Routes to market in the construction industry
'Routes to market’ (RTM) describes the range of methods used by a company to get its goods or services (or unique value proposition) to its customers. In other words, how is it intended that customers will hear of the product, appreciate its benefits and embark on purchasing it? RTM involves all the activities that form part of generating demand for a product or service.
Depending on the business involved, there can be a wide range of routes-to-market that will typically include; direct retailing, direct sales and marketing (including selling online), advertising, the use of agents and representatives, licensing or franchising, joint venture or partnership, websites, social media and so on.
When RTMs have been ill-considered and/or implemented, even the best product or service will most likely fail. Therefore, it is important to identify the most effective channels. This is generally achieved by market research to define the target market and how it prefers to buy.
The combination of RTMs used will determine the efficacy of the product/service delivery, sales volumes, the cost effectiveness of the service provided and its brand image in the market place.
Routes-to-market is sometimes referred to as ‘go-to-market’.
[edit] Related articles on Designing Buildings Wiki
- Brand guidelines.
- Constructing a three year strategic marketing plan.
- Digital marketing for the construction industry.
- Market segmentation.
- Marketing audit.
- Marketing planning.
- Mixed-use marketing.
- Property marketing.
- Search engine optimisation / Optimising your article for search engines.
- Using publishing to optimise real estate projects.
- Winning work.
- Writing technique.
Featured articles and news
The 5 elements of seiri, seiton, seiso, seiketsu and shitsuke.
Shading for housing, a design guide
A look back at embedding a new culture of shading.
The Architectural Technology Awards
The AT Awards 2025 are open for entries!
ECA Blueprint for Electrification
The 'mosaic of interconnected challenges' and how to deliver the UK’s Transition to Clean Power.
Grenfell Tower Principal Contractor Award notice
Tower repair and maintenance contractor announced as demolition contractor.
Passivhaus social homes benefit from heat pump service
Sixteen new homes designed and built to achieve Passivhaus constructed in Dumfries & Galloway.
CABE Publishes Results of 2025 Building Control Survey
Concern over lack of understanding of how roles have changed since the introduction of the BSA 2022.
British Architectural Sculpture 1851-1951
A rich heritage of decorative and figurative sculpture. Book review.
A programme to tackle the lack of diversity.
Independent Building Control review panel
Five members of the newly established, Grenfell Tower Inquiry recommended, panel appointed.
Welsh Recharging Electrical Skills Charter progresses
ECA progressing on the ‘asks’ of the Recharging Electrical Skills Charter at the Senedd in Wales.
A brief history from 1890s to 2020s.
CIOB and CORBON combine forces
To elevate professional standards in Nigeria’s construction industry.
Amendment to the GB Energy Bill welcomed by ECA
Move prevents nationally-owned energy company from investing in solar panels produced by modern slavery.
Gregor Harvie argues that AI is state-sanctioned theft of IP.
Experimental AI housing target help for councils
Experimental AI could help councils meet housing targets by digitising records.
BSRIA Occupant Wellbeing survey BOW
Occupant satisfaction and wellbeing tool inc. physical environment, indoor facilities, functionality and accessibility.