In her study, the author discusses the premises for enterprises' operation in market niches; as the leading ones there are singled out the changes occurring in consumer behaviours, and as the result thereof there are discussed challenges faced by the enterprises operating in market niches. There is also carried out description of the basic strategies and their various options being chosen by the enterprises depending on the scale and specificity of their operation. Additionally, there are presented the strategies used by the enterprises specific for one niche being serviced (strategies of a specialist knowledge and those of market specialists) as well as many market niches (strategies of differentiation based on product diversification and specialisation, price, customer service, communication with the customer and distritribution channels). Exemplifications of general consideration of the conditions that cause selection of strategies for actions adequate to the serviced market segment are analyses of the selected activities of major enterprises.