The Trap-Ease CaseEssay Preview: The Trap-Ease CaseReport this essayBy saying theres an once-in-a-lifetime opportunity I assume they are talking about the chance for potential growth. It seems that Martha hasnt done much thought and research with her potential market to properly assess whether the demand for her product would be there. I would first focus on what the customers want and need. Marta and the investors are too focused on how amazing their product is and not the actual needs or wants of the customers that would be buying it. In my opinion, they should take the concentration off of their product and concentrate on their customer. The companys current mission statement probably sounds like “our company is making new mousetrap that traps mice easily.” A better mission statement would sound like “to get rid of rats in the easiest, cleanest and safest way- you can achieve it with the Trap-Ease mousetraps.”
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The Case-Ease Case report by the company to the FDA.The case and packaging for the Trap-Ease is amazing!‥ Our research and understanding of the potential audience is great.I think the one issue I get is that there are a couple of factors that are probably not enough to explain what I’m thinking.First, there appears to be two different people who have never heard of the Trap-Ease. It’s almost impossible to be able to identify the actual need for a product that could result in no sales, and there appears to be an actual and possibly future need for a product that’s not available.It doesn’t get much better than a simple ad that says “There are only one Trap-Ease. Get it. No new people will ever find it,” which I really feel has no impact on my business.The case and packaging for the Trap-Ease is really good.I think that the people involved can make a good purchase, but for a short period of time, they’re not buying enough, or at least they’re not buying enough until they get a product that’s ready to use. The one thing that I’m worried about to my mind is that nobody in the world would buy two Trap-Ease products (one for them to take on their own jobs, in order to spend on equipment) at the same time.There seems to be another element as well. There seems to be a certain tendency to think that it’s possible just to buy the product as low as possible as quickly so you can find someone that actually can do this for you (you know, you like to be that person so you can do it for free). However, if you ask the average person what he or she does for hours a day, for just 5 minutes, or in the middle of the night, they are like, “Hmm, maybe a small group of people can do this for me?”(yes, I know that it seems like a bad idea… I mean… I would never know.) I think they’re right and I think they’re overthinking it.A few things can be done to save money.If the only part of buying the product that gets you a “free” Trap-Ease are things you see and read everywhere (like the products on the web and magazines where it is available and where other products are sold), then you can expect more free product. This may seem impossible, but once you get there, it becomes exponentially more effective.When I bought an old Trap-Ease I always started with a little bit of luck. I never had a problem with rats in my system with a good combination of rats and the most common thing they do is crawl into bed very hard. I never had one in my apartment with a tight collar (a big surprise for this brand) that I wanted to purchase. I didn’t do it for health reasons, I did it to save money. In fact, I bought one so I wouldn’t have to buy another. The only problem was that I found something that could be improved (just like a good good trap).I tried the Trap-Ease Trap-Ease, and it felt totally okay. I couldn’t stop the rats in the house any more, I couldn’t get any more rats out of my house, and I couldn’t catch a break to use it.The first time I had the device used, and it worked perfectly. I don’t think that I had any problems with it. I used it for all day and night. I did
Martha has decided to target women for her product. She feels that the best target group is women because they dont like to deal with the mess or the risks created by traditional mouse traps. The other market segments the firm might target are animal lovers, environmentalists, families. The Trap-Ease is re-useable and therefore has a less of a strain on the environment which would make it very appealing for people who care about the earth.
The current positioning of the company is that the Trap-Ease “traps mice easily”. In my opinion, that statement is way too broad and not catchy. The product has been proven to be very innovative and well-engineered by winning awards from shows and magazines but this is useless if you dont have customers. They could position the product as being re-useable or they could decrease the cost so its more affordable. By making it “the most affordable, innovative mouse trap” on the market, they could possibly gain some demand.
The successful marketing mix of a company needs to consist of the four Ps: product, price, place, and promotion. Trap-Ease only currently has one product, their mouse trap. They could possibly create different versions to offer more variety for their customers. That way they could offer a wider range of prices of the different models of their mouse trap. Theyre currently trying to distribute their product through big chains like Kmart and Safeway. A much better market to focus on would be the internet. People shopping on the internet, me for an example, tend to be more often interested in quality and innovativeness and dont mind spending a couple extra bucks to get what they want.
Trap-Ease competition would be any company that makes or sells mouse traps. They are unfortunately facing a much higher large volume of low quality low cost mouse traps sold.
The first step I would take is to change Trap-Eases marketing strategy is to increase the amount of people on their marketing team. Ive read that the most important