You'll want to use the specified market protocol:
final String appName = "com.example";
startActivity(new Intent(Intent.ACTION_VIEW, Uri.parse("market://details?id="+appName)));
Keep in mind, this will crash on any device that does not have the Market installed (the emulator, for example). Hence, I would suggest something like:
try {
startActivity(new Intent(Intent.ACTION_VIEW, Uri.parse("market://details?id="+appName)));
} catch (android.content.ActivityNotFoundException anfe) {
startActivity(new Intent(Intent.ACTION_VIEW, Uri.parse("http://play.google.com/store/apps/details?id="+appName)));
}
You can find more on Market Intents here:
http://developer.android.com/guide/publishing/publishing.html#marketintent[
^].