The relevance of the topic. It is well known that a competent competitive struggle of an enterprise in the market begins with qualified market segmentation. For the selected market segments, it develops the necessary strategy by selecting it from among the alternatives, i.e. it makes a strategic choice that directs the efforts of the enterprise to serve consumer groups that differ in common needs or product characteristics. Goal. Analysis of models of strategic choice of enterprise development in modern conditions and justification of the main stages of formation of the market segment necessary for it. Methodology. The study was carried out using methods of logical and comparative analysis of existing models of strategic choice of enterprise development. Results and conclusions. As a result of the conducted research, it was revealed that in order to achieve effective work, the company needs to choose the optimal development strategy. The most acceptable for the conditions of Russia, which is joining the use of strategic management, in terms of simplicity and logic of construction, is Porter's model of strategic choice, which is quite adequate to the existing conditions of existence of Russian enterprises. Modern models of competitive strategies largely depend on the choice of a market segment and on finding an unoccupied place in the market — a market niche, therefore, the study presents an algorithm for the formation of a market segment and the principles of its justification. Scope of application. The results of the study can be used in the development and updating of methodological tools for strategic management of modern enterprises.
