Study of the problems of segmentation and structural transformation of the mobile and Internet communications market in Ukraine

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.
Research methods. In this work the dialectical method of scientific knowledge, the method of
analysis and synthesis, the comparative method, and the method of generalizing data are used.
Results of the work. This paper defines the place and role of marketing segmentation in the mobile
communications and 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.
Conclusions. 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.