This report provides an insight of Homebase, with a keen emphasis on its internal and external environment analysis so as to develop a competitive marketing strategy for the company. Homebase is a home improvement retail store and garden center that is based in the United Kingdom. The retailer has more than 340 stores in the United Kingdom and Ireland, and it is part of the Home Retail Group, along with Argos. For this reason, Homebase is a subsidiary of Home Retail Group and operates within the industry of retail and home improvement. PEST, SWOT and Balance Scorecard