Case Study on: Trap-Ease America
Md. Anamul Haque Rubai
East West University, Dhaka.
Abdul Wahed Saad Mahmud
ID No: 2008-2-10-245 ID No: 2008-2-10-186 Hasibul Alam Jahid Bin Islam ID No: 2008-2-10-169 ID No: 2008-2-10-083 Fahmid Khan
ID No: 2008-2-10-178
Bachelor of Business Administration
Objective of this Case Study
There are some objectives of this case study. Such as,
•Know the history of Trap Ease.
•Sought outing the problems.
•To find out target market.
•Re-positioning trap ease product.
•Defining the trap ease marketing mix
•Identifying the competitors.
•Re-arranging the old and new strategies.
1. Very innovative and engineered product
2. Highly environmental.
3. Long lasting product because of re-usability. Opportunities
1. High potential market.
2. Attractive product.
3. Ease to use product than other.
4. Less competitors.
1. High price.
2. Less promotion.
3. Not proper segmentation.
4. Product oriented strategies.
5. Lack of marketing people.
1. Any company that can create mouse traps. 2. Insecticide.
A group of investors has purchased the U.S. rights to sell a patented, innovative mousetrap from an inventor. The group has hired Martha House to manage the company that includes assuming responsibility for sales and marketing. Trap-Ease America has targeted the trap to housewives, whom it believes will be attracted to the safety and cleanliness that its trap offers. The trap lures the mouse into a square tube in which it finds itself trapped alive. Thus, there is no danger in baiting and setting the trap, and there is no “mess” resulting from the trap’s operation. Martha is marketing the trap directly to large retail store chains such as Safeway and Kmart. The traps are sold in packages of two and are priced at $2.49—about five to 10 times the price of the traditional, spring-loaded trap. Martha has been promoting the mousetrap through trade shows and personal selling. As the case opens, she has just returned from a trade show at which the mousetrap received the award as Best New Product of the Year. Despite the innovativeness of the mousetrap and its success at gaining public attention, sales are disappointingly slow. Martha finds herself wondering why the world is not beating a path to her door, as Ralph Waldo Emerson would have predicted.
Martha and the Trap-Ease America investors feel 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. In order for the company to fully realize the potential of their product, they must formulate a strategic plan that incorporates the organization’s goals and capabilities with its changing market opportunities. In order to do so, internal and external information must be evaluated and integrated. Internally, Trap-Ease America must ask itself: What is our business? Just mice traps or something more? What are our objectives that guide our short term and long term plans? Profit or market share? Sales quantity or quality? In regards to physical, human, financial and organization capital, what are our resource-based capabilities and constraints? What do investors want?...