This report provides a comprehensive strategic analysis of David Jones, an Australian department store. It begins with an executive summary, followed by an introduction to the company and an overview of the Australian retail market size and trends. The report delves into David Jones' corporate and financial performance, examining its strengths, weaknesses, opportunities, and threats (SWOT) to determine its competitive advantage. It explores strategic options for the company, including potential changes needed for implementation related to structure, culture, reward systems, leadership, systems, skills, and staff. The report also covers monitoring and control, specific implementation issues, methods of evaluation, and the application of external and internal information. It concludes with recommendations for David Jones to improve its profitability and market position within the competitive Australian retail industry.