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.
NTIA, I (2021). Communication And Strategic Market Planning In Pride Microfinance In Kamp Ala Central Division. Afribary. Retrieved from https://afribary.com/works/communication-and-strategic-market-planning-in-pride-microfinance-in-kamp-ala-central-division
NTIA, INIODU "Communication And Strategic Market Planning In Pride Microfinance In Kamp Ala Central Division" Afribary. Afribary, 13 Jun. 2021, https://afribary.com/works/communication-and-strategic-market-planning-in-pride-microfinance-in-kamp-ala-central-division. Accessed 25 Jul. 2021.
NTIA, INIODU . "Communication And Strategic Market Planning In Pride Microfinance In Kamp Ala Central Division". Afribary, Afribary, 13 Jun. 2021. Web. 25 Jul. 2021. < https://afribary.com/works/communication-and-strategic-market-planning-in-pride-microfinance-in-kamp-ala-central-division >.
NTIA, INIODU . "Communication And Strategic Market Planning In Pride Microfinance In Kamp Ala Central Division" Afribary (2021). Accessed July 25, 2021. https://afribary.com/works/communication-and-strategic-market-planning-in-pride-microfinance-in-kamp-ala-central-division