Communication and strategic market planning in pride microfinance in Kampala Central Division

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Kampala International University, College of Economics and Management
Center with specific aims of finding out the different communication modes used in strategic market planning; the role that communication plays; the challenges of strategic market planning that arise as a result of poor communicated messages: Literature was reviewed on existing facts on the major variables to comprehend the study in order to enrich the study findings. The study relied on a qualitative and quantitative research design where questionnaires and interview guide were administered on a sample of 60 respondents of which only 5 0 of these were relied upon. It was established that the forms modes of communication included TV, Radio, weekly meetings, newspapers, as well as door to door communications. The role of media was established to include; strengthening the clientele base, creating room for feedback, identifying needs, improving efficiency and promoting spirit of oneness for employees and clients. However it was noted that in trying to strategically market its plans, PRIDE experiences challenges of; misperceived message by a big illiterate group,, reduced demand for services, absence of personal interpretations, and disregard of policies. The study however, concluded that, for PRIDE to better implement its Strategic Market Plans it requires to improve on the way it relates with its illiterate targets. The study recommended the following; improving the communication channels; encourage adult learning; thorough editing of information designed; focusing on methods that cover rural communities; training group leaders to act as goal keepers.
A Research Report Submitted To The College Of Economics And Management Sciences In Partial Fulfillment Of The Requirements For The Award Of The Degree Of Bachelor Of Marketing Management of Kampala International University
Communication, Strategic market planning, Pride microfinance, Kampala Central Division