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Trap-Case Mousetrap

In: Business and Management

Submitted By eguillaume
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Target Market: What other market(s) exist that Martha may be overlooking? If you can't think of a market that your classmates haven't already identified, comment on a classmate's suggestion and share why you think their suggestion is the best market for Trap-Ease. I think Trap-Ease target market is too narrow. Martha tries to target her customers, women, only through magazines, knowing that most women read magazine and somehow they will see and read about Trap-Ease America mousetrap. But I think that Martha should have marketed this products within a broader demographic area. For instance, docks should be also targeted; because in shipping there are usually problems with mice and rats. Moreover, docks will buy traps in large amounts, which will undoubtedly improve the company sales. Also grocery stores is good place of targeting women because most of the time the women are the ones running errant.
Positioning: Improve Trap-Ease's positioning statement. Write a new, more compelling positioning statement for the company.
We can see that Trap-Ease America’s positioning is “trap mice easily”. I think this position is somehow too broad and thus it is not too catchy. If I were part of the group, I would suggest “Trap mice and leave your hands clean” or “trap mice and leave no mess behind”.
Marketing Strategy: How would you change Trap-Ease marketing strategy? What controls (i.e. means of monitoring) would you establish for this strategy?
I can see that Trap-Ease America is facing marketing myopia and its marketing strategy is more product-oriented than it is customer-oriented. Trap-Ease group seems to create the mousetrap for their own pleasure without really focusing on satisfying their customer needs and wants. Moreover, I think Martha cares more about selling a number of units of trap than caring about meeting customers’ needs and creating value for them. If I…...

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