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SITUATION ANALYSIS OF ATLASSIAN Name of Subject and Code: MKT600 Marketing Student’s Name: ADMALA MANORANJAN REDDY ID Number: 00278810T Course: MBA (ADVANCED) Facilitator’s Name: TARIKUL ISLAM University’s Name: TORRENS UNIVERSITY Campus Name: FLINDER’S STREET Executive Summary This report deals with the importance of situational analysis in the context of different organisations. Several elements affect the different activities of a certain organisation and they are termed as the macro environment and the internal environment. The strengths, weaknesses, opportunities and threats should be analysed as well for the betterment of the future. This paper gives a brief analysis of the external factors and internal factors associated with the organisation Atlassian and brief SWOT analysis has been done as well for providing a clear overview. Table of Contents Introduction4 Analysis of the External Environment (PESTLE)4 Analysis of the Internal Environment7 SWOT Analysis8 Recommendations8 Conclusions9 References10 Introduction Situation analysis is a very important process within any business organisation. This gives the organisation a brief overview of all the different functions, pros and cons of the surrounding situations. Besides that, from the analysis, the organisation can also understand the advantages or benefits associated with the surrounding atmosphere of the industry. Thus,there are external situations and international situations, through which the organisation can have an understanding of the outside incidents and their impact on the organisation itself (Pasemann, 2017). On the other hand, through the analysis of the internal situation, the organisation can have a clear idea about the different internal incidents and the variables that can affect the success quotient of the organisation. This paper deals with the situation analysis of Australian IT organisation Atlassian, which is a very renowned name in the software development field. This organisation develops and manufactures different software and delivers then towards the different organisation who need for them. The situation analysis of this organisation will help to have a brief overview of the surrounding atmosphere and its impact on the organisation in the proposed business field (Zavarzin & Afanaseva, 2018). The macro means the external environment analysis and the internal environment analysis along with a SWOT analysis has been carried out to have a clear idea about the situation of the organisation. Analysis of the External Environment (PESTLE) PESTLE analysis comprises of all the external atmosphere of the organisation that will be discussed in this paper. The pestle analysis deals with the political, economic, social, technological, environmental, legal factors that can have an impact on the different activities and infrastructure of the organisation itself. These are the factors, which are considered as the external or macro-environment, which can affect the organisation from the outside (Aithal, 2016). The PESTLE analysis of the organisational Atlassian will be done in details below. Political Factors The most important advantages the organisation from the political aspect is the political stability of the country. In addition to that, the country has a huge demand and importance for the different technology and software service sectors within the country. That is the reason why the organisation has gotten enough scopes for development within the country, which is very beneficial for Atlassian. However, there are several risk factors as well. The military invasion in the country can insecure the futures of the organisation, which can make the organisation, face a huge loss. The military invasion can take away the freedom of this technological organisation because of which the organisation will have a very small scope for developing more products or software, which eventually can lead the organisation to utter failure (Atlassian, 2019). The level of corruption that can be observed within the country's political system is another problem that should be focused on by the organisation. Due to the corruption, many government representatives have imposed several rules to the technology sectors that can have a bad impact on the manufacturing and selling of the products within the country. Atlassian is also facing these issues due to the different rules and conditions imposed on them forcefully. The government is also very partial (Gray, Harymawan& Nowland, 2016). They tend to give favours to the organisations that they like or from they are personally benefited. Because of this reason, Atlassian is deprived of various facilities that will be very beneficial for the organisation. Thus, the influence of the political sector is very impacted on the organisation. Economic Factors The surrounding economic situation of the country also has a greater impact on the organisation. The economic instability of the market can cause different damages to the organisation, which is not very good for the future of the organisation. Besides that, the government of the country has the tendency to interfere in the economic dealings of the organisation, which is very problematic for the organisation. The government always have a lion's share from all the financial dealings of the organisation, which can have an impact on the profit figure of the organisation (Gray, Harymawan& Nowland, 2016). The stability of the currency rate of the host country and the different exchange rates also has an impact on the organisation. In this case, Australian currency and the different financial rules have a greater impact on the different activities and financial dealing of Atlassian. The rate of inflation and the interest rates decided by the country for the technological sectors also have an impact on the activities of the organisation. Besides that, the unemployment rate is a major characteristic of any finance of the country (Steiner& Atterton, 2015). That also has an