Analysis of Capabilities and Core Competencies of Atlassian Software Company
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This report analyzes the capabilities and core competencies of Atlassian Software company and their impact on the organization's efficiency. It also examines the external factors influencing Atlassian and their ability to cope with future challenges.
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Running head: MANAGEMENT Management Name of the Student Name of the University Author note
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1MANAGEMENT Executive Summary The report has thrown light on the overall analysis of the different capabilities along with core competencies of Atlassian Software company. With the help of the PESTEL analysis, the different external factors have been analyzed which creates huge impact on the overall efficiency of the organization in both positive or negative manner. The different core competencies along with capabilities have been analyzed that has helped the company in managing the different activities in an appropriate manner. The different kinds of applications for the core values have been analyzed that has helped the company to improve the core competencies appropriately.
2MANAGEMENT Table of Contents Introduction................................................................................................................................3 Analysis of External Factors Influencing Atlassian...................................................................3 Analysis of Capabilities and Core Competencies of Atlassian..................................................4 Analysis of Core Competencies and Capabilities in Coping with Future Challenges Faced by Atlassian.....................................................................................................................................5 Conclusion and Recommendations............................................................................................6 References..................................................................................................................................7
3MANAGEMENT Introduction Atlassian is one of the Australian software organizations which was launched in the year 2002 wherein the company specializes in collaboration and productivity application related tools meant for the easy collaboration among the different project teams (Hanson et al., 2016). The portfolio of the clientele has been able to grow in leaps as well as bounds and it is inclusive of eBay, Citigroup, Nokia, Netflix, Procter and Gamble, PayPal, SIEMENS along with Tesla which are the different companies relying on Atlassian in improving the collaboration, development of the software along with improving the overall quality of the productivity (Atlassian.com, 2019). The different products of Atlassian includes JIRA software, Bitbucket, JIRA Service Desk along with Stride which are treated as the hallmarks in driving the business revenues along with enabling the company into the successful growing in the international software service provider over the last few years. Lastly, the core values of the company are inclusive of policy related to open company wherein there is no bullying, building the different products as well as services with balance and heart, respect for the different customers, working as a proper team along with implementing the different technologies in order to fight against the different competitors. Analysis of External Factors Influencing Atlassian The PESTEL analysis includes the six segments such as political, social, economic, technological, environmental and legal factors which plays a major role in analyzing the effect of the same on the respective organization. Firstly, thepolitical and economic changeswhich affect the company Atlassian include the Brexit along with the 2016 election of the United States President, Donald Trump. These are the two major political kinds of events which have caused to strengthen the US dollar, wherein the other foreign currencies have weakened. However, it has been proved to be a good change for Atlassian as the respective organization tries to solely accepts the US dollar as the payment, however it incurs the different costs in the different foreign currencies from the countries in which it operates (Anessi-Pessina et al., 2016). Moreover, thesocial changesinclude the different trends of the inclusion as well as acceptance of the different individuals (Thompson, Scott & Martin, 2017). In addition,
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4MANAGEMENT Atlassian is vocal regarding being proponent of the inclusion for all and it is one of the most positive aspects for Atlassian as it makes the organization attractive to the different rising number of the consumers who supports the different values of the company in an appropriate manner (Chernev, 2018). Furthermore, the twochanges in the technology segmentwhich affects the Atlassian company are the cloud computing along with X-as a service business model. In order to stay relevant in the market after the analysis of the different digital trends, the different companies will be developing the digital products to add to their respective portfolio (Thompson, Scott & Martin, 2017). One of the major targets of Atlassian for the different products which are sold by them is software development team which will be helpful for the company in increasing the number of the different potential customers in the market effectively (Fogaça et al., 2018). In addition, theenvironment aspectis the change in the climate and the respective idea which the different companies have the concept of corporate social responsibility in order to reduce the impact and effecton the overall environment (Thompson, Scott & Martin, 2017). The different software companies as the rule are green which consists of major two inputs such as electricity and human. The company Atlassian is not exception to the respective rule (Johansson, 2017). Furthermore, the different potential kinds of trends in thelegal segmentcan be a huge threat for the company Atlassian. In order to improve the scenario, Atlassian needs to implementthecybersecuritylawsasthecompanymatures,thedeliveryalongwith development of the product can be affected by the high security standards (Kauškale & Geipele, 2017)Moreover, Donald Trump has increased the import tariffs which could increase the expenses of the company. Analysis of Capabilities and Core Competencies of Atlassian There are different kinds of changes in the segment related to technology which could be affecting Atlassian as the service along with cloud computing business as the different business models (Kauškale & Geipele, 2017). However, due to the respective emerging trends in the business, the different companies will be able to develop the different products which are digital and it will be adding value to the portfolio of the company as well. Therefore, from the above, it can be analyzed that as the vendor of the software tool, the main
