LILONGWE UNIVERSITY OF AGRICULTURE & NATURE RESOURCES

BUNDA COLLEGE, CITY CAMPUS

FULCALTY OF DEVELOPMENT STUDIES
DEPARTMENT OF AGRIBUSINESS MANAGEMENT
PRINCIPLES OF MARKETING
ASSIGNMENT
(Due May 05,2023)

TO : MR H. KAMOWA
FROM : BONFACE P NSAPATO
REG : 190200185
PROG : BABM
COURSE CODE : 226
In the case study, Intuit software company set their sight on customers by trying to
understanding what really customer needs and wants in as far financial and tax
software is concerned which is first step in the marketing cycle proposed by Philip Kotler
(Kotler, 2000).
The company develop a product called quicken software in order to overcome financial
management problem for small to medium sized business. The company adopted
philosophy called Marketing concept which emphasize the need for the organization to
know their customers’ needs and wants as a target market, and delivering the desired
satisfaction better than their competitors for them to achieve organizational goals
(Kotler, 2000).The essay below explore more about way in which intuit uses research
for the company success

Firstly, research. They invested approximately 20% of their net revenues conducting
customer research each year in order to know customers customer’s perception toward
their products. They interviewed people especially customers and employee through
face-to-face interview and also using their quicken by sending messages to them. They
gathered information, analyze it and able to give feedback and responding by producing
what customers need.
Apart from, the company were also to do site visits studies, lab studies, remote studies
and on-going research study with for the institute for the future. Through those studies,
the company was able to create vibrant relationship, thereby recording high returns
through customer loyalty, improved versions for its of its products and better
understanding the next generation of financial and tax software.

The company has managed to be successful through their direct, interact with
customers, to communicate with customers timely basis, listen to their concerns and
through those studies, they have managed produce software’s products that meet target
customers need and wants for their satisfaction.
engaged customers direct, able and understanding what customer needs the products
to be and able to deliver products according to customers satisfaction.
Customer research helps Intuit keep up with shifting consumer needs and remain
competitive in its industry.

Although Intuit has beaten out Microsoft, there is always the risk of new competitors
entering the market or established competitors coming up with new and better products.
Secondly, Intuit need to continue to innovate and improve its products to stay ahead of
the competition and make it available and accessible to their customers faster than
competitors.
Additionally, Intuit will need to expand internationally to continue growing its business.
Finally, possibility that a major economic downturn for instance could impact the
demand for Intuit's products, especially as demand for tax preparation software is
seasonal

Finally for the company to gauge the results of its research among younger consumers,
Intuit could use a combination of quantitative and qualitative methods. For instance, the
company could conduct surveys and focus groups to gather feedback from younger
consumers on their preferences, needs, and expectations for financial and tax software.
The company could also use social media listening tools to monitor online
conversations and sentiment about its products among younger consumers.
Additionally, Intuit could track usage data from its mobile solutions to understand how
younger consumers are engaging with its products on these platforms. By using a
variety of research methods, Intuit can gain a more comprehensive understanding of
younger consumers and how to better serve their needs.

In conclusion, intuit software company has shown that building customer relationship is
a greatest key to success in todays word of business. It has ability to transform
business entity to be more profitable than ever.
References
Kotler, P. (2000). Principles of Marketing.
http: www.grobaldata.com
Rosebush, S. (2015). The Biggest Threat to Successful Companies? Complacency. The Wall Street Journal.
Retrieved from https://www.wsj.com/articles/the-biggest-threat-to-successful-companies-complacency-
1435592066
Taylor, Suzanne E. (2003). Inside Intuit: How the Makers of Quicken Beat Microsoft and Revolutionized an
Entire Industry. Boston, Mass.: Harvard Business School Press. ISBN 978-1-59139-136-4. - recounts the
early years of Intuit, including the aborted acquisition by Microsoft