Abstract. Consumers has become exceptionally demanding in a system of modern economy. It puts on the agenda not only the growth of the commercial value of the offer, but also the reduction of the cost of acquisition. All of this forces the manufacturers to work out such an operating strategy that actually become the winner in competition at least in delivery speed, price or quality for satisfaction of the market requirements.
Key Words. Global competition; target market; labour process optimization; operating strategy; market strategy.