Marketing Management

Supervisor Dr. Maria Fregidou-Malama Abstract Aim: The aim of this research has been to answer the question of how and based on what combination of grand strategies, Oracle as a high-tech company, developed and improved its business and affected its competitors and other industries. Method: Analytical study of published literature and Oracle internal annual reports combined with personal experience of working with Oracle products and observing its strategies for more than a decade have been the essential part of this study. The main method of data collection was gathering information from those websites which include information and news around Oracle strategic movements. This research has applied that information to deliver an analysis of not only the Oracle current strategy, but its strategy for the future and tendency to expand its market and direct the information industry, moving forward. Result & Conclusion: Being around for three decades, Oracle has had a great history of successful strategies with introducing innovation, leading software industry, and directing the future of information technology. It has been survive