An Elaborate And Systematic COURSE OF ACTION Marketing Essay

Larry Ellison, Bob Miller, and Ed Oats founded Software Development Laboratories (SDL) in 1977. SDL was founded to use a commercial version of Relational Data source Management System (RDBMS). Ideas to put into practice RDBMS system originated from the 1970 newspaper on RDBMS authored by Edgor Codd named "A Relational Data for Large Shared Data Finance institutions". In 1977 SDL implemented first commercial version of RDBMS for CIA. The code name for the project was Oracle. The unique product that the company offered was increasingly recognized in the market and company altered its name to Oracle Systems Company to identify itself with its flagship product Oracle.

Oracle made a decision that it could use SQL to retrieve data from databases because founders realized that IBM's SQL can be a de-facto standard. This is one of the first proper decisions. So Oracle made sure that commercial RDBMS that was developed was appropriate for SQL. This offered Oracle a substantial edge over other providers in those days. Oracle wanted to exploit then forthcoming world of minicomputers. Oracle recognized that minicomputers were relatively cheap and hence there would be a young market minicomputers and hence for its data source. Foreseeing this, Oracle experienced quickly ready to develop lightweight RDBMS. This advancement laid the real foundation of the IT giant. In 1979 Oracle got its first customer in the form of Wright-Patterson Air Power Base. Oracle had significant scientific advantages over the products that were used then. This designed that Oracle got no trouble bringing in customers to a new technology. IBM at that point of their time was trying to market its RDBMS system for Mainframes. This helped Oracle in its marketing attempts as the customers it spoken to already had a concept of RDBMS system. The technical advantage coupled with marketing edge from IBM systems mainframe RDBMS must have helped Oracle to expand as quickly as it does in its initial period. Oracle' success tale continued as increasingly more customers opted for Oracle. Meanwhile the concentration at oracle had been to help the clients. Oracle continued to develop newer versions of its RBDMS by adding functionalities that focused at aiding customers with the simplicity and settings. Oracle added technological capability to size in the db gain access to and storage area capacity. Oracle also changed in the direction of confirming techniques by growing Interactive Application Facility that helped customer format data into more useful reports. By 1982 Oracle got a customer base of 72 customers and predicted revenue of practically US$2. 5 million. Oracle invested nearly one fourth of this earnings in R&D activities. Portability of data source systems and steadiness of the info were the emphasis of Oracle strategy then.

1985 found a transfer in Oracle strategy. Oracle shifted its concentrate to develop capability that empowered consumer/server function. This allowed multiple desktop personal computers to access databases server over a network. And this new concentration also meant an increasing give attention to data security. With this Oracle was leading Client/Server trend. In 1989 Oracle was finding your way through the internet increase. Oracle added the features of Online Exchange Handling (OLTP). Internet boom arrived in 90's and Oracle come to to new levels with this. As Larry Ellison once quoted on the risk they required on the future of internet, "if the internet turns out never to be the future of processing, we're toast; but if it is, we're gold. "

Understanding the need of the clients Oracle launched its Oracle E-Business Collection-11 which includes software to execute financial- (Oracle Financials), manufacturing-, enterprise resource planning and HR- (Human being Tool Management Systems) -related functions (Oracle HR) in the year 2000. Oracle E-Business Collection removes integration expenses and risk from application implementation. This integration collection was a win-win situation for both Oracle and its customers. This was a major advantages for the clients as it preserved them on huge IT costs and helped Oracle sell more applications. This made other rivals move towards offering integrated solutions, making integrated solution an industry standard.

Oracle continued to give attention to internet systems even through the downturn in venture IT in the entire year 2000. Oracle shipped a few of the major complex breakthroughs that are a typical in the processing world today. These technology include Oracle Real Application Cluster, Oracle E-Business Suite, Oracle Grid Processing, support for enterprise Linux, and Oracle Fusion.

At the start of the millennium Oracle purchased its rivals PeopelSoft and Siebel. These were quality value acquisitions that helped Oracle bolster its position as a market leader and offer products in the complete spectral range of internet systems.

Meanwhile the industry was moving towards Java based mostly internet applications. Oracle sustained to create next era applications. Oracle released its Oracle Business Brains Suite in 2006. In 2008, Oracle attained BEA Systems. With this acquisition Oracle targeted at providing top quality middleware stock portfolio. At same time Oracle released it Oracle 11g release of database. This release was centered on providing many features which were the need of high progress rate and complexity of the internet world. In 2010 2010 Oracle attained Sun Mircrosystems. This acquisition was strategically important Oracle was a innovator in Middleware, Repository systems and Sun was leading hardware provider with Sunlight Servers. This acquisition made Oracle the most significant & most complete company of industry and business software software. This suite of applications includes middle-tier software, Venture Reference Planning (ERP), Customer Romance Management Software (CRM), and Supply Chain Management Software (SCM).

