In the article, the most important task of the enterprise is to choose the right marketing strategy and to increase the volume of sales in the market, to achieve a certain share in the market and to solve the problems of forming a positive attitude of consumers to the companys products in the selected segment. In the article, based on the study of the interpretations of various authors, the nature and characteristics of the enterprise as a unique form in the development of a marketing strategy for the development of service enterprises have been determined.