Marketing and Mouse Trap

1462 Words Jun 11th, 2010 6 Pages
Company Case. Trap-Ease America: The big cheese mousetraps

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?
By saying they face a once-in-a-lifetime opportunity I assume that they are talking about the potential for profit and growth. However, from this case it doesn’t seem that Martha, the president of Trap-Ease had done enough research into her market to realistically assess whether the demand for her product would be there. First she would need to decide what customers want and need. Do they want or need the safety and extra features that
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Could it position the product in other ways?
It seems that the Trap-Ease mouse trap has positioned itself in the market as being a very innovative and well engineered product. It has done this by winning awards from trade shows and magazines. If it is better able to connect these features of the mouse traps with the needs and wants of their target consumers then they should be able to generate a larger demand. They could also try to change it’s position a little bit.
Trap-Ease could also position the product as causing less waist because it is re-useable or they could lower it’s cost and make it more affordable. By making it “the most affordable, innovative mouse trap” on the market they could probably gain some more demand. Another way in which they could position their product would be by having an incredibly good customer service team that could deliver services to their customers that were having problems using the product. By having a good customer service team they could build better relationships with their customers and increase their customer equity

4.Describe the current marketing mix for Trap-Ease. Do you see any problems with this mix?
The marketing mix of a company consists of the four P’s: Product, Price, Place and Promotion. Currently Trap-Ease only has one product, their mouse trap. They probably could create a couple different versions of their mouse trap in order to offer more variety. The higher price of their mouse trap seems
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