Questions to be Answered Question 1: Identify the basis of segmentation used by the company for the product. Critically evaluate the segmentation used by the company. Justify your answer. Question 2: Identify the Target market strategy used by the company. Do you think the company has been able to use the most appropriate market targeting approach for the chosen product. Question 3: What is the positioning strategy used by the company? Define POP's and POD's for the product. Question 4: Identify the main competitor of your company and the product chosen by you. Critically analyze how this competing company is fairing against your company in terms of STP? Question 5. Looking at evolving customer needs identify a market segment which is not being catered to by your company or by the competitors but if served can prove to be a profitable? Identify a new product opportunity keeping in mind the existing business category of your company? Give reasons regarding to why your company should venture into serving the new identified segment?WIKIPEDIA Coordinates: 37 31'46"N 122 15'57"W Oracle Corporation Oracle Corporation is an American multinational computer technology corporation headquartered in Redwood Shores, Oracle Corporation California. The company sells database software and technology, cloud engineered systems, and enterprise software products- ORACLE particularly its own brands of database management systems. In 2019, Oracle was the second-largest software company by revenue and market capitalization. [5] The company also develops and builds tools for database development and systems of middle-tier software, enterprise resource planning (ERP) software, Human Capital Management (HCM) software, customer relationship management (CRM) software, and supply chain management (SCM) software. Headquarters in Redwood City, California Contents Type Public Traded as NYSE: ORCL (http History s://www.nyse.com/ Finances quote/XNYS:ORC Products and services L) Software S&P 100 Databases Component Middleware S&P 500 Oracle Secure Enterprise Search Component Oracle Beehive ISIN US68389X1054 Applications Industry Enterprise software Third-party applications Cloud computing Enterprise management Computer Development software hardware File systems Founded June 16, 1977 Operating systems Santa Clara Hardware California, U.S.[1] Services Founders Larry Ellison Oracle Cloud Bob Miner Other services Ed Oates 2) Marketing Headquarters Redwood City, Sales practices California, United Competition States Oracle and SAP Area served Worldwide Slogans Key people Larry Ellison Media (Executive Chairman & CTO)Controversies Jeff Henley (Vice Trashgate Chairman) "Can't break it, can't break in" Safra Catz (CEO) Relationship with John Ashcroft Products Oracle Applications Expeditionary Combat Support System Oracle Database Cover Oregon Healthcare Exchange Oracle Cloud Events Enterprise Acquisition of Sun Microsystems Manager . Fusion Justice Department lawsuit Middleware Servers . Lawsuit against Google Workstations . Background Storage . (See First trial Oracle products) First appeal Services Business software . Supreme Court petition applications . Second trial consulting Second appeal Revenue A US$39.50 billion Discontinuation of OpenSolaris (2019) 3 Discontinuation of Opensso Operating A US$ 13.53 billion Mark Hurd as president income (2019) 3 OpenOffice. org issue Net income A US$ 11.08 billion HP and Oracle lawsuit (20 19) 3 Foreign corrupt practices Total assets GSA business bidding ban US$108.70 billion U.S. TikTok's Operations (2019) 31 Total equity US$22.36 billion People (20 19) 3 Offices Owner Larry Ellison (36%) Corporate structures Number of 135,000 (2020) [41 Sponsorships employees See also Subsidiaries List of Oracle subsidiaries References Website www.oracle.com (h Further reading ttps://www.oracle.c External links om/) History Larry Ellison co-founded Oracle Corporation in 1977 with Bob Miner and Ed Oates under the name Software Development Laboratories (SDL). Ellison took inspiration from the 1970 paper written by Edgar F. Codd on relational database management systems (RDBMS) named "A Relational Model of Data for Large Shared Data Banks." He heard about the IBM System R database from an article in the IBM Research Journal provided by Oates. Ellison wanted to make Oracle's product compatible with System R, but failed to do so as IBM kept the error codes for their DBMS a secret. SDL changed its name to Relational Software, Inc (RSI) in 1979,9) then again to Oracle Systems Corporation in 1983, to align itself more closely with its flagship product Oracle Database. At this stage Bob Miner served as the company's senior programmer. On March 12, 1986, the company had its initial public offering. [11]In 1995, Oracle Systems Corporation changed its name to Oracle Corporation, - officially named Oracle, but sometimes referred to as Oracle Corporation, the name of the holding company. Part of Oracle Corporation's early success arose from using the C programming language to implement its products. This eased porting to different operating systems most of which support C. [141 Finances Development since 2005(15] Revenue Net Income Price per Year in mil. US$ in mil. Share Employees Larry Ellison, executive chairman of Oracle US$ in US$ 2005 11,799 2, 886 11.45 2006 14,380 3,381 13.60 2007 17,996 4,274 17.41 2008 22,430 5,521 17.86 2009 23,252 5,593 18.03 2010 26,820 6,135 23.02 2011 35,622 8,547 28.56 2012 37,121 9,981 27.37 2013 37,180 10,925 31.28 122,000 2014 38,275 10,955 37.72 122,000 2015 38,226 9,938 38.85 132,000 2016 37,047 8,901 37.94 136,000 2017 37,728 9,335 45.70 138,000 Oracle ranked No. 82 in the 2018 Fortune 500 list of the largest United States corporations by total revenue. [16] According to Bloomberg, Oracle's CEO-to-employee pay ratio is 1,205:1. The CEO's compensation in 2017 was $108,295,023. Oracle is one of the approved employers of ACCA and the median employee compensation rate was $89,887.[171 Products and services Oracle designs, manufactures, and sells both software and hardware products, as well as offering services that complement them (such as financing, training, consulting, and hosting services). Many of the products have been added to Oracle's portfolio through acquisitions. Software Oracle's E-delivery service (Oracle Software Delivery Cloud) provides generic downloadable Oracle software and documentation. [18]