Trap-Ease America Questions
Trap-Ease America Questions
1) Martha and the Trap-Ease America investors believe they face a once-in-a-lifetime 1) Martha and the Trap-Ease America investors believe they face a once-in-a-lifetime opportunity. What information do they need to
opportunity. What information do they need to evaluate thisopportunity?evaluate thisopportunity?
By saying they face a once-in-a-lifetime opportunity I assume that they are talkingabout the By saying they face a once-in-a-lifetime opportunity I assume that they are talkingabout the potential for profit and growth. However, from this case it doesn¶t seem thatMartha, the potential for profit and growth. However, from this case it doesn¶t seem thatMartha, the president of Trap-Ease had done enough research into her market torealistically assess whether president of Trap-Ease had done enough research into her market torealistically assess whether the demand for her product would be there. First she wouldneed to decide what customers want the demand for her product would be there. First she wouldneed to decide what customers want and need. Do they want or need the safety and extrafeatures that the Trap-Ease delivers? It seems and need. Do they want or need the safety and extrafeatures that the Trap-Ease delivers? It seems that Martha and the investors were toofocused on how amazing their product was and not the that Martha and the investors were toofocused on how amazing their product was and not the actual needs or wants of thecustomers that would be buying it. If Trap-Ease where to follow a actual needs or wants of thecustomers that would be buying it. If Trap-Ease where to follow a Societal MarketingConcept then they would probably more successful because they are Societal MarketingConcept then they would probably more successful because they are marketing such anew and innovative product which in the long run creates less waist because it marketing such anew and innovative product which in the long run creates less waist because it is re-usable and is more human because of the trap and release possibility. If they used is re-usable and is more human because of the trap and release possibility. If they used theSocietal Marketing Concept it wo
theSocietal Marketing Concept it would augment their products strengths.uld augment their products strengths.
2)How do you think the
2)How do you think the group would write its mission statement?How would you write it?group would write its mission statement?How would you write it?
I think that the group would probably write its mission statement centered around theirinnovative I think that the group would probably write its mission statement centered around theirinnovative product because they are too concentrated on their product and concentratedenough on their product because they are too concentrated on their product and concentratedenough on their customer. They would probably write something like, ³Making a bettermousetrap so that all customer. They would probably write something like, ³Making a bettermousetrap so that all those who trod do
those who trod down our beaten path will benefit.´ Twn our beaten path will benefit.´ They shouldtake the concentration off ohey shouldtake the concentration off of their f their product and concentrate on their customer. A bettermission statement would go something like product and concentrate on their customer. A bettermission statement would go something like this and include text which satisfiedcustomers¶ needs or wants; ³Striving to better satisfy pest this and include text which satisfiedcustomers¶ needs or wants; ³Striving to better satisfy pest eliminating needs of ourcustomers through innovation and quality.´ This applies to their current eliminating needs of ourcustomers through innovation and quality.´ This applies to their current product andgives them roo
product andgives them room to expand into other areas om to expand into other areas of vermin or rodent control.f vermin or rodent control.
3)Has Martha identified the best target market for Trap-E
3)Has Martha identified the best target market for Trap-Ease?What other market segments mightase?What other market segments might the firm target?
Martha has targeted women for her product. She feels that women are the best group totarget because they don¶t like the mess or the risks created by traditional mouse traps.This is a good
marketing segment to start off with but there are a couple of things thatMartha could have improved on. First off, she should have probably segmented womeninto a couple different groups. In today¶s world all women don¶t stay at home and takecare of kids. In fact the population of women that do that is rapidly shrinking and beingreplaced by independent professionals. In effect, by targeting women that stay at home,Martha is targeting a shrinking
market. She could probably segment women into acouple different categories. For example: working women, single women, house wives,etc. There are also other markets which Martha could target.
