The current study focuses on a critical discussion of M&S's current business background situation, as well as current marketing strategies and competitive advantages for the development of M&S Markets. Therefore, the first section used SWOT analysis and 5C analysis about M&S's significant marketing environment and how to keep their competitive advantage in creating sustainable value for customers. due to M&S's status as international global firms in the different countries. Therefore, the focus on the M&S food and clothing retailer had many competitors. The positioning map is a useful tool that can assist M&S in defining its marketing positioning. As for the sections, find and choose M&S's potential marketing strategies. Because the new economic and business environment has changed, M&S must use differentiated marketing strategies to compete with low-cost competitors in different countries. Based on the prior studies, the current investigation focuses on identifying four approaches to help M&S maintain long-term sustainable development in global marketing using Porter's generic competitive advantages. The current review article has many significant practical implications, especially for identifying M&S's current strategic and marketing position as well as potential sustainable competitive marketing strategies.