Who is Trap-Ease America's competition? As advertisement, Martha is using a home and shelter magazine and Good Housekeeping seal. Second, it appears that Martha Fleet is having an issue by missing consumer delivery time. General decline in population of mice To develop the right marketing strategy a careful scanning of the internal and external environments is a must. Martha and the Trap-Ease America investors believe they face a once-in-a-lifetime opportunity. New mouse trap design 2. Background A group of investors had formed Trap-Ease America in January after it had obtained worldwide rights to market the innovative mousetrap.
On the other hand there shall be a complete different price offered for factories, farms, etc. Control can be constantly done though Customer Feedback Through focus groups and Trap-Ease hotline Target Market Sales Can be measured through market surveys or at the point of sale with the assistance of retail partners. Before targeting a market segmentation has to take place. Do you see any problems with this mix? So far, however, because the mousetrap had generated so much publicity, she had not felt that she needed to do much advertising. In other to ascertain whether Martha has identified the best target market for Trap-Ease we will look at what is a market and what does target markets involves. I would use the product innovative aspect to promote it to a larger potential clientele. Trap-Ease mix is relaying basically on appearances in trade shows and some limited advertisement which I believe should be completely reversed.
How do you think the group would write its mission statement? I mean have been using other services from different websites with erratic degree of satisfaction, but this is way too perfect. The Trap-Ease had won the contest this year, beating out over 300 new products. Since Trap-Ease's chosen target market consists of women who do not like the traditional spring-loaded mouse traps, the company has positioned the product to be safe and more user-friendly. Honestly at the beginning I wanted to decrease the price by a small margin but after I saw that people appeared to accept the price after a small time I realized that decreasing price would decrease profits rather than increase sales. Trap-Ease are reusable and durable, therefore it create less effect on the environment. The mouse trap and poison they sell pose a large risk to pets and kids as well as the mouse they are supposed to kill.
She had the better mousetrap - Trap- Ease - but the world didn't seem all that excited. Trade shows were that primary and the main communication channel, with too little advertisement. One of the benefit is when poison is used the mice may end up dead anywhere and stink up the office environment before it is found whereas the Trap-Ease you would know exactly where you place it and can dispose of it in a timely manner. Family with kids would also like to have Trap-Ease, traditional mouse trap and poison pose a very large risk to infant and kids. Trap-Ease has chosen women who mostly stayed at home and looked after their children as their target market. Before targeting a market segmentation has to take place. What other market segments might the firm target? Market Share Measure how much Trap-Ease sell compared to direct competitors, mainly Traps.
Martha needs to think about her marketing concept, which is a philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. What information do they need to evaluate this opportunity? The environmentalist market are growing rapidly as more and more people are getting aware of the problem faced by the earth such as global warming and deforestation. I would change the fact the design just a little to ensure that once the mouse is trap it dies instantly or offer the customer a choice of purchasing one where the mouse dies instantly or it is caught alive. Trap-Ease America Consumer Product Specialty Product Core Competence: Product Features Advantages of using the Ease-Trap User Friendly Child Friendly Pet Friendly No Poison Reuse No clean-up Mission Statement: Providing a mouse-free environment in a convenient and effective manner while considering everyone's needs and values. As it walked up the angled bottom toward the bait, its weight made the elevated end of the trap drop downward. Company Case Study: Trap-Ease America: The big Cheese of Mousetraps In Chapter 2, we analyzed Trap-Ease America, a company that developed an innovative mousetrap, yet was unable to materialize demand for the product. To keep the investors happy, the company needed to sell enough traps to cover those costs and make a reasonable profit.
Low price elasticity market as price is generally low Weakness 1. In fact, Trap Ease had earned Good housekeeping seal of approval and Home and Shelter magazines. In fact the population of women that do that is rapidly shrinking and being replaced by independent professionals. The Trap-Ease is an above average product that provides a much needed customer solution. What information do they need to evaluate this opportunity? Ease to use product than other. Then, the company has contracted with a plastics-manufacturer to produce the traps. What other market segments might the firm target? Trap- Ease has many advantages when compared with traditional spring-loaded traps or poisons.
As it walked up the angled bottom toward the bait, its weight made the elevated end of the trap drop downward. What other market segments might the firm target? With the right marketing and positioning strategy, along with a strong ales force, Trap-Ease America can definitely capitalize on the revolutionary product. The product could be positioned in many different ways. These women often stayed at home and took care of their children. What kinds of control procedures would you establish for this strategy? She sold the trap directly to these large retailers, avoiding any wholesalers or other middlemen.
What information do they need to evaluate this opportunity? However, the delivery truck came more than 3:00 p. Changes in rodenticide regulations went into effect in mid-2011 in an effort to prevent rodenticide hazards to wildlife and pets and reduce accidental exposure to children. Answer : The problem that Martha and the Trap- Ease America investor faced are : a. They should check for the practicality and strategic requirements of the chosen 4 Ps and they should implement an effective strategy for getting maximum mileage from the given scenario. Setting unique and more achievable goals and objectives? There is no variety in the packaging therefore customers do not have a choice as whether they want a package with one or two.
The elevated end held a removable cap into which the user placed bait cheese, dog food, or some other aromatic tidbit. There are also other markets which Martha could target. Instead, Martha should categorize her market by single women, working women, housewives, mothers etc. Many retailers just use the sample on their desk as conversation pieces. A customer hotline that assist customers to get rid of mice would be a great addition, not only aiding people on how to use Trap-Ease or where you can get it, but how to get rid of mice in general. Has Martha identified the best target market for Trap- Ease? I think that the mission statement should be written in a such a way where it describes how this mouse trap is something different and innovative compared to its traditional counter parts because i think if the difference is clearly mentioned in the mission statement than it would definitely catch the interest of the customer when they are deciding on which mouse trap to buy.
This is a good marketing segment to start off with but there are a couple of things that Martha could have improved on. Perhaps they could try to focus on companies as well for example supermarkets or food factories. Furthermore, with Trap-Ease, customers can avoid the unpleasant mess the encounter with the violent spring-loaded traps-there are no clean-up problems. To come up with a mission statement one must answer the following questions: What is our business? What other market segments might the firm target? This advantage would attract environmentalist that would care more for the earth. My car is going to go farther than the 40 meters that is expected. There are several controls in place that can be used to monitor a marketing budget, including print advertising expenses, travel expenses for trade shows. In this case- study, despite having a product that should have set the company up for success, it fails.