This report provides a strategic analysis of David Jones Pty Limited, an upmarket departmental store operating primarily in the Australian market. The report begins with an executive summary and an overview of market size and trends within the global retail sector, emphasizing the impact of online retail and the importance of e-commerce. It then examines David Jones' financial and corporate performance, highlighting a decline in profitability and stock prices, attributed to increased competition. The core of the report focuses on strategic options, including market penetration, market expansion, product expansion, diversification, and acquisition strategies. Based on this analysis, the report recommends a market penetration strategy, alongside differentiation, to enhance brand image and market share. The implementation of this strategy, including market research, analysis of consumer demand, and the selection of appropriate promotional tools, is discussed. Finally, the report outlines monitoring and control measures to assess future performance and achieve sustainable growth.