international marketing power point presentation_nayeem

7/31/2019 International Marketing Power Point Presentation_Nayeem

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SOUTHEAST UNIVERSITY BANGLADESH

Faculty of Business Administration

Course Name: International MarketingCourse Instructor: Prof. Rafique Azad

MBA Friday, Semester- Fall 2011

Department: Marketing, Time-09:00 Am



Individual PresentationIndividual Presentation

onon

Environmental Analysis Of USAEnvironmental Analysis Of USA( Hollywood Movie Entertainment)( Hollywood Movie Entertainment)

Student Name IDStudent Name ID

Nayeem Choudhury 2010210005094 Nayeem Choudhury 2010210005094



COUNTRY OVERVIEWCOUNTRY OVERVIEW

Name:Name: United States of AmericaUnited States of America

Short form:Short form: United StatesUnited States

Abbreviation:Abbreviation: US or USAUS or USA Location:Location: North America, bordering both the North America, bordering both the

North Atlantic Ocean and the North Pacific North Atlantic Ocean and the North Pacific

Ocean, between Canada and Mexico. The USOcean, between Canada and Mexico. The USis the world's third-largest country by size after is the world's third-largest country by size after

Russia and Canada.Russia and Canada.




Climate:Climate: The US has a diversified climate.The US has a diversified climate.

MostlyMostly temperate, but tropical in Hawaii andtemperate, but tropical in Hawaii and

Florida, arctic in Alaska, semiarid in the greatFlorida, arctic in Alaska, semiarid in the great

plains west of the Mississippi River, and arid plains west of the Mississippi River, and arid

in the Great Basin of the southwest; low winter in the Great Basin of the southwest; low winter

temperatures in the northwest are amelioratedtemperatures in the northwest are ameliorated

occasionally in January and February by warmoccasionally in January and February by warmChinook winds from the eastern slopes of theChinook winds from the eastern slopes of the

Rocky MountainsRocky Mountains




Capital:Capital: Washington D.C.Washington D.C.

Area:Area: 9,629,091 sq. km9,629,091 sq. km

PopulationPopulation: 290,342,554 (July 2009 est.). The: 290,342,554 (July 2009 est.). TheUS is the third most populous country in theUS is the third most populous country in the

world after China and India. It has an annualworld after China and India. It has an annual

population growth rate of 0.92%. population growth rate of 0.92%.

Language:Language: English, Spanish (spoken by aEnglish, Spanish (spoken by a

sizable minority)sizable minority)




System of the Government:System of the Government: Constitution-Constitution-

based federal republic, strong democratic based federal republic, strong democratic

tradition.tradition.

Economic Overview:Economic Overview: The US has the largestThe US has the largest

and most technologically powerful economy inand most technologically powerful economy in

the world. What follows is some economicthe world. What follows is some economic

information about the country:information about the country: Fiscal Year:Fiscal Year: 1 October - 30 September 1 October - 30 September




GDP: -GDP: - Purchasing power parity - $10.45 trillionPurchasing power parity - $10.45 trillion

(2009 est.)(2009 est.)

GDP-Per Capita: -GDP-Per Capita: - $35,280$35,280

GDP-Real growth rate: -GDP-Real growth rate: - Purchasing power parity -Purchasing power parity -

$36,300 (2009 est.)$36,300 (2009 est.)

GDP-Composition by sector:GDP-Composition by sector:

Agriculture: -Agriculture: - 2%2% Industry: -Industry: - 18%18%

Service: -Service: - 80% (2009 est.)80% (2009 est.)



Inflation Rate (Consumer Prices): -Inflation Rate (Consumer Prices): -1.6% (2009)1.6% (2009) Labor Force: -Labor Force: -141.8 million (includes unemployed)141.8 million (includes unemployed)

(2009)(2009) Labor Force by occupation:Labor Force by occupation: Managerial andManagerial and

professional 31%; Technical, sales and administrative professional 31%; Technical, sales and administrative

support 28.9%; Manufacturing, mining, transportation,support 28.9%; Manufacturing, mining, transportation,and crafts 24.1%;and crafts 24.1%;Farming, forestry, and fishing 2.4%; Services 13.6%.Farming, forestry, and fishing 2.4%; Services 13.6%.

