Atlassian's Global Business Expansion

This assignment examines Atlassian's successful expansion into the international marketplace. It analyzes the company's human resource management (HRM) practices, marketing considerations, and strategies for navigating a complex global environment. The analysis includes discussions on cross-cultural training, foreign exchange risks, and the impact of political, economic, and cultural factors on Atlassian's operations.

Running head: BUSINESS MANAGEMENT
Business Management of Atlanssia
Name of the student:
Name of the University:
Author note:

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Executive Summary
The purpose of the report is to state how the company Atlanssia is carrying out its operations
worldwide. In this report, the PESTLE analysis has been done in order to understand the
macro issues. Accordingly, the international strategy of the company has been described in
order to understand the importance of the company’s marketing strategy in the global field.
The Atlassian promotes to contribute its technological advancement on formal sales team
work, which shows all prices, information, documentation, requests, and training materials on
the website. The report also discusses values, perception, attitudes, and personality on the
workplace. Its outcomes will be motivation, reward system, job satisfaction, leadership styles,
and decision-making approaches in the success of cross cultural teams, the recommendations
by HR and the marketing considerations that are needed to be taken into account.

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Table of Contents
Introduction................................................................................................................................3
PESTLE analysis as key major issues to the country................................................................3
Recommendation for entry mode...............................................................................................4
International Strategy of Atlassian.............................................................................................5
Methods and strategies for the motivation and leadership on the cross cultural teams.............6
Multinational structure of the company.....................................................................................7
HR recommendations.................................................................................................................8
Marketing considerations...........................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

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Introduction
Atlassian is an enterprise company of software, which makes items for the developers
for software, managers of project and the management of content. The corporation is best
known for tracking the issues in application. The founders of the Atlassian Company are
Mike Cannon Brookes and Scott Farquhar. In the year 2004, the company released a
confluence, a collaborative team that permits workers to work together on the projects and as
well share documents (Williams, 2013). In the year 2010, the organization raised $60 million
from the Accel Partners in venture capital. In the year 2011, the company made its
announcement of $102 million revenue and in the year 2015, the company announced the
sales of $320 million sales. The company’s bestselling product is JIRA, which is being used
by more than 65,000 companies in UK, US and 170 countries. It helps people to deal with
business strategies and emerge to the national market as expanded to various locations like
US and worldwide.
PESTLE analysis as key major issues to the country
A PESTLE description looks at the different six sectors such as political, economic,
social, technological, environmental and legal. Economic and political transformations,
which affected the Atlassian company which incorporates BREXIT and the election of
Donald Trump in the year 2016. These two important political happenings caused the dollar
of America to strengthen while the currencies of foreign got poorly affected. This indicated to
be a bigger change for the company, as the corporation accepts the dollar of United States as
the mode of payment; however, it incurred costs in the other countries where it has its
operations (Williams, 2013).

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Social changes incorporate the trends of acceptance and inclusion of all the people. It
supports as a proponent of including everything. This encourages the corporation to be
positive enough as this makes the business more attractive to a greater number of consumers
who supports the values of the company. The two changes can be detected in the segments of
technology that affects the company Atlassian are the models based on X-as-a Service
business and models (Williams, 2013). To consider these trends, many companies would
develop digital products to add in their portfolio. One of the company’s main targets in terms
of its products is the development of the software team. Therefore, these changes would
increase the potential customers of the company.
The trends of environment depict the change in climate and the notion that the
companies own CSR in order to reduce their impact and effect on the environment. The
companies of Software follow the ‘green’ rules, which are having two inputs which are
significant: electricity and human for the company.
In the legal segment, legal procedures can have negative effects on the company. One
possibility is the laws based on cyber security. As these laws mature, the Atlassian
company’s delivery can be impacted by the standards of higher security. The products of the
company are subjected to the laws of import and therefore, this could enhance the company’s
expenses. Therefore, the PESTLE analysis provided an explanation of the current and future
climate of business of Atlassian. Its global marketing overspread to in Manila, Philippines;
and Austin, Texas. Atlassian Pty Ltd. operates as a subsidiary of Atlassian Corporation Plc.
Recommendation for entry mode
Atalssian being an Australian company which is incorporated in UK and sells
products mainly to the country of United States of America’s clients, also having trademarks
and subsidiaries in different other countries and virtually, customers in every country. The

