Marketing Strategy and SWOT Analysis of Oracle

Oracle Organization (Oracle Systems Corporation) is a multinational corporation that develops and sells business software. The firm is best known for its database software. It’s a relational database management system. It acquired the computer systems and software in 2010 when it bought Sun Microsystems, such as Solaris and Java. Oracle’s headquarters are located in Redwood Shores, California. We’ll review Oracle’s SWOT analysis to determine the company’s secret to success.

First, we will identify what is Oracle’s Mission and Vision statements.

Mission Statement:

The mission statement of Oracle is, “At Oracle, we foster an inclusive environment that leverages the diverse backgrounds and perspectives of all our employees, suppliers, customers, and partners to drive a sustainable global competitive advantage.”

The mission statement explains what Oracle does for its clients and why they do it. The statement is about the following points:

Vision Statement:

The vision statement of Oracle is “to become an organization that helps its customers and makes itself a better work environment for its employees.” 

The strategic plans for future initiatives are defined by the vision statement. It aids in the creation of strategic plans and their methodical execution.

The firm has an implicit vision that is consistent with its mission statement. The company’s purpose is to ‘become a company that helps its clients simplify their IT environment in such a manner that they are sufficiently prepared to develop and prosper’. In fact, Oracle has become so well-known in the modern corporate world because of this.

Now, it’s time for us to get to know what are Oracle’s branding positioning methods.

To do that, we’ll have a look at one of Oracle’s recent posts on their social media.

When we identify the brand’s positioning methods, we, as audience and customers, get a chance to learn more about the company as a community. Basically, we learn what their ‘human’ characteristic features are.

In previous blogs, we analyzed the positioning methods by the campaigns and the updates that the companies were organizing for their customers.

This time, we decided to choose something different and more unique!

To give a better and more detailed description of Oracle as a company, we decided to analyze a short video. This is an interview that Oracle’s director of developer relations, Guillermo Ruiz, participated in.

It should also be highlighted that even though the interview was online, the lightning and audio of the participant were pretty good. This was the first thing that highlighted its careful attitude toward its customers.

The question that the interviewers asked Guillermo was, what are the programming languages that the Oracle team uses. While answering that question, Guillermo was very nice and friendly. He didn’t speak fast, and he made sure he gave good explanations to make it clear why they use Java, JavaScript or Python. And how it helps them learn more about AI (Artificial Intelligence) services.

People from the head office interact with others, especially with people who interview them, we can see their characteristic features.

So, based on the behavior analysis of Oracle’s team members that we have provided above, we can say for sure that their targeted Brand Archetype is the regular guy/everyman.

Desire: to keep in touch with others.

Goal: to find a place where they belong.

Strategies: to develop everyday core attributes and the ability to fit in.

Here are some of the essentials we should know about this Brand Archetype.

Level One: withdrawal, lonesomeness

Level Two: orphans who are feeling rejected and alone are looking for a place to belong

Level Three: the newcomer, who is attempting to integrate, fit in, accept support, and socialize

Level Four: the compassionate, who believes in everyone’s dignity and worth, regardless of background or events

Only if the following conditions are met may the Regular Guy Archetype be supplied to a firm or organization:

• whose usage encourages individuals to feel like they belong;
• its function is something that is employed often in daily life;
• with intermediate to cheap cost (or that is an upmarket version of a product that is usually affordable);
• a product or service created or offered by a corporation with a laid-back corporate culture;
• that desire to set themselves apart from a more expensive or elitist brand in a good way.

We’ve just finished the Brand Archetype analysis. Yay!

Now, let’s look at Oracle’s SWOT analysis, shall we?

Strengths:

Excellent Results in New Markets: Oracle has developed a reputation for successfully entering new markets. The growth has allowed the company to diversify its income streams and reduce economic cycle risk in the areas it serves.

Have a proven track record of successfully merging complementary businesses through mergers and acquisitions: It has effectively combined several technology businesses to simplify operations and develop a trustworthy supply chain in recent years.

A well-connected distribution network: Oracle has established a dependable network infrastructure that can reach most of its prospective market over time.

Good Capital Expenditure Returns: Oracle has a solid track record of completing new projects and generating good returns on capital expenditure by establishing new income sources.

Customer satisfaction is really high: The firm has attained high customer satisfaction among current customers and substantial brand equity among future consumers, thanks to its specialized customer relationship management department.

Vital Brand Management: Oracle has spent a lot of time and money building a successful, strong brand. Oracle’s SWOT analysis only emphasizes this point. This brand portfolio might be precious if the company wishes to branch out into other product categories.

The dealership of the community is vital: It has created a culture among distributors and dealers in which dealers market the company’s products and educate salespeople to explain to customers how they may get the most out of the items.

Weaknesses:

The product’s marketing leaves a lot to be desired: Even if the product is a smash hit, its positioning and original selling pitch are not well defined, leading to rival attacks in this area.

