Market Viability Test of SAE in Bangladesh

Introduction:

Bangladesh as a nation turns 41 in 2012. In this report it will be reviewed the trends and developments of media industry in Bangladesh in the last four decades. The report will also try to forecast here the trends of the media industry in the coming decade after which Bangladesh will be a 50-year-old nation. By analyzing the trend of the aforementioned industry we will test the viability of establishing SAE institute, the largest institute in the world providing media education.

Broad objective

To analyze whether or not the establishment of SAE institute (the largest media institution in the world) in Bangladesh will be feasible for the association itself.

Specific objective

• To find out the current market demand for media studies
• To analyze the level of competition in media industry
• To test& report the technical feasibility
• To analyze the scheduling of the project
• To analyze the critical risk factors that might affect the business and the ways to mitigate them
• To report the economic effects through the aforementioned project in Bangladesh
• To analyze the financial feasibility

The sample population of 87 selected for the study was limited to students enrolled in Faculty of Media studies and Journalism and covered 4 universities (ULAB, Daffodil International University, Stamford, Dhaka University),3 colleges (Imperial College, Dhaka City College, Dhanmondi Boys School),4 TV channels and 2 radio stations thus to generalize the entire population of media industry and beyond its border is severely limited.The sample however is similar in nature to the population that attends other universities, colleges, TV channels & radio stations and can thus be generalized.

SERVICE DESCRIPTION

SAE institute (the school of audio engineering) is the world’s largest international network for media training institute for audio engineering, digital film production, interactive animation, games programming and multimedia.It is a private college and was established in 1976 by sound engineer, record producer and business man Tom miser which later grew with a network of more than 50 colleges on 4 continents worldwide.

 Today, more than ever before, solid training, careful practice and creative thinking will give you the edge in the competitive media industry. These qualities are the hallmarks of our programs, and the main reason why students choose to study at SAE Institute.We offer innovative teaching techniques, state-of-the-art equipment and a complete package of courses.

Above all, our graduates have the large international network to support them in finding employment and making contacts within the industry. Our qualifications enjoy world-wide recognition and acceptance. All SAE Institutes are equipped with the best technology which is only available for use by our students.

• SAE Institute is the only media Institute with a network of over 50 campuses world-wide
• SAE Institute guarantees you individual “hands-on” practical time
• SAE Institute has a unique practical way of teaching with over 30 years’ experience
• SAE Institute offers recognized university degrees
• SAE Institute offers accelerated learning format programs, earn your degree in 2 years
• SAE Institute has an impressive track record with highly successful graduates
• SAE Institute guest lecturers are leading industry professionals
• SAE Institute students can relocate to any SAE campus world-wide
• SAE Institute limits the enrolment to guarantee individual equipment access
• SAE Institute maintains an international job placement programme for our graduates
• SAE Institute has an active alumni association to further help our graduates
• Online Graduate College provides post graduate courses from Masters to Doctorate
• Graduates have been nominated and received many international awards

ANIMATION

Diploma in Animation Arts (Animation for Games – DAG)

Animation and games have come a long way since the monotone pixels of Odyssey and Pong. Successive generations of hardware has opened the doors for more closer to life gaming experience; and with technology ever expanding the storytelling possibilities of the medium has the animation and gaming industry hunting today for animators who can redefine the capabilities of the digital screen.Our 18 month program is designed to open up the world of animation and gaming for you by developing skills tailor made to create next generations of gaming experience.This is drawn out in three semesters- six months each. Subjects under diploma inanimation

• Fundamentals of Drawing
• Principles of Design
• Scripting & Storyboarding
• Narrative & Character Development
• Principles of 2D Animation
• Advanced 2D Animation
• Design for Interactive Entertainment
• Principles of 3D Modelling
• Game Level Design
• ·         Advanced 3D Animation
• Digital Audio and Video Production
• ·         Communication Design

Intensive Course in Animation

This is a specialized course which focuses on key areas of 3D Animation from ideating concept to rendering a full fledged 3D animated movie. The course is divided into four specialized areas of a 3D Animated Movie Making;

• Preproduction for Animation
• 3D Modeling
• 3D Animation
• Post Production

In preproduction students are introduced to sketching and developing backgrounds and characters for the 3D Animation. Digital painting helps them to convert these dream sketches into Digital artworks which can suitably be drawn into Animation with well-planned script and story boarding. The Preproduction lay the foundation to create amazing 3D backgrounds in 3D Modeling and Animation Modules to follow, where the students learn to transfer their creative imagination to 3D outputs in terms of Character modeling, Props, Environment and animating them manually with keys and simulation. No animated film is effective without scintillating effects and audio synchronization which will be exposed in their last module, Post production. Overall the students will be introduced to 3D Animation Film Making process and their production pipeline.

