This report analyses the external and internal factors affecting JD Sports, including PESTLE and Porter's Five Forces analysis. It also discusses the company's competitive strategies and strategic direction. JD Sports is a leading sports fashion retail company in the UK, facing challenges such as the COVID-19 pandemic, shortage of skilled workforce, and intense competition in the sportswear industry. The report suggests that JD Sports can achieve a competitive advantage by examining the current market situations, demands of the customers, and new competitors entering the market.