Unemployment Rate:Unemployment Rate: 5.8% (2009)5.8% (2009) Currency:Currency: US dollarUS dollar Budget:Budget: Revenues: $1.946 trillionRevenues: $1.946 trillion Expenditures: $2.052 trillion (2009 est.)Expenditures: $2.052 trillion (2009 est.)



Political OverviewPolitical Overview

The United States of America consists of 50The United States of America consists of 50

states with limited autonomy in which federalstates with limited autonomy in which federal

law takes precedence over state law. Inlaw takes precedence over state law. In

general, matters that lie entirely within stategeneral, matters that lie entirely within state

borders are the exclusive concern of state borders are the exclusive concern of state

governments. These include internalgovernments. These include internal

communications; regulations relating tocommunications; regulations relating to property, industry, business, and public property, industry, business, and public

utilities; the state criminal code; and workingutilities; the state criminal code; and working

conditions within the state.conditions within the state.



Political OverviewPolitical Overview

The immense cultural, economic, and military inflThe immense cultural, economic, and military infl

foreign relationsforeign relations an especially important topican especially important topic

in American politics, with considerablein American politics, with considerable

concern about the image of the United Statesconcern about the image of the United States

throughout the world.throughout the world.

http://www.opensecrets.org/parties/sector.asp?Cmte=RPC&Cycle=2000%3C/a



http://var/www/apps/conversion/encyclopedia/Foreign-relations-of-the-United-States







Hollywood Movie EntertainmentHollywood Movie Entertainment

On February 1, 1887, a real estate developer namedOn February 1, 1887, a real estate developer named

Harvey Wilcox registered his 120-acre ranch inHarvey Wilcox registered his 120-acre ranch in

southern California as Hollywood, and began to sellsouthern California as Hollywood, and began to sell

subdivisions of the property. In 1911, The first moviesubdivisions of the property. In 1911, The first moviestudio in the Hollywood area was founded by Davidstudio in the Hollywood area was founded by David

Horsley of the Nestor Company. In the same year,Horsley of the Nestor Company. In the same year,

another fifteen independent movie studios settledanother fifteen independent movie studios settled

there, and since then Wilcox’s unincorporated,there, and since then Wilcox’s unincorporated,residential district has grown to become the center of residential district has grown to become the center of

the American film and television industrythe American film and television industry



THE COMPETITIVE ADVANTAGE OFTHE COMPETITIVE ADVANTAGE OF

HOLLYWOODHOLLYWOOD

American culture has a large influence on theAmerican culture has a large influence on theworldworld

American musicAmerican music is heard all over the worldis heard all over the world The competitive advantage of American movieThe competitive advantage of American movie

is that moviegoers prefer the Hollywoodis that moviegoers prefer the Hollywood product to their national ones product to their national ones

People aged between 12 to 64 in seven LatinPeople aged between 12 to 64 in seven LatinAmerican countries showed that 77% of LatinAmerican countries showed that 77% of LatinAmerican prefer movies from Hollywood .American prefer movies from Hollywood .

http://var/www/apps/conversion/encyclopedia/Music-of-the-United-States





THE GOAL OF HOLLYWOODTHE GOAL OF HOLLYWOOD

TalentsTalents get together on a project-to-projectget together on a project-to-project

basis to capture the top places in the World basis to capture the top places in the World

Box OfficeBox Office

The industry is mainly profit oriented. TheThe industry is mainly profit oriented. The

ultimate goal of majority of producers andultimate goal of majority of producers and

directors is to make moneydirectors is to make money



SWOT ANALYSISSWOT ANALYSIS

A) StrengthsA) Strengths

Stable economy and stable GovernmentStable economy and stable Government

Adopting culture: The cultural “melting pot”Adopting culture: The cultural “melting pot”that is America is a strength for Hollywoodthat is America is a strength for Hollywood

Marketing and salesMarketing and sales

Web sitesWeb sites Studio:Studio: Universal, FOX, ParamountUniversal, FOX, Paramount




Technology and InnovationTechnology and Innovation

Strong Brand Name and reputationStrong Brand Name and reputation

B) WeaknessesB) Weaknesses

Price sensitivityPrice sensitivity




C) OpportunitiesC) Opportunities First-mover advantagesFirst-mover advantages LanguageLanguage

D) ThreatsD) Threats International rivalryInternational rivalry Bollywood MoviesBollywood Movies EuropeEurope




Film FestivalsFilm Festivals

Opera HouseOpera House

World Wrestling Entertainment (WWE)World Wrestling Entertainment (WWE) Other sportsOther sports



PORTER’S DIAMOND MODELPORTER’S DIAMOND MODEL

A) Factor Conditions:A) Factor Conditions:

a) Basic Factors:a) Basic Factors:

1) Climate:1) Climate: It is sunny, dry, and about 80It is sunny, dry, and about 80degrees Fahrenheit year round.degrees Fahrenheit year round.

