Belwal, Rakesh (Dr)Damtew, Tewodros2021-11-262023-11-042021-11-262023-11-042007-07http://etd.aau.edu.et/handle/123456789/28998In Ethiopia the institutionalized microfinance industry is a relatively a new phenomena and development. It was formally legalized in June 1996 under the proclamation 4011996 and to date, the industry has grown to service some 721,100 clients (based on data made available at the end of June 2003) with an estimated national market penetration of7%. The industry continues to develop, evolve and face many new challenges in a market that is currently supply -driven. However, as the marketplace develops the microfinance institution (MFI) will increasingly need to identify customers' needs, aspirations and demands, if it wishes to achieve sustainability. Indeed, some MFls are already attentively beginning to explore the need of customers, for example, develop new products to meet changing market needs. For this project, even through there are several research methodologies, but in the current circumstance and considering the nature of the topic under review, it was considered appropriate to use exploratory research technique. This approach would allow defining the parameter and the background in which marketing exists, enabling to uncover the salient points that are relevant and to a fuller understanding of the environment. because of the complex nature of the subject, it was also felt that individual interviews would provide a greater depth and richness of information than if alternative methods were used e.g. postal questionnaires . Finally, structured questionnaires, for senior officials, and operation employees of selected MFls were used to ensure consistency throughout the program, using a variety of open and closed questions. The research findings, detailed in this study, are based, where appropriate, on the responses to the interview and the main issues raised by the MFIs together with a number of examples that interviewees have highlighted. The interviews were analyzed under each of the major set of marketing criteria. The microfinance industry is service-oriented industry, in exchange for a fee (interest rate), the customers either borrow or lend money from or to the MFI. If the customers are satisfied with these services, they will continue to use them and thus the ultimate success of the MFI business depends on its ability to service the customers' needs, wants and demands. Largely, for M In Ethiopia the institutionalized microfinance industry is a relatively a new phenomena and development. It was formally legalized in June 1996 under the proclamation 4011996 and to date, the industry has grown to service some 721,100 clients (based on data made available at the end of June 2003) with an estimated national market penetration of7%. The industry continues to develop, evolve and face many new challenges in a market that is currently supply -driven. However, as the marketplace develops the microfinance institution (MFI) will increasingly need to identify customers' needs, aspirations and demands, if it wishes to achieve sustainability. Indeed, some MFls are already attentively beginning to explore the need of customers, for example, develop new products to meet changing market needs. For this project, even through there are several research methodologies, but in the current circumstance and considering the nature of the topic under review, it was considered appropriate to use exploratory research technique. This approach would allow defining the parameter and the background in which marketing exists, enabling to uncover the salient points that are relevant and to a fuller understanding of the environment. because of the complex nature of the subject, it was also felt that individual interviews would provide a greater depth and richness of information than if alternative methods were used e.g. postal questionnaires . Finally, structured questionnaires, for senior officials, and operation employees of selected MFls were used to ensure consistency throughout the program, using a variety of open and closed questions. The research findings, detailed in this study, are based, where appropriate, on the responses to the interview and the main issues raised by the MFIs together with a number of examples that interviewees have highlighted. The interviews were analyzed under each of the major set of marketing criteria. The microfinance industry is service-oriented industry, in exchange for a fee (interest rate), the customers either borrow or lend money from or to the MFI. If the customers are satisfied with these services, they will continue to use them and thus the ultimate success of the MFI business depends on its ability to service the customers' needs, wants and demands. Largely, for MFls, marketing is about understanding the customer and how to retain their business. This simply means that the MFI needs to focus on defining its target markets, its market share and its size in its chosen market place. MFI then needs to clearly identify if its product line effective meets the perceived needs of its current and poetical customers. Marketing includes the entire element motioned above, as well as a number of others and they all fall under the marketing planning process. The final outcome is documented in strategic marketing plan. In strategic marketing plan, one would expect to clearly identify the organization's objectives' resources, timing and responsibilities. For the purpose of this exercise, the possible barriers to entry into the market place were ignored. Indeed those that may exist are relatively low. All potential sponsors of MFls are free to enter into the marketplace. The minimum capital investment requirement is 200,000 birr (23,255 USD) and current legislation preventing forging capital owners from investing directly in MFls are also important and additional barriers. However, to date, none of these barriers have been shown to be of any real significance.Fls, marketing is about understanding the customer and how to retain their business. This simply means that the MFI needs to focus on defining its target markets, its market share and its size in its chosen market place. MFI then needs to clearly identify if its product line effective meets the perceived needs of its current and poetical customers. Marketing includes the entire element motioned above, as well as a number of others and they all fall under the marketing planning process. The final outcome is documented in strategic marketing plan. In strategic marketing plan, one would expect to clearly identify the organization's objectives' resources, timing and responsibilities. For the purpose of this exercise, the possible barriers to entry into the market place were ignored. Indeed those that may exist are relatively low. All potential sponsors of MFls are free to enter into the marketplace. The minimum capital investment requirement is 200,000 birr (23,255 USD) and current legislation preventing forging capital owners from investing directly in MFls are also important and additional barriers. However, to date, none of these barriers have been shown to be of any real significance.enAssessment of MarketingMicrofinance InstitutionsThesis