Trap-Ease Essay

684 Words Mar 18th, 2014 3 Pages
1) Martha and the Trap-Ease America investors believe they face an 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?
Martha and Trap-Ease America have an once-in-a-lifetime opportunity with a new mousetrap but in order to capitalize on this opportunity they need to evaluate the 4-Cs of marketing. Focusing on the customer’s solution, cost, convenience and communication will enable Trap-Ease America to effectively market their new innovative mousetrap. The mission statement from Martha and the investors would be something like “We make a mousetrap that is safe, easy to use and less mess.” This is because
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May people may not re-use traditional traps because of the mess.
4) Describe the current marketing mix for Trap-Ease. Do you see any problems with this mix?
Trap-Ease’s marketing mix focuses on the 4-Ps; Product, Price, Place and Promotion. Currently there is only one product for Trap-Ease. This works well for mice but the company could add additional products for other pests like rats. The price of the current product is probably acceptable at $5.99 for two traps if advertised correctly, especially since they are re-usable. Currently, the places where Trap-Ease markets their product is at national stores and women and home magazines. Trap-Ease could place their product on the internet to reach a greater market audience. Trap-Ease promotes their product. They have passed out samples of the trap but most are not being showcased by the store managers. Martha could hire a few more personnel for live promotions in stores. They also could promote the product using social media on the internet and provide testimonials from target audiences.
6) How would you change Trap-Ease’s marketing strategy? What kinds of control procedures would you establish for this strategy?
I would change Trap-Ease’s marketing strategy by concentrating more on the customer. I would also market the new product to additional groups of buyers such as those for animal right or environmentalists. By utilizing the 4-Cs and 4-Ps,

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