Research Paper on:
Marketing Proposal for Australian Online Bookshop

Unformatted Sample Text from the Research Paper:
3.1 The Current Target Market 15 3.2 Current Marketing Mix 16 3.2.1 Product 16 3.2.2 Pricing 16 3.2.4 Placement 16 3.2.4 Promotion 17 4. Proposal 17 References 21 1. Introduction In any industry it  is necessary to understand the market in which the firm competes, identify the target market and assess the best way to appeal to that market. This is true in any  industry, but in one where there is a mass market appeal, with the need to make many small sales, with small value items, marketing becomes even more important. Australian Online  Bookshop is a relativity small business operating in a highly competitive market, where there are many strong competitors. This requires effective marketing. To develop a marketing campaign it is necessary  to look at the firm and the environment, including competitors, and the way in which the firm is already competing to identify ways to enhance and further the firm.  2. Australian Online Bookshop Australian Online Bookshop (ABO) is a relativity small firm, with a highly self descriptive company name. The company was  founded in 1995 by Bob, Sandy and Rill Hoffman (ABO, 2011). ABO was the first Australian bookshop online and as such it had the potential to gain a first mover.  The firm has its physical location in Bassendean, Western Australia. But as it operates in the online environment1 in order to  gain sales are is not limited to that areas, and the firm targets the entire country. The company has chosen to specialize in the Australian market, not only defined by  the location of the target market, but also by the nature of the books. The shop stocks a wide range of books with a focus on Australian books, including books