This report provides a comprehensive analysis of John Lewis's business strategy, evaluating its performance within the retail industry. The report begins with an introduction to business strategy, followed by an analysis of the macro-environment using the PESTLE framework, considering political, economic, social, technological, legal, and environmental factors influencing the company. It then delves into John Lewis's internal capabilities and environment, utilizing SWOT and VRIO models to assess its strengths, weaknesses, opportunities, and threats, as well as the value, rarity, imitability, and organization of its resources. Furthermore, the report employs Porter's Five Forces model to evaluate the competitive forces within the market. Finally, the report considers strategic options available to John Lewis, including the Ansoff Matrix, and concludes with a summary of findings and recommendations for enhancing its market position and competitive advantage.