This report provides a comprehensive analysis of the business strategy of John Lewis, a British-based retail company. The report begins with an introduction to business strategies and their importance, followed by an analysis of the macro-environment using PESTEL analysis, examining political, economic, social, technological, environmental, and legal factors impacting the company. The internal environment and capabilities of John Lewis are then assessed using SWOT and VRIO models, identifying strengths, weaknesses, opportunities, threats, and core competencies. Furthermore, the report applies Porter's Five Forces model to evaluate the competitive forces within the market sector. Finally, the report determines the application of strategic management concepts, models, and the implementation of a strategic management plan, including the use of the Ansoff matrix. The report concludes with a summary of findings and a list of references.