This report provides a comprehensive business strategy analysis of JD Sports, a prominent sports fashion brand. It begins with an introduction to business strategy and its importance, followed by a PESTLE analysis to examine the macro-environmental factors influencing JD Sports, including political, economic, social, technological, legal, and environmental aspects. The report then delves into internal capabilities using SWOT analysis, identifying strengths, weaknesses, opportunities, and threats. The VRIN framework is applied to assess internal resources and capabilities for competitive advantage. Further, the McKinsey's 7-S model is used to evaluate the company's strategy, structure, systems, shared values, style, skills, and staff. Finally, a TOWS analysis is presented to develop strategic recommendations based on the identified factors, and the report concludes with a summary of the findings and recommendations for JD Sports' strategic development.