In a nutshell, Route to Market strategy (also known as Go to Market strategy) describes how a company or organisation gets its products or services into the hands of consumers or end-users.

Most companies have a number of different options from which to choose whenconsidering the optimum Route to Market. These include answering the following questions.

• Do we want a physical presence in the market or should we choose an “export model” approach?
• If we do, should we have our own sales force or use a third party?
• Is our target to be mass market or are there specific consumers/customers and types of distribution outlet we should focus on?

Markets are dynamic and are in a constant state of change so it is critical for companies to review their Route to Market approach

At least every 2 years to ensure that it remains relevant in the changing environment.

Pearson Consulting has developed its 5Cs framework which considers the key elements that go to make up a robust Route to Market strategy: Channels, Customers, Competitors, Company and Capability. We use this approach to identify the key considerations a client needs to bear in mind when selecting how it will operate in the market and then to make a recommendation as tothe best way to exploit the latent opportunities available.