Oracle is a leading IT products and services provider. It markets and sells its products and services to businesses of various sizes as well as government agencies and educational institutions. Apart from an entire range of cloud offering, the brand also offers applications and infrastructure to help its customers worldwide. Oracle is a well known and innovative technology brand. The company invests a large sum each year in research and development. In 2018, it employed around 137000 employees in 2018. Total revenues of the brand reached $39.8 Billion in 2018. However, the cloud and technology industry is marked by fierce competition. Oracle is also facing tough competition from its rivals. However, with growing rivalry in the cloud industry, the company has also grown its focus on innovation and customer convenience.
Read more about Oracle and its products and services in this marketing mix:
Oracle Cloud offerings include a comprehensive and fully integrated range of applications, platform, compute, storage and networking services in all three primary layers of the cloud: Software as a Service (SaaS), Platform as a Service (PaaS) and Infrastructure as a Service (IaaS). The Oracle Cloud SaaS, PaaS and IaaS offerings are collectively called “Oracle Cloud Services”). They integrate the software, hardware and services on behalf of customers in IT environments. The company deploys, supports and manages them for the customer. The integrated Oracle Cloud Services are designed for rapid deployment to enable customer to innovate in shorter times. They can be easily maintained which reduces integration and testing work. Moreover, they can be connected among differing deployment models which enables interchangeability and extendibility between IT environments. Apart from that they are highly compatible which allows to move workloads easily between the Oracle Cloud and other IT environments. Oracle is a leader in the core technologies of cloud IT environments, including database and middleware software, enterprise applications, virtualization, clustering, large-scale systems management and related infrastructure.
The business of Oracle is divided into three divisions, cloud and license, hardware and services business. The cloud and license segment of Oracle is the single largest operating segment which includes the Oracle Cloud Services offerings, cloud license and on-premise license offerings, and license support offerings. It accounted for 82% of the brand’s total revenue in 2018. The hardware business of Oracle is the second largest business segment which includes the hardware products and related hardware support services offerings. This segment accounted for 10% of the brand’s total revenue while the services segment accounted for 8% of the brand’s revenue in 2018.
The company is headquartered in California. However, it markets and sells its products all over the world. Its sales and service employees in the US are based at the headquarters and in field offices located throughout the country. In the international market, the foreign subsidiaries of Oracle sell and service its product offerings in their local countries as well in the markets where Oracle does not have direct operations. Based upon revenue, US is the largest market of Oracle which accounted for close to half of the company’s revenue in 2018. Apart from US, the other leading markets include UK, Canada, Germany and Japan. Several of its products and services can be easily availed of online which reduces geographic barriers.
In terms of pricing, while Oracle has tried its products and services to be cost effective, still it has adopted a premium pricing model. Compared to its rivals like Salesforce, the prices of its products and services are generally higher. For example the CR software of Salesforce comes for lower prices as compared to that by the Oracle. On the other hand while the largest CRM package of Oracle comes for nearly the same price as Salesforce, the entry level and mid level packages are priced higher.
The company uses its own website, blog and other digital channels for promoting its brand and products. Apart from that it also uses several indirect channels for marketing and sales. It markets its product offerings worldwide through indirect channels. The companies included in its indirect channel network are members of the Oracle Partner Network. The Oracle Partner Network is a global program for managing the company’s business relationships with a large, broad-based network of companies, including independent software and hardware vendors, system integrators and resellers which provide innovative solutions and services based upon our product offerings. The Oracle Partner Network program extends the market reach of Oracle by providing its partners with the resources they need for being successful at delivering solutions to customers globally. These resources include access to Oracle’s product offerings, educational information, technical services as well as marketing and sales support. Apart from that the company also uses social media platforms including Facebook and Linked-In for marketing and promotions.
- Oracle Annual report 2018