The paper presents the issue of SME competitiveness in terms of determining their competitive position on the market. The proposed reference model, focused on the evaluation of the competitiveness of a selected group of SMEs on the market of medical services, was developed to support strategic decision-making. The usefulness of the model is verified in the process of determining the competitive position of a selected group of participants, applying research methods of strategic analysis. Relationships, observed during the study, occurring between the competitiveness factors and the competitive position taken by a company, provide knowledge, whose utilization directs the company's business to improving its market performance, organizational and economic conditions.