This report provides a comprehensive strategic analysis of Booking.com, examining its external environment through PESTLE and Porter's Five Forces, as well as its internal environment using VRIO and value chain analysis. The report assesses Booking.com's strengths, weaknesses, opportunities, and threats, and includes a competitor analysis. It explores the company's business model, financial performance, and industry lifecycle stage. The report concludes with strategic recommendations, including marketing, product development, and competitive strategies, addressing strategic issues such as mergers and competitive dynamics, and proposing strategic options for future growth. This analysis aims to provide insights into Booking.com's current position and suggest potential strategies for sustained success in the competitive online travel industry.