CHOICE OF TARGET MARKET: STRATEGY OF ITS SEGMENTATION

In a market economy, consumer needs are the starting point for the development of sales processes, management of which should be aimed at meeting consumer needs through the use of modern methods and marketing programs of interaction with the market. It is proved that great attention should be paid to the choice of the target market in the construction of marketing communications, because each product «wants» to find its own segment in a competitive environment. It is established that market segmentation is a fundamental measure in establishing an effective system of marketing communications in a competitive market environment because it provides the supply of desired products for customers. The purpose and objectives of the article is to determine the place and role of the market segmentation process in the mechanism of marketing strategy for selecting the target consumer market. Characteristics of the main and possible methods of market segmentation, their advantages, disadvantages, assessment of the attractiveness of the dairy market and ensuring the company's profitability through marketing programs of consumer loyalty of the selected market segment, determine the goals and objectives of this article. The object of research — measures, methods, marketing tools in the system of marketing communications in the dairy market. The subject of research — the processes of segmentation in the selection of the target market. As a result of this study, the fundamental importance of segmentation in the system of marketing communications is proved, the main measures of choosing the target market among sales management processes and its need for integrated application in the system of marketing communications are identified. The concept of segmentation is revealed and its inseparable connection with marketing is proved. It is established that segmentation forms the choice of the target market where the system of organization of a favorable business environment for the sale of products is combined with marketing techniques to encourage consumers to purchase the product.