BUMKT1501 - Marketing Report: Oracle's Industry Overview and Strategy

This marketing report provides a detailed analysis of Oracle's marketing strategies, beginning with an executive summary that highlights key findings. The report delves into Oracle's industry background, tracing its origins and evolution. It then examines the marketing environment, differentiating between micro and macro factors such as employees, customers, competitors, and political, economic, technological, and legal influences. The core of the report focuses on segmentation, targeting, and positioning (STP), outlining Oracle's approach to these critical marketing concepts. The report concludes with an examination of the marketing mix, including product, price, place, and promotion strategies. The report provides a comprehensive overview of Oracle's marketing efforts and market strategies.

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Marketing Report
Name

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Executive Summary
Across the whole world, the companies are under pressure in improving the efficiency and
reducing wastage of the operations. Oracle aims at changing technology in a higher level and
rapidly transforming the industry. This has embraced breakthrough in technology which
capitalizes and comes up with some opportunities that can be offered in transformation of
their own company. The goal of Oracle industry is to come up with new techniques that can
be used globally and change some processes, supply chain and the products that are involved.
It is transformative in block chain thus creating some new levels of transparency, efficiency
and trust and this is transforming the company’s ways in operative and manageable in future
supply chains.

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Contents
Introduction………………………………………………………………………………………4
2. Industry
Background……………………………………………………………………………………..4
3. Marketing Environment………………………………………………………………………..4
3.1Microenvironment…………………………………………………………………….5
3.1.1Company…………………………………………………………………………….6
3.1.2Customers…………………………………………………………………………..7
3.1.3Competitors…………………………………………………………………………8
3.2 Macro
environment…………………………………………………………………………………….8
3.2.1 Relevant Macro
environment1……………………………………………………………………………9
3.2.2 Relevant Macro
environment……………………………………………………………………………..10
3.2.3 Relevant Macro
environment……………………………………………………………………………10
3.2.4RelevantMacroenvironment……………………………………………………….10
4. Segmentation, Targeting and Positioning………………………………………….……….11
4.1Segmentation………………………………………………………………………..12
4.2Targeting……………………………………………………………………………14
4.3Posit……………………………………………………………………….…………15
5.MarketingMix……………………………………………………………………………….16
5.1Product………………………………………………………………………………16
5.2Price………………………………………………………………………………...17
5.3Place…………………………………………………………………………………17
5.4Promotion…………………………………………………………………………..18

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6.
Conclusion……………………………………………………………………………………..18

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1. Introduction
Due to emerging issues in technology, it has been disrupting old paradigms thus unleashing some
new opportunities. The oracle company embedded some innovative ways in technology in cloud
aspects thus enabling the company to reimagine the company business, experiences of the
workers and also the experiences of the leaders of the company. Internet of things, artificial
intelligence, machine learning and block chain are some of emerging things in technology thus
permeating every aspect of life and work.
The oracle company Is a self-driving industry, self-repairing when it fails and also self-securing
of its products in database and also in the revolutionizing of the data management. It is the best
company in providing software in business with a broad portfolio and solution to companies in
all sizes (Naik, 2005, p. 28). Up to date it has more than 450000 customers and operates in more
than two hundred countries in providing business opportunities and solving tangible and real
challenges in those businesses.
2. Oracle Industry Background 300
The Oracle Company was initially called Software Development Laboratories and it was
founded in 1977 by Bob Miner, Larry Ellison, the computer programmers in American
electronics which is a company OF Ampex Corporations (Fan, 2015, p. 31). It was inspired by
the research paper which computer scientist known as Edgar Cod had written. Edgar had large
amounts of organized data which was followed by quick retrieval and efficient storage.
The set trio in work development and also in a marketing program was mainly based on Codd’s
management theory of data. The company released Oracle Company in 1979 the earliest
database relations in commercial relational which used structured query language and it became

