| dc.description.abstract | This study sought to investigate the marketing strategies and competitiveness of microfinance
institutions in Uganda a case study of Pride Microfinance Ltd. This specific objectives were
to: establish the effect of promotion on the competitiveness of pride Microfinance Ltd,
examine the effect of internal marketing strategy on the competitiveness of Pride
Microfinance Ltd and find out the effect of market segmentation on the competitiveness of
Pride Microfinance Ltd. A case study design was adopted and data collected from a sample of
44 respondents. Self-administered questionnaires, interview guide and documentary review
guide were used in the study. Data was analysed using SPSS Version 16 and findings were
presented in a tabular format showing frequencies and percentages. Qualitative findings were
presented in themes in a narrative form. The study revealed that Pride Microfinance Limited
has used promotions to generate more customer traffic, promote business loans, to create
awareness on the different products and services offered, provide knowledge to the customers
and due to that the demand for the banks products and services has increased. It was also
observed that Pride Microfinance Limited engages in internal marketing which has helped to
satisfy internal customers, to improve its internal image, to fulfil employees’ needs and to
meet customer expectations. From the study, it was also deduced that Pride Microfinance
Limited has used Market segmentation as to promote products which has increased the
bank’s customer base. This confirms that there is a direct relationship between marketing
strategies and competitiveness of microfinance institutions. Finally the study recommended
that the management at Pride Microfinance Limited should plan strategically about the form
of marketing to use that will positively influence the decision making of a customer. This will
lead to increased sales thus high organisation performance. It was also recommended that
Marketing should be fully considered during the budget formulation so that enough funds are
allocated to finance all activities involved in achieving all the drafted objectives of marketing.
Presence of enough funds help to cover a large market population. | en_US |
