Trap-Ease America: The Big Cheese of Mouse TrapsEssay Preview: Trap-Ease America: The Big Cheese of Mouse TrapsReport this essayCase studyTrap-Ease America: The Big Cheese of Mouse trapsFaculty Name : Mr.A.RameshTeam Members : T.Ritu Sri, Tanushree Das, T.Uday , Abhiram, M.Krishna Rao, V.Vamsi KrishnaIssue: – A group of investors in order to market the innovative mouse trap formed trap ease America in January.They hired Martha to serve as president and manage the organization. But in spite of the clever design and efficiency, the product did not bring profits to the company. The demand and sales always fell radically short of expectations. Though the trap won the first place among all the new products in a trade show, it could not attract the customers. Martha detected some problems but none seemed serious. We are doing this case study to analyze what factors are responsible for this situation and suggest some strategies that will help Martha to sustain in the business and keep the investors happy.
Existing marketingstrategies:-Martha followed theproduct conce ptapproach.She thought that the value proposition of the product will bring along the customers without muchpromotion. The product was easy to use and designed keeping the safety of the customers in mind. Itsuniqueness lies in its re-usability.Communication Channel:-Numerous talk shows and trade publications had featured the uniqueness of theproduct.She promoted the product through trade shows.Targeting:-Martha has targeted the women specially the house wives to buy the product.Sheadve rtise d in magazines to attract the house keepers.Distribution Channel:-She sold the traps directly to large retailers.SWOT analysisStrengths:-Product Concept and ValueExploration:-Very innovative product and engineered well.Core Competency and Value Creation:-Long lasting product because of its re-usability.Core Competency and Value Creation:-Less risk involvedSocial
Hence the Product:
Lets not repeat the process of creating your own copy ofthis product.This is an actionable, clear and useful product to make your family and friends happy.”
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