I remely benelicial for the brand\'s profitability if practiced repeatedly. Sect
ID: 427017 • Letter: I
Question
I remely benelicial for the brand's profitability if practiced repeatedly. Section2: Long Essay Questions (50marks) Trap-Ease: The Big Cheese of Mousetraps bne April morning, Martha House, president of Trap-Ease, entered her office in oncto n, New Brunswick. She paused for a moment to contemplate the Ralph Waldo merson quotation that she had framed and hung near her desk: "If a man [can] make a better mousetrap than his neighbor .. the world will make a beaten path to his door." Perhaps, she mused, Emerson knew something that she didn't. She had the better tmousetrap-Trap-Ease-but the world didn't seem all that excited about it. Martha had just returned from the National Hardware Show in Toronto. Standing in the rade show display booth for long hours and answering the same questions hundreds of imes had been tiring. Yet, this show had excited her. Each year, National Hardware Of how officials hold a contest to select the best new product introduced at the show. more than 300 new products introduced at that year's show, her mousetrap had won irst place. Such notoriety was not new for the Trap-Ease mousetrap. Canadian Business magazine had written an article about the mousetrap, and the television show MarketPlace and trade publications had featured it. Despite all this attention, however, he expected demand for the trap had not materialized. Martha hoped that this award tnight stimulate increased interest and sales. A group of investors who had obtained worldwide rights to market the innovative nousetrap had formed Trap-Ease in January. In return for marketing rights, the groupExplanation / Answer
Evaluation of the specific opportunity should be done on the basis of incremental understanding of profit and growth. By looking into the case we can say that Martha has not done in a research that must have to be carried out before taking this opportunity. This type of approach requires proper SWOT analysis as well as other external environment analysis for successfully getting the best outcome of the specific investors.As the investors got totally interested on the product rather than looking its effectiveness.
Writing a statement would be as simple as providing new innovation with less population and no mice in a humanitarian way.
Definitely Martha has identified the best target market for trap-ease as women are the best route to target because they don't my in their house due to their destructive behavior and dangerous mouse traps which are hazardous for kids. It is an alternative to the spring loaded traps which is also a main concern of women in household.
Business to business selling can be done by providing these solutions to the warehouses as well as other places will the food is stored. Restaurant can also be forecast for providing adequate product and its services as it is what are the best places for selling the specific product because of the high availability of Mice And similar issues. Food manufacturers also have rodent problem which increases the overall requirement of a specific alternative for the industry.
This product has been focused in the specific market as a clean and easy to use tool which improve the overall efficiency as well as productivity of the specific workplace mitigating the risk involved in traditional mousetrap. It is also helpful in controlling the disease as the rodent would be trapped in a fully closed enclosure.
It can also be projected as a product which is generating very less waste as compared to other products in the similar market segment. The most affordable way and innovative mousetrap can also be a projection for ideation of the product in the specific market segment.
Marketing mix for the product is as follows.
Product- Trap-Ease mouse Trap
Price- $2.99
Place- mega Mart, supermarket, tailors, drug stores
Promotion- different type of mediums and advertorials as well as publicity buy different events.
Relatively the price is very high as compared to the closest competitors. Shift to other competitor by the customers are expected. Promotion is not running at each and every scale turn should be increased to a broader margin by operating it on social media and other hardware based shops.
Pesticides for mice as well as pet in the house such as cats and ultrasound repellent for mice are the main indirect competitors for this type of product.
The main thing that I would change in the marketing strategy for the company would be the hiring of new people in the marketing department. If proper marketing is not done for the product then it would definitely reduce the overall market capturing and diminished the company by non availability of a specific information about the products to the customer.
Salesperson based operational structure could also be the most important part of creating a strategy for the organisation for improving the overall availability in different shops and other places.
Implementing the electronic record systems as well as electronic measurement systems would be the most appropriate thing to measure the effectiveness of a specific medium which is running the promotion as well as to get the information about the specific Informatics on marketing and other purposes.