Route to Market According to Sullivan and Sheffrin (2012), the concept of Route-to-market provides a simple but highly powerful and effective methodology for driving and enhancing profitable growth for organizations. Sullivan and Sheffrin (2012) state that the Route-to-Market (RTM) is itself a strategy that determines the distribution channel that an organization must use in delivering its products or services to the target customers and achieve the desired profits. A strategy of this kind it used when the company is striving to accelerate growth in the market or reach some objectives in its business. An important aspect of RTM is the process of determining how its key activities are managed in order to achieve the desired value for the company and the consumers. For instance, RTM’s main activities include logistics, trade marketing, integration and distribution. According to Sullivan and Sheffrin (2012), it is the role of a producing company to determine the best option with respect to these activities. In delivering the product using the RTM, the producer must perform an analysis of all the options available before embarking on the actual work of distributing the products. First, the issue of logistics provides a challenge to an organization, especially at the planning levels. In the modern business concepts, developing the right logistic model holds the key to the successful target of the desired market (DeMott 2011). Various options are available for the company to choose. The company can choose to involve producer warehousing, transportation, depot warehousing or key account DD service. In all these cases, data plays an important aspect of the process (DeMott 2011). Market information data plays a significant role in determining the right channel or combination of routes for the RTM model. According to Sullivan and Sheffrin (2012), the end market information provided by the company’s representatives in the market, distributors and other parties must be integrated within the company’s marketing strategy before reaching out for the customers in the end market (Blattberg Kim & Neslin 2011). In the modern context, information technology and supply chain are the key components of the integration of data in the development and enhancement of the distribution chain, especially in new market ventures. While the supply chain provides the channel for the products to reach the desired destination, information technology plays a significant role in ensuring timely, reliable and accurate communication between the end market and the producing section, which enhances strategy development and maintenance for the RTM. According to Blattberg Kim and Neslin (2011), distribution partnership programs provide a good option for start-up as well as established companies, especially in new market ventures. One of the main advantages of this method is the ability of a producer to access a wide and already established market using specific partners who are familiar with the new market (DeMott 2011). In addition, it reduces cost and time needed to establish new outlet channels in new markets, especially when the company is trying to enter into and establish itself in new countri