Strategic Analysis of Atlassian Corporation: Business Report

This report presents a strategic analysis of Atlassian Corporation plc, examining its position within the software industry. It begins with an overview of Atlassian, including its products like Jira and Confluence, and financial performance. The analysis then delves into the macro environment, identifying political, economic, social, technological, environmental, and legal factors impacting the company. An industry analysis follows, assessing the industry's life cycle stage and applying Porter's five forces to determine its attractiveness. The report then scrutinizes Atlassian's internal resources and capabilities, evaluating core competencies and competitive advantages using the VRIO framework. Competitors such as Slack, Jive Software, and CA Technologies are also analyzed. The strategic analysis considers cost leadership and differentiation strategies, leading to recommendations for forecasting, expansion, and video content marketing. The report concludes by summarizing the industry's growth stage, high competition, and the influence of macro-environmental factors, along with arguments regarding marketing and market development.

STRATEGIC MANAGEMENT
Atlassian corporation plc.

Atlassian Corporation plc
 Australian Company of Software
 Serve more than 135,000 consumers
 Revenue earned $874.0 million in 2018
 Known for the application of track issue, collaborating
team and other products like Jira and Confluence (Anon.,
2018).

Analysis of Macro
Environment
Political factor
 Brexit
 Elections
Economic factor
 Increase interest rate 6.35% in 2015
 Unemployment
Social factor
 Inequalities
 Population (Beck et al., 2017)

Continue..
Technological factor
 Cloud computing
 X-as-a-model of service business
Environmental factor
 Use hundred percent renewable energy
 “Green” Environment
Legal factor
 law of cyber security
 No exemption (ANDERSON et al., 2019)

Analysis of Industry
Life cycle stage
 Growth stage
Porter’s five forces analysis
 Somewhat attractive
(Gruning et al., 2019)

Analysis of Company
Resources and capabilities
 Extremely hard to duplicate
Core competencies
 Better- Quality software
Competitive advantage
 Unique Value
VIRO framework
 Valuable- Extreme valuable
 Rare- Non-availability of products (BRAD et al., 2016)
 Imitable- Unique features
 Organization- Appropriate usage of resources

Continue..
Analysis of Competitor
 Slack
 Jive Software
 CA technologies
Strategic Analysis
 Strategy of Cost leadership (Hosmani et al., 2019)
 Strategy of Differentiation
New Strategy
 Strategy of low cost
 Distinctive to niche market strategy

Recommendations & Conclusion
Recommendations
 Forecasting
 Expansion Matrix of product-marketplace
 Strategy of Video content
Conclusion
 Growth stage of Industry
 High competition
 Influencing Macro-environment factors
Arguments
 Weak Marketing- Strategy of video content marketing
 High Competition- Matrix of Goods- market development

References
 Anon., 2018. Atlassian Annula report. [Online] Available at:
https://s2.q4cdn.com/141359120/files/doc_financials/2018/TEAM-FY2018_An
nual_Report.pdf
[Accessed 28 July 2019].
 Beck, A. et al., 2017. A Multilevel Analysis of Individual, Health System, and
Neighborhood Factors Associated with Depression within a Large Metropolitan
Area. Journal of Urban Health, 94(6).
 ANDERSON, S., FULLER, M. & BARTLETT, A., 2019. SYSTEMS AND
METHODS FOR ACCESSING CLOUD RESOURCES FROM A LOCAL
DEVELOPMENT ENVIRONMENT. U.S. Patent Application 15/694,593
 Gruning, B.A., Lampa, S., Vaudel, M. & Blankenberg, D., 2019. Software
engineering for scientific big data analysis. GigaScience, 8(5).
 BRAD, M.C., BIRLOI, F.C., BRATULESCU, A. & BLAGA, I.B., 2016. A
Comparative Study of Agile Project Management Software Tools. Economy
Informatics, 16(1).
 Hosmani, P.S. et al., 2019. A quick guide for student-driven community genome