Final Project: Business Mission Statement

Business mission statements define the company and are a representation of why it exists. According to the book Marketing: An Introduction, mission statements “should be market oriented and defined in terms of satisfying basic customer needs”.  They should be “meaningful and specific yet motivating” and ”emphasize the company’s strengths in the marketplace”. (Marketing: An Introduction, Armstrong & Kolter, Pg.40) The book also states that "a company's mission should not be stated as making more sales or profits-Profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create." (Marketing: An Introduction, Armstrong & Kolter, Pg. 41) While Wenger, the company famous for making the Swiss Army Knife, has a mission statement that shows the company’s strong tradition in bringing quality products to the marketplace. Their mission is to put precision, skill and craftsmanship into their work and to continue to put this reputation into every product they create. It’s their Swiss pride that is your guarantee that every product will live up to this reputation. Peter Hug, CEO of Wenger, believes this to be true of Wenger products saying:

“The Wenger brand empowers adventurers with multi-functional equipment possessing a unique pedigree. We also seek to reflect the more humble attitudes and the true spirit of active dynamic individuals who appreciate the beauty of the great outdoors through human and natural-powered activities”. (http://www.wengerwatches.co.uk/about-wenger)

Wegner Computer Bags are crafted for everyday life and are designed to be innovative, versatile, sports-minded and can be used for home, travel, and outdoor activities. Just like the famous Swiss Army Knives that have made them known world-wide for their quality, their computer backpacks are designed to be multi-purpose and can withstand not only the stress of travelling but also anything else that you go through on a day to day basis. With the work and craftsmanship that goes into every Wenger product, you’ll know that when you use a Wenger computer backpack, you’ll be using a quality product.


**The Wenger name and their products are used for the purpose of this school project.