TrapEase: Case Synopsis

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TrapEase Case Synopsis:
Statement of Problem:
* At the present time, the immediate surface problem TrapEase is facing is that they not selling their product as fast or in the quantities forecasted to be profitable.

* The more important and underlying problem facing TrapEase is (1) whether their identified target market is the most profitable market segment to target their efforts, and (2) if their marketing mix strategies are effective in communicating and delivering value to the target customer. Decision:

* To improve her marketing efforts to her identified consumer segment or to reposition the company to target a new market segment.

Analysis of the Causes of the Problem(s):
* Lack of target market research
* Lack of market research
* Limited resources for delivering and managing the product/value created

Alternatives: Criteria
* Profit
* ROI
* Ease of Implementation

Alternatives: Options
(1) Adjust marketing mix to fit target market of women by conducting extensive target market research (Low Profit, Medium ROI, High Ease) (2) Reposition marketing mix and strategy to be a mass marketed product (Medium Profit, Medium ROI, Medium Ease) (3) Reposition company strategy and marketing mix to primarily serve business customers (High Profit, Low ROI short term, Low Ease)

Recommended Solution:
* Reposition marketing mix and strategy to be a mass marketed product * Long-term profitability, short-term feasibility

Implementation Plan:
* Hire a marketing firm to conduct marketing research
* Conduct research on mousetrap market
* Adjust marketing mix given research to increase distribution and communication * Focus communications to consumers on increasing awareness and providing information in stores where they look for mousetraps * Hire a sales team to deliver and manage both value and relationships

Risks & Alternative
* Costs will be greater than profits in the short term and investors will pull the plug on the company * After hiring sales team, Martha focuses on raising additional capital to cover the initial marketing costs

Assumptions:
* Martha has not conducted research
* Increasing communications will be effective in overcoming familiarity heuristic

Trap-Ease Case Analysis

Statement of the Problem:
At the present time, the immediate surface problem TrapEase is facing is that they not selling their product as fast or in the quantities forecasted to be profitable.

The more important and underlying problem facing TrapEase is (1) whether their identified target market is the most profitable market segment to target their efforts, and (2) if their marketing mix strategies are effective in communicating and delivering value to the target customer.

DECISION:
To improve her marketing efforts to her identified consumer segment or to reposition the company to target a new market segment.

Analysis of the causes of the problem:
(1) Cause: Lack of target market research
Effects: First, Martha did not understand how and in what ways to communicate with her target market so that her possible customers were aware of her product and how it functioned. Her target market is not found a tradeshows, though she structured the majority of her promotions budget to attend the shows. It would appear that she assumed that her target market would be readers of Good Housekeeping and other “home and shelter” magazines, or viewers of the talk shows that mentioned the product, and that the consumers would choose her product based on the numerous awards it has won. She also seems to have simply assumed that by hearing about the product, consumers would purchase it.

However, consumers have selective attention to advertisements and unless they are motivated to pay attention to the product being advertised (e.g., if they currently face a mouse problem), they most likely would not pay close enough...
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