Product Overview

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, 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.

Learning Objectives

To understand and evaluate the design and analysis of te research to study US CC market. To learn what insights of the US CC market could be obtained from the research study described in the case. To explore designing an entry strategy for the US CC Market based on the insights obtained from the study. To assess the key pros and cons of the bases of designing a strategy for entry into a foreign market; External factors (products/market/regional situation/competitive situation) and or internal company strength.