The case describes the situation facing the vice-president of A-CAT Corp. (A-CAT), Vidarbha Region, Maharashtra. A-CAT manufactured a relatively wide range of electrical appliances for household use. Typical products from its product line included TV signal boosters, transformers, FM radio kits, electronic ballasts, battery chargers and voltage regulators. The voltage regulators manufactured by A-CAT were used for many different purposes; however, the focus was on its flag-ship product, VR500 - a voltage regulator of 500 VA. Over the last few months, this model had faced stiff competition and was not able to meet the rising expectations of the market. The management was concerned that a significant number of A-CAT's customers were opting for competitors' products. The case intends to 1) make students aware of the relationship between customer requirements and the technical characteristics of a product 2 ) make students grasp the basics of value analysis 3) teach the students to use value analysis in assessing the scope for cost reduction.