COMPANY CASE: TRAP-EASE AMERICA:
THE BIG CHEESE OF MOUSE TRAPS.
Question No. 01:
Martha and the Trap-Ease America investors believe they face 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?
Once in-a-lifetime opportunity, specifically in the case of selling a product can be best availed by:
Developing effective strategic plans
Setting unique and more achievable goals and objectives
Creating strong customer relationships
Segmenting and targeting the market and the proper positioning of the product
Deciding effective marketing mix
Managing the marketing process that is analysis, planning, implementation and control.
Mission Statement Written By the Group:
We sell new and improved mouse traps!
Mission Statement Suggested:
To endow with its shared sense of purpose, expertise and professional approach, Trap-Ease will strive to provide innovative and solution oriented product specially for a good housekeeping!
Question No. 02:
Has Martha identified the best target market for Trap-Ease? What other market segments might the firm target?
Martha has selected the appropriate segment of market for these traps, the women, but its sale can be extended to a few other segments such as the small shops and stores or may be in office setups.
Question No. 03:
How has the company positioned the Trap-Ease for the chosen target market? Could it position the product in other ways?
The company has positioned the product for chosen target market by:
Displaying the product at booths in trade shows
Running feature articles in magazines and articles in various popular press and trade publications
Subjecting the product in numerous talk shows.
The company has given the image of Trap-Ease to the customers as: it is more advantageous, safe and easy to use product when compared with traditional spring loaded traps or poisons as it is posing no injury or poisoning threat to children or pets. Furthermore, with Trap-Ease, consumers can avoid the unpleasant "mess" they often encountered with the violent spring loaded traps, specially the targeted women who do not like the traditional traps. The trap creates no "clean up" problem. Finally, the user could reuse the trap or trap or simply throw it away.
The positioning of the product could be improved by expanding the segments of target customers such as the shop keepers and in the cabins of offices setups by making them to believe that it is useful to them as well. To gain competitive advantage, the company could offer greater value to target customers by means of discounts or some other ways of sales promotion.
Question No. 04:
Describe the current marketing mix for Trap-Ease. Do you see any problems with this mix?
Current marketing mix for Trap-Ease by means of 4Ps:
Design: Consisting of a square, plastic tube.
The tube measures about 6 inches long and 1-1/2 inches in diameter. The tube bents in the middle at a 30-degree angle, so that when the front part of the tube rests on a flat surface, the other end elevates. The elevated end held's a removable cap into which the user places bait (cheese, dog food, or some other aromatic tidbit). The front end of the tube has a hinged door. When the trap is "open," this door rests on two narrow "stilts" attached to the bottom corners of the door. Features: The simple trap works very efficiently. A mouse, smelling he bait, enters the tube through the open end of the trap drop downward. This action elevates the open end, allowing the hinged door to swing close, trapping the mouse. Small teeth on the end of the stilts caught in a groove on the bottom of the trap, locking the door closed. The user can then dispose the...
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