Case-Study: Trap-Ease America
Alicia Foote
Activity 1.5 – Case Study: Trap-Ease America
BSAB/MGMT 311: Principles of Marketing
March 30, 2014
Introduction
To succeed in today’s competitive marketplace, companies must be customer centered. They must win customers from competitors and then keep and grow them by delivering greater value. A company’s success is no longer merely determined by the product it offers, as today things are much more complicated due to the sheer number of companies with countless products promising they are the best. Secondly, our society is ever-changing and therefore so are the consumers as well as their desires and needs; a company must follow this trend in order to maintain its success in the future.
In this paper, I will analyze the marketing strategy of a company trying to start a new company marketing Trap-Ease, an innovative and desirable mouse trap that is leaps and bounds ahead of its competitors as presented in our books as case-study 1.5. In this case-study, despite having a product that should have set the company up for success, it fails. I will show the importance of creating and following a proper marketing strategy, and where this company went wrong, and how it can be fixed.
Content
Once an idea is in place, and a company is ready to start up with a product that has been funded, there are some initial fundamental steps that must be followed in order to ensure the company’s overall success; both initial as well as in the future. The first step in this process is strategic planning. Our book describes this process as developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing market opportunities (Kotler & Armstrong, 2014, p.41). This step is critical because each company must find the game plan for long-run survival and growth that makes the most sense given its specific situation,
Activity 1.5 – Case Study: Trap-Ease America
BSAB/MGMT 311: Principles of Marketing
March 30, 2014
Introduction
To succeed in today’s competitive marketplace, companies must be customer centered. They must win customers from competitors and then keep and grow them by delivering greater value. A company’s success is no longer merely determined by the product it offers, as today things are much more complicated due to the sheer number of companies with countless products promising they are the best. Secondly, our society is ever-changing and therefore so are the consumers as well as their desires and needs; a company must follow this trend in order to maintain its success in the future.
In this paper, I will analyze the marketing strategy of a company trying to start a new company marketing Trap-Ease, an innovative and desirable mouse trap that is leaps and bounds ahead of its competitors as presented in our books as case-study 1.5. In this case-study, despite having a product that should have set the company up for success, it fails. I will show the importance of creating and following a proper marketing strategy, and where this company went wrong, and how it can be fixed.
Content
Once an idea is in place, and a company is ready to start up with a product that has been funded, there are some initial fundamental steps that must be followed in order to ensure the company’s overall success; both initial as well as in the future. The first step in this process is strategic planning. Our book describes this process as developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing market opportunities (Kotler & Armstrong, 2014, p.41). This step is critical because each company must find the game plan for long-run survival and growth that makes the most sense given its specific situation,
References: Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Upper Saddle River, NJ: Pearson