Running head: JIRA– The Project Management Tool for Corporate Services 1

JIRA– The Project Management Tool for Corporate Services

Marketing Plan for Group R – Introduction to JIRA

Campbellsville University

Instructor: Anil Palla

Marketing Plan for JIRA prepared and worked by following team members

1. Gopi Siddanna Betageri (565137)

2. Sanjusri Mittakollu (561506)

3. Neelkumar Vora (607581)

4. Venkata Vamsi Kundurthi (566486)

5. Ravinandan Atluri (575551)

Abstract

JIRA is a widely used agile project management tool, which evolved from mere ticket tracking

and bug tracking tool. Most of the fortune 500 companies in the US and organizations across the

world today are using JIRA extensively as their only project management tool for tracking major

initiatives, breakdown of project details, timeline, and budget and for reporting purpose. During

the early 80’s and ’90s, the waterfall was the widely used project management methodology,

which was supported by Microsoft’s MS project followed by the Kanban model, which was

originated in Japan. 2016-17 saw a huge boom in the agile project management methodology

that fitted the needs of various types of industries that are known for fast and short-term

deliveries. JIRA by then expanded to meet the needs of an agile and Kanban model of project

delivery and tracking.

This marketing plan Introduction will Introduce JIRA to the reader as one of the highly

successfully software tool that helps organizations to tracking project deliverables efficiently and

align the entire organization and its resources, working on various projects, within the visibility

of Jira. When JIRA turned an enterprise-level project management tool, the higher management

can have better visibility of each department, divisions, and portfolio’s performance, progress

and impediments/blockers along with financial usage for various projects.

Words Repeated used: Jira, Agile, Kanban, Project management, milestone, software,

Information Technology.
JIRA - The Project Management Tool for Corporate Services 4

Introduction

JIRA is an open-source project management software tool developed by the Australian Company

Atlassian Developers. Initially launched in 2002, the name JIRA is derived from the Japanese

word GoJIRA that stands for Godzilla.

JIRA is a multipurpose tool that helps organizations implement project management practices

that best suits any organization. JIRA is highly customizable, user friendly, and a highly

adaptable tool that stretches its capabilities towards software analysis, development, testing,

bug/defect tracking, software release tracking and tracking the cost of each resource.

JIRA consists of many features in its dashboard, which is very useful for handling issues/action

items under the project with ease. JIRA tool has four variants

1.     JIRA CORE – For General Project Managements.

2.     JIRA Software – For Agile based Project Management

3.     JIRA Service Desk – Service Desk based

4.     JIRA Ops – For P1’s or incidents.

Target market of JIRA is mostly the Information Technology department/divisions of any

industry. JIRA is designed to support all the industries and organizations, which effectively uses
JIRA - The Project Management Tool for Corporate Services 5

project management as their means of executing projects successfully and meeting their

deadlines. As most of the organizations are moving towards enterprise-level, JIRA has updated

to meet the demands and challenges of enterprise-level organizations, which simply means,

having multiple portfolios and projects under various departments. Geographically, JIRA is

targeted organizations in Australia, Asia, Europe, and North America with US companies being

the highest users of JIRA.

Some of the strengths of the JIRA software include its advanced features, which give it an edge

over similar software in the market. For instance, it is highly customizable, has project level and

management, integrated roadmaps, and supports both Kanban boards and Scrum boards. The

other strength is fair pricing, thanks to its free plan and two different hosting plans. Users

operating under a limited budget may go for the online hosting, while those who will not mind

paying extra can go for the on-premise hosting. Even with all these strengths, JIRA software has

some weaknesses, which include; limited file upload, it does not have the best mobile app and

users cannot download reports as images meaning users have to use other methods that alter the

image resolutions. Nevertheless, even with these weaknesses, there are opportunities that JIRA

can take advantage of to be the best competitor in the market. Some of these opportunities

include updating JIRA continuously to provide better and modern features. The latest version is

more advanced with better email notifications, faster performance, quicker search, and the ability

to share recent edits. In addition, they can take advantage of the fact that they are working with

big companies to convince potential clients to use their software. To conclude the SWOT

analysis for Jira, we look at some of the threats facing JIRA software. Their biggest threat right

now is competition from similar software, which are advancing their features every day.
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JIRA is aiming to expand more diversely towards various project management methods such as

Spotify, ScrumBan, Leon, and Hybrid methods. The future of most of the IT organization's focus

will be towards DevOps, which focuses on development and operations.  Fast delivery and

agility or high customization is what JIRA is aiming to meet the expectations of enterprise-level

organizations in upcoming years.

References:

1. Kuruvilla J. JIRA Development Cookbook - Third Edition. Vol Third edition. Packt

Publishing; 2016. Accessed September 14, 2020. http://search.ebscohost.com/login.aspx?

direct=true&AuthType=sso&db=nlebk&AN=1364684

2. Li P. JIRA Agile Essentials. Packt Publishing; 2015. Accessed September 14, 2020.

http://search.ebscohost.com/login.aspx?

direct=true&AuthType=sso&db=nlebk&AN=1018256

3. Li P. JIRA 7 Essentials - Fourth Edition. Vol 4th ed. Packt Publishing; 2016. Accessed

September 14, 2020. http://search.ebscohost.com/login.aspx?

direct=true&AuthType=sso&db=nlebk&AN=1428244

4. Ortu, Marco & Destefanis, Giuseppe & Kassab, Mohamad & Marchesi, Michele. (2015).

Measuring and Understanding the Effectiveness of JIRADevelopers Communities.

10.1109/WETSoM.2015.10.

5. Sagar, R. (2016). Mastering JIRA 7 - Second Edition: Vol. Second edition. Packt

Publishing.

6. Li, P. (2018). Jira Software Essentials : Plan, Track, and Release Great Applications with

Jira Software, 2nd Edition: Vol. Second edition. Packt Publishing.