Trap-Ease America

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 determine if the innovate trap-ease is a once-in-a –lifetime opportunity, the company should conduct research on what consumers’ need are. After learning customers’ need, they should objectively evaluate whether the product satisfy need. However, in this case, no research has been done about the need of customers, It is based on general assumption that everyone would like to get rid of mouse humanly and the amazing idea and awards that product presents.  I think the company would write their mission statement as: we provide an easy and innovative mouse trap to control mouse humanely and comfortably. I would write we strike to provide you an effective and safe method of pet control and elimination.

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

Martha identified women as the best target from her earlier research. And the targeted women are the stay-home mothers. Apparently her research focuses on the sex which product tends to apply to.  Their research should have focused on the customers who have the need to get rid of mouse. Food is the number target for mouse, thus everywhere that has food, and especially the storage of food is having the greatest chance of mouse. Thus, farmers, food process manufacturers, grocery stores, warehouses for food, and restaurants are the primary segments which the firm should target.  

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

The company positioned the trap-ease as an amazing, hassle-free, award-winning, well-recognized mousetrap. Due to the lack of market research and winning of award and recognition, the company assumed the product would solve the problem for customers. Instead of focusing the award and recognition, they should focus on how their product satisfies customers’ needs to get rid of mouse.    

4. Describe the current marketing mix for Trap-Ease. Do you see any problems with this mix?

In the marketing mix of 4p for trap-ease, the company has only one product. As for a new company, this has more advantage more than disadvantage. The company can focus on one product then make it the best before increasing the number of products. The problem in this case is the usage life of the product. “There is few repeated buying”. It indicates the trap normally last for quite some time before replacement.