This report provides a comprehensive business strategy analysis of John Lewis Ltd, a major player in the retail industry. The analysis begins with an introduction to business strategy and its importance, followed by an overview of John Lewis Ltd. The report then delves into the macro and micro environmental factors affecting the company, utilizing PESTEL, SWOT, VRIO, and Porter's Five Forces models to assess the external and internal environments. The PESTEL analysis examines the political, economic, social, technological, environmental, and legal factors influencing John Lewis. The SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The VRIO model evaluates the company's resources and capabilities in terms of value, rarity, imitability, and organization. The Porter's Five Forces model assesses the competitive intensity within the retail sector. The report concludes with an evaluation of the company's strategic position and its ability to navigate the complexities of the retail market. This assignment demonstrates the student's understanding of strategic management concepts and their application to a real-world business context.