This report provides a comprehensive business strategy analysis of John Lewis Ltd, a prominent UK-based department store chain. It begins with an introduction to business strategy, emphasizing long-term planning and resource allocation. The report then delves into a PESTEL analysis of the macro-environment, examining political, economic, social, technological, environmental, and legal factors impacting John Lewis. It proceeds with an internal analysis using SWOT analysis to evaluate the company's strengths, weaknesses, opportunities, and threats. Finally, the report employs Porter's Five Forces model to assess the competitive landscape, including the threat of new entrants, bargaining power of suppliers and buyers, threat from substitute products, and rivalry among existing competitors. The report aims to evaluate John Lewis's business position, strategic planning and competitive dynamics within the retail sector.