Abstract
Amazon.com Inc. is an American-based multinational electronic commerce company. Since its foundation as an on-line bookstore in 1994, the company has been showing an incredible growth that it now sells not only books, but also VHSs, DVDs, music CDs and MP3s, computer software, video games, electronics, apparel, furniture, food, toys, etc. Amazon has established separate websites in Canada, the United Kingdom, Germany, France, China and Japan. It also provides international shipping to certain countries for some of its products. However, in Australia, Amazon has not been established yet even though there is a growing demand for such services. Therefore, this marketing plan is to suggest an entrance of Amazon.com into Australia. According to numbers of statistics and findings, it is proven that Australia is more than ready to adopt this company. In addition, deregulation of the Australian book market is expected that it is almost imperative for Amazon to enter Australia to keep its existing customers as well as to expand its market shares. The viability of the plan will be justified using thorough analyses and researches such as market analysis, competitor analysis, SWOT analysis and market research.
