Trap-Ease America Essay

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Applied Marketing BUSI 2231 Trap-Ease America Case assignment 2 Trap-Ease America is a new company in the mouse trap market, they contracted with a plastics manufacturing firm to produce a new version of traps which are safer, healthier and environmentally friendly. From this case it doesn’t seem that Martha, the president of Trap-Ease had done enough research into her market to realistically assess whether the demand for her product would be there. First she would need to decide what are the consumer’s wants and needs. Do they want or need the safety and extra features that the Trap-Ease delivers? It seems that Martha and the investors were too focused on how amazing their product was and not the actual needs or wants of the consumers that would be buying it. I think that the group would probably write its mission statement centered around their innovative product because they are too concentrated on their product and failed to concentrate on their consumers. They would probably write something like, “Making a better mousetrap so that all those who trod down our beaten path will benefit.” They should take the concentration off of their product and concentrate on their customer. A better mission statement would go something like this and include text which satisfied consumers needs or wants; “We produce a trap that you could use safer and easier than the traditional product, with no risk of catching your fingers while loading it. Martha has targeted women for her product. She feels that women are the best group to target because they don’t like the mess or the risks created by traditional mouse traps. This is a good marketing segment to start off with but there are a couple of things that Martha could have improved on. First off, she should have probably segmented women into a couple of different groups. In today’s world all women don’t stay at home and
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