Chapter Two: Trap-Ease America
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Chapter Two: Trap-Ease America
Martha and 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?
Answer: First of all, they need some information about their product type. How long it will last with typical use? How many years one trap can serve its customer? Etc.
Secondly, they need some information about their customer. For example, how frequently customers buy a mouse trap? Do they really prefer mouse trap for dismissing this issue still?
And also some information about media coverage and publicity.
Buy judging the information, I think as they think that they face a once-in-a-lifetime opportunity, their mission statement will be proportional to the thinking. So, it maybe like “We will give you the opportunity to experience the most innovative mousetrap” or something like that.
If I have such kind of product, and someone give me the responsibility to write its mission statement, I will write “We will provide you with the best solution of mouse issue through our innovation according to your ever changing need” or something like that cannot be restricted by time, place and manner.
Has Martha identified the best target market for Trap-Ease? What other market segments might the firm target?
Answer: From the case, I noticed that Martha identified women as its best target market by stating that men were more willing to buy traditional, spring-loaded trap. I think, it is not the best target market.
The best target market will be both men and women. Because, mouse is not an expected animal to stay at home neither by women nor by men. So, if any trap can trap mouse more than traditional trap why only women will prefer it? So, the other market segment that the firm might target is men.
How has the company positioned the Trap-Ease for the chosen target market? Could it position the product in other ways?
Answer: For positioning the product in the mind of target customers, Martha adopted different promotional activities. She planned to use $60,000 just for these promotional purposes. About $50,000 of which for travel cost to visit various trade shows and to make sales calls on retailers. She also budgeted $2,50,000 for administrative and fixed costs for the first year. She also adopted direct sale method to position the product in target market.
It could position the product in other ways, mostly by observing their customers demand and thinking out of box.
Describe the current marketing