Pricing and Retail Strategy of Intuit

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Pricing and Retail Strategy of Intuit
An organization’s pricing strategy will vary depending on multiple factors. An organization needs to understand their competition and market share, the distribution chain, and ultimate goal of customer retention. This paper will review the pricing strategies of Intuit.
Intuit is a multinational corporation that provides products and services for both business and personal financial solutions. The Intuit name is well known throughout the Americas and continues to grow throughout the world, primarily due to their brand name products; such as TurboTax and QuickBooks, that are provided through multiple sources; direct from the manufacturer, resold by independent distributors or accountant, and in retail stores. The longstanding quality brand names combined with competitive cost has allowed Intuit to gain a 90% market share in the self-prepared tax and small to medium sized business finance solutions market (Lange, 2013). With such a large network of varied methods a consumer can purchase one of Intuit’s products or services pricing strategies may vary from one product to another, or from one seller to another.
TurboTax is the leading do-it-yourself tax preparation software or online service in America with a considerable depth of products. TurboTax software is sold directly from Intuit and from most large retailers like Best Buy, Walmart, Amazon, and many others. Intuit uses a value-based pricing strategy combined with multidimensional pricing.
Value-based pricing. The value-based pricing is reflected in the TurboTax advertising that implies that a potential buyer shouldn’t pay more to a tax preparer when the tax filer knows all the information they will need and merely needs to...

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Lange, A. (2013). A wide moat leaves Intuit well positioned to compete with contenders. Retrieved from
Herrmann, A., & Wricke, M. (1998). Evaluating multidimensional prices. The Journal of Product and Brand Management, 7(2), 161-169. Retrieved from Petranovich, M. (2008). Now manufacturers can do more than suggested retail price. Portland
Business Journal. Retrieved from content/uploads/2009/04/petranovichm_007.pdf Sotgiu, F., & Ancarani, F. (2004). Exploiting the opportunities of internet and multi-channel pricing: An exploratory research. The Journal of Product and Brand Management, 13(2),
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