2)2) LocationLocation: Washington has beautiful: Washington has beautiful

rainforests, Arizona has deserts, and Coloradorainforests, Arizona has deserts, and Coloradois full of mountains. There are forests inis full of mountains. There are forests in

Pennsylvania and West VirginiaPennsylvania and West Virginia



Basic FactorsBasic Factors

Therefore, we can see that America is blessedTherefore, we can see that America is blessed

with all its many diverse cities and towns.with all its many diverse cities and towns.

Thus, Hollywood can take advantage of theThus, Hollywood can take advantage of the

hundreds of locations that America is blessedhundreds of locations that America is blessed

with, and they can easily use them as filmingwith, and they can easily use them as filming

locations.locations.



Basic FactorsBasic Factors

3) Human resources:3) Human resources: America is a countryAmerica is a country

where the majority of its citizens speak inwhere the majority of its citizens speak in

English. And due to this, the producers andEnglish. And due to this, the producers and

directors in Hollywood can easily choose fromdirectors in Hollywood can easily choose from

this vast availability of human resources that isthis vast availability of human resources that is

present in America present in America



Advanced FactorsAdvanced Factors

1) Human Resources:1) Human Resources: Hollywood is full of Hollywood is full of opportunities because of the many kinds of opportunities because of the many kinds of resources and scopes available in it.resources and scopes available in it.

2) Capital Resources:2) Capital Resources: different film makersdifferent film makersdo not have to face much difficulty investingdo not have to face much difficulty investing

in their movies; and they can also afford toin their movies; and they can also afford totake in the best actors and actresses of thetake in the best actors and actresses of theworld.world.




3) Knowledge resources3) Knowledge resources::

Actors:Actors: Will Smith, Russell Crow, Ben Affleck Will Smith, Russell Crow, Ben Affleck

Actresses:Actresses: Penelope Cruz, Angelina JoliePenelope Cruz, Angelina Jolie

Directors:Directors: Hollywood has number of qualityHollywood has number of quality

directors. Namely, James Cameron and Stevendirectors. Namely, James Cameron and Steven

Spielberg. The movieSpielberg. The movie Titanic,Titanic, which has gone downwhich has gone down

into history as the top overall grosser, was directed byinto history as the top overall grosser, was directed byJames Cameron; and movies likeJames Cameron; and movies like Jaws Jaws andand E.T. E.T., were, were

directed by Steven Spielberg.directed by Steven Spielberg.




Cinematography:Cinematography: The quality of HollywoodThe quality of Hollywood

films and the shivers that the audience getsfilms and the shivers that the audience gets

once they watch a movie largely depends ononce they watch a movie largely depends on

cinematography.cinematography. Design Centers: This basically consists of Design Centers: This basically consists of

places/schools that are specificallyplaces/schools that are specifically

established to provide knowledgeestablished to provide knowledge




Training CentersTraining Centers ::

1.Hartwick College, Department of Art and Art History,1.Hartwick College, Department of Art and Art History, NY NY

2.New York University, Department of Art and Art2.New York University, Department of Art and Art profession profession

3. New York University, Tisch School of the Art3. New York University, Tisch School of the Art

4. Columbia University, School of The Art4. Columbia University, School of The Art

5. Fashion Institute of Technology, State University of 5. Fashion Institute of Technology, State University of New York New York

6. New York Institute of Photography6. New York Institute of Photography



Demand ConditionsDemand Conditions

Segment Structure of Demand:Segment Structure of Demand: When aWhen a

movie is released it often premiers in bothmovie is released it often premiers in both

New York City and Los Angeles, major US New York City and Los Angeles, major US

cities that are six hours from each other bycities that are six hours from each other by plane. New York City was originally settled plane. New York City was originally settled

by Italian, Russian, and Irish immigrants. by Italian, Russian, and Irish immigrants.

