This report explains about the Atlassian working process and its good characteristics by which they are most popular in the market of Australia and other countries. It is a best way to adopt a great market strategy to grow in a competitive market.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Running Head: Market Strategy0 Market Strategy Report Student name
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Market Strategy1 Executive Summary This report will explain about the Atlassian working process and its good characteristics by which they are most popular in the market of Australia and other countries. It is a best way to adopt a great market strategy to grow in a competitive market(Barney, 1991). In this report, it will describe about the external forces of Atlassian and capabilities and competency of the Atlassian based on their market strategy. It will also describe about the future challenges that will be faced by the Atlassian.
Market Strategy2 Table of Contents Executive Summary.....................................................................................................................................1 Introduction.................................................................................................................................................2 External environmental forces influencing the company............................................................................2 Capabilities and competencies of the company..........................................................................................4 Future challenges faced by the company....................................................................................................6 Conclusion...................................................................................................................................................7 References...................................................................................................................................................8
Market Strategy3 Introduction Two young entrepreneurs founded Atlassian in the 2002, which are Mike Cannon-Brookes and Scott Farquhar. They started their business after their graduation. Atlassian is a software company that provides different services to more than 51000 organziation, such as NASA, Visa, Netflix, BMW, eBay, Facebook, and many others. They believe in a thought that a great piece of software can provide a right price in market, which is available to anyone to download from the Internet. In this report, it will describe about the different external forces of Atlassian. It will explain about capabilities and competencies of Atlassian, which are beneficial for their growth and successes(Atlassian, 2019). This report will explain about the market strategy of the Atlassian and its concept to survive in the market based on their products and services. In the next part of this report, it will describe about the external environmental forces, which are influencing the Atlassian in the market. External environmental forces influencing the company Atlassian faces different external environmental forces because of multiple companies working in the market in a large context. There are main six forces, which can affect the Atlassian, which are Demographic forces, Technological forces, Economic forces, Socio-Cultural forces, Political forces, and Ecological forces(Bharadwaj, El Sawy, Pavlou, & Venkatraman, 2013). Demographic forces are based on the people and their attributes, such as age, size, density, occupation, gender, and many others. It is depends on the nature. It provides opportunities and challenges for business(Kingsnorth, 2016). Atlassian creates software that provides project management and collaboration with the help of agile approach.It covers international market. Therefore, a strong force has generated from whole world. They should develop changes and advancement in their products and services to stable in the market. Atlassian has unique idea about development of products and services( Byrnes, 2018). Economic forces are related to the different criteria, which are GDP, Tax, inflation rate, interest rate, and many others. It depends on the rate of the real growth. Therefore, company should aware about all these things before exporting the products and services. Atlassian has started their company with unique concept to manage project management stages, which can be used by any organization and it is available on the internet. Therefore, it is out of reach form different things(Cacciolatti & Lee, 2016).
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Market Strategy4 Socio-Cultural forces are elated to the societal values, behaviour, and preferences. Atlassian is having international business and it have many clients from different countries. Therefore, they are highly focused on the culture and societal values of all the customers as well as behaviour (Chimngamsert, Jhundra-indra, & Raksong, 2014).Technological forces are related to the new technologies in the market.However, Atlassian is also famous because of its unique idea about the project management approaches. Therefore, it should maintain a level that fulfills the satisfaction of clients from their services(Enderwick, 2009).Ecological forces are related to the natural resource and other things, such as water, air pollution(Lockrey, 2015). However, servers and data centres are required cooling. Therefore, lots of energy is used to cooling them. Atlassian is focus on the renewable energy source to use them for different purposes(Jaworski, 2018). Political forces are related to the laws, and regulations of government agencies of different countries. Therefore, it is difficult to manage all the things in proper way. Atlassian is highly used in the project development and it is helpful in the growth of organizations. Therefore, it does not have any restriction on it(Cacciolatti & Lee, 2016).All the forces are dynamic in the nature. Therefore, it is necessary to manage them properly because it keeps on changing(Surbhi, 2015). Source:(marketing-insider.eu, 2018)
Market Strategy5 Capabilities and competencies of the company Atlassian provides may software solution that are helpful in project development. It provides a platform to the different organizations to manage their business projects and other things in a proper way(Hunt, 2015 ).Atlassian has a capability to maintain all the processes in a better way. It introduces new concepts based on client’s requirements, which provide many benefits to the company(Zheng, Yang, & McLean, 2010). Source:(Atlassian, 2019) Atlassian start their journey with the JIRA software, which provides platform for project management. It is having agile and hybrid approach of software development, which is first requirement of present clients. Atlassian provides different products to their clients to make more business and growth in this field, such as Bamboo, Bitbucket, and many others. All the products are unique and there is no competitor of them because they provide best services in the market(Waranantakul, 2014). Atlassian has considered in the top leaders companies, as it provides solution of project management through agile approach, which is a different concept in software development industry. They make a new concept in the industry in which anyone can make their own software and test them with the help of provided services and platform. It is a way to manage all things in minimum requirement and best serveries(Teece, 2010).