Oracle has a strong presence in the assistance fields. Oracle offers Consulting, Training and Recognition, Product Support, and Funding. Oracle' clients include all the bundle of money 100 companies. It offers touched almost every industry. Oracle can enhance about the actual fact that it has developed and deployed completely internet-enabled organization software across its entire product line: database, business applications, request development, and decision support tools.

Today Oracle competes for new databases licenses on UNIX, Linux, and House windows operating systems primarily against IBM's DB2 and Microsoft SQL Server (which only run on House windows). IBM's DB2 still dominates the mainframe databases market.

Here is the visual representation of revenue in second one fourth of 2011

Enterprise IT Strategy

Dictionary meaning of the term Strategy is 'an sophisticated and organized plan of action'. Within the context of Enterprises Strategy it means general plot to develop when the venture meet drastic changes and severe obstacles. Organization strategy helps align work of all the employees of the organization in one route, i. e. to attain a unitary goal. Aligning the goals of most employees in very important to be able to accomplish best in school output that will eventually make customer happy and client satisfaction is the main element to survival of any business. With the improvement and development of overall economy and contemporary society, especially the monetary globalization, modern business theory put more focus on strategy management. Strategy management is the consequence of the introduction of society and current economic climate. After so many years' studies, some institution have already shaped, such as university of rationing reference, of subject strategy, of computer strategy, of dynamics choosing strategy, reasoning strategy, of planning and creating, of process strategy, of innovating strategy, of cognizing mindset, and of business culture strategy, etc. Definition of a technique means defining eyesight, quest, goals, strategies, strategies, and action plan. It could answer pursuing questions

What are its advantages?

How to portray itself against the competition?

What are its priorities?

Resource established theory is one of the dominant theory of formulating business strategy. This process attempts to link capabilities of the business and the exterior environment that the business operates in. In contrast to the type/output model, source of information based mostly model defines that the inner capabilities of the business are definitely more important to determine the action arrange for a business. Doing SWOT evaluation is identified as one of the steps of discovering the internal functions of a business.

Another theory discusses the motive of an organization to be the first choice in specific website, i. e. Market Management Strategies. Now for an organization that identifies its goal as market leadership should focus on developing new products and technologies. The business should try to define impressive business process. Take for example the circumstance of Microsoft. Microsoft centered on being market leader by defining home based business processes. Innovation is vital to gain and keep maintaining leadership.

One of the very impressive strategies is Blue Sea Strategy. This strategy shifts concentrate of an organization from fighting to gain a talk about from existing market to make a new market altogether. Such strategies at a business level can create huge effect on the continuing future of an organization.

To summarize a strategic intent is a company's perspective of what it wishes to achieve in the long run. It must express a significant stretch for your business, a sense of direction, finding, and opportunity that may be communicated as beneficial to all or any employees. It should not focus a whole lot on today's problems but rather on tomorrow's opportunities

Business Model

Business model has been defined in many ways in the present day business literature. However common to all or any the explanations is how a firm makes money; some exceed this and discuss creating value. A business model tries to recognize:

What value will the organization bring to the desk?

What is customer foot of the organization?

How will the organization profit from offering the specific value?

How does the organization plan to contend with others?

Innovation is the key while creating or determining a business design for any firm. Take for example eBay or Amazon. These companies lead the way defining ground breaking business models. They leveraged the introduction of the new technologies and changed just how business was done.

'Do Some Business Models Perform Much better than Others? A Study of the 1000 Largest US Companies', a white paper written by several students at Sloan College of Management figured a business design is indeed accountable for the profits that group makes. It is also in charge of the valuation that the organization gets.

There will vary types of Business Models

1. Utility BUSINESS DESIGN: The utility business model is perfect for businesses that are on a pay as you go type of plan, like the favorite cellphone parents buy for their teenagers Go Telephone. This sort of model talks about how you will attract customers to use you service.

2. Community Business Model: The Community business design is a model that clarifies what sort of business that runs on the community to make money works. For example an MLM uses this kind of business model to explain ways to earn residual income with people below you working for you.

3. Direct Maker Model: The Direct Producer model that shows how an unbiased maker of a certain product can reach market of prospects interested in the related product.

4. Brokerage BUSINESS DESIGN: Brokerage Models should show what sort of broker plans to make the most commissions/money conducting a certain kind of business like consumer to consumer relationships.

5. Advertising BUSINESS DESIGN: The Advertising model should demonstrate how a provider of a website or store ideas on generating profits for both store and the marketer.

6. Merchant BUSINESS DESIGN: Merchant models are models that show how a merchant will reach vendors and buyers likewise and make money while doing so.

7. Affiliate BUSINESS DESIGN: A JOINT VENTURE PARTNER model should show a potential affiliate how much money they could earn by advertising their product or services.

8. Infomediary Business Model: The Infomediary model should verify confirmed market to be highly profitable.

9. Subscription Business Model: And finally is the Subscription model which should show how a subscription founded business plans on getting members and also how much it packages to make per month per subscriber.

Oracle - Venture Strategy and Business Model

Oracle has changed over time. When Oracle started it had only one business model. Its enterprise strategy was to get market management by introducing first commercial version of RDBMS system. Oracle did the trick for CIA as a first client.

