Type Public

Industry IT services, IT consulting

Founded 1990; 29 years ago
Headquarters Mumbai, India
Key people Derek Williams, Harinderjit Singh, Richard
Jackson, Robert K. Weiler, Shankar
Venkatachalam, Chet Kamat, Samantha Wellington
William Corey West (Directors)
Services IT, business consulting and outsourcing services
Revenue ₹35.68 billion (US$500 million) (2012)[2]
Number of employees 8,818 (March 2017)

Introduction

In 1977, Larry Ellison, Bob Miner and Ed Oates founded Oracle in Redwood Shores,
California which is its headquarters. Oracle is a computer technology company that offers an
integrated set of applications, servers, storage and cloud technologies to empower modern
business. They primarily specialize in developing cloud engineered systems, database
software and technology and database management systems. The company also develops its
own customer relationship management (CRM) software, Enterprise Resource Planning
(ERP) software and Supply Chain Management (SCM) software. Oracle Cloud is a complete,
integrated pile of platform, infrastructure and application services. They also have SaaS
applications for customer experience, human capital management, enterprise performance
management and more. Oracle Financing provides insight to organizations for new IT
investments. Also, Oracle University provides world class experience and knowledge to
students in more than 110 countries. They even provide consulting services to help customers
mitigate and implement the Oracle interface. More than 420,000 customers across 145
countries have used Oracle technology to accelerate their digital transformation and they have
more than 25,000 partners all over the world.
Oracle Financial Services Software Limited(ofss) is a subsidiary of Oracle Corporation. It
is an IT solution provider to the banking industry. It claims to have more than 900 customers
in over 145 countries. Oracle Financial Services Software Limited is ranked No. 9 in IT
companies of India and overall ranked No. 253 in Fortune India 500 list in 2011.Oracle
established in 16 june 1997. Head office (Redwood City, California, United States).
Board Of Directors

Name Designation

Avadhut (Vinay) Ketkar Chief Accounting Officer

Chaitanya Kamat Managing Director & CEO

Harinderjit Singh Director

Kimberly Woolley Director

Makarand Padalkar Chief Financial Officer

Maria Smith Director

Onkarnath Banerjee Co. Secretary & Compl. Officer

Onkarnath Banerjee Secretary

Richard Jackson Director

Robert K Weiler Director

S Venkatachalam Chairman

Sridhar Srinivasan Director

Vincent Secondo Grelli Non Exe.Non Ind.Director

Yong Meng Kau Non Exe.Non Ind.Director

Products and services

Oracle Financial Services Software Limited has two main streams of business. The products
division (formerly called BPD – Banking products Division) and Prime Sourcing. The
company's offerings cover retail, corporate and investment banking, funds, cash management,
trade, treasury, payments, lending, private wealth management, asset management and
business analytics. The company undertook a rebranding exercise in the latter half of 2008.
As part of this, the corporate website was integrated with Oracle's website and various
divisions, services and products renamed to reflect the new identity post alignment with
Oracle.
Recently, Oracle Financial Services launched products for Internal Capital Adequacy
Assessment Process, exposure management, enterprise performance management and energy
and commodity trading compliance.
The company promotes its BPO business process outsourcing business via its subsidiary
Equinox Corporation which is based in Irvine, California.
Business Model Of Company
 Marketing Mix (4Ps) Strategy
Advertisements

Marketing Mix of Oracle analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Oracle marketing strategy. The article elaborates the
pricing, advertising & distribution strategies used by the company.
Let us start the Oracle Marketing Mix:

Product:
Oracle provides a wide array of products, applications and services. They not only provide
but also manufacture some of these hardware and software products.
• Software – E-delivery service
• Database – Oracle Database, Release 10,11,12
• Acquired Databases – Berkeley DB, Oracle Rdb, TimesTen, Oracle Essbase, MySQL,
NoSQL
• Oracle Secure Enterprise Search, Oracle Beehive
• Applications – Oracle Fusion, E-Business Suite, PeopleSoft Enterprise, Siebel, JD Edwards
Enterprise One, JD Edwards World, Merchandise Operations Management, Planning and
Optimization, Store Operations
• The variety of applications from third-party vendors includes database applications for
archiving, splitting and control, ERP and CRM systems, as well as more niche and focused
products providing a range of commercial functions in areas like human resources, financial
control and governance, risk management, and compliance
• Enterprise Management, Development Software, File Systems, Operating Systems, Sun
Hardware
• Oracle SPARC T-series servers and M-series mainframes
• Oracle Cloud – Software as a Service (SaaS), Platform as a Service (PaaS), Infrastructure as
a Service (Iaas)
• Other Services – Financing, Consulting, Support and University. All these together cover
the products in the marketing mix of Oracle.