Intensive course on Animation (ICA) guides students and customizes the software applications such as Maya, 3DsMax, Mudbox, Motion Builder, Combustion, Photoshop and Premier to create effortless animation and make your imaginations come true.

FILM MAKING

Diploma in Digital Film Making

From script to screen, SAE’s Digital Film Making course is a comprehensive, rigorous and demanding program that focuses on developing the fundamental skill-set for an Independent Filmmaker. It emphasizes cinematography, editing and sound design across both film/video based and animation-based products. Each student writes, produces directs and edits a number of projects, then screens them and engages in constructive discussion and critique. Typical projects include Television Commercials, Music Video, Short Film, Documentary, Narrative Short Film etc.

B.Sc. in Visual Communication

Writing for Media, Aesthetic and Techniques of Cinematography, Audiography, Radio Broadcasting, Environmental Science, English.

Duration: 3 years

Certificate Course in Television Production

SAE’s television production course is designed to bridge the gap in the industry in getting the best television trained talents to work in the medium. Currently, there is no course matching our Television Production course, in equipping the students will all necessary skills to work in a full-fletched Television Programme in various genres, straight after getting their certificate, because this is the only course which trains students on-hand on how to be involved in the A-Z creation of a Reality Show, a Game Show , a Serial or a talk show, while also learning the processes, the creatives and technologies behind it, both in indoor and outdoor production

AUDIO

 Diploma in Recording Arts (Audio Engineering)

Listening to music is great, but what about actually helping to create it? Learn everything you need to know to start a career in recording and audio postproduction.

The recording arts program is an intensive audio training that covers every aspect of music and audio production from tracking to mixing to mastering.

The course has 11 modules including Introduction to Basic Studio Studies, Studio Equipment, Music Theory, Advanced Studio Studies, Digital Recording Basics, Recording & Mixing, Acoustics, Post Production, Advanced MIDI and Post Production.This course also enables the student to acquire a substantial portfolio in the form of their assignment.

Certificate Course in Electronic Music Production

Electronic Music Production

If you are passionate about music and think you have the potential for music career, then may beit’s time you signed up for our Electronic Music Production course. It’s your ticket to enter the world of jingles, music videos, ring tones and mobile entertainment.

EMP trains you in the production of different genres of music using various technology and software. Comprehensive knowledge of music, mixing on a console, EFX and more are imparted, both theoretically and practically in three stages.

Short Term Courses

• Studio Assistant Course
• Film Assistant Course
• 2D & 3D Graphics Certificate Course
• Video & Audio Editing
• 3D Animation – Maya Certificate Course

Delta Bay – Offering Universal Standard of Entertainment

In every single year DeltaBay produces such a three mammoth program in Bangladesh. Along with those reality shows DeltaBay have affiliation with number of TV channels. In this order only DeltaBay requires thousands of media graduates/crews/experts every year. Yearly, DeltaBay will recruit thousands of students from SAE for the productions. DeltaBay will extend its hand and will open its door for the students of SAE for any sort of facilities like internship, practical support, part-time and obviously full time jobs.

Media Industry in Bangladesh

Existing Media Studies Bangladesh

Media of Bangladesh indicates to the print, electronic and internet media. The Constitution of Bangladesh guarantees freedom of print, electronic and internet media. The Bangladesh media is ranked at 136th out of 178 countries of the world on the Reporters without Borders Press Freedom Index.

Media of Bangladesh such as print and electronic media are owned by private mostly. There are hundreds weekly magazines, presenting a vast array of viewpoints, though some outspoken papers have faced pressure in the past.

Television Channel is the biggest medium for watching news in Bangladesh. There are about 24 television stations in Bangladesh Media. In 2012, there were 15 AM and 13 FM radio stations available. There are around 6,000,000 internet users in Bangladesh reading daily news on the internet.

Other than a few media, all print or broadcast outlets appeared in the last two decades. It is to be noted that these two decades are the age of globalization based on the idea of a free market economy after the fall of communism. As a result, an influence of capitalist globalization is felt in the media institutions.