impact on the future growth and development of the organisation. Without the recruitment of new and fresh employees, the organisation will be unable to evolve as a separate business organisation. Social Factors Atlassian should consider some facts while recruiting new members to the organisation or selling some products to the buyers. These facts are known as social factors because not all of the above-discussed activities can be done separately from the different social norms. The society also has an influence on the employee choices and the customer's demands and that is the reason why analysing social factors is very much important for the organisation. Examining the skills level of the population is very important for the organisation because analysing them the recruitment process can be done. The culture also has an impact on the organisation. People from different cultures can also affect the organisation with their cross-cultural problems. Besides that, the general health, consciousness for the environment and the different hobbies or leisure interests of the people can also affect the organisation because all of the above variables can shape the demands and needs of the general public and according to that, the organisation should manufacture their products or deliver them to the people (Venkatraman& Fahd, 2016). That is the reason why the analysis of social factors is important for the organisation. Technological Factors As Atlassian is a software development firm, there is very huge pressure on the technological side of the organisation. If the external technological factors impose risks to the organisation then it can cause severe damage to the organisation itself. The recent technological developments that can be seen in the competitors of Atlassian are a very important factor. After selling them, the organisation can develop their technology better than they can. This can gain the organisation a competitive advantage, which is very beneficial for the organisation. The rate of diffusion in the technology sector also has an impact on the organisation Atlassian (Eniola& Entebang, 2015). The cost related to the development of the technologies is also important for the organisation because it can help the organisation to deal with the pricing structure of the company. Thus, the technological factors can influence the organisation. Legal Factors All the laws that are imposed by the legislative figure of the country are important external factors of the organisation. Based on those the organisation can deal with the different system and strategies that they are planning to implement within the organisation. Thus, the whole organisation can be safe from the forgery of the law. The discrimination law, employment law and the different health and safety law are very important laws that need to be abiding by the organisation (Meijer et al., 2018). The employment law helps the organisation to pay attention to the employees' demands and needs. The data protection law also helps the organisation to safeguard the data in their database, which is very important for the security of the organisation. Environmental Factors All the environmental factors like climate change, weather have an impact on the organisational structure and the implementation of the strategies. Besides that, the waste management procedure in the technology sector also has a major impact on the organisation. Analysis of the Internal Environment Different variables can have an impact on the internal environment of the organisation. The variables, in reality, determine the internal strategies and environment associated with the organisation and that is the reason why these variables are considered as the internal factors influencing the organisation. These variables are competitors of the organisation, customers, suppliers, employees and the marketing processes. Competitors There are several competitors of Atlassian in the market like CA Technologies, Github, Salesforce and many others. The presence of competitors in the market helps the organisation develop new strategies by analysing the activities the other organisations (Chatzoglou & Chatzoudes, 2016). The effects can fall on different organisational structure, pricing structure and many other strategies as well. This can also give them competitive advantages. Suppliers The companies or the people who supply the materials to the organisation have a huge influence on the different organisational activities. The production price can vary according to the demands of the suppliers. Employees Employees are a very important part of the organisation. If the employees have any conflicts or confusions regarding the organisation then it can also affect their quality of activities provided for the organisation. Marketing Process Through marketing, the organisation can reach to several customers. That is the reason why all the processes through which marketing is done have a great influence on the organisation. Customers Without the customers, there will be no existence of the organisation. The changing choices and demands of the customers also influence the organisation. According to their choices, the product design and the other strategies can be implemented by the organisation (Ashraf, Thongpapanl& Spyropoulou, 2016). That is the reason why the customers are considered as the most influential internal factors associated with the organisation. SWOT Analysis Strengths Weaknesses 1. Strong network in the process of distribution 1. A very high level accomplished in the prospect of customer satisfaction 1. The dealerships of Atlassian is very strong 1. The market performance of the organisation is marvellous 1. The structure of the capital expenditure is very good 1. Less investment in the new technology 1. Organisational structure needs to be updated with time for the benefits of future 1. The profitability ratio is very slow in comparison to other companies. 1. The company is failing to cope up with the challenges faced by the new entrants of the