Communication And Strategic Market Planning In Pride Microfinance In Kamp Ala Central Division

ABSTRACT

The study "Communication and Strategic Market Planning in PRIDE MicrofinanceKampala

City 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.