Strategic Management of Atlassian: Analysis and Strategies

Strategic
Management

Strategic Management 1
Executive summary
The strategic management is all about the constant planning, observing, analysis and
valuation of which is required for the company to meet its goals and aims. This process
assists companies to assess their current situation. This report describes the strategic
management of Atlassian. The macro-environmental analysis and industry analysis has been
described in the report comprising life cycle stage of the industry and Porter’s five force
analysis. Further company analysis has been made with the competitor analysis. Finally
strategy analysis has been done in the report.
Finally, it can be concluded that Atlassian can effectively do strategic management by
making use of its resources and capabilities.

Strategic Management 2
Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................3
Macro environmental analysis...................................................................................................3
Industry analysis.........................................................................................................................4
Life cycle stage of the industry..............................................................................................4
Porter’s 5 forces analysis........................................................................................................5
Company analysis......................................................................................................................6
Competitor analysis....................................................................................................................8
Strategy analysis.........................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................10
Appendix..................................................................................................................................11

Strategic Management 3
Introduction
Atlassian is a software company having headquartered in Sydney, Australia. The company
was established in 2002. The parent company of Atlassian, Atlassian Corp PLC was unified
in UK and had IPO (Initial Public Offering) on NASDAQ in 2015. The company installs
software for both software developers and project managers. The major product category of
the company comprises JIRA, Confluence, BitBucket, and HipChat. The company is having
more than 60,000 clienteles across all the industries in over 170 nations ranging from start-
ups to the establishments.
Macro environmental analysis
The Pestle analysis offers great details regarding operating challenges faced by Atlassian can
face in the prevalent macro environment analysis.
Political factors: The political factors influence the effectiveness or chances of existence of
the organization are quite varied. The political risks arising from the sudden changes in the
prevailing political regimes and major decisions taken by the government. Atlassian is
affected by the laws enforced by the host nations like contract law as it states that Atlassian is
not allowed to do.
Economic factors: Atlassian is affected by economic factors like inflation rate, interest rate,
foreign exchange rate, gross domestic product and current stage of the economic cycle. Such
factors have influence on the aggregate demand, investment and business environment.
Normally these factors have potentiality to generate higher profits or tremendously likely to
incur a loss (Zhao, Fisher, Lounsbury, and Miller, 2017).
Social factors: The social factors have a great part in the operational aspect and marketing
feature of the company. A deep consideration of the customers, level of education and
beliefs, lifestyle and fragment of society assists in designing products and marketing
strategies. The company requires to be conscious of health standards as norms.
Technological factors: The technology rapidly disassembles the price structure and
competitive background of the industry. Due to the current technological developments made
by opponents, Atlassian developed a new technology in order to attain popularity in the