Trap-Ease America: The Big Cheese of Mousetraps.

BACKGROUND

A group of investors formed Trap-Ease America after it had obtained worldwide rights to market the innovative mousetrap. They agreed with the inventor to pay it some percentage for each trap sold. Then they chose Martha House to assume the presidency of the group. Their providers were plastics-manufactures; they produced a very simple trap, which allows the person to dispose of the mouse or to leave it in the trap until it dies alone.

Despite all the publicity the product had had, the sales were not the expected ones, so Martha started thinking about the advantages of her product, Marta realized that consumers could use it safely and easily with no risk to be damaged also she decided that her target market was going to be the women. She took the decision of starting to sell the trap in other stores, so, the product will be available for more customers. This strategy didn't work like she planned, because despite of the sail of many units of traps, it was a big difference between the real sails and the ones that she and the company were expected.

UPDATING:

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 (15.24 cm), and a diameter of 1.5 inches (3.81 cm). The 15.24 cm tube bends at a 30 degree angle at the middle. Trap-Ease America The Big Cheese of Mousetraps Case: Martha House, President of Trap-Ease America, has received a lot of positive feedback on her company's new innovative mousetrap.

PEOPLE INVOLVE:

Group of Investors: they formed and founded Trap-Ease America Company when they obtain the corresponding rights to do it; they delegated Martha to serve as the president.

Inventor and patent holder: he invented the tramp and also he charged a percentage of each trap sold.

Martha House, president of Trap-Ease America: the principal of this company, she was selected by the founders of the company. She participated in a contest to obtain more publicity for her company. She decided the target market of the trap and the strategies she would make to obtain her customers to know the trap. She invested a lot of money promoting the trap. And she was so concerned to maintain happy and quite the investors, trying at least to recovered the cost of the decisions she had made.

ORGANIZATIONS INVOLVE:

The National Hardware Show: The National Hardware Show (NHS) is held every year by Reed Exhibitions in Las Vegas. It is a housing after-market show that brings together manufacturers and resellers of all products

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