ORGANIZATIONAL ASPECTS OF SEGMENTATION AND POSITIONING OF THE MARKET OF SERVICES OF CELLULAR COMMUNICATION
At the moment, to form an effective marketing mix and develop product promotion programs, the company needs to correctly differentiate and position its products and services. The availability of goods and services that are more attractive to specific groups of consumers increases the volume of consumption in these groups and facilitates the transformation of potential buyers into real ones. In this connection, in the study, the authors recommend to solve two main problems. Firstly, to determine which customers the company will serve (i.e. to determine the target segments); secondly, to develop a model of product positioning in the market. The article deals with the development of the target market of cellular services and positioning of the company "MegaFon" in the selected segments. The results of the marketing research allowed to determine the basic requirements and preferences of consumers to mobile services and to form strategies to attract customers,