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Final Proposal

This research proposal aims to assess the impact of defensive marketing strategies on the performance of microfinance institutions (MFIs) in Zimbabwe, focusing on sales revenue, market share, and profitability. The study will utilize a mixed-methods approach, collecting data from 30 MFIs and analyzing it through regression analysis. The expected outcomes include insights on effective marketing strategies and recommendations for enhancing MFI performance, contributing to their sustainable growth and economic stability in Zimbabwe.

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7 views

Final Proposal

This research proposal aims to assess the impact of defensive marketing strategies on the performance of microfinance institutions (MFIs) in Zimbabwe, focusing on sales revenue, market share, and profitability. The study will utilize a mixed-methods approach, collecting data from 30 MFIs and analyzing it through regression analysis. The expected outcomes include insights on effective marketing strategies and recommendations for enhancing MFI performance, contributing to their sustainable growth and economic stability in Zimbabwe.

Uploaded by

tadiwanashehungwe01
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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UNIVERSITY OF ZIMBABWE

RESEARCH PROPOSAL

IMPACT OF MICROFINANCE INSTITUTE(s) ON POVERTY


ALLEVIATION IN ZIMBAWE

BY
NAME HUNGWE TADIWANASHE

REG. NUMBER R229132F

FACULTY SCIENCE

PROGRAMME BACHELOR OF SCIENCE


HONOURS DEGREE IN DATA
SCIENCE AND SYSTEMS (HDSC)

SUBMITTED TO UNIVERSITY OF ZIMBABWE IN PARTIAL


FULFILLMENT OF THE REQUIREMENTS FOR BACHELOR OF
SCIENCE HONOURS DEGREE IN DATA SCIENCE AND SYSTEMS
(HDSC)

R229132F RESEARCH PROPOSAL


Topic: The Impact of Defensive Marketing
Strategies on Business Performance
A Case Study of Microfinance Institutions in Zimbabwe

1. Introduction

The microfinance sector in Zimbabwe plays a pivotal role in promoting financial inclusion,
providing crucial services to underserved populations. However, the industry faces significant
challenges, including economic instability and intense competition. This project aims to
assess the impact of defensive marketing strategies on the performance of microfinance
institutions (MFIs) in Zimbabwe. We will explore how these strategies can enhance sales
revenue, market share, and profitability, ultimately leading to sustainable growth.

2. Objectives

The primary objectives of this research are to:

 Evaluate the effectiveness of defensive marketing strategies in enhancing sales


revenue among MFIs.
 Assess the contribution of defensive marketing to the market share of microfinance
institutions.
 Analyze the impact of defensive marketing on the profitability (ROA) of MFIs.

3. Hypotheses

This study proposes the following hypotheses:

 H1: Defensive marketing strategies have a statistically significant positive impact on


sales revenue.
 H2: Defensive marketing strategies positively influence market share.
 H3: Defensive marketing strategies contribute significantly to overall profitability
(ROA).

4. Literature Review

A review of existing literature indicates that effective defensive marketing is crucial for MFIs
to withstand competitive pressures. Technological advancements, customer retention tactics,
and risk management are essential components. Studies indicate that organizations employing
robust defensive marketing strategies experience enhanced performance and customer loyalty,
especially in challenging economic environments.

5. Methodology

This research will utilize a mixed-methods approach, combining quantitative and qualitative
data. Primary data will be collected through structured questionnaires administered to 30
MFIs in Zimbabwe. Secondary data will include financial performance reports and industry
analysis.

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Data Analysis: A regression analysis will be conducted to test the proposed hypotheses,
focusing on the relationships between defensive marketing scores and the respective
performance metrics—sales revenue, market share, and profitability.

6. Market Analysis

The microfinance sector in Zimbabwe is projected to grow at a compound annual growth rate
(CAGR) of 12.6% from 2024 to 2029. Understanding market dynamics is essential for MFIs
seeking to adopt effective defensive marketing strategies that ensure competitiveness and
resilience.

7. Expected Outcomes

The research is expected to provide:

 Insightful findings on the effectiveness of defensive marketing strategies for MFIs.


 Recommendations for practitioners on enhancing performance through strategic
marketing.
 A framework for future research on marketing strategies within the microfinance
sector.

8. Conclusion

This project highlights the critical need for microfinance institutions in Zimbabwe to adopt
defensive marketing strategies to navigate their challenging landscape successfully. By
evaluating these strategies' impacts on sales revenue, market share, and profitability, the
research aims to contribute to the sustainable growth of MFIs and the broader economic
stability of Zimbabwe

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