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Oracle and its strategy for future growth 1 Introduction This paper looks at the strategies adopted by Oracle Corporation to ensure a consistent year on year growth in their core business areas Oracle Corporation is one of the worlds leading supplier of software for information management and the worlds second largest independent software company The company offers its database tools and application products along with related consulting education and support services in more than 145 countries around the world It employs 43000 people worldwide of which 21000 are based in the US while 220001 are based outside the US Its current CEO Larry Ellison founded Oracle in 1977 Identifying relational databases as a great business opportunity is one of several brilliant moves Ellison made over his career In the 70s IBM came up with the concept of an inter-connected data store which allowed users to perform ad-hoc queries IBM management failed to capitalise on this idea however but Ellison seized upon it Customers such a s government agencies and manufacturers used Oracle programs to manage their data From the beginning Oracle was a sales-driven win-at-all-costs company With a unique product and a hungry market this formula turned Oracle into one of the worlds leading companys and Larry Ellison into one of the worlds richest men 2 SWOT Analysis 21 Strengths Larry Ellison has undoubtedly been a key factor in the success of Oracle He has been able to deliver a year on year growth rate of 302 consistently since the companys inception Last year the company spent 26 billion dollars on an aggressive marketing strategy This is equivalent to 25 of its total revenue The company spent 1 billion dollars in research and development in the year 2000 refining its new suite of Internet applications software3 Investing heavily in RD has allowed Oracle to provide its database products for all leading hardware platforms be it mainframe mini or PC This in turn has
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