Eastern Housing Limited: Marketing Strategies of a Real Estate Company in Bangladesh

Abstract

The case study investigates the key competitive advantages, marketing strategies, opportunities and challenges of Eastern Housing Limited (EHL), the oldest and largest company in the real estate industry of Bangladesh. EHL was created in 1964 as a private limited company to reduce the housing problems of Dhaka, Bangladesh. Over the last 50 years, EHL has successfully completed many large land and flat projects and gradually became the pioneer in the private housing industry of the country. The company strives for continuous improvement by focusing on marketing strategies, such as shifting its product line and target market, offering flexible pricing and becoming more customer oriented by building long-term customer relationship. However, in recent years, the company has encountered fierce competition from other players in the market and lost monopoly leadership. The study highlights how EHL is focusing on its marketing strategies to increase its market share and carefully planning to be more aggressive in addressing the challenges lying ahead.