Company Case. Trap-Ease America: The big cheese mousetraps
1) Martha and the Trap-Ease America investors believe they face a once-in-a- lifetime opportunity. What information do they need to evaluate this opportunity? How do you think the group would write its mission statement? How would you write it? By saying they face a once-in-a-lifetime opportunity I assume that they are talking about the potential for profit and growth. However, from this case it doesn’t seem that Martha, the president of Trap-Ease had done enough research into her market to realistically assess whether the demand for her product would be there. First she would need to decide what customers want and need. Do they want or need the safety and extra features that the Trap-Ease delivers? It seems that Martha and the investors were too focused on how amazing their product was and not the actual needs or wants of the customers that would be buying it. If Trap-Ease where to follow a Societal Marketing Concept then they would probably more successful because they are marketing such a new and innovative product which in the long run creates less waist because it is re- usable and is more human because of the trap and release possibility. If they used the Societal Marketing Concept it would augment their products strengths. I think that the group would probably write its mission statement centered around their innovative product because they are too concentrated on their product and concentrated enough on their customer. They would probably write something like, “Making a better mousetrap so that all those who trod down our beaten path will benefit.” They should take the concentration off of their product and concentrate on their customer. A better mission statement would go something like this and include text which satisfied customers’ needs or wants; “Striving to better satisfy pest eliminating needs of our customers through innovation and quality.” This applies to their current product and...
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