Trap Ease Case
Trap Ease Case 1) A once in a lifetime opportunity to me symbolizes, that if the company doesn’t get their marketing/sales strategy correct, within a specific time period, all their hope for the product to be outstanding, diminishes, because new products can surface that are similar and create competition for them. I feel as though Martha didn’t assess her target market’s needs and wants. I feel as though Martha exhibited marketing myopia, in which they focused on the (actual) product rather than satisfying the customer (core).I think the group would write its mission statement with the Ralph Waldo Emerson quote.
The mission statement should revolve around customer and the fact that the product is revolutionary and one of kind. 2) Martha believes that women are the target market for this product because the product reduces violence and mess. However, she is imagining this product more for housewife use, when in reality many women are now in the job world. So instead, Martha should categorize her market by single women, working women, housewives, mothers etc.They can expand their market to animal lovers, because it doesn’t put the mice at harm and they can be released. They can also be marketed to families with kids because then kids can see that the mouse wasn’t being hurt and also because the product doesn’t use poison, it doesn’t put the child in danger for monitoring the product.
3) I feel like Martha believes the product is innovative and sturdy, because of the amount of awards they’ve received. The product can be positioned under an eco-friendly campaign, since that is a rising trend in our society, since the product is reusable.The company is lacking on communication with its customers, so maybe if they added a customer service team to the company, to answer any questions or even to help build relationships with the customers they already have, they can create a product not only known for their innovativeness but also their great customer service. 4) The product is the mousetrap. A problem here is that it’s the company’s only product, when other versions can be created. I think the prices of product are too high.
What the company can do is instead of selling two mousetraps in a package they can sell, just one and make the price cheaper.I think the placement of lower income stores isn’t a bad idea, however if they market their product on the internet, the company can get customers from all over the world as well. I think the company should not only advertise in magazines, which they are doing now, but also expand to the internet and coupons books, and direct mailings. The more incentive that they can give for a customer to buy, the more reasons the customer will take the bait (no pun intended). With the direct mailings, free samples can be sent, so that their selected audience can try it and “fall in love” with the product.
) Trap-Ease America’s competition is any company that makes mousetraps, whether the other company has better quality or lower prices. There are also some poisons that can be in competition with Trap-Ease, because it does the same function for someone that needs their vermin eliminated. Any of these companies/products can take away the market share of Trap-Ease America. 6) I think more people have to be added to the marketing research team, because with more people added on the team, there will be more ideas that can be evaluated and used.The benefits and uniqueness of the product have to be communicated efficiently and effectively before customers will be in demand for it.
Martha also has to do more R&D, to expand into her target markets, so that in turn she can create a marketing strategy to communicate to all her target customers. I would instill a marketing research team, and track weekly progress and set a time period for them to figure out all the details and strategy to the product. Then over time I would decrease workers and invest the money in other areas such as advertising.