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popular very fast.
As it was known for aggressive marketing and innovation thus they renamed the whole company
Oracle in 1982 its product started to work out and started growing in a rapid way in 1980s while
in 1987 it started going public. According to history Oracle lays to buying companies score
including multibillion-dollar high-profile and purchases of PeopleSoft, Siebel, BEA, NetSuite
and Sun Microsystems in 2005, 2006, 2008, 2016, 2010 respectively.
In 1990s the company started facing disappointing earnings due to high competition in
technology market database. In mid-1990s the company stumbles its investments in a vocational
support in network computer which relied on servers of the computer especially for its software
and data (Cannetti, 2014). Therefore the CEO of the Oracle Company bet that the users of the
business will start using Network Computer NC so that the growth of the MC (Microsoft
Corporation) will be slow. The ploy failed and running of Microsoft personal computers and
systems of windows operation continued in dominating users’ desk in desktops.
3. Marketing Environment
Marketing forces are internal and external forces that pressure the company and factors that
make the ability of the industry in establishing its relationship of serving its customers in the best
way as they wish to be served. In the internal environment may include workers of the industry,
machines that are used and materials that are mandatory for the products and services to be
produced correctly. The external factors are divided into two, micro and macro environments
where it has factors like producing, promoting and distributing the offering. The marketing
environment helps in planning for the company, understanding what the customers need,
knowing some threats and the areas of opportunities and understanding better competitors.

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3.1 Micro environment
This is the factors that are associated closely with business operations thus influencing its
functions. These factors include employees, suppliers, competitors, government among many
others.
3.1.1 Employees
In every company has main aim of fulfilling the customer wants and needs. Each marketing
strategy is customer oriented as it focuses in needs of customers thus offering the best products
thus fulfilling the needs which are there. Thus the workers produce goods and services and sell
them to drive the business. If the motivated and qualified employees are available in the industry
the business is economically in success. In Oracle industry they trained all employees to be
perfect ones and thus they operate in highly technical businesses and they have given the
company a lot of profits. The company has also growth well due to quality services that the
employees provide to the customers. Also the company pay good salaries to the employees thus
the employees are motivated to work more through good salaries.
3.1.2 Customers
In every business needs mostly some fulfilling customers wants and needs the goods they
produce. The marketing strategy in the oracle company is mostly customer oriented and focuses
on needs and wants of the customer where by understanding customer needs make the company
to start offering the best product to the thus fulfilling the needs of those customers. Customers
mainly affect the industry of business. No industry can succeed without customers and also
without the targeted customers. Knowing the ideal customer develops and presents marketing
campaigns which are effective in building a customer base. The Oracle always has targeted

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customers for its products. That’s why it has been successful even though there is a little
competition. Potential customers make the company to grow faster and make the company to
compete with its competitors more easily.
3.1.3 Competitors
The company is supposed to keep watching any close competitor that enables the company in
designing which market strategy can be used in marketing for the competitors and this is possible
according to the prevailing market. The more the competitors means the more your amount of
dollar shares diminishes. When the competitors are many it shows that the industry has a lot of
demand for the goods and services provided. When the industry has low or no competitors the
company may not find enough demand which can maintain its success during the long run. Also
the investor’s availability helps in funding the company to grow. When the company does not
have funds to expand and build the industry cannot operate.
The Oracle Company has a lot of investors and competitors thus making the industry to have a
lot funds to keep it moving. Also it has lot competitors that make the company to push forward
in competing with the other companies thus making the company to fight for the biggest sales.
Presence of competitors is what makes the firm to grow by increasing its efforts and
advertisements.
3.2 Macro environment
Macro environment in marketing sector include all those factors that affect the company and they
are from outside areas of the organization and its difficult to control them from side of the
company (Comstock, 2009, p. 181).
3.2.1 Political and socio-cultural Macro environment 1

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In Political legal environment and social cultural environment affects Oracle Industry- the legal
and political environment has governmental policies and laws that prevail in the country made
for companies. It includes some groups that give a lot of pressures and some agencies outside the
company which limit and influence the work of business and industry in the society. The social
and cultural environment is made of some lifestyle, culture, people beliefs and values where they
differ from one region to another.
Political factors are very important in determining the Oracle impacts in profitability in long term
in a particular market segment. Political stability is the key area when applying software in every
market. The other thing which affect Oracle related to the political environment are pricing
regulations, employee benefits which are mostly mandatory, minimum wage legislation and
overtime by the workers, pricing regulations which is made by mechanism called pricing
regulatory for technology, the level of corruption in the area mostly in technology sector
(Comstock, 2009, p. 181). When the market is under political stability it gives the workers time
to work up to maximum hence the company gains a lot of profits as the work is done perfectly on
the correct time. Others include protection of intellectual property, tax rates and the incentives
and interference of software industry application by the government.
i. Economic and democratic Macro environment 2
This is a macro environment which is made up of factors that influence purchasing power of
customers and their spending power. These factors influence the company a lot and they include
the government funding, subsidies, interest rates, income distribution, GNP, GDP and inflation.
Oracle can use the economy of the country such as growth arête, economic indicators in the
industry, inflation and spending of the consumer in the organization.

