Case Study: Trape-Erase

Introduction

Martha and the Trap-Erase America investors have worked hard to sell their product and have marketed it to women as a clean, innovative device to better dispose of vermin without the use of poisons. This is a fantastic idea that this paper will cover in detail. Additionally, this review will cover issues with the company’s marketing style and target market as well as what they are doing right. It will help address issues with establishing a mission statement. Secondly, it will address the possibility of expanding into additional markets. Thirdly, it will suggest possible advertising opportunities.

Questions

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?

Martha and the Trap-Erase America investors would need to perform a SWOT analysis. Additionally, they would benefit from doing research on the needs and demands of the customers. They can do this in the form of surveys. The team should include whether the product has met the customers’ needs as well as evaluating the effectiveness of salespeople. The survey’s results could be used to address any customer complaints and/or additional needs or suggestions for improvement. This would also help determine if customers are willing to pay more for the “more-for-more” value proposition offered (Kotler, 2014).

The mission statement that the group should use would be something like the following: We provide a mouse-free environment in the easiest, cleanest, and most effective manner while considering everyone’s needs and values.

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, but should extend its market to include men as well to help outsell the traditional mouse traps....