Marketing Strategies / Strategic Marketing Case Study

Microsoft vs Intuit in 2005

OR

Abstract:
Intuit and Microsoft have had six previous head-to-head contests -- all of which Intuit has won. But the small business market, ranging from mom-and-pop shops to companies with a few hundred employees, is potentially too big and lucrative for Microsoft to give up. Microsoft is making another atempt to capture a chunk of the lucrative $600 million small-business accounting market dominated by Intuit. It is releasing a new software product, Microsoft Small Business Accounting. Intuit is planning to respond with a new, improved QuickBooks, code-named Denali in November 2005. The outcome is crucial for Intuit since the QuickBooks franchise accounts for more than 40% of its revenues. Microsoft has done its homewok well this time round, and seemingly learned from its mistake. Will Microsoft succeed this time around or will Intuit emerge victorious once again?

Pedagogical Objectives:

• The case discusses both Intuit and Microsoft’s strategies to capture a share of the small business market and analyses the strength and weaknesses of their strategy.

Keywords : Quickbooks, Marketing Strategies Case Study, Quicken, Quickbase, Small Business Accounting, Excel, Software, Market share