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Company Case Trap-Ease America he big cheese of mousetrap 1 I think the group is going to write the following mission statement We produce a trap that you could use safer and easier than the traditional one with no risk of catching your fingers while loading it I would have written the mission statement in a very similar way However I would have included the fact that your children are not in danger with the new trap as they are with the traditional one to show the disadvantages of the competitors products 2 I think Martha has identified the best target market Women because they care about mice The firm could also try to target men although they are more willingness to buy the traditional trap They should try to emphasize the childrens safety 3 They had positioned the product by mentioning that it is safer and easier to use than the competitors products and that there is no risk of catching ones finger while loading it I think they can add that the trap is no dangerous for small children at home 4 The marketing mix is the following Product the mousetrap Price 249 five to ten times more expensive than standard trap Place they decide to distribute the product direct to grocery hardware and drug chains retailers avoiding any wholesaler or other intermediaries Promotion they are going to spend 10000 on advertising The only problem that appears in the mix is the higher price compare with the competitors 5 Trap- Ease Americans competition are those organizations that produce and sell or distribute conventional traps 6 I would change the marketing strategy by trying to target to more assorted segments I would also attempt to reduce the price to be more competitive and finally I would spend more money in promotion to communicate the merit of the product I would implement strategic control which involves looking at
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