This report will emphasize on NEXT Plc’s strategic position in the UK’s retail market and will be focused on accessing the sustainability. Various tools to analyze competitive position of the company have been critically analyzed. Key external factors influencing the firm such as PESTLE and five force model have been used in this study. t order to find out the strategic position of the company, value chain analysis is made. Strategic position of the NEXT Plc can be understood by analyzing competitive advantage of the company. Michael Porter’s (1985) has developed ‘Generic Strategy’ model to analysis company’s competitive advantage and competitive scope. Differentiation has been competitive advantage for the company. Range of products, quality of services, highly skilled management team, and supply chain management are few features those provide competitive advantages to NEXT over its competitors.