This paper attempts to describe British Coal's (BCC) present position in a rapidly changing UK Energy Market where competition, with imported coal and with other fuels, particularly natural gas is likely to continue to increase. As a relatively high cost coal producer by world standards BCC, while continuing its efforts to improve productivity and lower costs, must work to enhance the value of its product in the market place both by improving quality to more closely match customers individual needs and by offering supporting services which ensure overall customer satisfaction. The paper explores each market sector and describes the steps which the Corporation is taking to improve its competitive position in each market with particular reference to quality standards and supporting services. Finally it attempts to forecast some possible new developments for the future. 3 tabs.