A case study analysis of intuit Prof. Sameer Mathur-IIM lucknow

1. CASE STUDY
ANALYSIS ON
INTUIT

2. COMPANY OUTLINE
Intuit Inc. is an American software company headquartered in Mountain View,
California
• It was founded in 1983 by Scott Cook and Tom 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,
QuickBooks, TurboTax, etc.
• Number of Employees :- 7,700 (2015)

3. JOURNEY OF INTUIT

4. SERVICES ACCESSIBLE

5. SWOT
ANALYSIS

6. LET’S ANALYSIS IT….
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

7. TRADITIONAL ORGANIZATION CHART
VS
MODERN CUSTOMER - ORIENTED ORGANIZATION CHART
Traditional Organization Chart Modern Customer-Oriented Organization
Chart
Top
Management
Middlemanagement
Frontlinepeople
Customers
Customers
Frontlinepeople
Middlemanagement
Top
Management

8. MARKETING STATERGIES
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

9.  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
ELABORATE ON INTUIT’S USE OF CUSTOMER RESEARCH
Why Did It Work So Well For The Company?

10. Building Customer Value, 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
DEVELOPING CUSTOMER VALUE, SATISFACTION AND LOYALTY

11. In August 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

12. • We think that Intuit as Two 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
Could anything go wrong for Intuit now that it has beaten out
Microsoft?
Why or why not?

13. 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 ground-breaking classifications,
understanding and interpreting this data
is the key to gauge the research of the
younger consumers.
HOW SHOULD INTUIT GAUGE THE RESULTS OF ITS RESEARCH
AMONG YOUNGER CONSUMERS WITH MOBILE DEVICES?

14. REVENUE SEGMENT INTU

15. Accelerating to the cloud,
increasing connected services,
and pushing global expansion
comprise three major priorities
Intuit's management will pour
resources into during the coming
years
After a rather significant hiccup
last year in the “INTU” symbol, it
appears that for now, investors
have regained faith in this long-
term business roadmap.
FACTS AND FIGURE ABOUT THE STOCK

16. R&D (RESEARCH AND DEVELPOMENT)

17. STEPS TAKEN BY INTUIT
• Increasing its existence on social networking
sites
• Recognising bloggers to write & share blog
• Classification of blog post according to
velocity, share of voice, sentiment & quality
• Getting higher its mobile solutions
• Classification of blog column according to
sentiment & excellence of blog

18. INTUIT’S MANTRA FOR SUCCESS
Adverse Customer Research
Products planned keeping the
consumer in mind
Extraordinary spending on R&D
Emphasis on Small & Medium
Level Enterprise (SME)
Buyer Loyalty

19. CREATED BY
SHUVAM SINHA
INTERN-UNDER SAMEER MATHUR
IIM-LUCKNOW