Individual Project        Tax Preparation Service

Table of Contents

COMPANY OFFERING PRODUCT        

Company Description        

Company Location(s)        

Other Products Offered        

Market Areas Sells To        

PRODUCT BEING MARKETED        

Description of Product        

Features and Capabilities        

Product Life Cycle        3

Why Product Selected        

MARKET OF PRODUCT        

Customers for Product        

Why Product Needed        

How Product Used        

When Product Bought        

PRODUCT POSITION        

Competitors Offering Products        

Competing Products Features/Capabilities        

How Competing Product Different        6

Competing Products Evaluations        

All Products Market Share        

PRODUCT MARKETING CHANNELS        

Current Product Marketing Channels        

Competitor(s) Marketing Channels        

Advantages/Disadvantages of Current Channels        8

Possible Alternative Channels        

PRODUCT MARKETING PROGRAM        

Overall Marketing Program        

Program Changes Made        

Product Advertising Program        

Product Branding        

Product Marketing Success        

EXHIBITS        11


Company Offering Product

Company Description

H&R Block is considered as the world largest tax filing company. It has been in business since 1955 and has served more than 400 million customers. H&R Block has a tax retail office within five miles of most cities in American. In addition, H&R Block provides franchising opportunities for people who want to own a tax preparation office in their states. H&R has employed about hundred thousand tax professionals and was able to generate annual revenue of $4.1 million in the 2009 fiscal year.

Company Location(s)

The corporate office is located at 1 H&R Block Way, Kansas City, MO 64105. H&R Block has many locations in the US, Canada, and Australia. One of its location in North Carolina can be found at Raleigh Boulevard Shopping Center, 1100 Raleigh blvd suite 143, Raleigh, NC 27610.

Other Products Offered

H&R Block provides its customers with three options for their tax preparation needs. One option is for customers to go to a tax retail office and file their returns with the help of a tax professional. The second option is the customer to use the online software to file their taxes online. The third option is to buy H&R Block’s At Home Software and file their own taxes at their convenient time at home.

Market Areas Sells To

H&R Block provides tax preparation service to the general public in the United States, Canada, and Australia. It can be classified as a vertical market because it specializes in preparing tax returns for its client base. The company provides tax preparation service to individual income earners who are obligated by the IRS to file their tax returns in order to report their income. The company also offers service to middle size business by providing those businesses with accounting and tax services.


Product Being Marketed

Description of Product

H&R Block’s Tax Preparation Service is used for preparing income tax returns for individuals, small businesses, partnerships, and corporations. The service is provided to customers by following tax instruction from tax laws, tax codes, tax tables, and tax regulations from the Internal Revenue Service (IRS). This service enables customers to report their earnings to the IRS in order to find out if they have paid less in taxes and they need to pay the balance or if they have paid more in taxes and must receive a tax refund.

Features and Capabilities

The Tax Preparation Service comes in three ways. For the first option, customers can get their tax returns filed at an H&R Block retail office. At the tax office, an H&R Block tax professional who has training and expertise in tax rules and regulations will file the customers’ tax returns. The tax professionals will help file your returns, and will audit your returns to make sure it is prepared right and to avoid problems with the IRS. The second option is for the customers to file their own taxes using H&R Block online. With this option, customers follow a step by step guidance that makes it easy for the customers to file their returns. Customers also are provided with the opportunity to double check for errors in their returns. There is also the opportunity to get audit support online from a tax expert. The third option is to use the H&R Block At Home. For this option, customers us H&R Block tax software to prepare their taxes at home.

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Product Life Cycle

H&R Block began its introduction stage in 1955 when two brothers, Henry W. Bloch and Richard A. Bloch decided to start their open tax preparation service to prepare taxes for people in their hometown. Very soon, word spread around and their customer base increased. H&R Block then entered its growth stage the business grows to become a brand and a franchising company. They open branches all over the United States, and international branches in Canada and Australia. Currently, H&R Block tax preparation service is in its maturity stage. It has been in this stage for ...

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