Atlassian Corporation: International Expansion Strategy Report

This report provides an analysis of Atlassian Corporation's potential international expansion into the Indian and Irish markets. It begins with a brief introduction of Atlassian, highlighting its history and product offerings, including Jira and Confluence. The report then identifies India and Ireland as target countries, chosen for their growth potential and favorable market conditions. A detailed examination of the macro-environmental and geo-political forces in both countries is presented, followed by an overview of their respective trade and business policies. The report assesses the potential dangers, risks, and opportunities associated with each market, considering factors such as competition and political stability. Ultimately, the report recommends focusing on the Indian market due to its significant growth opportunities and concludes with insights into the optimal market entry approach for achieving the organization's strategic goals.

Running Head: International and Global Business
Atlassian Corporation Plc
International and Global Business

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Executive Summary
Atlassian Corporation Plc is an Australian software company engaged in development of
software. Along with this, organization offers products for project managers, content
management and for software developers. Company’s primary product offerings include issue
tracking application, team collaboration software and, wiki product, confluence and for Jira.
Approximately, Atlassian serves 60,000 customers and it is continuously enhancing its business
in the Australian market. Company was founded in 2002 and its headquarters is situated in
Sydney, Australia. Organization has attained sustained growth in the Australian market but due
to large number of software developers in the Australian market, it is being saturated now and
this has lead the organization to move towards international market for expanding their business
along with enhancing its market capitalisation (Atlassian, 2018).
With regards to this, organization is seeking for expanding its business and in relation with this;
management has selected Asian and European market. In this report, detailed analysis of the
selected two countries will be done under which macro-environmental and geo-political forces,
trade and business policy, etc. will be discussed. Further, report will focus over determining
potential dangers, risks and opportunities present in each country so that one of the best country
could be selected for business expansion. The last part of the report will include
recommendations for selecting the best approach of market entry in the selected market for the
attainment of desired goals and objectives.

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Table of Contents
Executive Summary.........................................................................................................................1
Brief introduction of Atlassian........................................................................................................3
Identification of two countries.........................................................................................................3
Macro-environmental and Geo-political forces in India.................................................................3
Macro-environmental and Geo-political forces in Ireland..............................................................4
Trade and business policies of India................................................................................................4
Trade and business policies of Ireland.............................................................................................5
Assessment of potential dangers, risks and opportunities...............................................................5
India.............................................................................................................................................5
Ireland..........................................................................................................................................5
Recommendations and Conclusion..................................................................................................6
References........................................................................................................................................7

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Brief introduction of Atlassian
Mike Cannon-Brookes and Scott Farquhar founded Atlassian in 2002 as a software developer
company. These guys met each other at the University of New South Wales in Sydney at the
time of their studies. Both of them have taken the company for several years and this start-up
was started with a $10,000 credit card debt. Atlassian is engaged in developing products for
software developers, content management as well as for project managers. Organization earned
respect in the industry when they launched an effective issue tracking application i.e. Jira in
2002. After that, organization released Confluence in 2004 which is an effective team
collaboration platform through which users could easily accomplish their projects. Along with
this platform is also essential in content creation, handling media assets and for sharing
documents. With regards to the introduction of these products, organization attains their desired
goals and objectives and both of them were names as the Ernst & Young’s Entrepreneurs of the
Year for Australia in 2006. In 2014, Atlassian reported $215 million revenue which was
approximately $144 million up from 2013. Now Australian market is being saturated, thus,
organization has moved towards international expansion and for the same, Indian and Ireland
markets have been chosen by reviewing the scope of IT industry (Mishra & Kumar, 2018).
Identification of two countries
As organizational management has considered European and Asian markets as the best markets
for the organizational expansion and amongst these two regions, India from Asian region and
Ireland from European region has been selected. India has been chosen because of rapid and
consistent growth. India is one of the fastest growing countries across the globe and with regards
to this; various multinational corporations have shown their interest in setting up their business
through which FDIs have been increased. Apart from this, Indian government is also
encouraging FDIs and for the same, they have made favourable policies so that multinational
corporations could easily enter into Indian market. Apart from India, organizational management
has also chosen Irish market because there is much scope for the software companies as software
industry of Ireland is very vast (Bhattacharyya, Jha & Fernandes, 2015). Accenture is one of the
biggest companies of Irish market engaged in providing professional and technological services.

