Strategic marketing issues and challenges face maize seed marketing firms as farmers increasingly adopt hybrid varieties in a modernizing third world country such as Uganda. The maize seed industry of Uganda has changed dramatically from a government owned, controlled, and operated industry to a competitive market oriented industry with substantial private firm investment and participation. The new maize seed industry is young, dynamic, growing and very competitive. The small maize seed market is already crowded with six firms and the possibility of new entrants including more foreign firms. Maize seed firms must develop a marketing plan (marketing strategy and the 4Ps of product, price, place, and promotion) to analyze what each firm can do to improve customer satisfaction and strengthen its competitive position in the market.