Oracle Strategy in Business Development : MBA-thesis in marketing

Abstract: Aim: The aim of this research has been to answer the question of how and based on what combination of grand strategies, Oracle as a high-tech company, developed and improved its business and affected its competitors and other industries. Method: Analytical study of published literature and Oracle internal annual reports combined with personal experience of working with Oracle products and observing its strategies for more than a decade have been the essential part of this study. The main method of data collection was gathering information from those websites which include information and news around Oracle strategic movements. This research has applied that information to deliver an analysis of not only the Oracle current strategy, but its strategy for the future and tendency to expand its market and direct the information industry, moving forward. Result & Conclusion: Being around for three decades, Oracle has had a great history of successful strategies with introducing innovation, leading software industry, and directing the future of information technology. It has been survived from many uncertainties as the nature of its business. Knowing its competitors, spending billions of dollars on research and development, filling the gaps of having the best products through acquisition, and creating valuable products and services for many industries, has brought Oracle on the top in its area. Its vision of sharing information and giving the world wide access to a comprehensive knowledge of using its products and services has increased loyalty in its customers and business partners. Oracle is a crucial company in this information age, and its products and solutions have been critically useful for a wide range of businesses. These are the facts which have been concluded in this study. Contribution of the study: Understanding of Oracle strategy is important for millions of managers, developers, and users of database systems and enterprise applications throughout the world. Being successful in their career and professional positions, they have to know where the information technology is moving and they have no choice of using those software products which a major part of it, is created or at least directed by Oracle. It can guarantee the future of information management in a company.