Oracle's technique to create a portable version of RDBMS system was successful. Oracles choose C terminology to build up RDBMS system. This helped Oracle to easily ship its products on any operating system. To be able to maintain its market authority Oracle published C-compiler for IBM's mainframe system. This helped Oracle to dispatch its products on any IBM Mainframe system consolidating Oracle's hang on RDBMS market.

Here we can understand that identifying the business enterprise opportunity was the main element. The opportunity that others skipped was capitalized to start out a dream tale.

Once Oracle founded itself as a market leader, it shifted its concentration to help its customers. Oracle continuing to focus on its RDBMS system to release next versions packed with new features. Every version intended to add capability that will assist its customers to scale up their functions and build on top of the existing infrastructure. Oracle also focused on ensuring safe and secure ways to upgrade aiding existing customers.

Oracle observed a great potential in the world of internet. And Oracle shifted its strategy to develop computational features that will help Oracle' customers gain access to databases over the internet. This plan was integrated by heavy investment in to the research and development. Success of internet proved their strategy right.

With time Oracle shifted its strategy to not only building on its existing functions but also on providing intelligent information to data source users by adding business intelligence features. To be a famous price by Oracle's CEO Larry Ellison moves, "An individual unified process automation databases with included daily business intelligence moves the company out of the dark and into the information get older. "

Oracle rates its strategy as, "We believe that information matters. We believe that information is electric power. We believe in doing everything that we can to help our customers lower their costs, get home elevators demand, and make the best decisions, to allow them to compete and gain. "

With this strategy, Oracle has improved this is of the database. Now repository is not only a destination to store data but to get data intelligently to help the customers understand it.

In current situation Oracle customers use Oracle technology, applications, and services to construct applications that help them wthhold the value of existing ventures, stay competitive in existing economical scenario, spend less and improve security, make conformity easier and control complex improvements with fewer dangers. Today, Oracle is the greatest business software company on the planet, with more than 3, 20, 000 customers and holds these businesses in more than 145 companies. Oracle strategy now is to concentrate on lowering TCO, total cost of ownership, and increasing ROI, profits on return.

With such a strong presence in the data source market and having build huge research and development features Oracle centered on acquiring companies and products that allowed Oracle to provide a complete stack of products. Like the acquisition of SUN Microsystems has helped Oracle establish a management role in hardware business.

Strategy Recommendations

Oracle has thorough product collection under its belt. Oracle is market leader in Repository and Hardware. It will focus on becoming the market leader in middleware and applications. This tactical goal may be accomplished in many ways. Apart from focusing on developing on the base it includes, Oracle can focus on acquiring on companies that have a guarantee to be the market market leaders as Oracle has strong cash inflows. Acquisitions also needs to focus on increasing competitive benefits.

This is easier said than done. Today there are around 50, 000 companies in United States alone with combined annual earnings of $180 billion. Key factors that can help a company in IT industry succeed are technological expertise and ability to market itself. It is important to identify the competitors. In the case of Oracle main competitors are Microsoft, IBM and Apple.


Market Capitalization (in billion $)


143. 58


123. 47


123. 47


79. 54

With this type of competition Oracle needs to focus on its core durability of customer focused research.

Identifying new business needs will also be a key factor. Today there are numerous types of devices that contain computer potato chips and need software to tell them how to operate; everything from GPS systems, mobile phones, video games to 'smart' household equipment. This increasing variety means a need for more and new software packages. Oracle needs to capitalize on these opportunities.

Enterprise software market is expected grow to nearly $300 billion by 2013, averaging total annual development of 5. 4%. A number of the future movements include

Software as a service (SaaS)

Cloud computing

Open Source

Oracle must capitalize on these forthcoming trends by determining the way business is performed these sections. Oracle has a strategic advantage because of its strengths including its current market show, its R&D capacities, and its own marketing and sales ability.

Oracle should continue to give attention to its coherent brand strategy. The give attention to IT to business value and business position should appeal to the very best management of the firms. It should continue steadily to support its customers by a thorough support strategy.

Oracle must produce innovative built-in product somewhat than forcing customers to up grade to multiple variations. It must focus on developing technical capabilities to exploit ever before changing field of technology. It will focus on leveraging the strength of its relational repository management system.

One of defects in the Oracle's strategy till given that I see is the release of multiple variants of the repository (8i, 9i, 11i, etc). From customer viewpoint this is infuriating as it pushes customers to spend extra money and time on upgrading.

A significant craze in the program and computer companies has been a move towards cloud computing. Under this model anything that the company needs in conditions of processing will be located and taken care of off-site somewhat than in-house. Furthermore the same company that handles the servers and physical equipment will also permit a platform and software to a firm, which can then be accessed over the internet as an on demand service. In this particular model businesses are able to save on many costs. Though it is difficult for company like Oracle to alter completely towards cloud computing, developing in house clouds that can then be utilized to service the clients can be a solution.

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