Service analysis the strategic marketing decision to be made by the financial services company: Intuit. This presentation looks at various factors of marketing and marketing tools and how they would apply to Intuit

1. Dennis Leutwiler
Artur Turdiev
Daniel Galdo
Silvia Borello

3. “Powering prosperity around
the world”
Vision

4. “Improving people’s financial
lives so profoundly that they
can never imagine going back
to the old way”
Mission Statement
• What: Improving people’s financial lives
• Who: People(dealing with finances)
• Why: So they never have to go back to the old ways

5. Environmental
opportunities
Changing consumer needs
• Cross-platform
• Remote access
• Simple to use
New technologies for delivering value
• The Cloud
• Machine Learning

6. Distinctive
Competencies
Adaptability and Innovation
• Startup-like mindset
• Able to transform itself
• High R&D investment

7. Success
Requirements
• Paradigm Shifts – Innovation
• Operating Values – Guiding decisions
• Entrepreneurship – Small team leadership
• Customer Driven Innovation – listening to customer
insights

8. SWOT Strengths Weaknesses
Opportunities Threats
• Large variety of software
• High focus on research and development
• Presence in growing countries (India, China)
• High customer base for QuickBooks
enterprise solution
• Strong brand name and employee base of
8,200
• Inability to transfer to some other
geographical locations
• Geographic concentrations (too reliant on
certain areas)
• Low market share
• Inability to maintain online presence
• 488 mil. Debt.
• Intense competition
• Slowing economy (in some countries)
• Low cost competitors (web-based)
• External changes(regulations)
• External technological innovation
• Emerging technological markets
• Financial services moving online
• Growing number of companies

9. Medium High Critical
Low Medium High
Very Low Low Medium
Occurrence
low medium high
low
medium
Impact
high
• Businesses stop using financial
software
• Web system crash
• Server overload
• AI taking over financial
processes such as accounting
Issue Priority Matrix

10. Porter’s Forces
Industry
New
entrants
Supplier
Substitutes
Buyer
Moderate
Moderate
Moderate
Moderate

11. Entry & Exit Barriers
Entry Barriers - Moderate
• Software development
• Costs
• Government policies (regulations)
Exit Barriers – Difficult
• Client data
• Cloud software
• Non-transferable assets

12. Segmentation
Sales
North America Europe
Asia Oceania
• Geographic
• Business types (i.e small to
large range business)
• Product specific
• Feature specific
• Demographic

13. Targeting Sales
North America Europe
Asia Oceania
Differentiated marketing

14. Positioning
We believe in the people who do
things – the hat jugglers, the to-do list junkies,
the masters of getting it done faster, better and
more efficiently than ever before. Whether that's
balancing the household budget, running a
business or paying taxes.
We believe in
these people
because we are
these people.
Innovating. Empowering. Delighting.
Intuit believes in the power of the individual. The power to do more. To make more. To be more.

15. Branding

16. Branding
Strategically important to create the One Intuit Ecosystem
Mind (data) & Heart (trust) share
Company is dealing with sensitive information
Major risk factor
Trust is crucial
All the products are trademarked and branded “intuit”

17. Branding
Personality: innovative, seamless & trustworthy
Intuit is…
Simplification of the business of life
for small businesses, consumers and accounting professionals.

18. Growth
One Intuit Ecosystem driven by:
R&D
Data

19. References
• Cave, A. (2017). Intuit boss: ‘Our vision is to make the things we do for you disappear’. [online] The
Telegraph. Availableat: http://www.telegraph.co.uk/business/2017/04/23/intuit-boss-vision-make-
things-do-disappear/ [Accessed 15 Oct. 2017].
• Investors.intuit.com. (2017). The 30-year-old Startup: How Intuit's Innovation Engine Thrives. [online]
Available at: http://investors.intuit.com/Press-Releases/Press-Release-Details/2013/The-30-year-old-
Startup-How-Intuits-Innovation-Engine-Thrives/default.aspx[Accessed 15 Oct. 2017].
• Intuit.com. (2017). Corporate Profile - Intuit. [online] Availableat:
https://www.intuit.com/company/profile/ [Accessed 15 Oct. 2017].