Issues & Recommendations 1) Threat of diluting the identity of the company The company stands a threat of diluting its brand identity by getting involved into multiple modes of business. Presently company is generating revenues through both retail channel and mail order business. Concentrate on Retail Stores: Williams-Sonoma Inc. should concentrate on the retail store business. This was important because imitation of catalogues was quite easy and any of the competitors could have easily switched over to offering the product line of Williams-Sonoma. What this meant was that the entry barrier in mail-order market was low and hence the competition was quite strong. In fact, the retail store business had created the required base for the mail order business as the initial credibility was created through the store business only. The ambience and the display at the stores was one of the points of differentiation of the chain along with the specialized store line. Hence, it can be inferred that the mail-order business was not independent of the direct retail business but dependent....

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