Role of segment analysis in business

The following article is devoted to the role of segment analysis in business. It defines the segment analysis and its main stages, and lists situations when a company uses this method. The author shows the way circumstances influence the segment analysis goals, allowing highlighting the key points. The problem under consideration is topical for it is concerned with such an urgent issue as a rational employment of the company resources, particularly, the marketing department’s ones. The scientific relevance of the research is substantiated by the fact that the segment analysis method is poorly studied in the marketing theory and requires more detailed study.