Some other market segments that hold large potential for the Trap-Ease aremarkets like environmentalists, animal lovers, corporate businesses and families. TheTrap-Ease mouse trap is re-useable and therefore is reusable and therefore creates less ofa strain on the environment which would make it a very attractive thing forenvironmentalists and people who care about the earth. The environmentalist market isalso growing as people become more aware of global warming and other problems suchas deforestation. Animal lovers would love the Trap-Ease mouse trap because it doesn¶trequire poison or pose the risk of snapping closed on a paw or tongue of a pet. CorporateBusinesses would probably like the Trap-Ease mouse trap because of its high qualitymore futuristic image and the fact that it would create as much of a mess. They wouldprobably be less hesitant to have them sitting around the office. Families with kidsshould be the primary market segment of Trap-Ease seeing as it will probably be theirlargest. Mouse
traps and poison pose a very large risk to infants and toddlers and caringmothers and fathers would probably happily buy a product which would better protecttheir children.
4)How has the company positioned the Trap-Ease for the chosen target market? 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 veryinnovative and well engineered product. It has done this by winning awards from tradeshows and magazines. If it is better able to connect these features of the mouse traps withthe needs and
wants of their target consumers then they should be able to generate alarger 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 orthey could lower it¶s cost and make it more affordable. By making it ³the mostaffordable, innovative mouse trap´ on the market they could probably gain some moredemand. Another way in which they could position their product would be by having anincredibly good customer service team that could deliver services to their customers thatwere having problems using the product. By having a good customer service team theycould build better relationships with their customers and increase their customer equity.
5)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 andPromotion. Currently Trap-Ease only has one product, their mouse trap. They probablycould create a couple different versions of their mouse trap in order to offer more variety.The higher price of their mouse trap seems to be consistent with a quality differentiationstrategy but they probably could offer a wider range of prices on the different models oftheir trap if they chose to widen their product range. Right now they are trying todistribute their product through stores like Kmart and
Safeway. A really good market tohit would probably be the internet. People on in the internet are often times into quality,ease of use, and innovativeness and don¶t mind spending a little more money to get whatthey want. It is also a high profit market because it reduces transportation costs and thereare no middle man costs. The promotion of the Trap-Ease mouse trap seems to be one oftheir largest problems. They should promote over the internet for certain on sites thatthey think their target market will be visiting and they should also think about putting outads on TV. In this changing high tech environment magazine ads aren¶t enough anymore.
6)Who is Trap-Ease America¶s competition?
Trap-Ease America¶s competition is any company that creates mouse traps. They face amarket in which large volume of low quality low cost mouse traps are sold. There arealso poisons that are
sold which are a danger to pets and animals as well as the mice theyare supposed to kill. There are also other versions of live catch mouse traps out there.An example of one of Trap-Ease¶s competition is d-CON who offers both baits and traps.They actually also offer a version of a no touch mouse trap in which you don¶t have totouch the mouse after you have trapped it. They are selling this for $4.29 which is higherthen the suggested retail price for the Trap-Ease mouse trap which is $2.99. This wouldsuggest that Trap-Ease has priced lower then some of its competitors which will give it apricing advantage. Companies such as Havahart offer traps which humanely catcheverything from mice to voles and shrews and are competition for the humane factors ofthe Trap-Ease trap. Other competitors include: Victor, JT Eaton and Riddex.
7)How would you change Trap-Ease¶s marketing strategy?What kinds of control procedures would you establish for this strategy?
The first thing I would do to change Trap-Ease¶s marketing strategy would be to increasethe amount of people in their marketing team.Although Martha was probably trying tokeep down costs by not hiring anyone for her marketing team she made one importantmistake.One of the most important things when coming out with a new product is themarketing because until you¶ve communicated the benefits of your product to theconsumer there will not be sufficient demand for it.Her entry into the market was toosmall scale and chances are that with such an innovative product that the company willdo better in the long run with a larger scale entry.She should have asked for a largerbudget and hired more people for the marketing team.She should have then put muchmore work into the Analysis of her target markets and perhaps expanded her scope oftarget markets while increasing the segmentation.This would allow her to betterdifferentiate her product.
I would put in operating controls and strategic controls in order to monitor the marketingteam¶s progress and make sure that what they are doing is consistent with the company¶sgoals and
strategy.These controls would very important for gathering the informationthat would form the strategies in the coming years.It would also probably help to do amarket audit at some point during the first year just to make sure that things are runningsmoothly and it shouldn¶t cost that
much to do one at such an early stage in thecompanies development because of the smaller volume of papers to audit.