Price:
Oracle provides e-business services so it provides the best price to its customers. They follow
pricing strategies based on competition, type of solution and marketing in their marketing
mix. Their strategies are able to meet the situations and demands of its customers of all
industries. Pricing for Oracle CRM and Order Management products is flexible. The oracle
database follows their normal pricing strategies. If any companies buy in bulk then they
provide discounts or reduce prices accordingly. Also, Oracle provides user licenses at prices
 lower than their competitors and provides the high quality after sales services.

Place:
Oracle uses Site Hub for their placement strategies. They use the Site Hub analysis to find the
best product placement strategies. Oracle provides most of its products to companies so it
follows a B2B model. They have the longest B2B value chain model. Oracle has its offices
spread across the world.

Promotion:
Oracle uses direct marketing to persuade potential customer to buy their products. Oracle is
known for their quality and reliability so direct marketing is one tool which strongly works
for them. They even use telemarketing to promote their products over a phone call. With
telemarketing they provide discounts to clients. They use email services to keep customers up
to date with information regarding their products and services. Besides providing product
information, they also provide information about existing product updates. Oracle conducts
workshops to promote their products as well as train client representatives about the usage of
their products. Besides all these Oracle has their own magazine as well as publishes articles
on Profit and Java magazine on a bi-monthly digital subscription basis enabling registered
customers to interact with them through direct links from ads and other digital-specific ad
programs. This covers the entire Oracle marketing mix.

Major Achievements

 Chartis RiskTech100® 2015—Oracle placed #4 and listed as Category Winner

    – Core Technology
    – Risk Data Aggregation and Reporting
    – Geographical Sector: Americas
 Chartis Research Category Leader
    – Risk Data Aggregation and Reporting 2015—Top Vendor
    – Enterprise Stress Testing Systems 2015
 Operational Risk and Regulation Awards 2015—Best Regulatory Reporting
Platform/Service: Oracle Analytical Applications
 Risk Tech Ranking from Risk.net—#1 Vendor for Risk Data Repository and Data
Management Category Under Enterprise Operational Risk Management
 CEB TowerGroup—CX/CRM Solutions for Banking
Oracle was ranked Best in Class in all four categories. Oracle Financial Services Customer
Insight was part of this submission, along with Oracle CX solutions.
 Gartner—Leader Magic Quadrant for International Retail Core Banking, 2015
 IDC MarketScape—Worldwide Core Banking Solutions 2015 Vendor Assessment—
 Global Providers for European Banks—Major Player
 Forrester Vendor Landscape—International Banking Platforms—Oracle Is a “Key
International Banking Platform Vendor (OBP),” September 2015
 Ovum: Decision Matrix vendor profile—“Oracle FLEXCUBE is well suitable for
direct banks and banks in tiers 3 to 5 looking for a broad, well-established packaged
solution.”
 2015 Computing Vendor Excellence Awards 2015—Converged Infrastructure Award
—Oracle Virtual Compute Appliance X5 [product is now called Private Cloud Appliance X5]
 Storage Magazine 2015 Products of the Year—Backup Hardware Category, Bronze:
Zero Data Loss Recovery Appliance
 Enterprise Strategy Groups Delta-V Awards—Engineered System for
Analytics Oracle Big Data Appliance
 ZDNet 2015 CRM Watchlist—Winner
 2015 The Hubbies—Oracle Marketing Cloud for Most Innovative Marketing
Automation Platform
 2015 SiriusDecisions—Oracle Marketing Cloud Senior Director, Enablement,
Roderick Jefferson for 2015 Sales Enablement Program of the Year
 2015 Digiday Signal Awards—Oracle Marketing Cloud for Best Marketing
Automation Platforms, Solutions
 2015 European IT and Software Excellence Awards—Suppliers: Technology Vendor
of the Year Digiday Finalist
 2015 CRN Channel Champions Awards
    – Best CRM Software 
    – Partner Support and Financial Satisfaction for CRM Software
    – Technical Satisfaction for Business Analytics

Corporate Governance Activities (As last amended by the Board of Directors on

May 3, 2017)
Director

The major members of the Board of Directors of Oracle must qualify as independent directors
in accordance with the applicable provisions of the Securities Exchange Act of 1934. The
person to be selected as a Director will possess certain attributes including business
judgment, management, economics, accounting and finance, legal, marketing, industry and
technology knowledge, international business, leadership and strategic vision.

