Eastern Bank Limited (A)

Eastern Bank Limited has taken over the Bangladesh operations of the Bank of Credit and Commerce International after its collapse. The new chief executive officer of Eastern Bank must make decisions about which corporate banking clients to target, how to develop and position the Eastern Bank brand, what products to emphasize, in what price structure and whether to centralize or decentralize the bank's operations. The supplement Eastern Bank Limited (B), product 9B04A031 updates the situation. This case provides a good vehicle for discussing relationship management in a complex service analysis of market segments and the present and future profitability, so that the marketing strategy decisions are customer driven.