|
|
A CASE STUDY ANALYSIS for ITSM 670 Section 9042: Information Technology Capstone QuickenInsurance Case Study Summary QuickenInsurance had to deal with many of the same struggles as the other surviving "dot-coms" did in order to realize their own share of profit in the online arena against formidable competitors. The following list summarizes the key ideas/findings regarding this case with QuickenInsurance: 1. QuickenInsurance needs to penetrate and grow the automobile insurance business, and make online purchasing of auto insurance less complex for consumers, while offering a greater choice of quoting carriers. The web sites need to be very user-friendly otherwise consumers will not utilize it. 2. QuickenInsurance needs to create a competition strategy against companies like InsWeb, GEICO, and Citigroup. As part of this, QuickenInsurance should decide one way or the other if they want to wait for firms to fail or snatch up those assets before they fall into the hands of a competitor. 3. They also need to determine a strategy for creating tighter product and brand linkages among all of Intuit’s online and offline businesses without spreading the company resources too thin and losing focus. Introduction Quicken.com, the “dot-com” of QuickenInsurance was sold to Intuit in 1996, partially as an attempt to incorporate Intuit’s respected brand name credibility into Quicken.com. Today Quicken.com has 50 of the largest, name-brand insurance carriers linked to their service. The other large, name-brand insurance carriers are linked to QuickInsurance's largets competitor, InsWeb. QuickenInsurance has also gained access to other top financial service portals and became "the" exclusive insurance broker for AOL Finance, Excite, Prodigy, CBS, AutoTrader, The Wedding Channel, AutoWeb, and many more portals. Quicken.com pays AOL a large sum of money to be their exclusive broker, but AOL gives Quicken.com a large portion of their traffic in return.
|
