This report analyzes the business strategy of John Lewis Ltd., a British retail company. It begins with an introduction to business strategy and its importance. Task 1 applies the PESTEL framework to assess the macro-environmental factors influencing John Lewis, including political, economic, social, technological, environmental, and legal factors. Task 2 examines the internal environment through SWOT and VRIO analyses, identifying strengths, weaknesses, opportunities, and threats, as well as valuable, rare, inimitable, and organized resources. Task 3 applies Porter's Five Forces model to evaluate the competitiveness of John Lewis in the retail market. Finally, Task 4 applies concepts and models, including the Ansoff matrix, to devise a strategic management plan for the organization, and concludes with a summary of findings and recommendations. The report provides a comprehensive overview of John Lewis' strategic position and future prospects.