​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​. Marketing Strategy (25 points) This question focuses on growth/diversification strategy as shown and explained in Ansoff’s “Strategic Opportunity Matrix” found on pages 16-17 of our text and illustrated in Exhibit 2.1 on page 16. Based on what you have read and what you know about Williams-Sonoma (WS): Identify what kind of growth/diversification strategies WS has been pursuing. Be specific and provide examples to support your analysis. Recommend whether WS should continue to use this approach or use a different approach to growth. Justify your recommendation. 2. Segmenting and Targeting (20 points) There are many ways to segment a market. Describe 3 possible consumer segments for WS, in detail, and explain why they might be a good fit. Refer to demographics, psychographics, behavior, and geography, as appropriate. Out of the segments you identified, identify which of these consumer segment(s) WS should target. Explain your choice. As part of your answer consider the keys to a good target such as its size, the company’s ability to reach it effectively, growth potential, etc. 3. Positioning (15 points) Given the target consumers you recommended in Question 2, write a positioning statement for WS. 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. Product (10 points) Recommend new products, new product lines and/or product improvements that WS research for possible introduction to the targets you identified in Questions 2 and 3. Demonstrate your understanding of WS’s current product offerings and justify your recommendation. 5. Place (10 points) List and describe WS’s current channels of distribution. Identify changes, if any, WS should make to its distribution channels. Explain why you recommend this approach. 6. Promotion (10 points) Given the consumer target(s) you identified and the positioning you recommended, tell how Williams-Sonoma should use integrated marketing communications activities (promotion) to market its products to the target(s).