The thesis “Corporate Strategic Planning for ProCare Retail B.V.” provides a comprehensive analysis of how a mid-sized Dutch retailer in the health and wellness sector can strengthen its competitive position through effective strategic planning. It combines theoretical frameworks such as SWOT, PESTEL, and Porter’s Five Forces with practical data to evaluate ProCare’s internal capabilities and external market environment. The research identifies ProCare’s strengths in specialisation and customer relationships, while highlighting weaknesses in digitisation and limited scale. The study applies a mixed-method approach, integrating both qualitative insights and quantitative analysis for balanced conclusions. Ultimately, it offers actionable recommendations focusing on innovation, sustainability, and digital transformation. Overall, the thesis effectively bridges academic theory with real-world business strategy application.