This report provides a comprehensive strategic analysis of David Jones, an Australian up-market department store. It begins with a historical background and then delves into a PESTLE analysis, examining the political, economic, socio-cultural, technological, environmental, and legal factors influencing the business. The report also applies Porter's Five Forces model to assess the competitive environment. Furthermore, it explores the market size and trends, financial and corporate performance, and identifies SWOT and competitive advantages. Strategic options and recommendations are proposed, along with a discussion of monitoring and control mechanisms to ensure future performance. The report concludes with a summary of key findings and recommendations for David Jones to maintain and improve its market position.