Coupled with the developments in technology, specifically the internet and aviation, and the liberalization of international commerce, globalization is now becoming a reality to many people. One of the most efficient ways to become involve in globalization is through going online, a method that has proved popular and effective for companies of varying sizes and interests.
The primary goal of becoming online is to be able to establish presences, gain access or exposure to markets and to survey or gather information regarding prospective markets. Some companies also opt to go online because their competitors do so. Among countries that have joined the World Trade Organization (WTO), a particular development for companies going online is to be able to take advantage of the liberalization of off-shore investments that they can now attract (Tubbs and Schulz, 2006).
Establishing presence online attracts attention to the brand and the products regardless of where the company is operating. Being online is a statement of a company's adaptation of technology and competency to follow trends (Murphy, 2006). The efforts can be accomplished independently by the company or by participation in third party hosting. Third party hosting can involve being listed in directories, through page links or by participating in industry profile data basing or participation in online groups and message boards. The core of the objective is to create interest for the brand and product.
Gain access or exposure to markets implies that the approach targets consumers. However, this objective may or may not involve actual selling to the target markets and the core of the objective lies in informing potential markets of the product. Access to markets can also include expanding supply and distribution chains. Being online means that another company can find you as a much as you can find suppliers and costumers for one's products. This can also be achieve independently or not however, there are distinct advantage in maintaining independent methods in accessing markets since this can also be a sources of market information and a means of providing support which may not available if one utilizes third party sites (Bly, 2004).
Gathering information can be made more efficient online, profile of visitors of the site can give a company an idea who is interested in their products. Most companies online provide registered user privileges in accessing their sites to be able to collect information form users and track usage. This information can be used to develop markets approaches and competitive competencies directly from individuals who already have expressed interest in the brand or product as well as provide channels for marketing and promotion efforts (Perner, 2004). For companies who are trying to find new markets, these information can provide vital information for approaches to the market so that efforts can be streamlined and be cost-effective.
For the purpose of this paper, there kinds of business that are online will be studied. One of the companies to be studies is Tesco, a large retailing supermarket company based in the UK who has recently adopted online business operation to complement its existing ones. Next is Muji, a