In this global economic system, Bangladesh was at the receiving end. The peripheral capitalist countries of the Third World like Bangladesh have become the market of globalisation. However, other than the readymade garments industry based on cheap labour and the telecommunications sector based on foreign direct investment, in the 1990s, there arrived a class of traders who mainly imported products from foreign countries. These three sectors were parts of the emerging corporate class. A country of 150 million people meant a big potential market. From the traders’ point of view, there was a need to change people into consumers and a consumer culture became an essential prerequisite of the prevailing economic process.

The channel boom in the first decade of the millennium is another phenomenon in the industry. The pattern of today’s television programmes was set by Ekushey Television (ETV) – especially the news presentation, programme selection and graphical presentation style of ETV which are still followed by other channels. Currently, 23 to 25channels are operating in the country, with more on the way (approximately 26 more TV channels are awaiting for the permission). But all the channels including Channel I, ATN Bangla and NTV are operating within corporate journalism. These channels are totally dependent on advertisement market and as a part of corporate branding they have sold all of their news slots to advertisers. To get their stakes from the competitive advertisement market, they have made their news slot cheaper. The broadcast channels are submerged in the corporate journalism created by the print media.

Growth of Media in Bangladesh

Upward curving growth indicates the industry is in growth stage and the market size will be expanding at a higher rate since ever.However, it is also true that in the last decade, the middle class has developed a habit of watching television news daily. The government-controlled news served by Bangladesh Television for decades prior to that kept the audience news-hungry. While the government has freed the print media, it still controls the broadcast media.

In the first decade of the millennium, the FM channel arrived as a new phenomenon. Five to Seven FM channels based on pop music are now on the air. The target audience of these channels are young people and teens who have grown through the consumer culture or who are eager to access that culture. The channels with English-influenced Bengali accents serve hourly news, traffic updates and stock updates. These channels also include talk shows and interviews along with music. These stations survive on the corporate culture created by other media before them.

At this moment, the economy of Bangladesh is expanding and the usage of Internet is less than in developed countries. Arrival of new newspapers complies with the prevailing socio-economic situation in Bangladesh. As a result, not only television channels or FM radio, the print media is also expanding here. It should be noted that, until today, the print media is the most influential media in Bangladesh.In 1990s, like many other countries, the Internet emerged as a new media, which has been appeared in urban areas only. Mushroom growths of Cyber cafes in the city like Dhaka, Chittagong or Rajshahi proves the significant expansion of Internet in urban life, though according to the total number of people the rate of using the internet, is very low (in 2010, 200 per thousand people). But of course, it doesn’t seem unusual in an agriculture based and technologically poor country like Bangladesh.However, the change in the next decade will not be very radical. A few more television channels will go on air.

Film industry of Bangladesh has about 50 years of experience and has released more than 2000 films in total and 86 in 2012. But the tradition of the industry is not glorious enough. In 1980s and 1990s the quantity of films increased but the quality of films fell down in an alarming manner. Sex and violence are essential elements of mainstream films and which are failed copies of Bollywood. But at the beginning of new millennium, some makers are coming ahead who has the experience of film society and the experience of independent cinema movement and producing quality films. Film like ‘MatirMoina’ (The Clay Bird) and “Television” has achieved international recognition.

The age of Bangladesh as a nation will be half a century in the next decade. There came a great change in the media sector in the last one and a half decades, making it difficult to forecast what changes will come in the next decade but history indicates it will create a mammoth market.

I think everybody who thinks about the future of the media studies in Bangladesh have an idea that the family or guardians are not willing or interested to send their child in a media school to study film making or audio engineering due to our culture, customs and traditional beliefs and thoughts.But incredibly the market says (based on survey) the students and the family both have an answer YES while asking would your family allow you to study media education.Undoubtedly 55.32% responded respond they and their family are ready to enter to avail such a degree if the institute ensures quality education.

There are a few universities offering media studies which are locally established and operated. While we conduct a survey 36.17% people showed their interest of learning media education from an institute which has international establishment and 51.06% people strongly agreed they will choose an internationally recognized institute if it is available in Bangladesh.

Existing Media Education in Bangladesh &Current Demand-Supply of Media Graduates

 The above table indicates that the native universities &institutes produce 21.66% of the total graduates demanded. Many attempts have been made by the government and private universities with funds from domestic and international sources since 2000 to promote the development of media studies in Bangladesh but still the significant demand-supply deficit exist there.

