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    Improvement of the Classification of Marketing Segmentation and Positioning Strategies
    (Гельветика, 2026) Biriukov Oleksii Oleksiiovych; Бірюков Олексій Олексійович
    The systematization of types of marketing strategies represents an important theoretical task whose results are significant not only for the development of the theoretical foundations of strategic management but also for practicing marketers seeking to become familiar with existing practices and improve their professional activities. The aim of the article is to improve the classification of marketing segmentation and positioning strategies. The research methods include generalization and systematization. The study is based on the scientific works of such scholars as Yu. Hudz, Yu. Dzhereliuk, Yu. Kravchyk, M. Yermoshenko, R. Donchyk, N. Kudenko, N. Struk, O. Kapral, N. Mykhailyk, S. Solntsev, N. Buniak, and others. The article examines the essence and characteristics of the processes of market segmentation and product positioning. The analysis of existing classification features and types of strategies revealed the absence of characteristics and, accordingly, types of strategies that reflect unconventional and unique solutions. In the contemporary environment, when most product categories have already been developed, produced in a wide assortment, and delivered to any part of the world within a matter of hours, it becomes increasingly difficult to attract consumers with standard solutions. Therefore, the era of informatization and creative solutions capable of impressing experienced consumers is emerging. The classification of marketing segmentation and positioning strategies is improved by expanding the classification criteria through the introduction of a new attribute “depending on the type of creative ideas” and by identifying additional types of strategies, including creative product strategies, creative service strategies, and creative positioning strategies. This approach makes it possible to identify and incorporate new creative ideas and solutions. The results obtained can be used to improve the strategic activities of enterprises and to develop new strategic decisions. In addition, they may serve as a basis for further scientific research.