This report provides a comprehensive analysis of David Jones, an Australian upmarket department store, focusing on its performance within the retail industry. It begins with an introduction to David Jones and an overview of the Australian retail market, including market size and trends. The report delves into David Jones' corporate and financial performance, examining key metrics and challenges. A SWOT analysis is conducted to assess the company's strengths, weaknesses, opportunities, and threats, followed by an evaluation of its competitive advantages. Strategic options are explored, considering the company's current positioning and potential growth strategies, including targeting the mid-market segment. The report concludes with recommendations for David Jones to improve its profitability and market position. The analysis incorporates insights from various sources, including financial data and industry reports.