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Thus, scope for setting up the business in Irish market is high because except Accenture, there
are no relevant competitors. This will help the organization to invent new products and services
as per the target audiences’ demands and wants in order to develop an effective brand image
against Accenture (Kelly & O’Malley, 2016).
Macro-environmental and Geo-political forces in India
Political factor have great influence on the regulation of technological markets in India. Since the
growth rate of the market has been paced up with the introduction of globalisation, foreign
investors have shown their interest. This has led the company to get emerged as the fast growing
economy in the world. Political rules, regulations and policies have helped the country to grow
and move towards development. Indian political conditions were not stable in the past but later
on political parties have analysed the market conditions and realised that political stability is the
major reason for the performance and growth of capital market in India (Millar, Gray, Rooney &
Crosse, 2018).
Apart from Political factors, other macro environmental factors also have a great influence
market conditions and those factors have strong relationship with the capital markets. GDP of
nation has been increased which indicates tremendous economic growth through which
international companies have shown up their interest to invest as well as to establish their
business in Indian market. Technological requirements are continuously increasing, thus, scope
for Atlassian Corporation Plc is much high in order to set up their business in the Indian market
(Bilgili, Kedia & Bilgili, 2016).
Macro-environmental and Geo-political forces in Ireland
Ireland is officially known as the Republic of Ireland and it is a sovereign state in Europe which
occupies almost 5/6th of the island of Ireland. In terms of politics, Ireland is divided into two
parts i.e. Republic of Ireland and Northern Ireland. With the passing time, education level,
purchasing power and other related factors have also been increased. With regards to these
changes, demand in all sectors and industries have been increased. This has encouraged foreign
investors towards Ireland and this has also led the management of Atlassian Corporation Plc to
choose Ireland as the favourable option to expand their business (Gillespie & Riddle, 2015).

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Apart from these changes, economic condition are also favourable for the international business
corporations, thus, Atlassian have huge scope of setting up their business in the target market
along with the objective of gaining desired goals and objectives. Scope for technology
improvement in Irish market is huge because with the help of advance technology, Ireland would
be able to uplift its performance (Gupta & Batra, 2016). Although, Accenture is already present
in the Irish market and it is the only company who provide professional as well as technological
services in the marketplace. In relation with this, Atlassian have a big opportunity to set up their
business in Irish market due to huge demand of technology and competing with Accenture, one
of the biggest rivals will help the organization to generate innovative product options through
which appropriate and effective position could be set up in the target market (Agnihotri &
Bhattacharya, 2015).
Trade and business policies of India
India’s foreign trade policy is known as Export Import Policy (EXIM) and primary motive of
this policy is to aim at developing export potential, encouraging foreign trade, and enhancing
export performance. Apart from this, this policy is also engaged in order to accelerate the low
level of economic activities to high level of economic activities for moulding it as per the global
market conditions through which maximum benefits could be derived (De Castro, Khavul &
Bruton, 2014).
Apart from this, foreign trade policy of India focuses on every sector through which appropriate
and relevant actions could be taken so that appropriate and relevant outcomes could be attained.
With regards to the activities of Atlassian Corporation, foreign trade policy of India is
favourable, thus, it could be summarised that the organization would be able to expand its
business in the Indian market along with attaining its desired goals and objectives. Along with
these advantages, scope of technology is increasing rapidly through which Atlassian would
easily be able to fulfil the demand in term of technology in the Indian market and another factor
which influences organization to choose Indian market over Irish market is the population. India
stands on the second position in terms of highest population across the globe, thus, it is a huge
consumer market for every industry (Langseth, O'Dwyer & Arpa, 2016). Stable economic and
political conditions of Indian market are other favourable factors for Atlassian to enhance their