Market Strategy6 Source:(serial.ch, 2019) Atlassian has launch JIRA software in 2002 in which they earned a huge amount. In 2004, they launched Confluence, which is also a new idea of cofounders and their team. Source:(producthabits.com, 2019)
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Market Strategy7 Teamwork is a best quality in the Atlassian, which makes them different from others. Atlassian has entered in the US operations in 2005. After 2010, they launched Bitbucket, which make a huge difference in their revenue. In continuity, they launch their new service, which is HipChat for all their clients and new organizations. HipChat provide many internal chat services, which are cloud based. It provides save, transfer, view facility of different documents, such as image, audio, video, and many others(Pandurangarao, 2015). Atlassian follows distribution model in which they used best market strategies to get benefits and profit from all operations. It makes great products with low prices and makes them available online with free trials. It makes huge difference between others and them. Atlassian has a best strategy in which they bound and balanced their products, markets, and sales models in equal and effective manner. They create strategy and execute them for manage their products and services( Saif, 2015). Atlassian is an open company and it shares their concepts with others to enhance their knowledge in market. It is the only reason for no bullshit in the company. They build their company with heart and balance. They make a long-life relationship with their customers. They always work in a team always. They are uses latest technologies for their clients, such as cloud computing, everything-as-a- service (XaaS), data analytics, cyber security and many others( Daly, 2018). Future challenges faced by the company Atlassian has already generated new concept for their existing clients and it considers customers features to tie-up with them in a business relationship. They used their distribution model to increase their sales in the marketplace. They have efficient sources to handle future challenges. They make unique products, which are based on the future requirements( Palmer-Derrien, 2018). Best strategy of Atlassian is teamwork, which provides huge advantages to the company. It will make huge changes in the working processes and cost management. They provide many services to their clients and reduce their infrastructure cost. However, most of their clients are having sufficient funds for infrastructure, but it was wastage of money, when someone provides everything, which needs for a specific purpose(Song, Moon, Chen, & Houston, 2018).
Market Strategy8 Conclusion In conclusion, Atlassian is based on their unique qualities in the marketplace, such as teamwork, unique products, and services. They can manage different challenges using their resources and strategies in future. Atlassian is having more than 50000 organziation, which are using their products and services. They have some external environment forces, which can make effects on their growth in international and national market of Atlassian. Distribution model of Atlassian is paling a key role in their success. It makes a balance between different things, which is directly affects their growth and profit. Finally, it is concluded that Atlassian should maintain their strategies to get more success in future, such as teamwork, and many others.
Market Strategy9 References Byrnes, S. (2018, December 4).The Importance Of Having An AI-Powered Business Strategy. Retrieved from Forbes: https://www.forbes.com/sites/forbestechcouncil/2018/12/04/the-importance-of- having-an-ai-powered-business-strategy/#71e911f64392 Daly, N. (2018, November 7).Mike Cannon-Brookes, Atlassian billionaire, calls on Government to reinstate carbon price. Retrieved from abc.net.au: https://www.abc.net.au/news/2018-11-07/mike-cannon-brookes-calls-government-to- reinstate-carbon-price/10474702 Palmer-Derrien, S. (2018, September 28).Australia’s favourite tech bromance: Atlassian’s Mike Cannon- Brookes buys $100 million house next door to Scott Farquhar. Retrieved from smartcompany.com.au: https://www.smartcompany.com.au/startupsmart/news/tech- bromance-atlassian-mike-cannon-brookes-100-million-house-scott-farquhar/ Saif, A. N. (2015). How does Marketing Strategy Influence Firm Performance? Implementation of Marketing Strategy for Firm Success.International Journal Of Innovation And Economic Development, 1(3), 7-15. 