This report provides a comprehensive business strategy analysis for JD Sports, a British fashion retail firm. It begins with an introduction outlining the report's objectives, which include devising a new business strategy for JD Sports. The report assesses the macro environment using PESTLE analysis, considering political, economic, social, technological, legal, and environmental factors. It then analyzes JD Sports' internal strengths and capabilities using the McKinsey 7S framework, evaluating strategy, structure, staff, systems, style, skills, and shared values. The industry attractiveness is assessed through Porter's Five Forces, examining the threat of new entrants, substitute products, bargaining power of customers and suppliers, and competitive rivalry. Finally, the Ansoff matrix is applied to formulate a strategic plan, focusing on market penetration, product development, market development, and diversification strategies to enhance JD Sports' market position and achieve sustainable competitive advantage.