Research Paper (undergraduate) from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Coventry University (Coventry Business School), course: MBA, language: English, abstract: The research paper is aimed towards understanding the marketing functions and the marketing strategy of JJB sports plc based in UK. To analyse the business orientation of the company, the author has conducted product, sales and marketing strategy research. Porters 5 forces analysis has been conducted to analyse the competitive advantage of the company. A 4'P analysis has been done to understand the marketing mix of the company. finally a SWOT analysis has been conducted to understand the strengths and weaknesses of the company.