This paper is part of a wider study “The Competitive Environment in Uganda – Implications for Microfinance Institutions and their Clients” sponsored by MicroSave and DFID’s FSDU (Financial Sector Deepening Uganda) programme. The paper highlights the major changes in products viz. loan and savings, corporate brand and service delivery strategies used by MFIs. It documents the evolution of the microfinance industry and explores possible strategies for maintaining a competitive edge. The paper also gives an overview and highlights the key changes in the competitive market on the basis of the 8Ps of marketing, which include product, price, place, promotion, positioning, people, physical evidence, and process.

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