BPMM 2023 MARKETING MANAGEMENT

CASE STUDY CHAPTER 3

LECTURER NAME: DR. MARIA ABDUL

RAHMAN

BI NAME MATRIC. NO
L
1 LIM WEN JUE (LEADER) 240819
2 TAN HOOI CHEE 238533
3 NGOI HUI KEEN 239923
4 EVELYN LIM YEE SAN 240250
5 SAW SUE PING 240281
6 LIM TYNG HAN 245386
1. Why are consumer research and design thinking so critical to Intuits success?

Intuit start to do its consumer research from 1995 to 1997. On that time, its stock tumbled 72
percent and it was forced to refocus its strategic efforts. So consumer research can help Intuit to
improve the companys stock value and market position in the early 2000s. In 2007, Intuit want
the company to focus more intently on innovation. Thus, Intuit adopted an up-and-coming
approach to product development call design thinking. Design thinking is an unconventional way
of problem solving that incorporates extensive consumer observation and research with trial and
error and ongoing product prototyping. The consumer research helps Intuit to understand exactly
how customers use and feel about their products and keep abreast of technology, consumer needs
and competition. Site Visit, Lab Study, and Remote Study is used by Intuit to learns to improve
versions of its products each year and better understand the next generation of financial and tax
software. By using the research, Intuit recently led to innovative new products and services. So
engaging with our customers directly is part of Intuit DNA and communicating with customers on
a timely basis is critical and that timely basis now is instantaneous.

2. What are the challenges intuit faces in the near future?

The first challenge Intuit faces in the near future is the emerging threat coming from financial
websites that willing to help consumers watch their money and let consumers do basic tracking
for free. Not only that, many banks starting offer finance tracking on their websites and several
upstarts also hope to chip away at Quicken by offering slick online products to compete with the
Internet version of Quicken, called Quicken Online.

The second challenge will face by Intuit Inc. in the future is the dynamic market where becomes
absolutely very quick which may lead to more rigorous market study and keeping up with the
environment continuously. As we know nowadays the technology change very fast from time to
time, therefore Intuit Inc. should always update their software so that it can compete with its
competitor such as Microsoft.

3. How important are Intuits products for mobile devices?

Before this, in-depth research has found that younger users get frustrated using tax software
program via their mobile device. This frustration lead to development of tax app called SnapTax.
It has been downloaded more than a million times since launched in 2010. Besides that, Intuit
obtain the information of how many people use the apps and how frequent they use them and
Intuit can analysis these data and bring up better applications to meet customers demands. The
companys expansion into mobile solutions has encouraged younger consumers to adopt its
finance and tax software. Intuit now has more than 50 mobile applications, and more than 45
million customers have used its cloud-based services in the past five years.