Strategic development of any organization is the most important area which needs to be considered by the management of the organization. It is necessary for the management to focus on strategic planning and maximization of resources in terms of ensuring growth of the business. Strategic development require focus on different areas such as planning for long-term growth, measuring outcomes in consistent and meaningful manner, enhance the administrative capacity and operational efficiencies, and growth of the human capital.
The main aim of this assignment is to conduct the corporate strategic evaluation of the Atlassian in terms of analyzing the present strategies of the organization and also determine the required strategies for future growth. Structure of this assignment includes the discussion related to required drivers in terms of organization, industry, and general business in terms of Atlassian. Identification and discussion related to corporate entrepreneurship and innovation challenges, and discussion related to two core issues which prevent the potential performance of the organization and also the implications of these issues. At the end, brief conclusion is stated in terms of concluding the assignment.
Atlassian Corporation Plc. is the Australian enterprise software organization that mainly involved in the development of products related to the software developers, project managers, and content management. This section of the report conducts strategic evaluation of the organization.
Key drivers are considered as leading factors which directly affects the performance of any business organization, and it has the big impact on the actions taken by business organizations. Following are the key drivers (organization/industry/general business) which must be considered by Atlassian while taken any action related to business-
Customer satisfaction- there are number of software developers in Australia only, and all these developers have something great to offer their customers. Therefore, it is necessary for the organization to offer something different or best to the customers in terms of gaining the competitive advantage for the organization and ensure long term growth in the organization. Customer satisfaction is the major key driver which not only ensures survival of the organization but also the profitability and stability in the market.
Value Proposition- Value proposition is another key driver for the business organization in Australia and it is necessary for the organizations to enhance their value proposition on continuous basis. Value proposition is directly linked with the innovation and features of the organization, which helps the organization in making their products more effective in nature. It is necessary for the organization to focus on innovation, as it makes the organization different from its competitors (Martinez-Fernandez, Soosay, Krishna, Turpin and Bjorkli, 2005).
Power of data- Insight and data are considered as two important aspects of growth and innovation in the organization, and it is necessary for the organization to ensure the security of both the aspects in effective manner. It is also considered as major key driver of the business organization, and especially in case of software industry.
Performance monitoring- This is the most important driver for any organization or industry, because it forecast the future actions of the organization and also highlight the changes required in the present strategies of the organization. This driver helps the organization in taking the right decisions at the right time, and also evaluates the current strategies of the organization.
Growth of team- The most important resource of any organization is the human resource, and also the key driver of the growth and success of the organization. It is not possible for the organization to ensure its survival or growth without the effective human resource. Employees are considered as face of the organization and it is not possible for the management to conduct any operation of the organization without the employees. Therefore, it is necessary for the organization to ensure the effective management of this resource in the organization (Alem, 2018).
Atlassian presently adopts “no sales force” strategy in terms of conducting its business functions, but this model and strategy is not effective in the longer run. In this complex and competitive business environment, it is necessary for the organization to ensure effective marketing and sales strategies for attracting more number of customers and capturing more market.
Marketing and selling play important role in the growth of the business, and also ensure long term stability of the business in the market. No sales force strategy of the organization is flexible in terms of small scale business, but now with this tremendous growth this strategy is not effective in nature. Sales and marketing strategies are considered two different prospects, and integration between the two ultimately helps the organization in enhancing its performance in terms of profit and revenue. Sales is more important because it stands in the bottom line, and marketing of product is the approach through which target related to sales can be achieved. It is not possible for the organization to sell its products for long time without effective marketing skills (DeCanio, Dibble and Amir-Atefi, 2000).
Another challenge which organization face in the long run is the old organizational structure, as it is considered as barrier to opportunities and success. In this complex business environment of software industry, organizations are forced to make changes in their structure in terms of dealing with the challenges imposed by internal and external environment of the business. Therefore, it is necessary for the organization to monitor the changes in the environment and after that make changes in the structure of the organization (Miles, Snow, Meyer, and Coleman 1978).
There are number of organization in the software industry which required making changes in their structure because of the high competition and adjusting in terms of the new market trends and technologies. Things such as mergers, restructuring, technological advancements, process enhancements, changes occurred in the customer demands and also the new product lines. Structural changes are considered as those changes which mainly relate with the internal and external factors, and also affect the manner in which organization runs its business. Structural changes also include some other things also such as hierarchy of organization, chain of command, management systems, job structure and also the administrative procedures (Noe, Hollenbeck, Gerhart and Wright, 2006).
There are number of issues which restrict the performance capabilities of the Atlassian, and two of these issues are defined below:
Lack of strategic evaluation: First and most important thing which need to be considered by Farquhar and Cannon Brooks is their changing role. It is necessary for them to make changes in their human resource strategies by evaluation the future requirements. Current strategies such as happy working environment are not enough for managing the employee’s strength of 2000 people. In case, management fails to adopt the required changes in the human resource strategies of the organization then it will ultimately create chaos and confusion. All these barriers directly affect the performance of the organization in long-run (Stacey, 2007).
Market development- it is another area on which organization need to focus, as development of market for selling the products is the most important task and require serious concern of the management of the organization. Currently, management of this organization does not focus on market development as this can give competitive advantage to other organizations. It is necessary for the management to focus on this area in terms of attracting new customers and also maintain the loyalty of existing customers.
In this context, it is necessary for the organization to also focus on its investment criteria, as investment in one field will lead to loss if any unexpected changes occurred in the external environment of the organization (Levy and Powell, 2000).
Conclusion:
After considering the above facts, it can be said that Atlassian is the organization which witness tremendous growth in the short time period on the basis of its unique strategies such as no sales force and strategies it framed for ensuring happy working environment for its employees. However, these strategies are not effective in the long-run and required amendments to deal with the more complex and competitive business environment.
It is necessary for the organization to offer something different or best to the customers in terms of gaining the competitive advantage for the organization and ensure long term growth in the organization. It is necessary for the organization to focus on innovation, as it makes the organization different from its competitors. Marketing and selling play important role in the growth of the business, and also ensure long term stability of the business in the market. No sales force strategy of the organization is flexible in terms of small scale business, but now with this tremendous growth this strategy is not effective in nature. Another challenge which organization face in the long run is the old organizational structure, as it is considered as barrier to opportunities and success.
References:
Alem, V. 2018. What Are the 5 Key Drivers for Growth?. Available at: https://www.revelx.co/blog/key-drivers-for-growth/. Accessed on 30th November 2018.
DeCanio, S.J., Dibble, C. and Amir-Atefi, K., 2000. The importance of organizational structure for the adoption of innovations. Management science, 46(10), pp.1285-1299.
Levy, M. and Powell, P., 2000. Information systems strategy for small and medium sized enterprises: an organisational perspective. The Journal of Strategic Information Systems, 9(1), pp.63-84.
Martinez-Fernandez, M.C., Soosay, C., Krishna, V.V., Turpin, T. and Bjorkli, M., 2005. Knowledge intensive service activities in innovation of the software industry in Australia. University of Western Sydney, Sydney, pp.1-85.
Miles, R.E., Snow, C.C., Meyer, A.D. and Coleman Jr, H.J., 1978. Organizational strategy, structure, and process. Academy of management review, 3(3), pp.546-562.
Noe, R., Hollenbeck, J., Gerhart, B. and Wright, P., 2006. Human Resources Management: Gaining a Competitive Advantage, Tenth Global Edition. McGraw-Hill Education.
Stacey, R.D., 2007. Strategic management and organisational dynamics: The challenge of complexity to ways of thinking about organisations. Pearson education.
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