One of possible ways of strengthening competitiveness of integrated groups of trade enterprises is to aim their marketing activities at shaping value in the supply chain. This is facilitated by the process of integration of purchases being carried out by integrators of trade networks, being, at the same part, a main platform for cooperation of integrated trade networks. This process is based on centralisation of managerial decisions at the integrator's, it allows undertaking joint marketing activities of the integrated networks aimed at creating the chain of value. The surveys carried out pointed out to the choice by the integrated networks of four main marketing strategies aimed at creating this value, i. e. a strong trade brand and image of the network arousing confidence and loyalty; a distinguishing assortment offer and service quality; competitive prices (cost leadership); distinguishing and close relations with suppliers and an image of a significant and sound recipient of goods.