Next Plc. is one of the largest clothing retailers across the world headquartered in Enderby, Leicestershire, England. The company is also involved in the business of footwear, accessories, and home products. Today, the company has more than 500 stores in UK and Ireland and they have more than 180 stores in other countries of USA, Europe, and Asia. The company is now listed on London Stock Exchange. Next was founded by Joseph Hepworth in 1864 in Leeds. He was a tailor by his profession. The aim of this paper is to analyze the strategic position of Next and finding out the key external drivers affecting the business of the organization.