Trap Ease America

Company Case 2 "Trap Ease America"

Sarah Henning

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?

In order to evaluate this once-in-a-lifetime opportunity they will need to look at who their target market is going to be and how they will obtain their target market. They will need to evaluate what their companies goals are and what their capabilities are. They will need to make their marketing strategy fall in line with their goals but not over stretch their abilities. They have to figure out the best and most efficient way to obtain their target market, with in their budget. They should focus on the following items...

Developing effective strategic plans

What are the companies goals and capabilities, what are its marketing opportunities?

Setting unique and more achievable goals and objectives

Being such a young company what is a realistic goal right out of the gate?

Creating strong customer relationships

She does not directly sell to the consumer but to a retail stores. She will need to communicate frequently and effectively, offer possible rewards, hold events, listen to communications from the customer, have great customer service, and make visits to the customer.

She would need to provide great customer service to the end customer and pay special attention to feedback on their product.

Segmenting and targeting the market and the proper positioning of the product

She needs to know who they are targeting as an end customer and how they want their product displayed.

Deciding effective marketing mix

The right product paired with the right price, offer it in the right places and promoted correctly to produce the desired response from the target market.

How I would write Trap Eases' Mission statement:

"The most innovative mouse trap on the market!"

Mission Statement:

We make pest control clean, easy, and safe for our customers through quality and innovation. Our product is environmental, animal, and child friendly. It is the most innovative mousetrap on the market today.

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