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company is born global. This results in the spreading by the development of the market as an
important strategy in the markets which are emerging. Once it has decided to spread its
business to the worldwide, its overseas market in several nations had its own internal
strengths and weaknesses with its own opportunities and needs. As it deals with the business
of its choice as mode of entry with risks and threats inherent in its own business category due
to its characteristics as its online business (Griffin & Pustay, 2015). It chose a few countries
as overseas expansion based on state of the economy, legal system, technology developed
and future liability such as time, money, and people. Its business expansion taken may
resulted its overall schemes of attaining goals from each nation expanded to maximise the
value of its business and profitability of the company.
International Strategy of Atlassian
Steps, which are taken for the international market formulation, are to first grow a
mission statement. The company must set out key strategic goals in terms of formulating the
international strategy. Accordingly, the company can devise tactical goals in order to draw
popular attentions from the launched control framework. By using the frameworks of
different strategies such as SWOT, PESTLE, PORTER’S FIVE FORCES and so forth, the
company can easily depict the environment, which would affect the working of the
organization in the international forum. As its overseas expansion successful, it may focus on
firm stable in the areas of R&D, production, distribution, marketing, and financial decisions
throughout UK and US in the world. It does not cost more on products produces so on forth
as its new products launched. In basic approach to expansion of international marketplace, its
regularity offers any potential increase of profitability through expanded demand, but its
products and services are nearly cost free to make new products (Griffin & Pustay, 2015). As
it is knowledge based industry, it runs its business on entering to forms of strategic alliance

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whether its chosen countries have various political, economic and cultural aspects of the
international marketplace. Its size of competency is unreachable like other competitors do
due to its unlimited resources namely knowledge base industry.
Methods and strategies for the motivation and leadership on the cross cultural teams
While practicing its international strategy, the company has exposed itself to the
creation of more goods for the customers in the across the countries. After managing its
complete international success on launching products, the managers address important
components of strategic development. The company expects for a better programs while the
company is working with its team (Thomas & Peterson, 2017). As a leader, it is the
responsibility of the manager to look after the working of the teams. To talk about cross
cultural teams or the multicultural teams, they offer a number of advantages to the
international firms, which incorporates deeper knowledge about the different products, which
are culturally sensitive, and having work rotations based on 24 hours. However, the
advantages may be surpassed in the field of problems growing from the differences in
culture, which can seriously damage the effective working of the team. In this respect, the
managers can cope with the challenges as a leader, which is culturally based (Janson &
Cusumano, 2013).
According to a survey, it can be said that there are four problems can be afound while
dealing with the cross cultural teams on the basis of communication, having trouble with
fluency and accents, carrying a tough attitude towards authority and hierarchy, also involves
the norms which affects the decision making procedures. And the conflicting norms while
making decisions. It is up to the manager to direct an appropriate strategy in order to solve
the problems. Manager must act as a leader to guide the teams in order to carry out their work
effectively. In Atlanssia, the successful team managers are the ones who deal with the

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changes in multicultural dimensions through the acknowledgement of the cultural gaps,
intervention made structurally and removing the team when the other options cannot succeed.
In the company, the managers who interfered early and confirm the norms, the managers and
teams who try to engage themselves with the team and the team can foresee the challenges
growing from culture, but not the personality, succeed in solving the problems which are
cultural based with creativity and good humor. The company is likely to harvest the benefits
which are in the team of cross culture. The difference between management and leadership is
to be worth to discuss its scrutiny about the formation of its management. It can surpass
communication skills over leadership at workplace such as actions, beliefs, values and goals
of the business by leaders. The leaders can empower to employees of their participation in
decision making on its business. It strives to exceptionally better outcomes as compared to its
competitors, then it should provide the most outstanding competence with cutting-edge
technology and its supports to customers (Griffin & Pustay, 2015). As its unique resources is
software programs it launched, and then its product system is simple enough to draw
maximum synergy. Motivation is an essential key successful task to the manager in the
Atlassian workforce. (Griffin & Pustay, 2015). Some cross-cultural motivation suggests the
need job security and stability. For example, someone who has low uncertainty avoidance
would work with more risky opportunities for variation at new challenges in workplace.
However, high individualism suggests people who are motivated by new opportunities at
work, they work with advancement and autonomy, individual recognition, rewards, and high
collectivism. They are more likely to collaborate at workplace no matter of their cultural
background.

