CROWN INSTITUTE: BUS301 Atlassian IT Company Gap Analysis

This essay presents a detailed gap analysis of Atlassian, an IT company, examining its current state and desired future. The introduction provides an overview of gap analysis and highlights the importance of technology in business. The company background section introduces Atlassian, its products, and its focus on teamwork and digital transformation. The main body explores the impacts of technology on business, including data security, operational efficiency, remote collaboration, and customer base expansion. It also analyzes factors affecting Atlassian's business, such as product attributes, performance, and employee competencies. The essay delves into theoretical aspects of business development through digital transformation, including organizational learning and configuration theories. Finally, it analyzes performance, market, manpower, and profit gaps within Atlassian, offering recommendations for improvement. The conclusion summarizes the key findings and emphasizes the significance of gap analysis for business success. References are also provided.

ACCOUNTING PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
COMPANY BACKGROUND........................................................................................................1
MAIN BODY...................................................................................................................................1
Impacts of technology in business...............................................................................................1
Factors affecting business of company........................................................................................2
THEOROTICAL ASPECT OF BUSINESS DEVELOPMENT THROUGH DIGITAL
TRNAFORMATION.......................................................................................................................3
Organizational learning theory....................................................................................................3
Configuration theory....................................................................................................................3
ANALYSIS OF GAPS THAT LIE BEHIND DEVELOPMENT OF COMPANY........................4
Performance gap analysis............................................................................................................4
Market gap analysis.....................................................................................................................4
Manpower gap analysis................................................................................................................4
Profit gap analysis........................................................................................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Gap analysis is the study of the company's actual performance that is generated and the
desired performance that it aspires to produce. It evaluates the difference between where we are
and where we want to be in coming times of the business. The current project shall be
highlighting research on the IT company and shall be indicating the importance of technology in
business. Apart from that it will be depicting the current scenario of the company in respect of
the attributes, performance and employee competencies in the business. Further the report shall
be reflecting the theories for business development through digital revolution. Lastly it shall be
commenting on the gaps existing in the business in respect of performance, market, manpower
and market.
COMPANY BACKGROUND
Atlassian Corporation Plc is the Australian IT company which is indulged in making
products for the software developers, their various development teams and the project managers.
The company has established in 2002 and is headquartered in Sydney, Australia. They believe in
teamwork and with collaboration have successfully created the various tools, products and
practices which are used round the world by the various software development companies. Some
of the most commonly used tools like the Jira Software, Jira Align and Confluence have been
designed to maintain the agility of teams. They are completely influenced by the digital
revolution where they do not have any traditional teams for conducting the sales work but rather
is working through the customized company's website and the other partners channel. The value
system on which the base of the company is established are they work as team, aspires to build
happy customers and initiates change in the market to capitalize on the opportunity and fulfil the
organizational objectives.
MAIN BODY
Impacts of technology in business
The rapidly increasing advancements in the technology are one of the crucial contributors
to the performance of the businesses. The changing technological business environment is the
significant reason for the development of the IT industry such that they are on boom in the
economic cycle. Atlassian has induced the technological changes in order to capitalize on the
various opportunities and derive growth and development for the organization. These are some
impacts of technology on the business:-
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 Safety and security of sensitive data- The cloud computing technology and various
associated policies like the encryption, password, acceptable and e-mail policies are
developed with the evolution in technology. These are used to store the data with safety
and security such that the unauthorized users cannot misuse the company data (Valkokari
and et.al., 2018). Through these backups it is prevented from any kind of malware,
hacking viruses etc. and helps business use this data for the strategic formulation. Helps in generating operational efficiency- The technological advancements like the
artificial intelligence and machine learning the business processes have become
automated in nature and this has helped in faster processes helping in attainment of the
economies of scale thereby reducing the cost per unit of the business. This has
significantly contributed in generating the operational efficiency in the business
operations. Remote Collaboration- One of the major impacts is the remote collaboration which is
due to the technological sources in the business. The remote access of the company has
increased and also they have contributed to the generating the outsourcing opportunities
for the companies. Currently in the times of work from home this has contributed majorly
to increase the scope at the remote location of the employees.
