This paper presents the technology roadmapping (TRM) approach implemented at SCG Building Materials Co., Ltd., Thailand’s largest manufacturer of building products and a leader in the ASEAN region. By applying the TRM process, the company aims to create a better integration between business and technology strategy as well as a seamless linkage between the company’s strategic medium-term plan and annual action plan. The results guide the company to plan and manage its innovation and new product development activities by using a cross-functional approach. The success of these endeavors strategically supports the company for its mission to provide the “better solutions of future home concepts to customers”. In this paper, the first two sections briefly cover the fundamental concepts of TRM. The latter sections elaborate on how the company customizes the TRM implementation approach and adopts it as a part of the company’s ongoing business process.