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Business & Marketing
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Case Study
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English (U.S.)
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Case #6: Williams-Sonoma

Case Study Instructions:

Unit VIII Case Study Read the Internet Mini Case #6 on Williams-Sonoma, and answer the written response questions in order to complete this assignment. Internet Mini Case #6 on Williams-Sonoma can be found on the Pearson Higher Education web site at this address: http://www(dot)pearsonhighered(dot)com/wheelen/cases.html. A PDF file containing Mini Case #6 can be found in Unit VIII. There are four written response questions below worth 25 points each. Your answers should include information from your course materials and/or from outside research but should be primarily in your own words. If you paraphrase or quote words or ideas from your course textbook or other resources, you should cite your sources using APA guidelines. Each of your responses to each of the four questions should be spell and grammar checked and should be 200-300 words in length to be considered a “complete” answer to a written response question. 1. If the Williams-Sonoma continues with its present strategies and objectives, where will it be in five years? 2. If you were the CEO of William-Sonoma, what strategies would you recommend, and why? 3. Describe the competitive strategies used by each of Williams-Sonoma's competitors. Which of these strategies are the most effective? Support your answer. 4. How is Williams-Sonoma using the Internet as a distribution channel now, and how would you recommend that they use the Internet in the future?

Case Study Sample Content Preview:
Williams-Sonoma
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Question 1
Williams-Sonoma uses diversification growth strategy and its retail segment consists of 4 retail concepts: Hold Everything, Pottery Barn Kids, Pottery Barn, and Williams-Sonoma. In addition, the direct-to-consumer segment sold through a total of 8 retail catalogs including Pottery Barn Kids, Pottery Barn, Williams-Sonoma, Hold Everything, Potter Barn Bed plus Bath, Williams-Sonoma Home, West Elm and PB Teen. It also sold through 4 e-commerce websites. If Williams-Sonoma continues with its present diversification growth strategy and objectives, in five years time it will certainly be one of the biggest firms in its industry; it would perhaps be the leading specialty retailer of merchandise for the home in the United States and Canada. The company has been expanding by launching new catalogs and product offering in 42 states across the U.S, as well as in Ontario, Canada. If it continues with this strategy over the following 5 years, it would achieve a considerable market share. Its profitability would also improve greatly. This is primarily because diversification growth will enable the company to reach a wider audience and sell to a large number of customers who would improve sales of the company and help it to gain a large market share.
Question 2
If I were the CEO of Williams-Sonoma, the strategies that I would recommend are: (i) designing products of the highest possible quality that the competitors cannot imitate. These products would be priced very expensively. With this strategy, the company will be able to make high-quality exceptional products targeting the high-end market, and the competition would find it very difficult to copy. Although the products would be targeted at the upscale market – the wealthy 20 percent – and priced very expensively, customers will find value for their money in the uniqueness and high-quality aspect of the products since t...
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