Atlassian Market Strategy: External Forces, Capabilities Report

This report provides an in-depth analysis of Atlassian's market strategy, examining the company's operations and its success in the Australian and international markets. It begins with an executive summary and table of contents, followed by an introduction to Atlassian, a software company founded by two entrepreneurs. The report then delves into the external environmental forces influencing Atlassian, including demographic, economic, socio-cultural, technological, ecological, and political factors. It assesses Atlassian's capabilities and competencies, highlighting its software solutions for project management, agile approaches, and product offerings like JIRA, Confluence, and Bitbucket. The report also discusses future challenges Atlassian may face, emphasizing the importance of teamwork and strategic adaptations. The conclusion summarizes Atlassian's strengths and the significance of maintaining its successful strategies. The report includes references to support its claims and provide context.

Running Head: Market Strategy 0
Market Strategy
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Market Strategy 1
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 Strategy 2
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 Strategy 3
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).

Market Strategy 4
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 Strategy 5
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 Strategy 6
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)

Market Strategy 7
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 Strategy 8
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 Strategy 9
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