 Broaden customer bases- Atlassian company who does not possess any traditional
workforce for the company is using the technological mediums in order to broaden the
customer base of the company (Howell, van Beers and Doorn, 2018). This happens
through the optimized company website, channel partners and the various social media
applications helping to attract the wide customer bases of the company. These platforms
can reach millions of customers in a single time and lesser operational costs as well for
the organization.
Factors affecting business of company
Attributes:- The attributes are in respect of the products that are designed by the company like
the description of the object, model number and the other specific details that are to be provided
to the customers. The objects of Atlassian consists of four default attributes which are label, key,
date and time which shall be providing deeper insights into the product and its last modification.
These are the mandatory details which can also differ based on the customization for the specific
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clients. The company creates value for the customers based on these details such that they get the
worth of the money spent on these tools.
Performance:- Over the years the performance of Atlassian has significantly grown due to the
enhanced technology and the skilled workforce. The are currently generating the revenue of 160
USD which is the major growth for the company (Watanabe and Mochimaru, 2017). The
performance is boosted is the sense that their built practices, tools and products are being applied
by the various businesses throughout establishing their global footprint. They have high level
testing of all the creations such that they guarantee the maximum result for the company. The
cloud computing and the data centre app has also lead to their growth and development.
Employee Competencies:- The skills, abilities and talents of the employee force in the company
is the significant contributor to the business and this the reason that Atlassian has been able to
successfully produce the products that are used all over by the software developers. The
strategies of the company related to employee training, employee engagement, enhanced system
of boosting the employee skills and capabilities have developed significant competencies for the
organization. The efficient recruitment systems and techniques to test their knowledge have
helped the company in building teams that are highly skilled and know their works the best.
THEOROTICAL ASPECT OF BUSINESS DEVELOPMENT THROUGH
DIGITAL TRNAFORMATION
In order to make the business successful, the most essential aspect is to have digital
transformation continuously (Ramirez‐Villegas and et.al., 2020). The reason underlying this fact
is that within the external environment there are many different technologies which are emerging
and that need to be adopted by the companies. In case the company will not adapt to these
technologies, then there are possibilities that the company may become obsolete. For this there
are many digital transformation theories which can be applied by Atlassian. These theories are as
follows-
Organizational learning theory
The organisational learning theory is defined as a theory which nearly impresses on the
creation of knowledge with the help of latest change within the company. For the effective
implementation of the latest changes, it is very essential that Atlassian follows the organisational
learning theory. This is a theory which will help the Atlassian in motivating the employees in
order to learn the theories in an effective and efficient manner. This organisational learning
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theory involves four major traits which are helpful in implementing the changes effectively. This
involves constant readiness, continuous planning, improvised implementation and action
learning. All these four traits assist a person in learning a change in an effective and efficient
manner.
Configuration theory
The digital transformation is characterized by changes taking place because of the change
within the technology. Hence, for an IT company that is Atlassian very essential that they
continuously monitor the changes taking place relating to technology. Another theory helpful to
Atlassian is the configuration theory of learning. This theory holds the fact that transfer of
training from one person to another is the result of the application of a certain principle of
configuration (Hoffmann and et.al., 2017). This is the theory which states that effective training
is very helpful in order to implement the change and adapt the technology in a proper and
effective manner. Hence, this theory is helpful to Atlassian in order to implement any kind of
technological change within the company.
ANALYSIS OF GAPS THAT LIE BEHIND DEVELOPMENT OF
COMPANY
Performance gap analysis
Analysing the performance gap is very essential for the success of the company. The
reason underlying this fact is that if the performance intended by the company has not been
attained, then this can result in a loss for the company (Chiatti, Motta and Daga, 2020). Hence,
with the help of the gap analysis, Atlassian can identify the gap between the actual performance
and the required performance. With the analysis, it was identified that the company was able to
perform in a good and effective manner. But on comparison with the industry, the performance
of Atlassian was little less. Hence, it is recommended to Atlassian to improve the performance.