Director Responsibilities
One of the basic responsibilities of the directors is to exercise their business judgment to act
in a manner they reasonably believe is in the nest interest of Oracle and its stockholders and
in a manner consistent with their fiduciary duties. The directors can conduct any type of
investigation as they deem appropriate, and may reasonably rely on the information provided
to them by Oracle’s senior executives and its outside advisors and the auditors.

The board is also responsible for overseeing management’s efforts to assess and manage
material risks and for reviewing options for risk mitigation. It also reserves the right of
overseeing the major risks facing Oracle and may delegate risk oversight responsibility to
committees of the Board.

Directors are expected to attend the Annual Meeting of Stockholders and to regularly attend
Board meeting and meetings of committees on which they serve, to spend the time needed in
preparation for such meetings and to meet as frequently as they deem necessary to properly
discharge their responsibilities. In addition to this the directors should stay well-informed of
Oracle’s business and markets and as appropriate, meet with Oracle’s customers or attend
events or take other actions they deem appropriate to enhance Oracle’s business and its
effectiveness as directors.

The board also believes that the management speaks for Oracle. Individual Board members
may, from time to time, expressly represent Oracle in meetings or otherwise communicate
with various third parties on Oracle’s behalf. It is expected that Board members will do this
with the knowledge of the management. The most important thing is that all the directors are
expected to comply with the Oracle code of Ethics and Business Conduct. (Oracle, The
Oracle Code of Ethics and Business Conduct, 2010)

Conflicts of Interest

The director also has the responsibility to ensure that other commitments do not conflict or
materially interfere with the director’s responsibility to Oracle.

Performance Evaluation

There is a Board that is led by the Nomination and Governance Committee that will
periodically conduct a self-evaluation to determine whether the Board and its committees are
functioning effectively. The Board with the assistance of the nomination and Governance
committee shall periodically review these Corporate Governance Guidelines to determine
whether any changes are appropriate. (Oracle, ORACLE CORPORATION CORPORATE
GOVERNANCE GUIDELINES, 2010)

Finance and Audit Committee

The purpose of this committee is to provide advice with respect to corporation’s financial
matters, to oversee the accounting and financial reporting process of the Corporation and the
audits of the financial statements of the Corporation, to assist the Board of Directors in
fulfilling its oversight responsibilities regarding finance, accounting, tax and legal
compliance, and to evaluate merger and acquisition transactions and investment transactions
proposed by the Corporation’s management.

Decision making:
There are three types of decision making all of which are distorted and affected while in the
state of crisis.

Intelligence

Identify conditions that are required for decision making

Design

Invent, develop different courses of action and analyse them

Choice

Choose the best alternative, make a choice

Structured decision making:

This is defined which becomes unstructured when in the state of crisis and when it is not
managed properly.

Unstructured decision making:

Non-routine decision making (this is not defined)

SWOT analysis
Strengths
Experience Builder enables the visual creation of mobile-first websites
Out-of-the-box templates and components are provided to allow enterprises to rapidly
build websites. A drag-and-drop interface allows widgets to be dragged onto a page. An
embeddable content library and integrations with native Oracle apps are available. Once
built, sites can be saved as templates, which are stored in the Template Catalog and can
be reused to quickly build further sites. Templates can be imported and exported, and
bootstrap templates can easily be adapted for use in catalogs.

Extensive analytics provide valuable insights into visitor behavior

Analytics capabilities provide valuable information on how different personas interact
with each channel, allowing marketers to target visitors with the right content at the right
time and through the most appropriate channel. Users can gain insights on how to
improve engagement with customers through the metrics provided. A/B and multivariate
testing allow marketers to test the effectiveness of different page layouts and content to
ensure that the optimum content is offered to all visitor segments.

Oracle CEC: BOT Builder (Extension) provides an environment for

building intelligent bots
Chatbots can be created using Oracle CEC: BOT Builder (Extension), which is integrated
with AI and natural language processing, powered by neural networks and machine
learning, to model human queries. A development environment is provided to manage the
code to model the interactions. A content API fetches content for the bot replies. Bots can
be exposed through many chat and voice channels, custom mobile apps, and websites.