Aforementioned table far indicates that only a moderate number of graduates major in Journalism are being supplied but all the graduates of different courses are not adequately produced by the native institutions unless Graduates in Journalism.

The students passing HSC (Higher Secondary Certificate), A-Levels, similar class of 11-12, students completing 4 years Graduation (Honours, BBA, similar class of 13-16), students completing Masters (MBA, similar class of 16-17), students have at least passed Intermediate Level ( Class-12), Neighbourhood Foreign Students (Students seeking for lower cost)- Philippines, Thailand, Nepal, Malaysia, India (West Bengal), Professionals who are seeking a Master Degree (Evening) in Media Studies or short term certificate courses.The free-ones who have interest and creative talent in the field of media more specifically in film making, sound composing, photography and related belong to our target customers list.

The people of Bangladesh are most dynamic and always embrace changes they need. The new era has become digitalized. Every single step we are forwarding passing through technology. The people of the entire country do not wait till the dawn for the daily newspaperrather they use internet to access the online hot news. In this regard we can assure that we are living in an era where customs can be turned into technology.

Market Size Considering the Current Demand of Media Graduates

Projected demand for Media & Film Studies

Here the market indicates 29.21% compounded growth rate but due to lack of resources current number of customers are lower. If we consider the both growth of the service and the growth of the media graduates demanded by the industry then the growth rate become higher which is shown and discussed later.

While conducting the survey we got an incredible response from the potential students. 60.04% of the students said they will choose an institute for media studies which is foreign rather going abroad for the same purpose.

Current consumption/demand for Media Graduates:

The demand of media graduates in Bangladesh during the period 2005-2012 as presented below has been complied by survey –

Table-4.9

Demand for Media Graduates in the Year 2005-2012

Projected demand for Graduates:

The demand for media graduates including media related short courses degree is growing at a higher rate in Bangladesh than the increase in production due to

• the growing market size,
• the high price margin,
• career consciousness,
• urbanization and poor availability of competing services;  which are sometime inferior in quality and innovation,
• and the distinct trend in the new generation of population to switch from traditional career choice to Career in Media.

Based on a compound growth rate of 46.14% per annum, taking 2014 as the base year, the demand for media graduates up to 2018 has been projected as shown at Table-5 below:

 Table-4.10

Projected demand for GRADUATES in Media Industry

 On the basis of past Trent of graduates demanded of 4,000graduates in 2005 which increased to 18,765 graduatesin 2012, the demand of media graduates & masters has been assumed to rise to 55,756 in the year 2015.

 Present Arrangement to Meet the Demand of Media Graduates

A discussion with the HR manager of Television Channel, expert in the sector, indicate that there is a severe shortage of media studies graduates in the country. A very insignificant supply is available from the native sources comparing the increasing demand. A small portion of total supply is supplied by the foreign Institutions located abroad.

Apart from the demand supply deficiency a number of Universities or Institutions are producing graduates and masters in media studies in our country. Only the University of Dhaka recently (October 2012) initiated Media Studies as public University in the entire country. A few private universities started their journey in this sector a bit earlier. The pioneer university in Media Studies is Stamford University; a private university of Bangladesh started Faculty of Film & Media in the year 2005. In the contrary, department of Journalism & Mass Communication is an old form of media studies in the country from where a number of students have been producing since 1997.

Are the customers satisfied?

The survey reveals both side of customer satisfaction and dissatisfaction regarding the services they are receiving from the countrywide institutions. Zero percent of the total responded is fully satisfied and only 20% of the customers are moderately satisfied because the degree has a certain demand in this country.

A significant number of students demanded a well-resourced practical laboratory with contemporary instruments which are totally unavailable in their own campus. Along with these unavailable practical instruments they have another unfilled desire that the certificate they are being achieved should have an international recognition.

Supply Position

Presently, there are 12 universities/institutes different in size in terms of number of courses offered. Among the listed universities we are presenting below a yearly average production capability of competitive institutes-

Table-4.11

Market Share/Supply Gap Share

The market share and share of supply gap at full capacity utilization of DESH HATCHERY with sale of 2.5 million chicks are shown in Table-11.

Table-4.12

When visit the market and the current buyers (Students) of different private & public universities then we revealed a desire of changing the service they are now buying. Majority of the respondent wants to have some classes with renowned professional (director, editor, cinematographer, journalist etc.) as a guest lecturer or as a guest speaker. They specified it more that they dream to share the practical experiences of popular & successful International Directors.

