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
Government outcome to the late payment consultation, ECA reacts.
IHBC 2025 Gus Astley Student Award winners
Work on the role of hewing in UK historic conservation a win for Jack Parker of Oxford Brookes University.
Future Homes Building Standards and plug-in solar
Parts F and L amendments, the availability of solar panels and industry responses.
How later living housing can help solve the housing crisis
Unlocking homes, unlocking lives.
Preparing safety case reports for HRBs under the BSA
A new practical guide to preparing structural inputs for safety cases and safety case reports published by IStructE.
Male construction workers and prostate cancer
CIOB and Prostate Cancer UK encourage awareness of prostate cancer risks, and what to do about it.
The changed R&D tax landscape for Architects
Specialist gives a recap on tax changes for Research and Development, via the ACA newsletter.
Structured product data as a competitive advantage
NBS explain why accessible product data that works across digital systems is key.
Welsh retrofit workforce assessment
Welsh Government report confirms Wales faces major electrical skills shortage, warns ECA.
A now architectural practice looks back at its concept project for a sustainable oceanic settlement 25 years on.
Copyright and Artificial Intelligence
Government report and back track on copyright opt out for AI training but no clear preferred alternative as yet.
Embedding AI tools into architectural education
Beyond the render: LMU share how student led research is shaping the future of visualisation workflows.
Why document control still fails UK construction projects
A Chartered Quantity Surveyor explains what needs to change and how.
Inspiration for a new 2026 wave of Irish construction professionals.
New planning reforms and Warm Homes Bill
Take centre stage at UK Construction Week London.
A brief run down of changes intentions from April in an onwards.