This report is to study the Edinburgh Woollen Mill Group in detail and closely look into the factors affecting the internal and the external environment of the firm. The report highlights the business line of the firm along with details of the future growth strategy of the group. The report follows the Integrated Body Framework as discussed in the lecture and applies its principles to the Edinburgh Woollen Mill Group, the group under study. The report then throws light on the key issues faced by EWMG under different environments. It further talks about how EWMG has successfully managed to overcome the market and business challenges encountered from time to time. In all, this report is a study of the Edinburgh Woollen Mill Group in detail highlighting the various aspects of its business and strategic moves undertaken since inception. When the group is analysed in detail as the study progresses, it shows that Edinburgh Woollen Mill (EWM) is a Langholm-based retailer which specializes in clothing primarily. In addition, it has interest in destination shopping for tourists and unique home wares. It is fully owned by Philip Day, who is a British billionaire based in Dubai. The group was founded in 1946 by Drew Stevenson. It was earlier known as the Langholm Dyeing and Finishing Company. Although the founder of the Group was Drew Stevenson, David Stevenson became the chairperson and the proprietor of the first retail store. Philip Day became the Chief Executive. Back then, the business of the group was to undertake the dyeing and colouring of yarn on a contract basis. It began development into the retail sector in 1970, and the Group inaugurated its first shop in Randolph Place, Edinburgh (Okonkwo, 2016).