Imam, Director Global-Marketing, TEGA Industries, was reviewing a research report prepared by a reputed US research agency to design the entry strategy in the US for innovative Conveyor Components (CC). The case provides information on the company background, details of the company products, the value proposition of CC in India, research methodology followed by the agency, market environment, market demand, industry structure, profile of key competitors, distribution structure and attractive points of entry for TEGA. The case can be used to challenge participants to understand the concept of value proposition, critique the research (including additional information needed) and to explore the entry strategy.