- Project plans
- Project activities
- Legislation and standards
- Industry context
Last edited 11 Mar 2019
Routes to market
'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.
Routes-to-market is sometimes referred to as ‘go-to-market’.
 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
And the award winners for 2019 are...
Articles of agreement
Guidance for local authorities and consultancies setting planning conditions.
A real deal – at last?
How does anastylosis help in the reconstructing of ancient monuments?
More than just aesthetic and historic values and meanings.
An exciting and novel collaboration between the RIBA and the SPAB.
Republic of Ireland updates to planning and development.
The different types of pile foundation.
Achieving a net-zero carbon UK by 2050.
Responding to an invitation to tender.