"4.34 PeoplePeople strategies frequency percentageService providers are well 4 80%trained to internationalstandardsAbility to speak foreign 4 80%language Table 4.3Out of the 5 officials from the Aberdare national park marketing department that wereinterviewed, 4 of them responded that the Service provided are well trained upholdinginternational standards. 80% also agree that the facilitators have the ability to communicate inforeign languages. This showed that the personnel’s in charge of providing services to touristsare well trained and are in capacity to respond to guest complaints and clarifications effectively.4.3.5 promotionPromotion tools usedfrequency %Social media24 100%Website 16 60%Brochure 10 40%Direct selling 6 25%Table 4.4All the respondents agree Kenya wild life promotes Aberdare on television but at very lowfrequency compared to other national park. 60% agreed that kws uses websites communicateabout the park, 40% out the 24 tourists indicated that they knew Aberdare through brochures thatwere issued to them while only 20% were directly contacted by the marketers of the Aberdarenational park. 26 4.3.5 Promotion strategiesSales demonstration of tourist on15% television un special offer 39% use of onlineadvertisement31% promotional are targeted to specificaudience 15% Figure 4.3All the respondents agree Kenya Tourist board promotes the country on television. 60% agreethat no sales promotions are run especially during the low season. With the advent of the fibreoptics cable and growth in the ICT sector 80% agree that the use of online marketing techniquesis very low. The Promotional strategies are mass market oriented, they is no appeal to specificniche or seasons.27 4.4 Challenges encountered during marketingSERIES 1 Series 1 I D E N T I F Y I N G T H E H I R I N G C O M P E T E N T M A N A G I N G W E B S I T E S E C U R I N G E N O U G HR I G H T T E C H N O L O G Y E M P L O Y E E S B U D G E T figure 4.3The respondent indicated that the main challenges they encounter during marketing areidentifying the right technology which carried 80% hiring competent employees was not majorchallenge as it only accounted for 40% with majority of them possess degree certificates.Managing website was also a main challenge since it accounted for 80% this was brought aboutby the changing needs of different customers. Updating websites to fit customer’s expectationwas a major challenge to the marketers since it was hard for them to know exactly what customer284 2 4 3expected. offershappy hours discounts Figure 4.6Out of the 24 interviewed tourists 40% agreed that they enjoyed happy hours during holidayswhile 60% agreed that discounts were offered. --29 CHAPTER FIVE5.0 SUMMARY CONCLUSION AND RECCOMMEDATIONThis chapter outlines the conclusions, recommendations and limitations for the Study. Theobjective of this study was to assess the effectiveness of the marketing strategies adopted by kwsin marketing Aberdare national park.5.1.0 To identify the marketing strategies adopted by kws to marketAberdare national park.The first objective of the study was to identify the marketing strategies adopted by kws,according to the findings, it was evident that among which included product, people, process,promotion and pricing. Pricing strategies was the most preferred by most of the tourists whovisited the park price negotiation carried the highest weight being recommended by 80% of thetourists. Offering discounts to repeat guest was also recommended by the tourists accounting for60 5 of the interviewed tourists. It also indicated that having qualified employees was also astrategy used by the park to ensure that they understand the tourists’ needs hence delivering thebest of their capabilities. Further improvement of services and products and product innovationare also strategies used to market the Aberdare national park.5.1.1 Assessment of the effectiveness of the marketing strategies used by kws.The second objective was to assess whether the marketing strategies adopted were effective. Thefinding indicated that pricing strategy was preferred by majority of the tourists accounting for 80% of the strategies where price negotiation accounted for 80 % of customer. All the touristagreed that prices offered commiserate with services offered and also is based on the demand inthe market. Only 40% of the tourists agreed that prices are competitor based. Most of the repeatguest agreed that they enjoy price negotiation and discounts offered to them. However it alsoindicated that kws did not put much emphasis on currents promotional tools that wererecommended by majority of the tourists. Many of them being in age group of between 20-35,they preferred social media such as Instagram twitter face book and Whatsapp.30 "