Today there is a large “originally European”Today there is a large “originally European”community, as well as a large Chinatown andcommunity, as well as a large Chinatown and

African-American population.African-American population.



Segment Structure of DemandSegment Structure of Demand

The audience of the US is very diverse. ThereThe audience of the US is very diverse. There

are Jews, African-Americans, Caucasians, andare Jews, African-Americans, Caucasians, and

Hispanics, to name a few of the major ethnicHispanics, to name a few of the major ethnic

groups. This means that movies can begroups. This means that movies can bespecifically targeted at certain ethnicallyspecifically targeted at certain ethnically

defined markets.defined markets.



Sophisticated and DemandingSophisticated and Demanding

BuyersBuyers

Americans are impatient and realistic. This hasAmericans are impatient and realistic. This has

pressured moviemakers to do fast camera shots pressured moviemakers to do fast camera shots

from a variety of angles and to make specialfrom a variety of angles and to make special

effects that appear very realistic. For example,effects that appear very realistic. For example, Jurassic Park Jurassic Park enjoyed incredible box officeenjoyed incredible box office

success because of the realistic portrayal of thesuccess because of the realistic portrayal of the

dinosaurs.dinosaurs.



Size of Home DemandSize of Home Demand

The total size of home market is not as important asThe total size of home market is not as important as

thethe naturenature of the home demand. The US has aof the home demand. The US has a

population of 290,342,550. India and China have more population of 290,342,550. India and China have more

people. But the GDP per capita in the US is $35,280, people. But the GDP per capita in the US is $35,280,making it the wealthiest country in the world. Manymaking it the wealthiest country in the world. Many

and most Americans are movie watchers because theyand most Americans are movie watchers because they

can afford to be. Even the poorest in the US, who livecan afford to be. Even the poorest in the US, who live

in the ghetto of the city, will watch several movies ain the ghetto of the city, will watch several movies ayear either in the theater or later after they are releasedyear either in the theater or later after they are released

on DVD.on DVD.



Size of Home DemandSize of Home Demand

US culture is a culture that wants to beUS culture is a culture that wants to beentertained.entertained.

The average American teenager watches 7The average American teenager watches 7

hours of television a dayhours of television a day Kurt Cobain, the late lead singer of NirvanaKurt Cobain, the late lead singer of Nirvana

wrote a song calledwrote a song called Smells Like Teen Spirit Smells Like Teen Spirit , in, in

which he sung the line “Here we are. Nowwhich he sung the line “Here we are. Nowentertain us.” Those six words sum upentertain us.” Those six words sum upAmerican culture well.American culture well.



Rate of Growth of Home DemandRate of Growth of Home Demand

. More and more people are viewing movies in. More and more people are viewing movies in

the USA. That is why we see each year the USA. That is why we see each year

Hollywood generates more revenue and alsoHollywood generates more revenue and also

each year a new blockbuster that breakseach year a new blockbuster that breaksrecords set from the previous year.records set from the previous year.



Related and Supported IndustriesRelated and Supported Industries

)) Joint Innovation with suppliers:Joint Innovation with suppliers: AnAn

example is FOX Entertainment and AT&T for example is FOX Entertainment and AT&T for

transmission agreement. The parties havetransmission agreement. The parties have

agreed to work together to provide Fox’s high-agreed to work together to provide Fox’s high-resolution programming to AT&T BISresolution programming to AT&T BIS

customers through both traditional TV sets ascustomers through both traditional TV sets as

well as digital TV sets.well as digital TV sets.



Complimentary ProductsComplimentary Products

Animated movies and cartoons are theAnimated movies and cartoons are the

complementary products that Hollywoodcomplementary products that Hollywood

offers to its world customers. Hollywoodoffers to its world customers. Hollywood

cartoons have international competitiveness.cartoons have international competitiveness.They provide the way to make animatedThey provide the way to make animated

movies.movies.



Sharing the same technologySharing the same technology

Century Fox Century Fox : Vertically integrated: Vertically integrated

Entertainment Company with operations inEntertainment Company with operations in

three business segments comprised of Filmedthree business segments comprised of Filmed

Entertainment, primarily consisting of FoxEntertainment, primarily consisting of FoxFilmed Entertainment, a producer andFilmed Entertainment, a producer and

distributor of feature films. Their main moviesdistributor of feature films. Their main movies

were:were: Men of Monor, X-MEN, Tigerland, Cast Men of Monor, X-MEN, Tigerland, Cast Away, Quills, and Woman on Top. Away, Quills, and Woman on Top.



