Strategy and Change

This document explores the concept of strategy and change in organizations, focusing on Atlassian. It discusses the external environments, strengths, weaknesses, opportunities, and threats faced by Atlassian. It also analyzes the capabilities and competencies of Atlassian and its ability to cope with future challenges.

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Strategy and Change

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Student Name
Table of Contents
Introduction......................................................................................................................................2
External Environments....................................................................................................................2
Strength........................................................................................................................................2
Weakness.....................................................................................................................................2
Opportunities................................................................................................................................3
Threats..........................................................................................................................................3
Capabilities and Competencies of the Atlassian..............................................................................3
Analyses weather the Atlassian capabilities and competencies are sufficient to cope with the
future challenges..............................................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

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Introduction
One organization established in 2002 by 2-college friends Mike Cannon-Brookes and Scott
Farquhar for productivity and collaboration tools for business name called Atlassian, which is
Specialize in this sector. This is an Australian team collaboration software company. This helps
the organization to finalized and perform share work. Products of this organization are Jira,
Confluence, Hip chat, etc. This company holds 5 million active users. There are 5100-
organization use their products like Facebook, Netflix, NASA, BMW, etc.
This organization provides their staff with a good work environment and donates 1% of product,
profit, and time to charity. Policies of Atlassian holds good rank in comparison to other
organization. This organization will look a bunch of younger people that show their balance
between strategy and adapting the changes. Analysis of the environments of Atlassian, their
capabilities, and competencies towards the future (Kohler, 2013).
External Environments
Many external environments affect the Atlassian that could be in the form of strength,
opportunities, weakness, competitions, and threats. With the help of these features, this
organization ensures good performance for the market requirements.
Strength
Strength factor shows as it spent 21% of revenue on selling its product. Which indicate as no
other similar business close to this ratio. This factor exploits and expands the value of the share
of organization. This organization executes an updated project and generates a good return on
their capital. Dealer community in this organization holds strong network. It ensures to provide
superb performance in the new market. Atlassian is one of the leading company that holds
numerous strength. It shows good record regarding developing the new products. It holds a
skilled workforce through learning scheme and successful guidance (Atlassian, Corporation,
2019).
Weakness
This is a factor on which Atlassian make choices and like to work on it. This reduced by
investment in new technologies. The Organization also holds a higher attrition rate and have to
invest a lot more compared to its competitors on the training of the employees and on their

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development. The percentage of profitability ratio and net contribution percentage of the
organization are below the industry level. It not shows their interest in tackle the changes, which
is necessary for growth. If we compare Atlassian has a higher attrition rate rather than its
competitors. This organization needs to build the network regarding feedbacks and need to work
on it (Atlassian, Corporation, 2019).
Opportunities
Atlassian introduced its organization with new economic environment policies. This will
increase the ratio of a new customer. This will also decrease the cost of transportation. This will
open the new market for investors with future sustainability. Stable free cash flow provides
opportunities to invest in the sector of product development. The window of opportunity will
open automatically for Atlassian towards a new emerging market. The Rate of inflation will
bring more stability when it becomes low and will enable credit at a lower interest rate. This will
pass the benefit to its customer to achieve market share (Atlassian, Corporation, 2019).
Threats
Continuous growing nature of Local distributors presents a threat to the organization. New
environment regulations could be a threat to existing product categories. It can face a lawsuit in
various market. Development of updated technology can bring a serious threat to the long-term
benefits of this organization. Changes in the policies of liability laws can also be a serious threat
to it. Organization introduces many products that also shows a threat towards innovation, as they
need to introduce themselves by supply innovative products in terms of the success of Atlassian
(Atlassian, Corporation, 2019).
Capabilities and Competencies of the Atlassian
This organization likes to work in the environment name called the power of the teamwork. They
believe every great human achievement indicate the power of a team. It believes to provide all
over the world advance humanity through the power of software. This organization voted for
providing good work with the best place in Australia. It also holds the seventh rank in the U.S.,
and first in Asia. It believes as every team has the potential to do the amazing thing when the
work is open. Openwork is the center of Atlassian values. This organization work towards the
execution and tracking of their software tools (Atlassian, Corporation, 2019).

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It helps to increase and achieve the targets of their organization and redefines the strategy
towards limits. It creates every aspect of their work towards the potential of the organization.
Simple and affordable, scale oriented, organic and expansive tools regarding software provide by
Atlassian for the keep moment on of their organization. This also helps them to protect and
promote their business (Atlassian, Corporation, 2019).
It took various analysis that includes many changes and trend in the environment. This includes
many analyses like demand, industry, competitor, and opportunities in the company. It looks for
their future sustainability that shows their potential towards these analyses. This organization
follows the principle of measure twice and cuts once. This principle shows its potential regarding
their services. This organization follows the principle of strategy and execution. It established
himself as a competitive company by the acquisition of Trello. Which helps to provide the offers
solution to business teams (Atlassian, Corporation, 2019).
Analyses weather the Atlassian capabilities and competencies are sufficient to cope with the
future challenges
A factor of success for the organization is Business-to-Business workplace software. Which
creates a vendor’s capacity in producing tools for a planner, production, satisfaction, and global
reach. Many changes affect the technology segments of this organization. This is necessary for
software development company Atlassian to adopt the changes and achieve the growth target
(Atlassian, Corporation, 2019).
This organization provides its customer with different services for all sizes of customer ranging
from individuals to established big enterprises. It is capable of providing services to technical,
business, IT service team, and software teams (Atlassian, Corporation, 2019).
Atlassian core competition is against technology development. Distribution model, Research and
Development are also the major competencies for this organization. Change of climate in which
organized by the support of CSR needs to make the efforts regarding reducing the impact on the
environment and to update the strategies. This organization is a software company and this called
as a green company. This company holds two main inputs being human beings and electricity
(Atlassian, Corporation, 2019).

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This organization spent 21% of its revenue on selling its products. Other businesses do not come
close to this ratio of it. Because of the competencies. This organization is changing their way of
thinking by distribution and promotion. This organization enhancing a good percentage of
revenue on building a great product keeps the price low looks on the demand, and make them
available. It holds low buying power, which affects the cost and schedule of ongoing
performance. Capabilities of Atlassian authorized it to compete with its competitor such as
Hewlett Packard enterprise, Google, Zen desk, IBM, service now (Atlassian, Corporation, 2019).
Conclusion
This organization likes to work on listening to their people who used their software. Project
management software makes it simple to research and share an idea. The software of
organization helps to complete the work smarter than harder. The help of project management
software does this. This helps Atlassian to work with the participation and to collect viewpoints
that feel the intimated or reinvest at the outset. It looks toward point out the team’s expertise and
resolves them after feedback and comment. This organization likes to follow the SWOT analysis
procedure, which helps them to create their reviews regarding the development of their products.
It also introduced themselves by following the market research policies that help them to create
more stability towards their product development. This organization creates more vision towards
competitors to make sustain their product.

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References
Atlassian. (2019, 04 05). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Atlassian. (2019, 04 05). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Atlassian. (2019, 04 05). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Atlassian. (2019, 04 05). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Atlassian. (2019, 05 04). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Atlassian. (2019, 04 05). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Atlassian. (2019, 04 05). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Atlassian. (2019, 04 05). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Atlassian. (2019, 04 05). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Atlassian. (2019, 04 05). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Atlassian. (2019, 04 05). Corporation. Retrieved from Fort University:
http://fernfortuniversity.com/term-papers/swot/nyse/3965-atlassian-corporation-plc.php
Kohler, S. (2013). Atlassian. Sydney: Packet.

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