ABSTRACT
Selection of the right strategy and policy for economic activity is the main object of most Lithuanian industrial companies working under conditions of the market economy. Management of the company, influenced by a constantly changing environment, becomes an especially difficult process. Strategic marketing planning is a component of strategic planning of the company. Foreign markets can be divided into the markets of Baltic, CIS and West Europe. The company’s ‘general’ strategy and marketing strategy coincide in the most fields. Baltic Vairas was founded in 1994 when the state-owned maufacturer of bicycles and motor vehicles “Vairas” was divided into two separate companies: ‘Baltic Vairas’ producing bicycles and ‘Ðiauliø Vairas’ motor vehicles. Marketing strategy is a result of strategic marketing planning. It is based on a program of actions directed towards the achievement of marketing aims. An analysis of market segments will allow company to decide: how many segments it should cover and how to define the most attractive segments of market.