5MANAGEMENT aspect which is required to be followed by Atlassian is targeting the different needs of the different software teams and in the respective process, it will be helpful in increasing the base of the potential customers and achieve the growth targets as well. The technology development along with research and development are the two different models which are helpful in managing the different kinds of activities in the organization. Therefore, from the above it can be analyzed that the key and major success for Atlassian as the business to business workplace software vendor is the different capabilities in producing the different tools for the developers, flexibility along with ease to access along with satisfaction among the customers with global reach (Quarshie, Salmi & Leuschner, 2016). Moreover, in order to understand the capabilities and core competencies of the company Atlassian, it is essential for the company to examine the Porter’s Five Forces in context of the Atlassian as the tool vendor. Moreover, the subscription cloud deployed tools have the ability and capability in lowering the costs which is related to switching and in the respective process, it will raise the power of the buyers (Runfola et al., 2017). However, on the other hand, the power of the different suppliers in the case of the different employees is high and the overallcompetitionfor the highlyskilledemployeesremainsextremely competitive and therefore, the different employees wield great power during the negotiation of the salary along with benefits which will be beneficial for the overall success of the firm in comparison to the other competitors (Serenko & Bontis, 2017). Analysis of Core Competencies and Capabilities in Coping with Future Challenges Faced by Atlassian The different capabilities along with the core competencies of the respective company Atlassian enables them in competing with the other competitors present in the market such as Microsoft, IBM, Google along with the other competitors such as GitHub. Moreover, the different other capabilities inherent in the company Atlassian are the ability to deploy in the cloud, on the premise along with creation of the solutions related to data center (Serenko & Dumay, 2015). The data center solutions of Atlassian enabled it in gaining the traction in the cloud space and edge out the different competitors present in the market. In addition, the data center solutions will enable the customers with various services for the different sizes of
6MANAGEMENT customers ranging from the individuals in the market as well as established big enterprises as well. Furthermore, from the analysis of the core competencies as well as the capabilities of the firm, in the future the company will be able to provide services for the business, software teams along with IT service teams and technical teams. The proper acquisition of Trello in the recent scenario has been able to position Atlassian as the competitive company which will be beneficial in offering the solutions to the different business teams (Yang et al., 2016). In addition, it has been predicted that the different firms operating in the software industry will be likely to increase the revenue streams in the next few years which will be helpful for them in solving the different aspects of the future challenges in an appropriate manner. The recent trend in the acquisition is the major result in the acquisition wherein the different companies are moving towards the creation of one stop solutions for the different clients and in the process of resulting in the low-cost competition as well. Conclusion and Recommendations Therefore, from the above it can be recommended that the executive team of the company Atlassian needs to examine the justification of the different growth strategies such as licensing, pricing along with continuous automation of the sales of the products into the emerging markets such as Russia, India along with China. Moreover, the core competencies as well as the capabilities of the company which have been identified are the pre-requisite in maintaining the projection of the growth as well as leadership and corporate culture of Atlassian which helps in driving as well as maintaining the growth strategy. In addition, Atlassian has been successful in an incredible manner in the last fifteen years since the inception of the company which has helped them in growing the customer base to more than 85031 customers in more than 170 countries. Furthermore, the revenue has grown by more than 34% and it will be beneficial for increasing the overall growth in an appropriate manner. Moreover, Atlassian must continue the global expansion and in order to sustain the growth of the company in a proper manner, the best path which is available for Atlassian is to expand by the market development through proper development of the channels and reseller partners who are present in the competitive business environment.
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7MANAGEMENT References Anessi-Pessina, E., Barbera, C., Sicilia, M., & Steccolini, I. (2016). Public sector budgeting: a Europeanreviewof accountingand publicmanagementjournals.Accounting, Auditing & Accountability Journal,29(3), 491-519. Atlassian.com (2019) Atlassian Software | #1 Software Development Tools | atlassian.com (Online) Retrieved from www.atlassian.com/ [Accessed on 15thApril 2019] Chernev, A. (2018).Strategic marketing management. Cerebellum Press. Fogaça, N., Rego, M. C. B., Melo, M. C. C., Armond, L. P., & Coelho Jr, F. A. (2018). Job Performance Analysis: Scientific Studies in the Main Journals of Management and Psychology from 2006 to 2015.Performance Improvement Quarterly,30(4), 231-247. Hanson, D., Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2016). Strategic management: Competitiveness and globalisation. Cengage AU. Johansson, J. (2017).The Swedish durable wood materials market–industry structure and consumer perceptions’(Doctoral dissertation, Mid Sweden University). Kauškale, L., & Geipele, I. (2017). Integrated approach of real estate market analysis in sustainable development context for decision making.Procedia Engineering,172, 505-512. Pasquier, M., & Villeneuve, J. P. (2017).Marketing management and communications in the public sector. Routledge. Quarshie, A. M., Salmi, A., & Leuschner, R. (2016). Sustainability and corporate social responsibility in supply chains: The state of research in supply chain management and business ethics journals.Journal of Purchasing and Supply Management,22(2), 82- 97. Runfola, A., Perna, A., Baraldi, E., & Gregori, G. L. (2017). The use of qualitative case studies in top business and management journals: A quantitative analysis of recent patterns.European Management Journal,35(1), 116-127.
8MANAGEMENT Serenko, A., & Bontis, N. (2017). Global ranking of knowledge management and intellectual capital academic journals: 2017 update.Journal of Knowledge Management,21(3), 675-692. Serenko, A., & Dumay, J. (2015). Citation classics published in knowledge management journals.PartI:articlesandtheircharacteristics.JournalofKnowledge Management,19(2), 401-431. Thompson, J., Scott, J., & Martin, F. (2017)Strategic Management: Awareness and Change. United States. Cengage Learning Yang, Q., Zhang, X., Du, X., Bielefield, A., & Liu, Y. (2016). Current market demand for corecompetenciesoflibrarianship—AtextminingstudyofAmericanLibrary Association’s advertisements from 2009 through 2014.Applied Sciences,6(2), 48.