This report presents a comprehensive marketing analysis and plan for Amazon Australia's entry into the Australian market. It begins with an executive summary and an introduction outlining the study's objectives, focusing on Amazon's strategies for market entry. The report analyzes the current situation facing Amazon Australia using a PESTLE model, evaluating political, economic, social, technological, legal, and environmental factors. It then explores the success factors of Amazon in the U.S. and other international markets, including low prices, discounts, diversification, fulfillment centers, and third-party marketplaces. The report identifies major challenges for Amazon Australia, such as market size, consumer habits, competition, and government regulations. It proposes marketing strategies and a detailed marketing plan for the period of 2018-2021, considering both the pros and cons of these strategies, and includes recommendations. The report concludes with a summary of the key findings and recommendations for Amazon Australia's successful market entry.
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