Trap Ease Case
By : FAJRI RAMADHAN
Magister Management – Eks XVII
1. Martha and the Trap Ease America investor feel they face a “once-in-a-life-time opportunity”. What information do they need to evaluate this opportunity? Information that they need is to see if there are any Companies ( competitors ) that produce similar products (mousetrap) do not have the similar technology with Trap-Ease product, that they have a better mousetrap, efficient and easy to use and without any risk to any injured or poisoned by how the mouse trap compare to a traditional ways. So this is a new breakthrough in technology mousetrap, this is the major information to be evaluated by them so that they feel this is the opportunity of a lifetime to be able to market their products to the global market.
How do you think the group would write its mission statement? In my opinion, group of the company can make its mission statement by positioning their products as "new product" and "will continue to innovate and growing in advanced technologies" that had not previously found and thought of by others in similar products.
How would you write it?
The mission statement which will I create for this product will be approximately as follows, "Continue to create products with new creations that have beneficial to consumers who are concerned with the production of a mouse trap – Trap-Ease is different and more safe with similar products on the market.
2. Has Martha identified the best target market for Trap Ease? Martha has been identified the best target market by doing research on his target consumers, where the results of these studies suggested that the target market they are focused is a women, this is because women do not like how the old trap works (trap traditional). These women wanted a solution that can solve the mouse problem but they can avoid any discomfort and risks that caused by a spring trap or other device that uses rat poison. (Traditional trap).
What other markets segments might the firm target?
Other market segments that may be focused by company besides home household is agricultural sector which has a problem with mouse for their agricultural products, as well as industry segments such as restaurant, a bakery store that should maintain the cleanliness of their place and food from the mouse..
3. How was the company positioned the Trap-Ease ?
The company positioned Trap-Ease as a smart equipment with new technology that able to resolve the mice problem in a more secure, convenient compared to traditional mice trap that has been on the market. And also as a mice exterminator which is suitable for housewives and any women who do not want to deal with troublesome to clean all the dirt caused by the traditional mouse trap.
4. Describe the current marketing mix for Trap-Ease
Before I explain the marketing mix of the Trap Ease, then allow me to be able to explain the definition of the marketing mix. The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing. Marketing Mix can also be defined as combination of marketing elements used in the sale of a particular product. The marketing elements center around four distinct functions, there are: product, price, place (of distribution), and promotion. All these functions are considered in...