Final Project: Objectives

The target market that Wegner is reaching out to are men who are either students or businessmen. According to Marketing: An Introduction, the U.S. population is not only becoming better educated, but the workforce is becoming more white-collar as well.  The demographics for education say that “in 2007, 84 percent of the U.S. population over age 25 had completed high school and 27 percent had completed college, compared with 69 percent and 17 percent in 1980.” (Marketing: An Introduction, Armstrong & Kolter, Pg. 76) More and more high school graduates enroll in college which increases the demand for “quality products, books, magazines, travel, personal computers, and Internet services”. (Marketing: An Introduction, Armstrong & Kolter, Pg. 76) The workforce has also shown growth being strongest for professional workers and weakest for manufacturing workers.  According to the author of Marketing: An Introduction, “between 2006 and 2016, the number of professional workers is expected to increase 23 percent, while manufacturing workers are expected to decline more than 10 percent". (Marketing: An Introduction, Armstrong & Kolter, Pg. 76). In creating an objective for Wegner Laptop Computer Backpacks, they got to keep this in mind because this is who they want their product to go to.

Wegner has several objectives when it comes to the products that they carry. Their objectives for their products for the customers are:

•  To create a quality, reliable and sturdy backpack that will fit a 17” laptop.
• To create a backpack with a waterproof laptop pouch that will keep your computer dry.
•  To create a backpack with zippers that are easy to use and don’t break easily.
• To create a backpack that is easy to carry (on the shoulders and by the handle), and has a lot of storage space.

As far as the company objectives, Wenger looks for the following:

• To create a backpack comparable/better than their competitors.
• To create a backpack that will continue to show the quality of the products that Wegner has on the market.