Case Analysis: A group of investors had formed Trap-ease America in January after it had obtained worldwide rights to market the innovative mouse trap. The group then hired Martha to serve as president, and to develop and manage trap-ease America organizations. Even though the product is well designed, and is bringing a new idea to the market, by using a good trap to catch the mice, it didn’t bring much profit to the company. Even after winning over 300 new products, that wasn’t enough to attract customers in the market.
SWOT Analysis: is an overall evaluation of the company strengths, weaknesses, opportunities, and threats. The goal of SWOT analysis is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats (marketing by Armstrong/kotler page 55).
The SWOT analysis of trap- ease America Company is as the following:
• Very innovative and well-designed product.
• The product is reusable, which means that it’s a long lasting.
• There is a less risk involved.
• The product is also good for the environment, as it doesn’t pollute the air or harm the kids.
• The product price is high, compared to the others in the market.
• The promotion is weak, and low.
• They are more concentrated on the product, than customers.
• Not proper segmentation.
• Different product with a new idea, and a high potential market.
• There are few competitors in the market.
• Ease to use product than other.
• Competition against the traditional trap, and any company that create mouse traps
• Chemicals or pesticides.
My own ideas about the points that I think they should or have worked on:-
1- Market targeting: which is the process of evaluating, each market segment attractiveness and selecting one or more to enter?
Martha’s market targeting wasn’t good