This work proposes to improve the tactical decision-making of a supply chain (SC) under an uncertain competition scenario through the use of different optimization criteria, which allows to manage not only the specific objectives of the SC of interest, but also the way how its clients address their selection between different potential suppliers, identifying best market share for the SC of interest and the strategy to attain it. The resulting multi-objective optimization problem has been solved using the e-constraint method in order to approximate the Pareto space of non-dominated solutions while a framework based on game theory is used as a reactive decision making support tool to deal with the uncertainty of the competitive scenario. The use of the proposed system is illustrated through its application to a multi-product, multi-echelon supply chain case study, which is intended to cooperate or to compete with another SC of similar characteristics. (C) 2013 The Institution of Chemical Engineers. Published by Elsevier B.V. All rights reserved.