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Trap-Ease

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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 they were focused more on the product than on the customer. My mission statement would focus on the customer: “We help you remove your un-wanted pests--easier, safer and with less mess.”
2) Has Martha identified the best target market for Trap-Ease? What other market segments might the firm target?
Martha has identified one of the best target customer for Trap-Ease by choosing women. Most women do not want to use or handle the old mousetraps. Trap-Ease would be a great product for them. Another market she could add to Trap-Ease is animal lovers. This trap would allow this market to release mice into a field or other uninhabited area. It also will not cause non-fatal injuries to a mouse. Because this product is reusable, she could also market Trap-Ease to environmentalists, especially if it is manufactured with any percentage of recycled plastic.
3) How has the company positioned the Trap-Ease for the chosen target market? Could it position the product in other ways?
Martha Has positioned Trap-Ease on the basis of easy to use, safe and easier to clean. Additionally, they relied on awards that their product won.

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