This report presents a comprehensive analysis of John Lewis Ltd's business strategy, examining the impact of the macro-environment using PESTEL analysis, and evaluating the internal environment through SWOT and VRIO frameworks. It also applies Porter's Five Forces model to assess the competitive forces within the market sector. Furthermore, the report interprets and devises strategic planning for John Lewis Ltd, incorporating various theories and models to provide a holistic view of its market position and future strategies. The analysis covers political, economic, technological, environmental, and legal factors, along with the company's strengths, weaknesses, opportunities, and threats. The report also assesses the company's valuable, rare, imitable, and organized resources and capabilities, and evaluates the bargaining power of customers and suppliers, the threat of new entrants and substitutes, and competitive rivalry. The report concludes with strategic recommendations to improve the company's competitive position and overall performance.