INTUI

T
Marketing Management
1. Didik Krisna Dwipayana
2. Siti Meirina Dwi Ningsih
3. Melida Sari
4. Inayah Mutiara Beffilia

SRIWIJAYA
Introduction

01. Intuit Inc. is an 02. Intuit develops and

American Sofware sell financial and tax
Company solution software for
consumers and small
and medium-sized
businesses.

03. The Company was 04. Developer of the best selling software products
founded in 1983 by such as Quicken, QuickBooks, and Turbotax, its tax
Scott Cook and Tom preparation software program
Proulx

2
SRIWIJAYA
 History Business
1983-1990
• In 1983, The company Was Founded
• In 1984, Intuit launched its first product, Quicken, but almost
went out of business twice during its first few years
• In 1988, Quicken was the best selling finance product on the
market
1995-2000
• From 1995 to 1997,Intuit’s stock tumbled 72% and the
company refocus its strategic efforts. It turned to the growing
power oh the internet, online banking capabilities, and
valuable insight from extensives consumer research to
develop new products

1990-1995
• Intuit grew quickly in the early 1990s
• By 1995, The firm held a 70% market share
3 SRIWIJAYA
UNIVERSITY
2000-2014
• This new strategis focus and emphasis on
consumer research helped improve the company’s
stock value and market position in the early 2000s
• In, 2009, Intuit won rare fight against Microsoft
when the software giant discontinued
• Tax app called Snaptax, Launched in 2010, it has
since been downloaded more than a million times.
• Intuit earned $4,51 billion in revenue for fiscal
year 2014
 SWOT Analysis
STRENGTHS WEAKNESS OPPORTUNITI THREATS
ES
High focus on Research & Increase in Research & Demand for intuit’s
Development Development expenditure Strategic Aqcuisitions products is seasonal

Product Development
The company’s expansion Dynamic market where
According to The
focus on younger technology become
Consumer’s Needs
consumers obsolete very quickly
User Friendly Products which may lead to more
rigorous market study and
keeping up with the
Positive word of mouth environment continuously.
from the loyal consumers
which in turn helps in
publicity of the products
4 SRIWIJAYA
UNIVERSITY
Marketing Strategy

• 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.
• Investment in Research and Development to know what consumers
need or wants.
• Understanding the work environment
• The company uses what it learns to improve versions of its products
each year and better understand the next generation of financial and
tax software.

5
SRIWIJAYA
 DEFINITION SUMMARY
Consumer research is done with the intention of
understanding the needs or behaviors of a particular group in
QUESTION 1 order to define who to best market a product or service to,
also known as identifying a target market.

Design Thinking is an unconventional way of problem solving

that incorporates extensives consumer observation and
research with trial and error and ongoing product
Why are consumer prototyping

research and design This Research helps Intuit understand exactly

how customer use and feel about their product and keep

thinking so critical abreast of technology, consumer needs, and competition.

The company uses what it learns to improve versions of

to Intuit’s success? its products each year and better understand the next
generation of financial and tax software.
Because of the advantages of products that
understand consumers, forming customer satisfaction in
using the product and Positive word of mouth from the
loyal consumers which in turn helps in publicity of the
product
6
SRIWIJAYA
QUESTION 2 The challenges that will be faced in the near future are:
• Dynamic market where technology becomes obsolete
very quickly which may lead to more rigorous market
study and keeping up with the environment
continuously.
What are the • The increase in competing companies that provide the

challenges facing same service at a lower product price, so that Intuit

must produce a better product considering the service

Intuit in the near and price given.

• Investing in product research and development

future? strategies must be carried out more efficiently and
effectively in order to produce the desired product
with sound financial conditions.

7
SRIWIJAYA
QUESTION 3 Intuit’s Product for mobile devices are important.
In-depth research has found that younger users get
frustrated using tax software program. This frustration
lead to development of tax app called SnapTax. It has
been downloaded more than a million times since
How important launched in 2010. Furthermore, Intuit obtain the
information of how many people use the apps and how
are Intuit frequent they use them and Intuit can analysis these data
and bring up better applications to meet customers’

products for
demands. The company’s expansion into mobile
solutions has encouraged younger consumers to adopt
its finance and tax software. Intuit now has more than 50
mobile devices? mobile applications, and more than 45 million customers
have used its cloud-based services in the past five years.

8
SRIWIJAYA
Thank you

SRIWIJAYA