This report provides a comprehensive analysis of John Lewis's business strategy. It begins with an introduction to business strategy and its importance. The report then applies various frameworks to analyze the macro-environment, including a PESTLE analysis of political, economic, social, technological, legal, and environmental factors impacting John Lewis. It also analyzes the internal environment and capabilities using SWOT and VRIO models to assess strengths, weaknesses, opportunities, and threats, as well as the value, rarity, imitability, and organization of resources. Furthermore, the report applies Porter's Five Forces model to evaluate the competitive forces within the market. Finally, the report discusses strategic planning for the organization using the Ansoff matrix, and concludes with an overview of the key findings and recommendations for John Lewis's strategic direction.