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What is mostly considered in economic environment include stability and exchange rates in the
area, quality of infrastructure in software application software, the comparative advantages and
technology in the market sector, education level, unemployment rate, economic rate of growth,
inflation rate, rates of interest, costs of labor and the productivity in that economy, efficiency in
the financial market, the government intervention in related technology and in free market and
also the type of economic system in the area of operation. This helps the Oracle Company to
know what to expect on that economy within the area of interest.
ii. Technological Macro environment 3
This technological macro environment constitutes research, innovation, and technology
development, inducements, technological alternatives and the barriers that hinder smooth
running of the business. This is the great source of opportunities and threats for the company
which is very dynamic. The firm is not supposed to do any industry analysis but at the sped that
disrupts the industry. Slow speed in technology gives more time with fast speed mostly in
disruption of the technology where it may give company some little time to cope with any
changes which should be profitable.
The technology always has the following impacts on the company that technological
developments which are recent fight a lot with competitors (Fan, 2015, p. 31). There are some
impacts when offering the products, cost structure has some impacts in software application
industry, high rate of technological diffusion, and also the technology sector on value chain
structure. Technology is disrupting industries across the whole world very fast. The technology
is changing in a fast rate not giving users any chance to cope with other changes.
iii. Legal and social Macro environment 4

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This includes natural environment where the business operates. It includes environmental
change, climatic conditions, raw materials, pollution, and natural disasters among many others.
The legal framework is not enough when protecting organizational property rates thus Oracle
should be more careful to evaluate the market before entering into it. The things which Oracle is
supposed to consider include the patents, intellectual property and copyright, employment law,
protection of the data, health rules and also safety law, the anti-trust law among many others.
This is necessary to avoid theft of the secrets of the organization to the competitors.
The culture of the society does things that impact the culture of the Oracle in that particular
environment. By the attitudes of the industry and its beliefs that are shared by other companies
that concern the targeted market plays a major role in the ways of understanding the customers of
that area (Comstock, 2009, p. 181). Some of factors that guide the oracle company include high
skill level in demographics on population of the area concerned, and the hierarchy, and also the
class structure and power in that society, the level of education and the standard, culture in the
area, attitudes, leisure interests and the entrepreneurial spirit.
4. Segmentation, Targeting and Positioning
In the current world, targeting, segmentation, and the positioning of the company is a very
familiar and a good strategic approach which is mostly in modern marketing. It is applied in
practice models in marketing.
4.1 Segmentation
The company, brand or the company cannot do everything to all people. This why market
segmentation is required so as to divide the customers into small groups called segments of those
who have common needs and characteristics (Fan, 2015, p. 31). This allows the tailor to use

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certain approach in meeting the needs of each groups which is cost efficient. These are ways in
which you can segment the existing market.
The Oracle Company has grown much through this segmentation process. The company has
been fighting with his competitors in positive ways (Phan, 2015, p. 206). The workers of the
company has a lot of knowledge in production of quality services that make the company to have
a lot of customers thus high profits that keep the customer salaries to be very high thus
motivating them positively.
Demographics- this is the breakdown by the combination of gender, income, marital status,
education, age, business, ethnicity and profession (Verhoef, 2015, p. 175).
Psychographics- this is the emotions and personality which is mostly based on behavior linked to
lifestyle, risk aversion, purchase choices and also leadership traits. To gather the data required
one can use surveys, customer data and interviews.
Lifestyle- these are hobbies, entertainment, recreational pursuits and other pursuits which are
non-work. Some of the hobbies are well established in the area and large thus it’s easy to get the
target. Some of the businesses are very successful in targeting effectively very small niches.
Beliefs and the values of the company- these are political, religious and political beliefs and also
the values that affect the company from outside. Going extra in democratic research can make
one to discover new opportunities while thinking outside the box (Yang, 2014, p. 4587).
Geography- this is the drill down by the area, country, and rural location, and region,