This report offers a comprehensive strategic management analysis of Atlassian, a prominent software company. It begins with an executive summary and table of contents, followed by an introduction to Atlassian's business. The report delves into macro-environmental factors impacting the company, utilizing PESTLE analysis to assess political, economic, social, technological, legal, and environmental influences. An industry analysis then examines the software industry's life cycle and applies Porter's Five Forces to evaluate its attractiveness. The study further explores Atlassian's internal resources and capabilities, core competencies, and employs the VRIO framework. A competitor analysis identifies key rivals and their strategies. Finally, a strategy analysis is conducted, evaluating Atlassian's current business-level strategies, and offers suggestions for improvement. The report concludes by summarizing the key findings and providing recommendations for effective strategic management, drawing on the analyses conducted throughout.
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