Eastern Housing Limited—Marketing Strategies of Real Estate Company in Bangladesh

Abstract

This is an analysis for the management case of Eastern Housing Limited (EHL), Bangladesh. The premise of the case is that EHL having enjoyed market leadership of nearly 40 years has now started facing heat in the real estate market of Bangladesh. EHL has lost its leading position to East West Property Development Pvt. Ltd (EWPDL) which commands 30 per cent market share in the year 2015, whereas EHL holds approximately 20 per cent market share, inclusive of sales across different offerings in the real estate market. The reported compound annual growth rate (CAGR) of EHL (12.77 per cent) in the year 2015, however is much better than the industry (real estate renting and business services) CAGR of 4.4 per cent. But the upcoming years are going to be tough for EHL as competition is likely to intensify. The immediate focus of EHL is how to increase the market share though in long-run EHL wants to sustain and consolidate its position in the market. The analysis starts with situation analysis and ends with recommending future course of action for short-term vis-a-vis long-term perspectives.