Trap-Ease America

Case Study Trap-Ease America
  1. Martha and the Trap-Ease America investors believe they face a 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?
In order to evaluate the opportunity that Trap-Ease America investors believe they face, they will need to establish a mission statement that clearly defines exactly what they wish to accomplish.   They will need to answer questions specifically relating to their business and their market.   The will need to analyze the markets and environments to find attractive opportunities and avoid environmental threats.   They will need to analyze the company’s strengths and weaknesses with a SWOT analysis.   They will need to analyze current and possible marketing actions to determine which opportunities it can best pursue. Some questions that they will need to ask themselves should include “What is our business? Who is the customer? What do consumers value? What should our business be?” (Kotler and Armstrong).   I think that the investors would focus more on the product itself when writing the mission statement and deliver a product-oriented definition.   I think that they would simply say they sell mousetraps.   If I were to write the mission statement, I would focus more on the market-oriented definition and a societal marketing concept.   First, the market-oriented definition I would use for the company is that, “We provide a safe and reliable pest removal tool that empowers everyone (including the most squeamish) with the ability to protect their home and family from disease carrying rodents.”
  2. Has Martha identified the best target market for Trap-Ease?   What other market segments might the firm target?
Martha has a good grip on her target market.   Most women prefer not to get “their hands dirty” and touch rodents, and most moms wouldn’t want traps and poison lying around that their kids can get...