The names of some important movieThe names of some important movie

studiosstudios Metro Goldwyn-Mayer Inc.( MGM): Metro Goldwyn-Mayer Inc.( MGM): It is a globalIt is a global

entertainment content company that develops,entertainment content company that develops, produces and distributes theatrical motion pictures and produces and distributes theatrical motion pictures andtelevision programs, and it intends to create and owntelevision programs, and it intends to create and own

branded cable and satellite programming channels. branded cable and satellite programming channels.The company's principal subsidiaries are Metro-The company's principal subsidiaries are Metro-Goldwyn-Mayer Studios, United Artists Corporation,Goldwyn-Mayer Studios, United Artists Corporation,United Artists Films, and Orion Pictures Corporation.United Artists Films, and Orion Pictures Corporation.

Their main movies were:Their main movies were: Original Sin, Hannibal, ThisOriginal Sin, Hannibal, This Is Spinal Tap, The World Is Not Enough, Return To Is Spinal Tap, The World Is Not Enough, Return To Me... Me...




studiosstudios

Time Warner Inc.(Warner Bros):Time Warner Inc.(Warner Bros): TimeTime

Warner, Inc. is a media and entertainmentWarner, Inc. is a media and entertainment

company. The Company classifies its businesscompany. The Company classifies its business

interests into six fundamental areas. One of interests into six fundamental areas. One of those is Filmed Entertainment. Their mainthose is Filmed Entertainment. Their main

movies were:movies were: Proof of Life, Red Planet, Miss Proof of Life, Red Planet, Miss

Congeniality, Pay It Forward, Driven, and Congeniality, Pay It Forward, Driven, and Best of Show. Best of Show.




studiosstudios Sony Pictures Entertainment: Sony Pictures Entertainment: Sony PicturesSony Pictures

Entertainment’s global operations encompass motionEntertainment’s global operations encompass motion picture production and distribution, television picture production and distribution, television programming and syndication, home video acquisition programming and syndication, home video acquisition

and distribution, operation of studio facilities,and distribution, operation of studio facilities,development of new entertainment technologies anddevelopment of new entertainment technologies anddistribution of filmed entertainment in 67 countriesdistribution of filmed entertainment in 67 countriesworldwide. Their main creation of movies was:worldwide. Their main creation of movies was: TheThe

6th Day, Charlie’s Angels, Final Fantasy, Vertical 6th Day, Charlie’s Angels, Final Fantasy, Vertical Limit, Saving Silverman, and 28 Days. Limit, Saving Silverman, and 28 Days.




studiosstudios

Universal Pictures:Universal Pictures: Their creation of moviesTheir creation of movies

was:was: Meet the Parents, Billy Elliot, Grinch, Meet the Parents, Billy Elliot, Grinch,

and The Nutty Professor.and The Nutty Professor.




studiosstudios

Pyramax Studio: Pyramax Studio: Pyramax Studio has two 7,500sq.ftPyramax Studio has two 7,500sq.ft

bungalow to support all other movie makers. To make bungalow to support all other movie makers. To make

their movies, they have a 5,000 square foot warehousetheir movies, they have a 5,000 square foot warehouse

for moviemakers. The one thing they have bigfor moviemakers. The one thing they have bigadvantage is with their under-water studio which hasadvantage is with their under-water studio which has

been designed for maximum efficiency in the use of been designed for maximum efficiency in the use of

film or tape for motion picture. It’s unique design andfilm or tape for motion picture. It’s unique design and

four large shooting ports and depth of 11 feet 3 inchesfour large shooting ports and depth of 11 feet 3 incheswill allow coverage which is unique in our moviewill allow coverage which is unique in our movie

industry.industry.



D) Firms’ Strategy, Structure andD) Firms’ Strategy, Structure and

Domestic RivalryDomestic Rivalry Firm Structure:Firm Structure: The Hollywood filmThe Hollywood film

structure is professional.structure is professional. There is very little scope to gain a familyThere is very little scope to gain a family

oriented structure in this particular movieoriented structure in this particular movieindustry.industry.

