Trap Ease Case Study
1. Martha and the investors in the Trap Ease seem to face a “once in a lifetime opportunity.” What information do they need to evaluate this opportunity? How do you think the investor group would write the mission statement? How would you write it? Trap Ease America has obtained worldwide rights to market an innovative mousetrap which had won the title of “best new product” at a National Hardware Show in Chicago. In order to evaluate this once in a lifetime opportunity the investors at Trap- Ease need to understand the market place in which they will be operating in terms of customer needs, customer wants and demands in order to create value for customers and build a strong customer relationship to capture value from their potential customers in return. This will help Trap Ease to identify who will be the best target market for their product and what would be the best market offering, how your target market makes purchasing decisions, how your competition positions their products and what your product has to offer. B) I think that the investor group would write a product oriented mission statement stating the product that they offer for example “ we sell an innovate mousetraps” where as I would write a market oriented mission statement geared towards satisfying the customer basic needs.
2. How is the product positioned relative to the selected target market in the case? Are there other ways to position the product? Trap –Ease America’s research revealed that women were the best target market for their product. The mouse trap is safe and easy to use and avoided the unpleasantness and risks of trapping their figures that the traditional mouse trap has. Product position is what comes to mind when your target market thinks about your product compared to competitor’s products. Product positioning can be used to influence the market’s perception of Trap Ease product. Martha tried to position her product against competitors by...
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