Users can review and collaborate on digital assets

Users are able to search, access, and view assets, including corporate graphics, designs,
logos, stock photography, videos, presentations, documents, audio, and brand assets.
Assets can be arranged into collections, which is a way to organize assets for a new site,
marketing campaign, or project, and asset approval, workflow, and publishing are
provided, supporting collaboration. A useful feature is the ability for users to author
content such as blogs or news articles with different layouts for delivery through different
channels.
Weaknesses

Oracle has a limited number of connectors

Connectors are provided for marketing automation and e-commerce products, but these
are mainly from Oracle. While these are widely deployed products, the company also
needs to develop connectors to a range of third-party products as not all customers will
want to use Oracle products for all of their marketing requirements. However, Oracle
does offer extensive APIs to support integrations with other systems. It is in discussions
with various vendors to enable them to build integrations to push video, social, and other
such content to Oracle Content and Experience Cloud. Oracle will also add connectors to
Box and Google Drive. This will allow the integration, management, and publication of
any content.

Opportunities
Enterprises should be digitally transforming
Enterprises should have commenced digital transformation, and WEM is an important
element of this. The implementation of solutions that support the customer journey across
multiple channels and devices, delivering relevant, targeted, personalized content, is vital
if enterprises are to remain relevant. A modern WEM solution that can be delivered as a
cloud service with a headless architecture supported by microservices, that is mobile first,
and that provides extensive social as well as AI and machine learning is vital in any
digital transformation initiative. Oracle is ideally placed to benefit from the demand for
WEM solutions that provide the modern architectures and services required for digital
transformation.

Content and Experience Cloud provides Oracle with the opportunity to

increase its share of the growing market for cloud
Oracle's Content and Experience Cloud is hosted on Oracle Cloud, which has multiple
data centers located throughout the world. This allows Oracle to be able to ensure data
sovereignty in most cases. Content and Experience Cloud is a full-featured solution that,
 along with other Oracle products, allows the vendor to provide end-to-end WEM,
marketing, and commerce solutions. With its extensive portfolio and cloud capabilities,
Oracle has the opportunity to grow its share of the WEM market.

Threats
The WEM market is crowded with vendors
There are a large number of competitors in the WEM space, including enterprise content
management (ECM) vendors that attempt to provide end-to-end content management
capabilities such as WEM, as well as specialist WEM vendors. Also, a number of vendors
are attempting to provide end-to-end digital experience management solutions by
combining marketing automation, ecommerce, and WEM capabilities. Oracle is an ECM
vendor, but it also provides e-commerce and marketing automation products, which
means it can provide end-to-end capabilities.

Enterprises need to update their web content management (WCM)

platforms
A large number of organizations are still using dated WCM platforms. They may believe
that a responsive mobile-first environment is sufficient and therefore be reluctant to move
to the latest WEM platform. WEM vendors such as Oracle need to communicate the
message that a modern WEM platform with a headless architecture is required to support
new and emerging customer touchpoints.

CAGR for net sales & net profit of the company for last three years:
Year Net Sale Net Profit
2016 3743.61 897.76
2017 3736.31 1288.1
2018 3861.73 1005.99

CAGR for net sale 1.57 %

CAGR for net profit 5.86 %
2) Financial Statement Analysis of the Company using ratio for last 3 years:-
1) Liquidity Position:
 Current Ratio : Current Asset/ Current liabilities
Year Current Asset Current Liabilities Current Ratio
2016 4120.53 875.28 3.88
2017 4300.59 2624.17 1.64
 2018 4254.17 1095.57 4.71

 Liquid Ratio: Current Assset - Inventory - P.E / Current Liabilities - Bank Overdraft.

2) Profitability Position:-
 Net Profit Margin : (Profit after Tax / Net Sale)*100

Year Profit After Tax Net Sales Net Profit Margin

2016 1048.89 3743.61 28.02%
2017 1185.66 3736.31 31.73%
2018 1237.04 3861.73 32.03%

 Return on Asset: (Profit after Tax / Total Asset)*100

Solvency Position:
Solvency = Debt/Equity Ratio
Debt to Equity Ratio = Total Liabilities / Total Shareholder’s Equity
Year Total Liabilities Total Shareholder Debt to DEquity
Equity Ratio
2016 5685.69 4673.87 1.21
2017 6020.84 3264.59 1.84
2018 5933.16 4707.39 1.26

Turnover Position:
Total Asset Turnover Ratio= Net Sale/Total Asset
Year Total Asset Net Sale Turnover Ratio
2016 5685.69 3743.61 0.65
2017 6020.84 3736.31 0.62
2018 5933.16 3861.73 0.65

Miscellaneous:
Earning Per Share
EPS=Profit After Tax / Total Equity Share
Year Profit after Tax Equity Share EPS
2016 1048.89
2017 1185.66
2018 1237.04

P/E Ratio
Price to eaerning ratio=Market price per share/Earning price per share
Year MPS EPS PES Ratio

Capital Structure