Upgrade estate: winning with sustainability

Abstract

Upgrade Estate is a successful company in the Belgian student housing market. Although student housing is perceived to be a commodity market, the company has been able to differentiate itself from the competition with a very unique concept. The case outlines how Upgrade Estate has been able to grow in this market and what the company has done to achieve a market leader. It illustrates well how a company can build a successful strategy based on the principles of customer intimacy, and what it takes to implement that strategy well. The Management Team is, however, wondering how to grow the company beyond its existing core. There are several growth options available and the key question is which one(s) to pursue?