Peculiarities in Construction of Segmentation Models: Theory and Practice Segmentavimo modeli sudarymo ypatumai: teorija ir praktika

Strategic marketing development is a major area of Lithuanian manufacturing companies, which seeks to improve business. In order to develop a strategic marketing plan, companies encompassing several business models are faced with the need to adapt those models here and highlight the lack of skills to carry out marketing activities for the sharp divide in the business models in the marketing literature. In order to give the latter companies a theoretical foundation for development of strategic marketing for sustainable business, which highlights the need for business model adaptation in the process of segmentation, it is worthwhile to analyze the scientific segmentation models and prepare recommendations for model construction. The scientific article is based on marketing research in window manufacturing and mounting business that enables to create a step-by-step market segmentation model, which is based on adaptation of different business models. The main tendencies identified in the sector (high market and technological uncertainty, intense competition) makes it a very characteristic example of a business, which seeks to improve competitiveness. Strategin s rinkodaros pl tra yra svarbi sritis Lietuvos gamybos mon se. Ji padeda pasiekti geresni verslo rezultat . Siekiant pl toti strategin rinkodaros plan , kelis verslo modelius apiman ios mon s susiduria su poreikiu pritaikyti tuos modelius ir pabr ia gūd i stok , vykdant rinkodaros veikl ir tiksliai pritaikant verslo rinkodaros literatūroje pateiktus modelius. Norint suteikti mon ms strategin s rinkodaros tvarios pl tros teorinius pagrindus, kurie reikalingi verslo modeliams pritaikyti segmentavimo procese, būtina i analizuoti mokslinius segmentavimo modelius ir parengti rekomendacijas modeliui sudaryti. Straipsnis grind iamas rinkodaros tyrimais lang gamybos ir montavimo versle, kurie leid ia ingsnis po ingsnio sukurti rinkos segmentavimo model ir remiasi vairi verslo modeli pritaikymu. Nagrin jamas sektorius, pasi ymintis auk tu rinkos bei taikom technologij neapibr tumu ir susiduriantis su itin intensyvia konkurencija, yra vis nauj konkurencingumo stiprinimo sprendim siekian io verslo būdingas pavyzdys. Straipsnis angl kalba