Mission and Vision Statement Analysis of Patagonia and Columbia Sportswear
Patagonia Mission Statement:
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
Columbia Sportswear Mission Statement:
Design and deliver authentic, outdoor, high-value products for active consumers of all ages.
Mission Statement Analysis Both Patagonia and Columbia Sportswear principle market sector involves outdoor apparel and equipment. Patagonia’s mission statement does not directly state what their product is but focuses more on the quality and impact of manufacturing on the environment. Based upon Patagonia’s annual report from 2013, the company has gone to endless measures to ensure they maintain their social responsibility as guardians of the environment. “[C]ause no unnecessary harm”, is reflected in one instance in 1996 when the company stopped using traditionally grown cotton in their clothing because of chemicals and pesticides used in growth. In 2001, founder Yvon Chouinard cofounded 1% for the Planet, a collective of organizations dedicating 1% of their sales to support environmental efforts. Patagonia consistently sets the bar for environmental awareness in business and manufacturing practices. As a consumer of their products for close to a decade, I can attest the “[b]uild the best product” is an accurate statement, comparative to other outdoor clothing producers. Even with “build the best product” as their initial statement, clarity is lacking as to what exactly Patagonia’s products are. Granted brand recognition exist after several decades of being in business, but as an initial mission statement, it leaves potential clients and investors wondering. I suggest adding statements containing at least a general view of what exactly Patagonia provides and possibly which target market. Columbia Sportswear’s mission statement clearly defines in a concise manner what product, quality, and demographic they intend to pursue. The company clarifies their intent to invest in research and development for outdoor products. The statement has enough vagueness in product and demographic specificity to prevent confinement. Quality levels are mentioned to attract consumers. While Columbia’s mission statement does not implicate them in any social responsibilities, their focus is apparent towards the consumer. Both mission statements cater to a specific outdoors crowd. Patagonia’s statement clearly shows the direction of the company is to promote sustainable manufacturing processes. Columbia has a similar mindset but is not revealed in their mission statement. Upon viewing their “Social Responsibility” website sustainable manufacturing is revealed. In both mission statements, the two company’s dedication to high quality products is apparent.
Company Vision As stated in Patagonia’s 2013 Annual Report, “to protect wilderness for the sake of wilderness” the company has gone to great lengths and maintains focus on this vision. There are countless environmental initiatives started or cofounded by Patagonia. The company recognizes their business activities creates pollution and “work[s] steadily to reduce those harms (Patagonia, 2014). Patagonia has even gone to the extent of offering recycled or used clothing on eBay as a method for manufacturing reduction. Columbia Sportswear’s Vision is not as clearly defined as Patagonia’s. If vision can be gleaned from the mission statement, Columbia’s direction is the continual pursuit of providing high-quality products to any aged active consumer. Comparatively, both companies are pursuing the same goals of providing high quality products. Conversely, the method to which each company is attaining these high quality standards is vastly different. Patagonia clearly has the niche and future vision of sustainable, green business practices. Their past endeavors such as Common Threads, a program for customers to recycle and repair Patagonia clothing until the item is completely unserviceable.
Patagonia Company: Social Responsibilities
How does the company respond to the issue of social responsibility? From the origins of Patagonia, Yvon Chouinard has strived to implement green practices in all business practices. Their “Environmental Initiatives, 2013” illustrates the multitude of events, groups, and acts in which Patagonia is involved to promote environmentalism. Additionally, Patagonia was the first company in California to register as a benefit corporation or “B company”, showing commitment to making a positive impact on the environment (Herdt, 2012).
In what kinds of activities does the organization participate? Throughout the past 40 years of the company’s existence numerous efforts have been made to solidify their vision of protecting the wilderness. Here are a few examples: * 1996: Stopped using conventional grown cotton and began using only organic cotton. * 2002: Cofound 1% for the Planet, an alliance of companies pledging 1% of sales to environmental groups * 2006: Began companywide environmental campaign, Oceans as Wilderness * 2012: Environmental campaign Vote the Environment began
Do you think its activities are appropriate? Patagonia has made a name for themselves by their high social responsibility concerning the environment. This has given them a niche in the market compared to other outdoor clothing companies and has proven to be a great part of their business model. While it is apparent their mission is not profit centric, their social responsibility focus has elevated the business in their target demographic.
SWOT Analysis of Patagonia Company
Strengths:
* High quality outdoor apparel and equipment * Target demographic is active environmentalist and quality-driven customers * Integrates their social responsibility into their business model
Weaknesses:
* Marketing schemes may isolate the general public that is unaware or as caring about environmental issues * Confined to a niche market. Their product is expensive because of the nature of the material required to sustain their environmental image
Opportunities:
* Has the potential to change the industry by maintaining the commitment to environmental business practices * Their products is dual purposed for extreme sports as well as everyday use

Threats: * Decisions to pursue environmentally sound practices creates ripples; requiring new methods and techniques for product manufacturing * Organic materials are expensive to grow comparative to traditional methods, creating economic impacts for the company
Mitigating Weaknesses and Threats Patagonia has to broaden its market or at least its appeal. I recommend a continual pursuit in technology changes to accommodate the sustainability factor. Patagonia should continue strategic partnerships with companies like Wal-Mart to help mainstream their vision. Also, it would behoove them to not try and change their customers as much as the industry. By working with other companies with the partnerships, the manufacturing industry can slowly change for and align with the Patagonia mindset.

Websites: http://www.patagonia.com/us/patagonia.go?assetid=2047&ln=140 http://www.patagonia.com/us/patagonia.go?assetid=3351 https://www.patagonia.com/pdf/en_US/ENV13_Final.pdf http://www.columbia.com/About-Us/About_Us_Landing,default,pg.html http://www.opportunitygreen.com/green-business-blog/2011/01/27/what-makes-patagonia-the-coolest-company-on-the-planet-insights-from-founder-yvon-chouinard/ http://bi.galegroup.com.ezproxy.umuc.edu/essentials/article/GALE%7CA276255593/3379ca1c106f704614b018c9bd44f5ed?u=umd_umuc