Marketing Plan for Atomo Diagnostics' COVID-19 Antigen Test

This report presents a detailed marketing plan for Atomo Diagnostics' COVID-19 antigen test in Australia, covering the Spring 2021 semester at UTS Business School. It begins with an executive summary highlighting Atomo's innovative rapid diagnostic devices and strategic partnerships. A comprehensive situation analysis follows, examining the market summary, needs, growth, and trends of the global COVID-19 antigen test market. The report includes a competitive analysis, identifying key players and their offerings, along with a SWOT analysis to assess Atomo's strengths, weaknesses, opportunities, and threats. The company strategy section outlines Atomo's vision, mission, values, business units, and commercial partnerships. Further sections detail the product range, pricing, and the proposed marketing plan, including financial projections and implementation controls. References and an appendix are also included to support the analysis and recommendations. The report underscores the potential for rapid antigen tests in the evolving healthcare landscape and Atomo's strategic positioning within this market.