The article deals with the peculiarities of the functioning of the service sphere in the face of increasing competition, where the emphasis of competitive behavior of individual companies is shifting towards consolidated competition policy of the whole market and determines the vectors of its competitiveness. The conditions of functioning of service companies are connected with consideration of the nature of market competitiveness from the perspective of characteristics of a service, conversion of services forms to the functions of competition, and identifying the specifics of the vectors of competition in the services sector different from the areas of competition in product markets.