This assignment examines the business strategy of Goodman Masson, a recruitment firm specializing in finance and technology. It analyzes the company's mission, vision, and objectives, and explores the impact of the macro environment using PESTLE and SWOT frameworks. The internal environment and capabilities are assessed through VRIO and McKinsey 7S models, while Porter's Five Forces model evaluates the competitive landscape. The assignment also applies Porter's Generic Strategies, Bowman's Strategy Clock, and Ansoff Matrix to identify strategic directions for Goodman Masson. The conclusion highlights the importance of continuous adaptation and innovation in the competitive recruitment industry.