This Master thesis analyses the theoretical aspects of marketing strategic planning and marketing strategic creation by different Lithuanian and foreign authors. In a way of questionnaire form a research of consumers of the companies trading in decoration materials was carried out with an aim to evaluate the demands, expectations and behaviour peculiarities of the consumers of this production. The conceptual part of this work with a reference to presented marketing strategic planning sequence evaluated the marketing strategies formation of the groups of companies trading in decorative materials, estimated the most important similarities and differences of researched company’s marketing strategic planning, distinguished marketing strategy formation features, characteristic to strategic companies group. The results of the research confirmed the hypothesis, raised by the author in the beginning of the work. It was estimated that marketing strategy formation process of the companies trading in decoration materials which hold the strongest positions in the market due to the similar position in the market and outer environment effect has general features, determining the similarities of marketing strategies.