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business in the target market and it will also help the organization build its effective image and it
might help the organization to gain leading position in the technological field.
Trade and business policies of Ireland
The Trade Unit of the Department held the responsibility for identification, formulation and
development of international trade policies for Ireland. It helps in promoting Ireland’s business
interest at European Union trade policy regulations. It also actively contributes their efforts at the
World Trade Organization (WTO). With regards to this, Irish policies in terms of trade and
business are favourable enough for the international investors. Atlassian Corporation Plc could
easily set up its business in Irish market as there are huge opportunities in the technological
industry (Vaiman, Sparrow, Schuler & Collings, 2018).
Atlassian has enhanced its goodwill in the Australian market through a set of effective
applications and products like Jira (an issue tracking application), confluence (a platform through
for team collaboration activities), etc. These applications could also be introduced in the Irish
market in relevance with the setting up an effective position in the target market. In order to gain
positive outcomes with the objective of setting up business in the Irish market, organization
needs to analyse its target audience’s demands and wants. Along with this, organization will also
require to analyse its primary rival’s i.e. Accenture’s strategies and the products offered in the
market. This will help the organization to make their products and services unique and distinct
from its competitors. Along with this, it will also help the organization to establish its effective
position in the target market (Becherer & Helms, 2016). Thus, it could be summarised that trade
and business policies of Irish market are favourable enough for Atlassian to set up their business.
Assessment of potential dangers, risks and opportunities
India
Currently, India is one of the fastest growing economies across the globe and their trade and
business policies are also favouring international businesses to set up their business in their
market. This has helped India to reduce the unemployment rate along with enhancing the
purchasing power of an individual (Sarma & Choudhury, 2018).

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Ireland
Irish market is another big platform for international business organizations to expand their
business. In relevance with this, foreign investors have earned attractive return over their
investments, thus, Atlassian would also be able to enhance its profitability along with attaining
its desired goals and objectives (Dukelow & Considine, 2017).
Assessment Criteria India Ireland
Potential dangers Intense competition (TCS,
Infosys, etc.)
Political instability
Presence of one of the largest
IT company (Accenture)
Involvement of UK
government
Risks Cybersecurity e.g.:
Ransomware
Cybersecurity e.g.:
Ransomware
Opportunities Fastest growing developing
economy and need for IT in
business automation
The initiative of the European
Union to get back on its feet
by bringing significant
improvements in IT
infrastructure.
Recommendations and Conclusion
With regards to the above evaluation, it can be summarised that Indian market will be the perfect
option for Atlassian in order to gain desired goals and objectives. Indian market has various
opportunities as its name is included in the fastest growing nations worldwide. Apart from this,
opportunities for enhancement in technology are of the significant need for the Indian market.
Various industries are still using traditional approaches for executing their functionalities and
with regards to this; Atlassian would successfully be able to set up its effective position in the
Indian market. This will help the organization to expand its business along with gaining desired
goals and objectives. In relation to this, it is recommended to the organization to choose joint
venture in order to enter into Indian market. This market entry strategy will require Atlassian to
find one company engaged in similar type of activities in Indian market so that market

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conditions, scope of the market and target audience’s demands and wants could be analysed as
well as fulfilled (Amin, 2017).
Discussions of this report concluded that Indian market is moving towards development at fast
speed and in relation with this, they will require technology at every end, thus, Atlassian has
chosen Indian market for their business expansion. The company is already doing well in
Australian market but as the Australian market is being saturated, organization has decided to
expand its business in the international market and they have found Indian market as the most
appropriate option. In the initial period, organizational management had selected two options i.e.
Ireland and India but after analysis of external environment, it has been found that Indian market
will be the most appropriate option for the organization to expand its business.

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References
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