3812557 Taina Carvalho M. Luciano GDBA 504/2 A: Marketing Thursday, September 25th, 2014 Assignment 1 Presented to: David Moscovitz TRAP-EASE AMERICA: THE BIG CHEESE OF MOUSETRAPS 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? In order to make the best out of this opportunity Martha and Trap-Ease America organization need to understand strengths and weakness of the company and the opportunities and threats of the market they are introducing themselves to, the size of that market and competitors, applicable marketing channels, specially the distribution channel, therefore their transportation methods and logistics, manufacturing costs, and required return on investment and profit. They also “need to understand customers needs better than competitors do and deliver more customer value“ to gain competitive advantage. According to the information on our textbook, Trap-Ease America focus essentially on their product and not much on the costumer, thus their mission statement would be something close to “The greatest innovation in mouse trap”. In my opinion they should focus more on the costumer and what they believe they are looking for as well as on the features of the product, such as “We provide hygienic, eco-friendly and safe solution to your rodent problems”. 2. Has Martha identified the best target market for Trap-Ease? What other market segments might the firm target? Yes, in a certain way. The innovated mousetrap is absolutely useful for women, however, because the price of Trap-Ease is five times more expensive than regular mousetraps, they should be targeting more of a luxury crowd, with a higher discretionary income, such