Case Study: Trap-Ease America

Project description
Please read Chapters 1 & 2: Creating and Capturing Customer Value & Partnering to Build Customer Relationships. (Textbook: Principles of Marketing / 14th edition / Kotler and Armstrong.) and answer the following questions. * Link to book below:

http://english4success.ru/Upload/books/584.pdf

Analyze the following case study, Trap-Ease America: The Big Cheese of Mousetraps, pages 62-63.

Answer questions 1-6 in an essay format.
Questions for Discussion

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?

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

3. How has the company positioned the Trap-Ease for the chosen target market? Could it position the product in other ways?

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

5. Who is Trap-Ease America’s competition?

6. How would you change Trap-Ease’s marketing strategy? What kinds of control procedures would you establish for this strategy?
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