Also, like Japan, it has a big impact of beingAlso, like Japan, it has a big impact of being

seniors with good works.seniors with good works. Each of the works is done with a professionalEach of the works is done with a professional

touch.touch.



Firm StrategyFirm Strategy

Firm Strategy:Firm Strategy: America is a capitalistic society. TheAmerica is a capitalistic society. The

strategies that the Hollywood industry follows mightstrategies that the Hollywood industry follows might

be categorized as follows: Price, Quality, be categorized as follows: Price, Quality,

Differentiation, and Speed.Differentiation, and Speed.1)1) Price:Price: Hollywood dominates the world. They produceHollywood dominates the world. They produce

movies, which average a filling of 70 % of the seats inmovies, which average a filling of 70 % of the seats in

theaterstheaters

It has been found that the average cost of making aIt has been found that the average cost of making a

Hollywood movie is about $40 million.Hollywood movie is about $40 million.




2)2) Quality:Quality: unbiased censor board which control theunbiased censor board which control the

movies’ quality. If any kind of contradictory scene ismovies’ quality. If any kind of contradictory scene is

screened in a movie, Censor Board is there to filter outscreened in a movie, Censor Board is there to filter out

such a thing and make it more appealing to thesuch a thing and make it more appealing to theviewers.viewers.

3) Differentiation3) Differentiation: Hollywood movie sector has a lot of : Hollywood movie sector has a lot of

differentiation in genre, including Thriller, Action,differentiation in genre, including Thriller, Action,

Romance, Horror, Documentary, Comedy, and Drama.Romance, Horror, Documentary, Comedy, and Drama.Each of them can be differentiated further.Each of them can be differentiated further.




4) Speed:4) Speed: Hollywood releases movies sevenHollywood releases movies seven

days a week and around 360 movies per year.days a week and around 360 movies per year.

This amount of movies gives Hollywood aThis amount of movies gives Hollywood a

competitive advantage.competitive advantage.



PORTER’S FIVE FORCESPORTER’S FIVE FORCES

MODELMODEL The threat of entry by new competitorsThe threat of entry by new competitors

Bollywood movies. If Indian, European, RussianBollywood movies. If Indian, European, Russian

and such other potential film industriesand such other potential film industries

The intensity of rivalry among existingThe intensity of rivalry among existingcompetitorscompetitors

For example, Fox, Paramount, Universal andFor example, Fox, Paramount, Universal and

such renowned firms are competing domesticallysuch renowned firms are competing domesticallyand vigorously.and vigorously.




MODELMODEL Pressure from substitute productsPressure from substitute products

Sports, sports entertainment, opera house, otherSports, sports entertainment, opera house, other

entertainment genres are most likely to performentertainment genres are most likely to perform

as substitutes for Hollywood movies.as substitutes for Hollywood movies.

The bargaining power of suppliersThe bargaining power of suppliers

Moviemakers in Hollywood enjoy the bargainingMoviemakers in Hollywood enjoy the bargainingpower. Whatever they charge at reasonable levelpower. Whatever they charge at reasonable level

buyers are bound to pay to enjoy movies.buyers are bound to pay to enjoy movies.




MODELMODEL

The bargaining power of buyersThe bargaining power of buyers

Buyers have bargaining power in the senseBuyers have bargaining power in the sensethat they do not have to watch all the moviesthat they do not have to watch all the movies

that Hollywood produces. Every year thethat Hollywood produces. Every year the

Raspberry Awards lists the Hollywood’sRaspberry Awards lists the Hollywood’s bombs—movies that did not do so well in the bombs—movies that did not do so well in the

box office. box office.



CONCLUSIONCONCLUSION

Hollywood holds the international competitiveHollywood holds the international competitive

advantage in the world movie industry. Theyadvantage in the world movie industry. They

are clearly above all competitors. In fact,are clearly above all competitors. In fact,

American movies are viewed in nearly everyAmerican movies are viewed in nearly everycountry of the world, even in those thatcountry of the world, even in those that

outright oppose America politics. For example,outright oppose America politics. For example,

Kim Jong Il, the president of communist NorthKim Jong Il, the president of communist NorthKorea is an American film junkie.Korea is an American film junkie.



Thank You!Thank You!

Any Question?!Any Question?!

international marketing power point presentation_nayeem

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