To sell a product, the days inventory is significant: Causing the firm to obtain additional funds to invest in the channel. This may have an influence on Oracle’s long-term growth.

Investment in R&D is lower than that of the industry’s fastest-growing companies: Despite spending more on research and development than the industry average, Oracle has been unable to compete in terms of innovation with the industry’s leading firms. It appears to be a well-established company eager to release goods with market-proven characteristics.

In comparison to its competitors, it is not particularly adept at estimating product demand, resulting in a more significant proportion of missed chances: One of the reasons Oracle’s days inventories are so high in comparison to its rivals is that it isn’t particularly effective at estimating demand; thus it ends up maintaining more inventory in-house and in the channel.

Outside its primary business, there has been a limited success: Oracle has had difficulty transitioning to new product areas due to its current culture despite being one of the most successful companies in its field. There are specific gaps in the company’s product line. This scarcity of options may allow a new rival to get a foothold in the market.

Opportunities:

Customers acquired through the internet route: The corporation has put a lot of money into the internet platform in the last few years. Oracle has gained a new sales channel as a result of this investment. The corporation can capitalize on this potential by better understanding its customers and meeting their demands using big data analytics in the following years.

Consumer behaviour patterns may bring up new business opportunities for Oracle: It gives the company an excellent chance to expand into new product categories while also generating new income sources.

Because of a government deal, new markets have opened up: Oracle has been allowed to access a new emerging market thanks to the adoption of new technological standards and a government free trade agreement.

Environmental policies are being implemented: The new opportunities will level the playing field for all industry participants. It’s a fantastic chance for Oracle to demonstrate its technological leadership and acquire market dominance in a new product category.

Threats:

The present physical infrastructure-driven supply chain paradigm may be threatened by changing customer buying behaviour through internet channels.

Competition is fierce: Over the previous two years, stable profitability has expanded the number of participants in the market, putting downward pressure on profitability and overall sales.

There isn’t a consistent supply of innovative items: The corporation has produced some goods throughout the years, although they are frequently in response to the development of other players. Second, the supply of new items is irregular, resulting in high and low swings in sales numbers over time.

The demand for highly profitable items is seasonal, and any unforeseen occurrence during the peak season might have a short- to medium-term impact on the company’s profitability.

Oracle’s SWOT analysis is finished. Each component has a distinct significance that influences the company’s growth, regress, and decline. The company should pay attention to it to understand what dangers they could face both inside and outside Oracle.

And now, it’s time to learn more about Oracle’s target audience.

To do so, we gonna watch one of their commercials.

Oracle OpenWorld, which was the commercial based on, is an annual Oracle conference for corporate leaders, IT executives, and line-of-business end-users. Oracle OpenWorld San Francisco, the world’s largest conference for Oracle customers and developers, had 60,000 attendees in 2014, with an additional 7 million expected to watch the event online.

The 2014 convention featured keynotes from Oracle executives and partners and 2,700 technical and non-technical events and workshops held at Moscone Convention Center and numerous neighboring hotels.

Oracle confirmed in December 2019 that OpenWorld will be relocated from San Francisco to Las Vegas in 2020. Oracle said in June 2020 that the 2020 conference would be cancelled, but a series of live virtual events would be held instead.

In the commercial, we can see two individuals who wanted to get their quota and cooperate with some very famous companies. He shares the news with the guy sitting next to him. He repeatedly emphasized how the Oracle OpenWorld helped him get closer to the company he wanted to work with.

And although at the very end, the guy still believed that it was only him and only his actions that made his dream come true, the reality is that he was not the only leading player. Oracle had an essential role too.

Oracle appears to be targeting the Floaters based on the commercial’s characteristics.

Some essential data we should know about the Floaters:

Quote: Always be with family, take care of yourself, and find serenity here.

Goal: As much as possible, lead a calm existence.

Fear: Being the focus of everyone’s attention.

Taking excellent care of one’s family.

The majority of the time, women in this group spend at home: “The kitchen is the most significant area in the house.”

To maintain their homes neat and tidy at all times. Trying to make the most out of their limited funds for their family.

The ultimate centre is their home, where they can care for their children. Floaters provide them with a sense of accomplishment. They make every effort to provide a welcoming environment for children and other family members.

Floaters, on the other hand, are unconcerned about themselves. They are unconcerned about their appearance, and they prefer to buy clothes for comfort rather than style.

“It’s up to others to accept me as they perceive me.”

Floaters rely on television for information. They are looking for local news, sporting events, request shows, chat shows, and police news and series. National or international newspapers and periodicals are preferred.

Local news, TV shows, short commercials, employment adverts, and recipes are commonly read by floaters. They do not, however, utilize the Internet much.

To summarize, we thoroughly examined Oracle’s marketing strategy and did a SWOT analysis. The company’s target market and its capabilities, weaknesses, and dangers were highlighted. I believe you now have a thorough understanding of Oracle.

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