The article is dedicated to tasks related to rational cooperation of supply and distribution network companies in the designing and construction of power transmission lines at market conditions. Specifically, the individual and cooperative approaches in decision-making for individual market participants are considered. To substantiate the rationality of the decisions and to show the additional gain in case of cooperation between the companies, avoided cost method and cooperative game theory methods are used. The article considers solution alternatives in case of a collision of interests between the companies of the high-voltage network and those of the low and medium voltage networks; the selected alternatives are compared and the possible gain of the participants in case of various models of behavior is analysed. The proposed strategies and calculation examples are based on an ongoing high-voltage power transmission line reconstruction project in a real European country.