In this master’s paper there are analyzed various theoretical and practical marketing strategy forming steps, given by Lithuanian and foreign authors; there is made full analysis of factors of marketing environment. You can find analysis of target market, positioning and strategy of marketing complex elements when strategy of such companies is formed. There is given customer and expert research. According results of customer research, document analysis and interview results of companies’ managers, the marketing strategy was formed. Using received data, specific singularities of marketing strategy forming for building materials retailers were generalized.