Trap Ease America- Case Study

1. Martha and the Trap-Ease America investors believe 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?

To evaluate this opportunity Martha and the trap-ease America need to develop effective strategic plans. Company also needs to understand and identify the customers’ needs correctly and respond accordingly. From the case it seems market research was not conveyed which help create major selling point. The segmentation and targeting was also ineffective due to the fact that there are similar products available in the market. Also The Company needs to take care to develop a integrated Marketing mix that is look after both the 4 P’s and the 4 C’s.

The Mission Statement according to the case is suggested to be “we sell new and improved mouse traps”

Our Suggested Mission Statement might be: “Making it easy “

2. Has Martha identified the best target market for Trap-Ease? What other market segments might the firm target?

Martha has selected the appropriate segment of market for these traps, the women, this can be backed by the fact that women will try to avoid the spring-loaded mouse traps for safety of children and pets but its sale can be extended to a few other segments such as the small shops and stores or may be in office setups that sometimes get affected by mouse infestation.

3. How has the company positioned the Trap-Ease for the chosen target market? Could it position the product in other ways?

The Company has positioned the product for chosen target market by displaying the product in trade shows, running feature articles in magazines and articles in various popular press and trade publications and subjecting the product in numerous talk shows. The company has given the image of Trap-Ease to the customers as: it is more advantageous, safe and easy to use product when compared with traditional spring loaded...