoft Money to retail stores and would instead sell the product only as online downloads. • On June 10, 2009, Microsoft announced that it would stop developing Money, would stop selling it by June 30 that year, and would continue supporting it until January 31, 2011. • The company cited the changing needs of the marketplace as the reason for Money's demise, stating that "demand for a comprehensive personal finance toolset has declined."  Discontinuation of Microsoft Money
  9. 9. Could anything go wrong for Intuit now that it has beaten out Microsoft? Why or why not? • We think that Intuit asTwo scenarios after Microsoft leaving the market. • There is a positive scenario, where Intuit can become the leader in its field, with most market share.This means to continue as they have done until now, being leaders, innovators and using its strategy of investment in research with customers. • There is also a negative scenario, if they reduce or remove the research funding and research efforts.They could end up in the same way as Microsoft Money ended. Because competitor's are temporary and competition is permanent. • We think it would benefit them if they continue to follow the same strategy .
  10. 10. How should Intuit gauge the results of its research among younger consumers with mobile devices? Intuit has already made dramatic and substantial steps in gauging the younger consumers by : • Increasing its presence on the social networking sites so that it could reach out to more possible younger consumers. • Identifying bloggers to write & share blogs and then classified each blog post according to velocity, share of voice, voice quality and sentiment of the blogs . These are groundbreaking classifications, understanding and interpreting this data is the key to gauge the research of the younger consumers.

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