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Elaborated Answers to the Case Author’s Questions.

In:

Submitted By timurik
Words 480
Pages 2
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?

I agree with the statement that the group faces a once-in-a-lifetime opportunity.

In order to use this opportunity the group needs to know the size of the market,

potential market share, their competition, strengths, weaknesses, opportunities and

threats the company faces.

The group’s mission statement would be: We are selling the most innovative and the

best mouse-trap on the market.

I would concentrate more on the needs of customers: Trap-Ease will trap your needs

in rodent elimination through innovation.

2. Has Martha identified the best target market for Trap-Ease? What other market

segments might the firm target?

Martha targeted a strong target market – women, but there is much more room for

targeting. So, the answer is no, she did not identify the best target market for the

product.

Other market segments would be restaurants, offices, warehouses, food processing

plants.

3. How has the company positioned the Trap-Ease for the chosen target market? Could

it position the product in other ways?

The company positioned itself by being delivering an innovative rodent solution. They

won several awards and were featured in different magazines. I think they can also

position themselves as a mess-free solution to their customer’s rodent problems. I’m

sure animal lovers will appreciate this product as well. The company can also position

the product as low cost (of course, they have to reduce the cost of the product).

4. Describe the current marketing mix for Trap-Ease. Do you see any problems with

this mix?

Product: right now -

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