Diagnosis of the problems of segmentation and relationships development of the cellular service and Internet communications market in Ukraine

Abstract

The subject of the study is the analysis of the marketing strategy of large and medium-sized companies in Ukraine and worldwide which operate in the telecommunications sector. The purpose of the study is to review and provide characteristics of the telecommunications industry in Ukraine. This paper defines the place and role of marketing segmentation in mobile communications and the Internet market. The characteristics of the mobile communications market in Ukraine are compiled and examples of structural market transformations worldwide are analyzed. The measures for the restructuring of the market are proposed. The results of the study lead to the following conclusions: a set of strategies for the effective development of market segmentation which can be applied in Ukraine is highlighted; possible measures for structural adjustment of the market are proposed.