Market gap analysis
The market gap analysis is referred to as the division between the company's performance
and the market requirement. The market requirement currently related to IT firms is the
application of the recent technologies. This involves the use of artificial intelligence, machine
learning, robotics, edge computing, quantum computing, virtual reality, cyber security and many
other related technologies. In addition to this, Atlassian does not comply with all these
technologies. Hence, there is a gap between the market trends and the things which Atlassian is
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using. Thus, it is recommended to Atlassian to adapt to all these market technologies so that they
can run effectively.
Manpower gap analysis
The manpower gap analysis is defined as the difference between the current workforce
and the skills required in comparison to the standard as per the industry. The standard set relating
to the manpower must be followed by all the companies within the industry. Hence, if there will
be a deviation between the standard manpower and the actual manpower of the company and the
skills they acquired then this will affect the performance of the company to a great extent. With
the gap analysis it was identified that the skills required by the manpower of the IT firm as per
the industry standards are not made by Atlassian (Skivington and et.al., 2021). The reason
underlying this fact is that the required skills are not been possessed by the employees working
with the Atlassian and hence for this it is very essential that Atlassian try to improve the skills of
the employees working within the company.
Profit gap analysis
The business runs with the main aim of earning profit and if the company is not able to
earn could amount of profit then it will affect the profitability of the company. Hence it is very
essential for Atlassian to time to time assess the profitability of the company. The reason
underlying this fact is that with help of timely profit analysis the company can identify the gap
between the profit earned and the required amount of profit as per the industry. In addition to this
the competition within the industry is also very high and in securing a good position it is
essential for company that they earn good amount of profit (How to execute a gap analysis,
2021). With the help of the profit gap analysis it was identified that Atlassian is earning profits
but it does not match with the industry and other competitors. Hence, with the comparison it was
evaluated that it is very essential for Atlassian to increase its profitability. The reason behind this
fact is that if Atlassian will not improve its profitability then they will lack behind their
competitors and will not have a competitive advantage.
CONCLUSION
In the end it is concluded that I'm gap analysis is defined as the method of assessing the
deviation between the performance of a business that whether they have met their objectives or
not. For the success, gap analysis is very essential because it outlines the areas where the
company is lacking and try to improve it. The above report identified the fact that there are
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different factors which affects the performance and employees competencies of the business. In
addition to this it was evaluated that organisational learning theory and configuration theory are
helpful for digital transformation. In the end the deviation were identified with respect to
performance, market, manpower and profit.
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REFERENCES
Books and Journals
Valkokari, K. and et.al., 2018, September. Business impacts of technology disruption-a design
science approach to cognitive systems’ adoption within collaborative networks.
In Working Conference on Virtual Enterprises (pp. 337-348). Springer, Cham.
Howell, R., van Beers, C. and Doorn, N., 2018. Value capture and value creation: The role of
information technology in business models for frugal innovations in Africa. Technological
Forecasting and Social Change. 131. pp.227-239.
Watanabe, K. and Mochimaru, M., 2017. Expanding impacts of technology-assisted service
systems through generalization: case study of the Japanese service engineering research
project. Service Science. 9(3). pp.250-262.
Chiatti, A., Motta, E. and Daga, E., 2020. Towards a Framework for Visual Intelligence in
Service Robotics: Epistemic Requirements and Gap Analysis. arXiv preprint
arXiv:2003.06171.
Hoffmann, M.P., and et.al., 2017. Yield gap analysis in oil palm: Framework development and
application in commercial operations in Southeast Asia. Agricultural Systems, 151,
pp.12-19.
Ramirez‐Villegas, J., and et.al., 2020. A gap analysis modelling framework to prioritize
collecting for ex situ conservation of crop landraces. Diversity and Distributions, 26(6),
pp.730-742.
Skivington, K., and et.al., 2021. Framework for the development and evaluation of complex
interventions: gap analysis, workshop and consultation-informed update. Health
Technology Assessment.
Online
How to execute a gap analysis. 2021. [Online]. Available through: < fool.com/the-blueprint/gap-
analysis/>
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