An analysis of marketing strategies in social security institutions in Tanzania

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University of Dar es Salaam
Social Security Schemes are beneficial as they provide protection in cases of unforeseen or foreseen events such as old age, injury at work, death, disability and sickness. These schemes mostly cover those employees engaged in the formal sector. They have won the hearts of majority of workers, particularly in the European countries as well as some African countries. But, despite the multi-benefits provided, Social Security Schemes are still disputed because the concept of social insurance is still new to many African countries and therefore social protection is not a priority on the National Agenda of many Governments. Social protection institutions established in the continent have generally not lived up to the expectations of the public. The main focus of this study has been to analyse the ability of the Social Security Schemes to concentrate and to rapport with the public, to create awareness in the sectors which are currently not covered and to identify the strengthens and weakness of the current marketing strategies. The report is divided into five chapters. Chapter one gives a general introduction, background, statement of the problem, objectives, significance, hypotheses, scope and limitations of the study. Chapter two presents literature review on the subject. Chapter three dwells on the research design, area of the study, data analysis, research methodology, data used in the study and its sources. In chapter four the research findings are discussed. Finally chapter five provides the summary of the study, conclusion and recommendations.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HD7091.M47)
Marketing, Institutions
Metta, R.F (2000) An analysis of marketing strategies in social security institutions in Tanzania, Master dissertation, University of Dar es Salaam. Dar es Salaam.