The procedure of entering and then developing a global market is a hard one, which numerous companies still recognize as an Achilles’ heel in their general abilities. (Fazlollahi, 2002)  In essential terms, entering a novel country-market is really as a start-up state, with no sales, no selling structure in place, and petite or no information of the market. This paper explores strategies to penetrating a global market by assessing the business model of a particular company.

Description of business models

Brick and mortar organization is considered a traditional form of business. The name initially tries to describe the firms with a physical presence in a given area. It serves its customers in a specific locational building. The customers, in this case, visit this vicinity to acquire the required goods and services. The customer majorly comes in contact with the business owner as they buy products from this business setting. They are considered traditional because they don’t employ modern technology in their business operations especially the use of online marketing. Some good examples of brick and mortar businesses include the groceries, retail shops, banks and wholesalers.(Paauwe et al., 2005)

E-commerceand e-business commerce is the overall process of selling goods and services and transmitting funds through electronic modes. All transactions are carried out over the internet, and the deliveries are done to the client. E-commerce uses the vast variety of technologies in the transfer of data such as the World Wide Web or the email (Fazlollahi, 2002). It also covers the current mobile techniques, supply chains and inventory management systems to save their data and clients details. This dense computer soft wares also employ the use of securities in some online transactions which include the use of approved antivirus to safeguard the saved data in computers.

The use of online shopping in this model is applied in retail sales direct to the customer; this is where the customer pays and is delivered the product. This sites also provides an online market place where intermediaries also come into play; they can buy goods then offer to customers effectively. There is also business to business service where there is a business to business data sharing. Products can be purchased by one firm from another electronically. This business model also encompasses online shipping where people or customers order goods and are delivered to them after a given period. This is an amazing technological advancement as it has significantly ease business communications and saved cost. This business model, unlike the brick and mortar, may not have a fixed locality and customers may not meet the seller. The only contact is through electronic modes such as websites, email and social networks.

Best practices for brick-and-mortar, e-business and e-commerce

The brick and mortar data safekeeping is done through mutual respect and loyalty. This means the business owner keeps the records safe to ensure confidentiality. The only individual in contact with this data is the owner and hence no external risks. This is one ethical steps in business which provides trust by customers and in that case a business market may expand if it keeps the customer’s details as safe as required. There should be full control over access to any hard copies documents; this will ensure no customer details leaks out of the system.

There is a need also to secure online record, especially for the e-commerce organizations. In this case, there are many details which include transactions, sales of products, addresses and even the credit cards numbers. This is exceedingly vital information that is also considered private. This information should, therefore, be restricted entirely to ensure no data is hacked or is accessed by any unauthorized person. This includes the use of passwords and secret pins which safeguards the accounts and also restricts any malicious trials.

Creating a data backup is another significant step to safeguard the customer’s details. This technique is vital for any business to ensure that even if the data gets damaged, then there are copies available that can be used. This will provide continuity in the industry and avoid any unnecessary breaks and information loses. The banks have a dense amount of data, and in case they lose it and do not have any backup then it becomes a great challenge. (Norris & West, 2001)But in the presence of this back up then they will be able to resume effectively.

Best models for global expansion

E-business and e-commerce are the most appropriate business models for global development. Global expansion being the entire participation in the global market one has to consider these designs. The new technological advancements call for the e-business because one can reach a vast number of customers online than in a fixed area. (Norris & West, 2001)The olden brick and mortar do not offer this service because customers have to come to the establishment to get the goods and services they require. Online marketing can convince the buyer about the product and that deliveries can be done to that location effectively. The buyers have gone digital and would wish to be offered better services such as deliveries at their doorsteps. This also is an added advantage to the company because very few companies have adopted this type of business.

The brick and mortar design in the global expansion will dictate that the organization has to invest in building up structures in as many locations as possible worldwide. However, the online or e-business may not need any of such dense constructions. It only requires a better framework and plans to ensure good marketing and sufficient supply and deliveries. Shipping is used to export products from one area to another for customers. The customers are also able to know the prices of goods they need online and pay online and wait for deliveries. E-commerce, therefore, will expand the territories of this business to a broader scale and hence be able to make more profits. In terms of security, this online transaction offers very high protection to safeguard the customers’ details and hence captures the customer’s loyalty. Lastly, e-commerce captures a vast worldwide market creating better access to the customer. The customer’s feedbacks are also possible with the market.



Fazlollahi, B. (2002). Strategies for eCommerce success. Hershey, PA: IRM Press.

Norris, M., & West, S. (2001). EBusiness essentials: Technology and network requirements for

mobile and online markets. Chichester: J. Wiley.

Paauwe, J., Farndale, E., & Williams, R. (January 01, 2005). Web-Based Organizing in Traditional

Brick-and-Mortar Companies.

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