1. Based on what you have read and what you know about Williams-Sonoma (WS),
a) What kind of growth strategy (or strategies) has WS been pursuing? Be very specific and provide examples to support your analysis.
b) Should WS continue to use this approach or a different approach to growth? Justify your response.
Use diversification analysis (market-product strategies) from Chapter 2 as the framework for this answer.
2. There are many ways to segment a market.
A) For Williams-Sonoma, describe 3 possible consumer segments for in detail. Consider demographics, psychographics, behavior, and geography.
B) Out of the segments you identified, which of these consumer target(s) should Williams-Sonoma pursue and why?
3. Given the target consumers you recommend in the question above, write a positioning statement for Williams-Sonoma. Use the format below.
For [target customers]
Who struggle with [problem / critical need]
We are a [market / product category]
Offering [value proposition]
Unlike [competitors]
We have [basis of differentiation]
4. What new products, new product lines, or product improvements would you recommend Williams-Sonoma research for possible introduction to the target(s) you identified above? Justify your recommendation.
5. a) What are Williams-Sonoma’s current channels of distribution?
b) What, if any, changes should Williams-Sonoma make to its distribution channels? Explain your rationale.
6. Given the consumer targets identified above and its positioning, how should Williams-Sonoma use integrated marketing communications activities to sell its products? Consider each of the following components.
a. Advertising
b. Personal Selling
c. Public Relations
d. Sales Promotion
e. Direct Marketing
7. What pricing strategy (or strategies) do you think Williams-Sonoma is using for its current product offerings? Explain why you think this.