Atlassian: Marketing Strategy Development and Implementation Analysis

This report provides an in-depth analysis of Atlassian Corporation's marketing strategy, focusing on its development and implementation within the software development industry. The report begins with an overview of Atlassian's background and the challenges posed by the competitive landscape, including the emergence of new players and the need to retain clients. A literature review explores key marketing challenges, such as generating leads and dealing with promotion and advertising. The research aims to review Atlassian's existing marketing strategies, compare them to industry standards, and develop suitable strategies for future implementation. The research methodology involves the collection of secondary data from industry reports, annual reports, and company blogs. Qualitative data analysis, specifically the case study method, will be used to analyze the collected data, focusing on specific issues related to Atlassian's marketing efforts. The report concludes with recommendations for Atlassian to enhance its marketing effectiveness.

Running head: MARKETING & MANAGEMENT
Marketing & Management
Name of the Student
Name of the University
Author’s Note

1MARKETING & MANAGEMENT
Table of Content
Background................................................................................................................................2
Project Topic..............................................................................................................................2
Literature Review.......................................................................................................................2
Purpose of the research..............................................................................................................4
Research Methods......................................................................................................................4
Data collection method..........................................................................................................4
Data analysis method.............................................................................................................4
References..................................................................................................................................5

2MARKETING & MANAGEMENT
Topic- Marketing Strategy Development and Implementation
Background
Atlassian Corporation is an Australian software development enterprise which
develop products for software developers, project managers and for content management.
The firm was established in 2002 but within a decade, Atlassian reported the revenue around
$102 million, which is in the growing stage (Atlassian 2018). Thereafter, in 2015, the firm
was able to collect the revenue around $320 million with the employee base around 2, 2000
that serves more than 60,000 customers (Atlassian 2018)
Project Topic
It is certain that software development and information technology is rapidly
developing due to mass adoption of technology in business. However, this growing demand
creates the scope for the entry of new players in the market. Consequently, the existing firms
like Atlassian faces the barriers of retaining clients. On the other hand, for example, JetBrain-
a software development firm located in US but holds clients in Australia, which is an external
threat for medium size IT firms like Atlassian (Hutt and Speh 2012).
Literature Review
An experimental study performed by Lee and Lee (2015), reveal the fact that when it
comes to marking, many IT firms tend to rely on generating traffic and leads as their core
marketing approach but generating enough traffic and leads is the challenge to many
emerging and newly developed software development firms. The business needs to struggle
with creating enough demand for their content and when the years increase, the competition
becomes tougher. This is a difficult challenge for the marketers, as they have many options of
platforms for marketers to publish their business content as well as ways to promote.
Therefore, it is difficult to learn where to focus.

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A study performed by Hutt and Speh (2012) reveals the fact that promotion and
advertising is another significant challenge often faced by the businesses. Royle and Laing
(2014) mentioned that there is a recent old cliché that software development firms only
depend on B2B marketing, which means seller does not have direct relation with the
customers. However, in the case of Atlassian, it is identified that its sales team maintains a
direct relation with the clients. This means its business does not have any third party
relationship. Nonetheless, due to lack of promotional elements in marketing, Atlassian
existing client are on the verge of switching to other manufacturer.
Purpose of the research
The purpose of the research is to review the existing marketing strategies of Atlassian and
develop suitable marketing strategy as well as implementation guidance. Following are the
key objectives to meet the purpose:
 To review existing marketing strategies of Atlassian
 To critically compare and contrast marketing strategies of Atlassian with others in the
sector
 To develop suitable marketing strategies for Atlassian
Research Methods
Data collection method
The proposed research is supposed to be performed by involving the secondary data.
Thus, to perform the secondary analysis, the secondary data will be collected from reliable
secondary sources such as industry research report, annual report, company blogs and
newsletter.

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Data analysis method
As qualitative data collection method is considered to be used for collecting data,
qualitative data analysis will be suitable for the proposed research. The qualitative data
analysis method may include three different technique such as case study, focus group and
observation but in the proposed study case study method will be used because this method
focuses on the specific issues instead of getting into a broader context. So, the approach will
help to learn issues related to marketing of Atlassian.

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References
Atlassian. (2018). Development and Collaboration Software Company | Atlassian. [online]
Available at: https://www.atlassian.com/company [Accessed 26 Jun. 2018].
Chen, C.P. and Zhang, C.Y., 2014. Data-intensive applications, challenges, techniques and
technologies: A survey on Big Data. Information Sciences, 275, pp.314-347.
Hutt, M.D. and Speh, T.W., 2012. Business marketing management: B2B. Cengage learning.
Lee, I. and Lee, K., 2015. The Internet of Things (IoT): Applications, investments, and
challenges for enterprises. Business Horizons, 58(4), pp.431-440.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions
for marketing in a digital era. European management journal, 32(1), pp.1-12.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital
Marketer Model for the communication industries. International Journal of Information
Management, 34(2), pp.65-73.