Case Study: TrapEase America 1. Trap Ease only has a onceinalifetime opportunity because the investors see that this product has big potential since the idea is great. The investors saw the product and automatically saw that people would buy it since it is such an easy and clean solution to something associated with messy and violent. The information needed to evaluate the opportunity is the study of the market, competitors, and other products. Also, the awards and buzz surrounding the TrapEase also helped the investors see this as a high potential. The positioning of TrapEase is centered around dead mice and the product. They really value their product and want to show its usefulness. The group’s mission statement
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3. The company has positioned TrapEase as a brand new, excellent mousetrap. This is based on the fame it made in National Hardware Show, People magazine article, and talk shows. Martha’s confusion that the product is not selling well is based on her idea that this product is the best on the market. It seems like the company’s position should be based on customers and their product. The product is not just a great product, but it is so useful for customers. It is hasslefree, reuseable, messfree, and cheaper which is great for the customer.. The differentiation would give consumers more value.
4. The marketing mix of TrapEase is a blend of only three of the four “P’s.” It has only one product which is a great way to start, but they should start thinking of more styles or ideas to start making available to the market. They should start updating the features and variety of the product. The price is cheaper than other brands and is a good price for a new product. They can start making new prices as they make new products. In the ‘Place’ area, the product is selling in big retailers, such as KMart, and hardware stores, pharmacies, and grocery stores. These places are good places to start because you find a good mix of people in these stores. The big problem in TrapEase is in the ‘Promotion” area. It has little to no advertising. Martha has $10,000 to invest in advertising and only places