80% of the current students studying media related courses agreed that the certificate they are trying to avail must have international recognition which will open the door of international career opportunities.

Only 30% students think that they have well-equipped practical laboratory and they are moderately satisfied but rest of the students strongly agreed that they must be taught practically using contemporary technologies since the channels are using present-daytechnologies in Bangladesh.

25.53% pupil studying Honours and Intermediates are willing to pay Tk. 200,000-250,000 and equal percentage of students think that they will pay 300,000-400,000 Taka for a 2 years graduation. Rest of the people remained silent or didn’t make any response regarding the pricing issue

What determines price on the product – quality, size, demand?

SAE is a global brand name which is well-known, popular and accepted due to its quality education both theoretical & practical. The price structure set above is lower comparing rest of the campuses of SAE but a bit higher comparing the local rivals. The customers will pay more due its quality, international standard and also the demand of this service is quite high and will be higher as discussed earlier.

This study had been completed by following systematic and sequential steps. Firstly, the research problem was formulated. Secondly, an extensive survey had been taken place to gather relevant and required literature. Thirdly, working hypothesis was developed. Fourthly, a research design had been determined. In the fifth stage a sampling technique had been chosen which is called non probability judgment sampling. Sixthly, both the primary and secondary data was collected. At the level of seventh step collected data were analyzed arranged as per the study demands.

Primary Data:

The primary data has been collected from original sources by the investigator through field operations. The primary data are those which are collected a fresh and for the first time and are original in character. So, the primary data are assembled from the first hand field investigation.

Primary Data Sources:

The sources of primary data were high schools, colleges, universities both private and public, TV channels, radio stations, newspaper houses etc.

Primary Data Collection Method

To collect primary data most popular and convenient questionnaire method was used. Three set of questionnaire has been designed on the basis of multiple choice question and a few questions got the dichotomous format.

The survey includes personal interviews, statistical and published information in target area, and informed opinion of knowledgeable people. We divided the responded in three group – Responded 1: Target customer (Students Studying HSC, Students Studying Bachelor & Masters, Professionals at Media Houses) Responded 2: Professionals (to assess the current media situation) Responded 3: Competitor (Current students studying Media studies and employee working in rivals institute)

Sampling Technique

To gather primary information a sample size had been determined from a population by selecting a sampling technique named judgment sampling technique which is non-probability sampling.

Sample Size: The sample size of the study as follows:

 4 HR Manager of private TV channels

  18 employees of different TV channels include producer, broadcast engineer, camera man, news controller and others.

 26 current media students.

  57 target customer (students of colleges and universities)

A total of 95 responded respond to the questions asked.

Competition Analysis Matrix

 Based on the success factors noted in our Industry Analysis, we rated each university. The factors rated were Service Quality, Low Course Fee, Know-How, Practical Lab, Promotional Activity, International Recognition/Career Opportunity and Campus Location.

 The competitor matrix helps us to see the areas in which our competitors excel in which areas they need to improve. With this we will be able to improve on the areas other companies lack and help our business succeed. If we know what we are doing right, and what we are doing wrong, we can improve upon their weaknesses, therefore making our institute the best it can be. Based on our Competitor Matrix, our top competitors are:

 ULAB University of Dhaka and North South University with ascore of 2.9 and our wewkest competitor is Stamford, who scored a 2.6. University succeeds because they combine a low-priced course fee with efficient service. All the four competitor, on the other hand succeeds, because they have a convenient location for the students and faculties.

We can also improve upon our competitors in terms of price. We can grow our customer base if we keep our prices low enough that even people with lower incomes will be able to afford our product.  With the rising prices of food, gasoline, and other services, keeping our prices reasonable may come as a challenge. While we definitely have areas that we can improve upon our customers, each factor can play a huge part in making or breaking our institute’s success.

Overall, however, our establishment will lead our competition because we provide a service and a concept that is different from the other universities in the South Asian area.

Since 36years from 1976 in 24 countries with 50 campusesSAE stepsahead with a single motive that teach students emphasizing practical learningusing contemporary technologies.

All the equipment required for the sound engineering lab room, camera, PC, will be provided by our world renowned technology partners e.g. Apple Inc. Panasonic, Yamaha, Sony etc. No doubt the students of SAE will get the opportunity prepare themselves for the country as well for the universe.

