Threat of new entrants
* Capital requirements: Intuit spends a significant amount of time and money-approximately 20 percent of net revenue-on consumer research each year, due to the fast-paced nature of technology, shifting consumer needs. If plus with the fees of research, development, production and advertisement, new entrants have to prepare strong capital to run its business. * Brand equity & Customer loyalty to established brands, Intuit always engage with its customers directly and communicate with customers on a timely basis, provide exceptional customer services, therefore, while Intuit’s marketing campaigns have evolved over years, it has positive word of mouth from customers. This good reputation seems the existence of barriers to entry ,compare with new entrants. * Industry profitability: demand for such products is seasonal, and its marketing efforts are typically concentrated around tax preparation time, and during that time, Intuit always make many promotion and advertised it products through a number of marketing efforts, such as web marketing, mail, television ads. As a new entrant, it is hard to share the market with Intuit. Threat of substitute products or services
* Buyer propensity to substitute, for instance, Microsoft is software giant, some customer prefer to use Microsoft production * Relative price performance of substitute
* Perceived level of product differentiation
* Number of substitute products available in the market, such as Microsoft Money. * Ease of substitution. Information-based products are more prone to substitution, as online product can easily replace material product. * Quality depreciation, due to the fast-paced nature of technology and shifting consumer needs, the production would be renovated quickly. Bargaining power of customers (buyers)
* Degree of dependency upon existing channels of distribution： Intuit has increased its presence on...