Abstract
The article considers the main issues of the world practice of servitization as the basis of marketing strategy of the enterprise. Marketing strategies of the enterprise are unique, there are no universal solutions suitable for all cases, the formation of marketing strategies is a creative process, for which there are no set options for action. The essence of marketing strategy is to determine the courses of action for the future development and achievement of corporate goals of the enterprise strategy with the help of marketing tools. Due to the fact that any enterprise operates in a socio-economic environment, the conditions of which are constantly changing, risks are increasing, the external environment is becoming more complex, it is necessary to anticipate changes and respond to them in a timely manner; the company must have a high level of adaptability of internal resources to the changing external environment. The solution of these problems is possible with the competent use of concepts, methods and tools of marketing strategy development.