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The main purpose of this paper is to make a case analysis of Williams Sonoma who is a retailing company of the products for the home. The company uses two channels for selling its products i.e. the direct-to-customer channel and the retail channel. The company has been founded in 2003 by Charles E. Williams to serve the retail environment. With the passage of time, the company has expanded its operations to the furniture, home accessories, wedding and gifts, children's furniture by following the diversification growth-strategy. The company has also started a new campaign of sending its catalogues to the listed customers and to the new customers by getting their information from different sources. These catalogues came out to be an effective medium for the company in order to communicate the details of its products. Thus, the paper makes an analysis about the strategies adopted by Williams-Sonoma. It discusses that what will be the position of Williams-Sonoma in next five years, if it adopts the same strategies. The paper also provides the recommendations to CEO of William Sonoma about the strategies which it should adopt. It also provides the analysis of the competitive strategies which the company adopts, and discusses the effectiveness of these strategies, and the description of the usage of internet as a distribution channel.

1. If the Williams-Sonoma continues with its present strategies and objectives, where will it be in 5 years?

This section analyzes that by adopting the present strategies where will Williams-Sonoma be in next five years. The present strategies adopted by Williams-Sonoma have become outdated. Williams-Sonoma adopts direct-to-customer, retail channel and diversification growth strategy for its business growth. These strategies have come out to be successful for the company till now, and have increased the growth level of the company. It can be fairly said that the competition in the market is growing day by day, and the new companies are entering in the retail market. This is an era of technology, and the companies are using different channels to distribute their products in the market. Therefore, it is necessary for Williams-Sonoma that it should adopt new strategies if it wants to go for a new business. In case, the company follows the same above mentioned strategies, then it can be anticipated that the competitors of Williams-Sonoma might get triumph over Williams-Sonoma by adopting the new strategies (Baalbaki, 2003). Thus, to maintain its position and reach to a higher level of growth in future, it is necessary for Williams-Sonoma that it should bring innovations in its business and should adopt new business that could help it.

2. If you were the CEO of William-Sonoma, what strategies would you recommend, and why?

If I was the CEO of the company, I would have adopted the new strategies for my business in order to grow my business and bring success in the business. Internet is the best medium through which the companies can boost their sales and enhance their business (Khalifa, 2000). Following are some recommended strategies which could ...
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