Academia de Studii Economice

Facultatea de Cibernetica ,Statistica si Informatica Economica

Prof.coordonator,
Dumitrescu Virginia Mihaela

Elevi,
Antonescu Ioana
Apostu Cristina-Maria
Atakan Ayline
Barbu Mihnea

BUCURESTI
2016

ACADEMIA DE STUDII ECONOMICE

 Table of contents

Chapter 1
Introduction to Oracle

Chapter 2
Products and services

Chapter 3
Strategies and Competition

Chapter 4
SWOT Analysis

The conclusion

Bibliography

2
 Chapter 1
Introduction to Oracle

General facts
Oracle Corporation is an American multinational computer technology corporation,
headquartered in Redwood Shores, California. The company primarily specializes in developing
and marketing database software and technology, cloud engineered systems and enterprise
software productsparticularly its own brands of database management systems.
In 2015 Oracle was the second-largest software maker by revenue, after Microsoft.
The company also develops and builds tools for database development and systems of
middle-tier software, enterprise resource planning (ERP) software, customer relationship
management (CRM) software and supply chain management (SCM) software.
Enterprise resource planning (ERP) is the integrated management of core business
processes, often in real-time and mediated by software and technology. These business activities
can include:

product planning, purchase

manufacturing or service delivery
marketing and sales
inventory management
shipping and payment
finance
ERP is usually referred to as a category of business-management softwaretypically a
suite of integrated applicationsthat an organization can use to collect, store, manage and
interpret data from these many business activities.

Customer relationship management (CRM) is an approach to managing a company's

interaction with current and potential future customers which tries to analyze data about
customers' history with a company, to improve business relationships with customers,
specifically focusing on customer retention, and ultimately to drive sales growth.
One important aspect of the CRM approach is the systems of CRM that
compile data from a range of different communication channels, including a company's website,
telephone, email, live chat, marketing materials and social media.
Through the CRM approach and the systems used to facilitate CRM, businesses learn
more about their target audiences and how to best cater to their needs. However, adopting the
CRM approach may also occasionally lead to favoritism within an audience of consumers,
resulting in dissatisfaction among customers and defeating the purpose of CRM.

3
 In commerce, supply chain management (SCM), the management of the flow of goods
and services, involves the movement and storage of raw materials, of work-in-process inventory,
and of finished goods from point of origin to point of consumption. Interconnected or interlinked
networks, channels and node businesses combine in the provision of products and services
required by end customers in a supply chain.
Supply-chain management has been defined as the "design, planning, execution, control,
and monitoring of supply chain activities with the objective of creating net value, building a
competitive infrastructure, leveraging worldwide logistics, synchronizing supply with demand
and measuring performance globally."

History
Taking into consideration the history of this multinational company , Larry Ellison co-
founded Oracle Corporation in 1977 with Bob Miner and Ed Oates Normand Beauchamp under
the name Software Development Laboratories (SDL). SDL changed its name to Relational
Software, Inc (RSI) in 1979, then again to Oracle Systems Corporation in 1982,to align itself
more closely with its flagship product Oracle Database. At this stage Bob Miner served as the
company's senior programmer.
In 1995, Oracle Systems Corporation changed its name to Oracle Corporation, officially
named Oracle, but sometimes referred to as Oracle Corporation, the name of the holding
company. Part of Oracle Corporation's early success arose from using the C programming
language to implement its products. This eased porting to different operating systems (most of
which support C).
Actually , Oracle operates in Romania since 2002 , being considered as the largest IT
company which operates locally. The company posted turnover of 703 million lei and a net profit
of 9 million lei in 2014.

4
 Chapter 4
SWOT Analysis

Strengths of Oracle Corporation

Oracle research and development capabilities can be highlighted as one of its main points
of competitive edge. Specifically, the company successfully operates Oracle Labs where a wide
range of projects that include Fortress, Maxine Research VM, QVM, Adaptive Optimization,
Computer Architecture and Performance Modeling (CAP), Network Computing, , Electric VLSI
Design System and many other projects have been developed that contribute to the competitive
edge of the company .
Other points of strengths include inorganic growth strategy that has enabled the company
to achieve its current status and the robust market positioning of the brand. Moreover, the
company has a strong and charismatic leader in the personality of Larry Ellison.
Moreover, the takeover of Sun Microsystems by Oracle considerable enhanced the
position of the company in the global marketplace and the same time as increasing the ranges of
products and services offered by Oracle.

Weaknesses of Oracle Corporation

One of the major weaknesses of Oracle relates to the heavy dependence of the company
on the US and Europe marketplaces. Specifically, during the fiscal year of 2009-2010 Oracle
operating revenue from US and European markets amounted to 64% of the total business
revenues (Annual Report, 2009 2010).
In other words, the lack of Oracle presence in Asian marketplace can be considered as the
weakness of the company due to the fact that the role of Asian businesses are growing in the
international business arena, at the same time when US and European countries are faced with
serious financial issues.
Moreover, heavy reliance on partnerships and alliances rather than direct market entry in
terms of engaging in international market expansion limits the level of Oracle control of
international operations.

Opportunities of Oracle Corporation

There is range of opportunities to be used by Oracle in order to achieve long-term
growth. These opportunities include increasing the presence of the company in Chinese and
Indian markets, increasing the market share of the company through the growth of global
5
enterprise software market, and generating additional solid revenue for the company in the future
through increasing the level of investment on the development of virtualisation software
programs.
Moreover, the company can achieve long-term growth through sophisticating its data
storage services taking into account dramatically increasing demand for this type of service, and
also research and development initiatives can be launched with the aim of developing innovative
business applications for various types of devices and in this way increasing the level of revenue
stream of the company.

Threats of Oracle Corporation

A set of specific threats have to be addressed by Oracle Corporation effectively in order
to achieve sustainable growth in the future. The major threat for the company is the emergence
of new competitors from China, India or any other evolving superpowers from the East. This is
because Oracle would find it challenging to compete with such a competitor on prices taking into
account the access of competitors to considerably cheaper resources, including human resources
in China and India.
Moreover, according to Wall Street Journal (2000, online) Oracle CEO Larry Ellison is
known for using dirty tricks that included hiring people to examine the garbage from Microsoft
with the aims of finding any evidences against their wrongdoing. There is a threat that such
tactics might be repeated in the future and which might result in company image being damaged.

6
Bibliography
www.wikipedia.com
Annual Report 2009 2010, Oracle Corporation
Burrow, JL. (2008) Marketing Cengage Learning
Oracle Lab (2011)