This report provides a comprehensive analysis of John Lewis's business strategy, examining both its macro and micro environments. The report begins with a PESTLE analysis to assess the political, economic, social, technological, legal, and environmental factors impacting the company. It then delves into an internal analysis using SWOT and VRIO models to evaluate the company's strengths, weaknesses, opportunities, threats, and internal capabilities. Porter's five forces model is implemented to evaluate the competitive landscape. The report concludes by determining the application of strategic management concepts and models to formulate a strategic plan for the business. The analysis covers various aspects, including the impact of Brexit, changing consumer demands, technological advancements, and legal considerations, providing a detailed overview of the challenges and opportunities facing John Lewis in the retail market.