Marketing and Trap Ease

Topics: Marketing, Market segmentation, Product differentiation Pages: 6 (1801 words) Published: October 10, 2014
Swot Analysis of Trap-Ease
Executive Summary:
Trap-Ease America has the patent to a revolutionary new mouse trap. Trap-Ease America expected the revolutionary mouse trap to sell like hot cakes unfortunately things have not progressed as predicted so far. A few major problems can be identified with the overall business strategy of Trap-Ease America. First of all, the President of the company happens to be the only sales person as well for the product. Secondly, there seems to be a wrong selection in terms of market segmentation. Even though the product is a revolutionary one, however it is still only an improvement of an age-old device. Regardless of how much promotion the product has received from third party reviewers, the consumers still need to be educated on why this more expensive mouse trap is better than the conventional ones. Thus it is imperative that the President hires experienced sales people in order to reach and educate more potential consumers. Apart from that, it is also important to change focus in terms of target market, since the current strategy is targeting women. The target market should be anybody facing the issue of mice in their household. With the right marketing and positioning strategy, along with a strong sales force, Trap-Ease America can definitely capitalize on the revolutionary product. SWOT Analysis:

Strengths
• Very innovative and engineered product
• Highly environmental
• Long lasting product because of re-usability
Weaknesses
• High price
• Less promotion
• Not proper segmentation
• Product oriented strategies
• Lack of marketing people
Opportunities
• High potential market
• Attractive product
• Ease to use product than other
• Less competitors Threats
• Any company that can create mouse traps
• Insecticide

Trap Ease America
Trap-Ease America: The Big Cheese of Mousetraps
Trap Ease America is the number “ONE” mouse trap that has been in the market for many years. Is easy and safety to use. User can dispose of the mouse while is still alive, or the user could leave it alone for a few hours to suffocate inside the trap. Trap Ease had won a contest and beat 300 new products. According to people magazine, Trap Ease has brought a lot of attention and therefore they have a high demand. But Trap Ease had not actualized the demand. A group of investors invested into Trap Ease and hired a retired rancher and Martha to serve as president to develop and manage the Trap Ease America organization. Questions for Discussion

1. The first step Martha and her team need is the 4 C’s. The 4 C’s consists of Customer Needs & want, Cost to customer, Convenience and Communication ( Robert L). My mission statement would be “to catch a mouse, NOW is “Safe and Easier”. To catch a mouse is “Cheaper and faster”, Trap Ease is the Solution to the mouse problems and child proof. 2. Martha has identified a few market segments (Women/ concern about mouse), but in my opinion; she has not been productive about it. In fact, Martha is having issues with building strong customer relationship. One market segment I will build will be a partner relationship management team. This team not only will recognize the 4c’s but also build an organizational culture for Trap Ease America organization. This team’s strategy will study consumer behavior and educate the rest of the organization. This will help to build a customer relationship and equity. Another advantage of this team will be to catch is customer value. By customer value, customer will be satisfied buy more and stay loyal. 3. Martha was the only salesperson for Trap Ease. Trap Ease had build publicity, Martha felt that she did not need much advertising. In fact, Trap Ease had earned Good housekeeping seal of approval and Home and Shelter magazines. Martha is confident that very little advertising needs it, but she is also realizing that she is short of salespeople. The product could be positioned in many...
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