Essay on Trap-Ease America: the Big Cheese of Mousetraps

2651 Words Oct 8th, 2008 11 Pages
Trap-Ease America: The Big Cheese of Mousetraps

Synopsis

A group of investors has purchased from an inventor the U.S. rights to sell a patented, innovative mousetrap. The group has hired Martha House to manage the company that includes assuming responsibility for sales and marketing.

Trap-Ease America has targeted the trap to housewives, whom it believes will be attracted to the safety and cleanliness that its trap offers. The trap lures the mouse into a square tube in which it finds itself trapped alive. Thus, there is no danger in baiting and setting the trap, and there is no “mess” resulting from the trap’s operation.

Martha is marketing the trap directly to large retail store chains such as Safeway and Kmart. The traps
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There are a number of other market segments that the firm could target. The issue of disease control suggests several other potential targets. First, the instructor might ask students where disease control concerns would be important. Any business that handles or stores food and, therefore, is attractive to rats and mice would be a potential target. Restaurants should come to mind here, both because of the presence of food and food products and also because these establishments cannot use chemicals near food. This also should suggest food wholesalers or warehouses where large quantities of food may be stored in the channel of distribution. Food manufacturers also need rodent protection.

Another potential market is research laboratories. Here, researchers use large numbers of mice in research projects. It is not unreasonable to think that some of these mice occasionally get loose. A researcher would be interested in the ability to recapture a mouse without harming it—something that the researcher would be able to do with the Trap-Ease.

Another potential target market is exterminators. Because they must work in areas where chemicals would not be allowed and traditional traps would have the same messiness problem, these companies might be a target market. These exterminator companies might also sell the traps directly to consumers with whom they deal. This possibility will allow the

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