The article is dedicated to cognition of the competitiveness policy of production in trade companies in Latvia. The article highlights the main factors that hinder the competitiveness of their products, as well as exports. M. Porter’s five forces model for the trade competitiveness of enterprises is also described. In the result of its analysis a strategy can be identified. On the basis of this strategy the company's future action has to be based on in order to increase the competitiveness of the company. Summarizing the views of Latvian export businesses on their competitive advantages, it is obvious that in the near future the export performance of Latvian companies will be determined by effective use of competitive advantages. The international competitiveness of Latvian businessmen will be enhanced by proactive marketing, high productivity, which will insured by highly skilled workforce, modern equipment and innovations, as well as a systemic approach to quality assurance.