Name: Hana Resa Ananda 141521019

Tedy 131220743
Macrina Rosa
Marketing
Trap Ease America
Trap ease America, located in Costa Mesa, California, is a company that offers a new solution to a
commonly found problem, mice.
With the cooperation of a plastics-manufacturing firm, Trap-Ease America produces the traps which
consist of a plastic tube of about 6 inches (15,24cm), and a diameter of 1,5 inches (5,81cm). the 15,24 cm
tube bends at a 30 degree angle at the middle.
Trap Ease America is formed by a group of investors to market a new innovative mousetrap. They obtain
the marketing rights from the inventor and pay him a royalty fee for each unit sold . Martha served as a
president who develop and manage the Trap Ease America organization. Trap Ease Americas product is a
very simple and highly mousetrap. The trap poses no risk of injury to the users and its safe to be used in
houses where children are present.
The description about the mousetrap :
-

a square plastic tube (6 inches long, 1-1/2 inches in diameter)

the tube bend in the middle at a 30-degree angle
front part rested on the flat surface, the other end elevated
a removable cap on the elevated end (where the bait placed)
a hinged door at the front end

Advantages of using the ease trap: User friendly, Child Frindly, Pet friendly, No poison, ReuseNo cleanup.
Solution
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 ?
Martha and the Trap-Ease America investors need more information to evaluate their one in a
lifetime opportunity. Once-in-a-lifetime opportunity: A innovative mousetrap that works
effectively.

Some steps required to evaluate the ooportunity:

First is decide whether the company has a unique selling point (USP) that will put it as a

competitive advantage over other companies.

Second, decide whether customers are willing to pay a higher price for more-for-more

value proposition offered by the company.

Third, evaluate the market segments, and decide whether the right segments have been

targeted.
Our mission statement: To provide our customers with one of a kind mousetraps that are
affordable and easy, safe to use, providing in convenient and effective manner while considering
peoples values and needs.
2. Has Martha identified the best target market for Trap-Ease? What other market segments might
the firm target?
We think Martha identified the best target market for their product. Martha target market is
woman, because woman didnt like mess and difficulties from traditional mouse trap. As we
know traditional mouse trap have difficulties to use like when they put the food on the mouse trap
to attract the mouse. And mouse trap product from Trap-Ease more clean that traditional mouse
trap because the mouse didnt dead at the trap like traditional mousetrap. With Trap-Ease product
the customer can dispose the mouse while it was still alive or the user could leave it alone for a
few hours to suffocate it on the trap. So, this product is safe to use at home especially for woman
that have children and pet. With this product the injury for children and pet that makes by
traditional mouse trap can be eliminated and the disease that affected by mouse that dead at
traditional mouse trap can be eliminated too.
We think the other segments is restaurant and food factory. Because in the restaurant and food
factory the use of poison to kill the mouse is prohibited because it can contained the foods that
sell to the customer. With using mouse trap product from Trap-Ease the owner of restaurant and
food factory didnt needs to use poison to kill the mouse, and use this product is more hygienic
than traditional mouse trap because if the mouse dead in traditional mouse trap there are some
bacteria of virus that release from mouse body. With mouse trap product from Trap-Ease the
mouse is didnt dead and the owner of restaurant and food factory can throw away the mouse in
some place until the mouse is dead.
3. How has the company positioned the Trap-Ease for the chosen target market? Could it position
the product in other ways?

The company positioned the Trap-Ease for the chosen target market for customer that needs
cleanness and safeties because the price of Trap-Ease is higher than competitor product or
traditional mouse trap product. They think more expensive price is equal with the safety and
cleanness that customer get from this product that cant find in another product. And the other
target market is customer that needs product that have ability to control disease. As we know
mouse is one of dirty animal that can spread many disease that dangerous for human and pet.
With this product the mouse is trapped in enclosed room. So, its make this product can eliminate
disease that spread by mouse and we can choose to release the mouse and kill in some place or
keep this mouse dead on the Trap-Ease with leaving it for some time.
We can positioning this product in other ways by positioning this product causing less waist
because this product is reusable that means this product can use many times. So, this product is
lower operating cost than traditional mouse trap because this product can use longer than
traditional mouse trap, although the price is higher than traditional mouse trap but the operating
cost is lower than traditional mouse trap. We think it can attract the customer because more cost
efficient than traditional mouse trap.
By making this product is the most affordable and innovative mouse trap on the market. As we
know Trap-Ease product is dont needs poison to kill mouse, so its more saver than traditional
mouse trap, and this product is more clean and easier to use than traditional mouse trap, by using
trap ease the mouse is dont die on the trap but the user can throw the mouse and kill the mouse at
the someplace so its not make disease and more clean than traditional mouse trap.
By making this product have good customer service, by having good customer service it can
satisfy the customer about the product and the brand. Because when the customer have problem
they can get fast and good respond from the company and this can make customer fell satisfied
about the product and customer can re buy the product many times. And the most important
things is the customer loyalty is increase. So, when there are some competitor sell the same
product the customer still buy Trap-Ease product.
4. Describe the current marketing mix for Trap-Ease. Do you see any problem with this mix ?
The price is high when compared to its closest competitors and from the consumers point of view
that may not be worth the added value in the product itself. The retailer are given no motivation
to sell the product in their store and no incentive is offered to entice consumer to purchase. And
promotion is one in medium that is not communicating the message to the correct targeted

market. Woman are the small segment of the total hardware customers. Good housekeeping and
other home and shelter magazines may not appeal to many person in the targeted market.
5. Who is Trap-Ease Americas competition ?
The competitors of Trap-Ease Americas is the company that creates mouse trap. We face a
market in large volume of low quality low cost mouse trap are sold. There are also poison that are
sold which are danger to pets and animal as the mice theyre supposed to kill. One of the TrapEase competitors is d-CON who offers both baits and traps. They actually also offer a version of
no touch mouse trap in which you dont have to touch the mouse after you have trapped it.
Theyre selling higher than the suggested retail price of the Trap-Ease mouse trap which is $2.99.
The Trap-Ease has lower price then the competitors.
6. How would you change trap-eases marketing strategy? What kind of control procefures would
you establish for this strategy?
1.
2.
3.
4.

Target group
Product strategy
Distribution strategy
Promotion strategy