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Multinational structure of the company
The software company has a head of development under him, the assistant manager
workers. Under the supervision of the assistant manager, there are product managers,
software development leader, quality analysis leader and business analyst and manager of
quality analysis. Under the supervision of business analyst, the analyst, programmers and
testers work. As it is an international firm in UK and US, it may address a diverse issue in
managing the control function effectively, the leaders should control systems and apply its
techniques to persist people of their controlling with these four steps. It should define control
standards, develop performance measures, compare performance and standards, and finally
respond to deviations (Griffin & Pustay, 2015).
HR recommendations
Human resource management (HRM) can be defined as the set of activities directed at
attracting, developing, and maintaining the effective workforce necessary to achieve a
business’s objectives (Griffin & Pustay, 2015). Atlassian aims at designing an HRM strategy
to promote its overall corporation of the business in the international environment. It
increases the complexity of developing an effective HRM strategy as it has made decision by
expanding its business to worldwide. HRM should provide the cross-cultural training they are
required to be successful into consideration to evaluate its performance and effectiveness
(Griffin & Pustay, 2015).
Marketing considerations

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Marketing is the process involving the activities across national boundaries which are
applicable to international marketing (Griffin & Pustay, 2015; Slack, 2015). The key
executives in Atlassian joins with Goldman Sachs on its business to progress market and
provide Unlockd to bring more international attention. One of the reasons why it is
successfully launched is to make its direction firm by representing the best Australian
technology program with the world class teamwork (Atlassian, n.d; Griffin & Pustay, 2015).
Conclusion
Its business is exposed to some way to foreign exchange fluctuations due to source
supplies from overseas. Then, it will be impacted by increasing or decreasing prices by
exporting software in online business as its renown international business environment to
make profits bigger in circumstances of foreign exchange risks. It has enormous number of
customers in worldwide to aim at collaborating in teams and enhance work load efficient
through empowered software JIRA in the aspects of marketing success and maximum gained
outcomes in the areas of HRM, marketing, and international strategies achieved with good
teams in UK and US. As its successful launching of the product JIRA, and it runs sustainable
good outcomes in knowledge based industry such as various political, economic and cultural
aspects of the international marketplace. It has mostly done outstanding result in international
business management.

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References
Finley, Klint. Atlassian Challenges GitHub to a Fork Fight. Wired. Retrieved from 15 May
2013.
Jansen, S., & Cusumano, M. A. (2013). Defining software ecosystems: a survey of software
platforms and business network governance. Software ecosystems: analyzing and
managing business networks in the software industry, 13.
Modern Slavery Act Transparency Statement (PDF).(2016) Atlassian Corporation Plc. 28
October 2016. Retrieved from 25 January 2017.
Moses., Asher. (15 July 2010). From Uni dropouts to software magnates. The Sydney
Morning Herald.
Ricky W.G., & Michael W.P. (2015). International Business a Managerial Perspective (8th
ed.). England: Peason
Slack, N. (2015). Operations strategy. John Wiley & Sons, Ltd.
Stol, K. J., & Fitzgerald, B. (2014, May). Two's company, three's a crowd: a case study of
crowdsourcing software development. In Proceedings of the 36th International
Conference on Software Engineering (pp. 187-198). ACM.
Thomas, D. C., & Peterson, M. F. (2017). Cross-cultural management: Essential concepts.
Sage Publications.
Williams, C. (2013). Principles of management. South-Western Cengage Learning.

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