The beginning of this diploma thesis discusses the meaning and the specific characteristics of services as well as the value which the beneficiary receives in the process of the exchange for a different value. There is talk of pervasive services and relations between the company and the customers. We then move on to define the phases and the criteria for market segmentation and to specify the methods of market division by the consumer segments. The consumer groups are then defined by their characteristics and methods are established for better serving them. After identifying the basis for segmentation and developing profiles of the generated segments, we proceed to clarify the methods for the selection of the target market through which the measurements of the segment attractiveness are developed and one or more target segments are then selected. Special attention in this paper is dedicated to positioning or designing the service in a way so that it occupies a special position in the minds of target customers and is therefore implemented as desirable at all stages of its life cycle, when compared to the services of other competitors. The positioning strategy itself is supported by the example of a new service of package transportation called Tisak - Paketomat, which has used the market positioning strategy as its technique of entering the market in an ideal way. The end of the thesis explains additional errors which a company may encounter in the process of positioning (under positioning, over positioning, mixed up and questionable positioning) and defines the ways of repositioning with the aim of building positions at better quality and service.