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Comm 401Midterm Individual Case AnalysisIntuit QuickBooks: From Product to Platform
Table of ContentsIntroductionPage 3Internal analysisPage 4External AnalysisPage 5AlternativesPage 7RecommendationsPage 8AppendixPage 10ReferencesPage 11Introduction
Intuit is arguably one of the most dominant competitors in the business and financial management software industry. Providing software products for small and medium businesses, consumers, and even accounting professionals. Scott Cook, turned his idea into a reality when partnering with Tom Proulx in 1984. Intuit now offers a wide range of software, satisfying the diverse needs of its customers. Primarily focusing on personal finance for consumers, Intuit was forced to branch out into other markets to avoid going bankrupt. Intuit successfully expanded into the small business market, then financial supplies, and even tax preparation software. To remain competitive, Intuit imperatively penetrated the convenient online industry, shifting their software to that of a cloud-based system. Although extremely successful winning companies canno longer just be great product companies, they have to be great product and platform companiesthat enable the contributions of others," according to CEO Brad Smith (1). The question then becomes, how can Intuit properly address organizational challenges when transforming from product-oriented to platform-oriented, without deviating from their corecompetencies and core values? The succeeding will provide an analysis of external and internal factors influencing Intuit as well as an in-depth assessment of alternatives and recommendations for the companys future success.In analyzing Intuits internal and external environment, it is essential to look at both the product and platform. Intuits decision to expand as a platform-oriented company possesses both
strengths and weaknesses as they are gearing away from their core values of a product-based company.Internal AnalysisAlthough not first movers in their industry, Intuit has distinguished itself by being the most intuitive to use and by best addressing customers’ needs” (Hagiu, 2). Cooks core values, putting the costumers needs first and innovation (appendix 1.1), has maintained and been the heart of their product-oriented company since the start. These core competencies go hand in handwith the companys strengths, allowing them to generate quality customized software that would satisfy diverse customer needs. Although this is the case for their product-based company, Intuit has steered away from these core values and taken on a new approach in order to adopt a platform-based model. Unlike before, Intuit now benefits from third-parties building off their

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