This report provides a comprehensive analysis of Eurostar's business strategy, examining both its macro and micro environments. Using frameworks like PESTLE and SWOT, the report identifies key external factors such as political uncertainties, economic conditions, social trends, technological advancements, legal constraints, and environmental pressures impacting Eurostar's operations. Internally, the report assesses Eurostar's strengths, weaknesses, opportunities, and threats using SWOT and TOWS matrices, along with an evaluation of its capabilities through the VRIO model and McKinsey's 7S framework. Furthermore, it analyzes the competitive forces affecting Eurostar using Porter's Five Forces, highlighting the threats of new entrants and substitutes, the power of customers and suppliers, and the intensity of industry rivalry. Finally, the report outlines strategic planning recommendations for Eurostar, focusing on objectives like increasing destinations and customer base, reducing operational costs, and employing strategies such as market penetration, product development, market development, and diversification, along with Porter’s generic strategies, to enhance its competitive position.