360strategy.co.il. (2011).Business Strategy - Mapping, Identification, Planning and Implementation. Retrieved February 9, 2019, from http://www.360strategy.co.il/en/services/business-strategy/ Anderson, D., Wu, R., Cho, J. S., & Schroeder, K. (2015).E-government strategy, ICT and innovation for citizen engagement.London: Springer. Barney, J. (1991).What is strategy and the strategic management process?, Strategic management and competitive advantage(1st ed.). Boston: pearson. Bharadwaj, A., El Sawy, O., Pavlou, P., & Venkatraman, N. (2013). Digital business strategy: toward a next generation of insights.Managemengt information system:mis quarterly, 37(2), 471-662. Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power.Journal of Business Research, 69(12), 5597-5610.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Market Strategy10 Cadogan, J. (2009).Marketing strategy(1st ed.). Los Angeles: SAGE. Chimngamsert, C., Jhundra-indra, P., & Raksong, S. (2014). BUILDING SUSTAINABLE MARKETING SUCCESS THROUGH SOCIETAL MARKETING STRATEGY.International Journal of Business Strategy, 14(3), 39-58. Enderwick, P. (2009). Large emerging markets (LEMs) and international strategy.International Marketing Review, 26(1), 7-16. Hartsfield, S., Johansen, D., & Knight, G. (2017). Entrepreneurial orientation, strategy, and marketing capabilities in the performance of born global firms.International Business: Research, Teaching, and Practice, 2(1), 12-38. Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis–where are we now? A review of academic research from the last decade. .Journal of strategy and management, 3(3), 215-251. Hill, C. (2008). International business: Competing in the global market place. .Strategic Direction, 24(9), 1-15. Hunt, S. (2015 ). The theoretical foundations of strategic marketing and marketing strategy: foundational premises, RA theory, three fundamental strategies, and societal welfare.AMS review, 5(3-4), 61- 77. Jaworski, B. J. (2018). Commentary: advancing marketing strategy in the marketing discipline and beyond.Journal of Marketing Management, 34(1-2), 63-70. Kingsnorth, S. (2016).Digital marketing strategy: an integrated approach to online marketing.(2nd ed.). Kogan Page Publishers. Krstic, I., & Becic, S. (2011). Implementation of marketing strategy: Factor of competitive advantage. Marketing, 42(2), 118-126. Lockrey, S. (2015). A review of life cycle based ecological marketing strategy for new product development in the organizational environment.Journal of Cleaner production, 95(1), 1-15. oxfordcollegeofmarketing.com. (2018).Porter’s Five Forces Model: Analysing The Competitive Environment In Marketing. Retrieved March 23, 2019, from
Market Strategy11 https://blog.oxfordcollegeofmarketing.com/2016/01/29/porters-five-forces-model-what-is-it- and-how-is-it-applied-to-marketing-strategy/ Pandurangarao, D. (2015). how-does-marketing-strategy-influence-firm-performance-implementation- of-marketing-strategy-for-firm-success.International Journal Of Innovation And Economic Development, 1(3), 16-22. Retrieved from http://researchleap.com/how-does-marketing- strategy-influence-firm-performance-implementation-of-marketing-strategy-for-firm-success/ Peter, J., & Olson, J. (2010).Consumer behavior & marketing strategy(1st ed.). New York: McGraw-Hill Irwin. Slater, S., Hult, G., & Olson, E. (2010). Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness.Industrial Marketing Management, 39(4), 551-559. Song, R., Moon, S., Chen, H. A., & Houston, M. (2018). When marketing strategy meets culture: the role of culture in product evaluations.Journal of the Academy of Marketing Science, 46(3), 384-402. Team, L. C. (2018).How to Define Strategy Using Porter’s Five Forces. Retrieved september 11, 2018, from https://www.lucidchart.com/blog/what-is-strategy Teece, D. J. (2010). Business models, business strategy and innovation.Long range planning, 42(2-3), 172-194. doi:https://doi.org/10.1016/j.lrp.2009.07.003 Trade Commissioner Service. (2018, November 22).The 3 Steps to Effective International Market Research. Retrieved from Canadabusiness: https://canadabusiness.ca/blog/the-3-steps-to- effective-international-market-research/ Waranantakul, W. (2014). MARKETING STRATEGY COMPREHENSIVENESS AND FIRM PERFORMANCE: THE MEDIATING ROLE OF MARKETING STRATEGY IMPLEMENTATION EFFECTIVENESS.Journal of International Management Studies, 14(3), 43-50. Zheng, W., Yang, B., & McLean, G. (2010). Linking organizational culture, structure, strategy, and organizational effectiveness: Mediating role of knowledge management.Journal of Business research, 63(7), 763-771.