Bangladesh in television, there are two parts of technology use, one is for broadcast and another for news and newsroom management. As far as broadcast is concerned, all satellite TV stations of Bangladesh are using most modern technology for synchronizing with the technology of satellite service providers. Internally, for production, all television companies are using modern computers which are compatible with the most modern production and special effects software. But, in newsroom management, a few are using software like octopus or any software of similar standard.

Most of the TV newsrooms use computer for typing and printing of the script. BTV, the government owned TV, has the capacity but the company has no inclination for using modern technology any way. Bangladesh Betar, the state owned radio service has vast capacity in terms of coverage and ability but again similar to the BTV, they are not much tech-savvy. Private FM radio stations are a bit more technology loving. In atleast broadcast and production, they are using modern technology. In newsroom the newsboss is the popular software in Bangladesh.

Our Technology Partners

An Experience of 36 Years

SAE is operating for more than 36 years worldwide with 54 campuses in 24 countries. SAE started with a tiny village but it turned into a global village by the size and by the years.It will initiate its journey in Bangladesh not as fresher but as an old experienced profound Institute which is our know-how skill.

Globally Recognized Degree

The degree received from the SAE institute is recognized around the world.SAE has more than 50 campuses scattered around the world in seven different continents from Australia, where the head quarter of SAE is located, to Africa (Cape Town).Students of SAE can access any sort of facilities from any of the SAE institute located all around the earth.

Well-structured Institute

SAE is a complete version of a media institute including all the elements a media institute should posses for which SAE  has huge possibility of taking first mover advantage in the media industry  despite of the existing competitors in the market as their structure is still under the process of expansion.

Profound &Prudent Faculty

SAE Bangladesh will engage full time faculty members from both home and abroad. Personalities having high profile and contribution in the media in Bangladesh will be recruited for SAE as full time faculty members.From the neighborhood country (e.g. India, Malaysia, and Indonesia) where SAE is operating its operation from a decade or more a few faculty members will work in SAE Bangladesh as full time and also a number of guest lecturer from 24 other countries will visit regularly to ensure the global learning.

Cutting Edge Equipment & Software

SAE allows students to benefit from vast equipment purchasing power and also provides access to the latest digital film making contemporary equipment, audio engineering laboratory equipment and required all other accessories.

Tight & Global Network

SAE has more than 50 campuses scattered around the world in 24 different continents from Australia, where the head quarter of SAE is located, to Africa (Cape Town).Students of SAE can access any sort of facilities from any of the SAE institute located all around the earth. Not only from the campuses but also students of any country will enjoy a structured benefit from Alumni Association of SAE operated and founded by SAE institutes’ students’ around the world.

Individual Practical Time

SAE also allows individual practical time for the student to grasp the ever increasing skill set required to work with and understand countless technologies and techniques used in modern film making.

Employment Opportunities

The media industry in Bangladesh is still booming. There are already 25channels and still much more to come. And to assure the sustainability of these channels in the market they require exhilarating shows which will increase their TRP (television rating points)and SAE being an experienced institute will be able to make use of such opportunities.

Technology development

A rapid development in the technology can be seen in a worldwide media industry and SAE being a hi-tech based institute will be able to exploit such a prospect.

Bulk Market Size

There is a massive number of interested candidate yet left to be captured.

High cost

SAE being a foreign media institute whose education system is based on internationally accepted standard and the technology used to deliver classes is quite uptodate for which the estimated cost to pursue the desired course is expected to be reasonably higher than that of the other media institute in Bangladesh.

Social Misconception

In a country like Bangladesh media studies is still not considered to be a career to pursue for. Majority of the community are still ignorant about the concept of media  and how much it can contribute to national economic growth of an economy, develop the culture on bring up the image of Bangladesh itself.

Threat of New Entrants

If any institute enters into the market in near future with international standard then SAE will face a price competition and the market share will be divided. But the chances of enter and compete with SAE is lower.

Political Situation

Bangladesh as a democratic nation there may have politically unrest situation. Oppositions always try to reject the prior decisions taken by the preceding government. But SAE Bangladesh over-come all the political barriers and though the country have unrest situation but the Foreign Direct Investment and Foreign Institutions are always encouraged to invest in the country.

Price Competition

In Bangladesh there are a few universities providing or offering the courses what will be offered by SAE. Deshi universities are offering a lower price for the courses whereas SAE will charge more. In this regard, SAE expects and survey says the potential pupil will accept the service though SAE charges higher price because it has numerous advantages.