This report provides a detailed analysis of John Lewis's business strategy. It begins with an introduction to business strategy and its importance, followed by an examination of the macro-environment using PESTEL analysis, considering political, economic, social, technological, environmental, and legal factors impacting the company. The report then delves into the internal environment, employing SWOT and VRIO models to assess the company's strengths, weaknesses, opportunities, threats, and core capabilities. Further analysis includes Porter's Five Forces to evaluate the competitive landscape and the Ansoff growth matrix to explore potential growth strategies. The report concludes with a strategic marketing plan designed to enhance John Lewis's competitive advantage and market position. The analysis provides critical insights into the company's strategic decisions and recommendations for future growth.