Managing the development of a company is always accompanied by the risks of making a little informed, poorly formalized and incompetent decision. The development of a company in a market environment is based on the development of marketing-oriented management decisions, where the most important are not so much the qualitative parameters of the problem development that are provided, as the quantitative, formalized models and data system that allow the most objective approach to choosing a strategy. The object of the article's research is the approaches chosen to justify the choice of a marketing strategy for the development of the company. The subject of the research is the marketing aspects of an effective informed choice of a company's development strategy.